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creativity Tag

Totally ROI(GHTEOUS): ON24’s Where is Your ROI? Campaign

Guerilla marketing involves high energy, a ton of creativity and strategy. This year, ON24 decided to go the unconventional route for marketing at one of the biggest software conferences. We chose not to sponsor at Dreamforce ‘16 in SF, but do something different… at least different for ON24. ”If we can’t sponsor, that doesn’t mean we will shy away from the biggest conference of the year,” we said. So we put on our thinking caps and got creative. Being shy isn’t our forte, or mine to say the least. So it only seemed right that doing a guerilla marketing campaign at ON24 would be given the green light. Ok, “Where to start??” First, a campaign idea focused on highlighting the high...

Guerilla marketing involves hi...

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It’s not just about the metrics

There must be room for intuition in marketing. Metrics have become the norm for guiding how today’s marketer makes informed decisions about where to devote marketing dollars. But too often, if we adhere ONLY to the metrics, our campaign mix will simply become “rinse and repeat” and yield the expected incremental improvements, but lack the disruptive nature of a wholly original, groundbreaking campaign. You need creativity and courage to set your business apart. According to IDC’s new marketing benchmark study, now is not the time to be risk-averse, because aggressive marketing often accompanies successful corporate performance. This approach doesn’t come from metrics as much as from intuition, a recognition that while you may not have the numbers to back it up, a...

There must be room for intuiti...

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Build it and they will come…or will they?

Having been in the webcast industry for a while, I know the kind of time, effort and energy that go into the technical delivery of a live event. Scheduling speakers, coordinating times, gathering and proofing content, designing and building the event itself and then email blasts, clever campaigns and eye-catching banners to get people to register—it’s a long list. ...

Having been in the webcast ind...

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The Interactivity Debate

As someone who spends a lot of time talking about webinars and virtual events as valuable tools for marketers, I am perplexed by the central argument against them…lack of interactivity. The talking point goes something like this: “Physical events are important to us because we want the chance to engage directly with our attendees.” The idea is that at physical events, from large trade shows to small seminars, you are having deep and meaningful conversations with each and every one of your visitors, a level of interactivity that you simply wouldn’t get in the virtual world. Really? Let me ask you this: when was the last time that you went to a live seminar, in a local hotel ballroom, and at...

As someone who spends a lot of...

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How to Create a Successful Webcast

I know it may seem obvious, but the goal of someone running a live web event is to have it produce successful results. The goals vary from event to event, but the one thing that is consistent is that the “production” needs to not get in the way of the message. Over the years, one thing I have found is that often more time is spent on the content and the marketing rather than on making sure that the little nuances of the technical delivery complement the message. That said, here are the top three tips that will help make sure that your technical delivery is on par with the message itself. 1. If you are presenting through a phone, make...

I know it may seem obvious, bu...

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A “Bullet Proof” Web Event

Live events can be incredibly stressful. In fact, they can be downright brutal. If you have done web- based live events for long, you will find that because it is technology, there will be hiccups along the way. There are simply too many factors involved, from bandwidth, configurations and operating systems to browsers, firewalls…the list goes on and on. So what can you do to have technical success in the delivery of your event? While I am afraid there is no “bullet proof” web event, there are things that you should consider when planning your next event that will help mitigate risk. 1. Target your target audience. What I mean by this is that you should be sure that you know...

Live events can be incredibly ...

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Marketing 101: Bring your Marketing Webinars into the 21st Century

1. In your webinars, define your offering based on the customer needs they meet, not by features and functions. All too often we see webinar presenters drilling into the details of this feature or that one, without tying it back to what user need is being met by it. Always center your webinar around customer needs, and you’ll have more interested audience members and a more engaging presentation. 2. Develop a cross-channel presence that considers the buyers' entire journey. They need to see your message in social media; in organic and paid online search; in ON24 webinars and virtual events; in real-world events; and in print and broadcast media. Define, measure and tune the mix constantly – what works for one...

1. In your webinars, define yo...

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