webcast marketing roi
TRANSCRIPT
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Seeking ROI : 120% Return on My Investment
Webcasting Fuels Your 2009 Marketing Strategy
Today’s Panel
Brian Denker Director, Marketing/Operations Frost & Sullivan
Shaun McIverPresident & CEOStreamlogics, Inc.
Bob Felsenthal Vice President / Publisher BtoB Magazine / Media Business
Donal Byrne Manager, Loyalty & Retention Research in Motion (Blackberry)
Welcome & Housekeeping
Live Q&ASend your questions by using on the question box located on the lower half of the your eBroadcast screen.
eBroadcast On-DemandA recording of the eBroadcast will be available at www.frost.com/marketingROI
Give-Away All registrants will be entered in to a drawing for a BlackBerry® Storm
On Marketers:
• Demand for ROI
• Demand for accountability
• Inevitable migration of spending to media channels and techniques that support A & B.
• Increasingly sophisticated, integrated messaging across multiple channels
• Creating platforms for integrated executions
• Proving the worth of traditional media vs. alternatives
Economic Downturns Demand “Systemic” Changes
What’s Getting a Piece of the Pie?
BtoB 2009 Marketing Priorities and Plans
What’s so hot about Web casting?
THE OBVIOUS
Individuals instinctively tend to retain information:
10% of what they read
50% of what they see or hear
THE PROVEN – Web casts equate to immediate
access to information in the “Now”
60% Technical Product Info
70% Topics of Interest
50% Education / Learn More
If customers can see, hear, and feel the difference between you and your competitors…
then maybe they will start to think differently about you.
• Enhancement of brand • Unlimited audience potential • Qualified attendance model• Instant credibility of products/services • Establishes thought leadership • Develops new business opportunities• Improved channel/alliance partnerships• Long term relationships
Accelerated sales cycles
R.O.I.
“Marketers too often focus on the event itself… They think it begins on the first day in Orlando and ends on the last day there.”
–Ruth Stevens, author of Trade Show and Event Marketing
It’s not a web event meeting…
It’s a web experience
The Complete Experience
• Pod casting• Multimedia Sales Tool• Newsfeeds• Web Content
Creating a deliverable that becomes portable across
a variety of channels
Multipurpose / Multi-channels
ProductLaunches
Lead Generation
New Channelfor Content
Delivery
BrandAwareness /
Visibility
TrainingInternal / External
BusinessDevelopment
Opportunity/ ROI
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Steps to Implementing Successful Web cast Campaigns
CampaignPlanning
Content Development &
Delivery
Audience Recruitment
Audience/User Experience
Analytics / Reporting
Database Management
What’s Next??
Post web cast event, your company typically:
Survey Says…
Analyzes registration data for business/marketing
decision making 21%
Imports registrant
information to a CRM system
25%
Use recorded webcast
as part of ongoing sales/marketing
strategy 27%
Posts webcast on company website for future viewing
27%
Portals and Content Management System (CMS)
Survey Says…
Virtual tradeshows are similar to traditional live tradeshows but use web casting and other communications instead of traveling to a central location.
Concerning virtual tradeshows, have you:
Sponsored virtual tradeshows and are planning on continuing the practice.
Regularly attended virtual tradeshows and will continue to do so.
Experimented with attending/sponsoring virtual tradeshows as alternative to live tradeshows and had a positive experience.
Experimented with attending/sponsoring virtual tradeshows and did not have a positive experience.
Not attended or sponsored a virtual tradeshow but are interested in doing so in future.
Not attended or sponsored a virtual tradeshow and have no plans of doing so in the near future.
Today’s Panel
Brian Denker Director, Marketing/Operations Frost & Sullivan
Shaun McIverPresident & CEOStreamlogics, Inc.
Bob Felsenthal Vice President / Publisher BtoB Magazine / Media Business
Donal Byrne Manager, Loyalty & Retention Research in Motion (Blackberry)
BlackBerry Storm
And the winner is…
Giveaway
A Recording of today’s eBroadcast will be available by visiting:http://www.frost.com/marketingROI