Livestreaming is an exciting move for your organization and an opportunity to reach even more people. While you may feel energized about this change, your attendees may be cautious and apprehensive.
Follow these 6 steps to market your new jump into the technological age!
1. Define your offerings and goals
Before you begin your marketing efforts, you must know what you are selling. This should always be the first step of a marketing team, asking the questions. Below you will find a few examples of things to consider, be sure you are exploring your offerings from a micro and macro level!
- Are you offering on-site and virtual attendance options or, is this a strictly virtual event?
- When the attendee registers for the livestream, what do they receive? Is it access to (1) individual session, or will they receive the whole conference?
- Will there be access to slide decks or other resources for all attendees?
- Will attendees have the opportunity to receive credit or certifications?
- Would you personally register for this conference? Do the pricing and offerings match?
After you have defined all of the offerings, you can now begin identifying goals. Your goals can be as simple as a registration or monetary goal, or as complex and long-term as return registrations or ongoing community discussions. Your goals should follow the SMART guidelines. They need to be Specific, Measurable, Attainable, Relevant, and Time-bound. The goals you set should also be organization specific. For example, your organization may need to make a profit off this livestream or it may need to build membership. Your goals will be used to measure success. Remember – success is not a one size fits all model; it is fluid and ever-changing!
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2. Create a Plan
Now you know what you are offering and how you define success, next you need to create your plan! When developing your marketing plan, it is important to consider, once again, macro and micro perspectives. Start by looking at the “bigger picture,” i.e., how much time do you have, what marketing platforms and methods are you planning to use, what resources do you already have, etc.?
It can help to create a timeline from now ending with your livestream event. Set benchmarks that will que you to check on your progress. You should ask yourself, “am I on target for my goals” regularly and then use you marketing plan to either maintain your current efforts or tweak aspects of the plan that are not working to successfully reach your benchmarks.
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3. Know your audience and their preferred communications
Have you ever tried to have a conversation with someone who doesn’t speak your language and you don’t speak theirs? No matter what you are trying to communicate, the other person does not know the details, but rather only what they can surmise from watching your non-verbal communications.
The same idea is applied to marketing. If you are getting your promotions out on Facebook, but your intended audience primarily uses LinkedIn, you will find your audience may only be picking up portions of your message, and not benefiting from all the right information!
You also may want to take a look at your method of communication based on certain subgroups. For example, you may be trying to market to a specific organization that practices law in the United States, but that group has very specific sub-sets within itself. Younger age groups may get their information from Instagram, while an older age group may prefer email. Segmenting your marketing efforts and tailoring the messages to those sub groups will ensure that the right information is getting to the right people.
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4. Recognize what makes a livestream different
Livestreams offer a cost-effective and time-efficient way for attendees to obtain the same information without the hassle of travel and taking time off to be on-site. Many busy professionals prefer to multi-task during their day, and livestreaming your conference ensure they get the right content without turning they daily routine upside down.
Event recordings are a great way for registrants to re-watch the presentations later for a refresher, or they can visit the recording at a more convenient time.
Identifying your livestreams unique characteristics will help you market to attendees. Why is it important for attendees to register for your livestream? Is there credit associated for the presentations? Do they have to watch it live or can they still obtain credit watching the recording? Ask yourself, “why did we decide to livestream in the first place?”. Chances are you will find the reasons why your audience should register.
Once you have identified what makes a livestream different, market as you would for anything else, highlighting the products unique characteristics.
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5. Make it personal
While a lot of your marketing efforts can be automated, that will make the messaging less personal and easier to delete or ignore. When marketing your livestream, it is important to make sure that you are offering a personal experience, because that is one thing potentially lost when an audience member is virtual.
When you are in-person at a conference, the whole experience is more personal because you are experiencing it with all your senses. A livestream takes away a certain personalization, and it is our job to compensate with catering marketing and course offerings to them.
A few ideas to make the experience more personal:
- Ask for input: What does your target audience want to see, hear and/or learn? People love to know that their voice matters! How awesome is it if you ask to hear about a particular topic, and then it actually is presented on!
- Ask for feedback: Again, people want to be heard! If this isn’t your first event, ask the past attendees for their feedback, and entice them to come see their suggestions in action! The main difference here is that you are receiving reviews based off what you’ve already done!
- Create a Community: Learning online creates its own challenges, but luckily, technology can help. Allow your virtual audience to communicate with each other and their instructors through chat features in the course and discussion boards!
- Create a personal email/phone marketing campaign: Provide your team with an email or script that has a few customization options. Those customization options could be a variety of reasons to attend or the session content/titles. When your team reaches out to attendees, they can pick from the provided options to personalize the message and make attendance more enticing.
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6. Get creative
Don’t be afraid to try new things! With the advances in technology, you can leverage so many more tools to make your event an exciting one to register for! Here are a few ideas
- Contests with prizes: Using a variety of technologies and platforms, you can make a game or raffle contest online!
- Harness the power of video: People love to see and feel excitement for the event; it makes them feel like they are part of it. Live broadcast on social media with your presenters, sharing excitement, or sneak peeks!
- Use the voice of your partners: Create a human connection by using quotes from past attendees, speakers, and team members in your various marketing efforts.
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Any marketing campaign takes time and resources to complete successfully, but using these 6 steps will help you better organize your efforts!
I’m a big fan of the author James Clear who writes about the formation of habits. I believe (good!) habits are an important element of success (I’ve written about it before.)
In a recent blog post, Clear wrote: “Just because it’s not optimal, doesn’t mean it’s not beneficial.” Read another way, this is the old adage of don’t let the perfect become the enemy of the good. Or don’t let perfection be your target, because you’ll always fail.
I see this very commonly when discussing the integration of systems with clients (e.g., AMS and LMS). The optimal situation is a real-time, two-way integration between the two systems so that data is shared immediately.
But this often proves to be very time-consuming and expensive to develop (and sometimes can’t be developed!). So rather than a two-way, real-time integration we opt for a two-way passing of data on a schedule (e.g., once per day). Optimal? No. Beneficial? Absolutely.
So when considering changes to process or technology within your organization, keep in mind that while the change might not be optimal, it can be beneficial, and that’s what we’re looking for.
This guest blog post/article first appeared at www.effectivedatabase.com and is repurposed with permission.
Wes Trochlil is a published author on data management in the association market. He helps organizations move data management from a cost center to a revenue generator.
CommPartners is excited to announce we have received the Best Continuing Education System Award from Talented Learning, an independent research and consulting firm devoted to helping organizations of all sizes choose and use LMS solutions and related technologies for their unique business needs. The selection of CommPartners as an award recipient included an extensive consultation and a detailed review of the platform. . CommPartners is honored to have been selected from over 750 LMS providers.
“I am grateful to be a part of this community and to have the opportunity to continue to evolve our Elevate LMS to support our clients development and growth. We are excited about 2019 as we continue to introduce new features that allow our clients to become their community’s primary source for knowledge and continuing education Says Rich Finstein, CEO of CommPartners
CEO & Lead Analyst of Talented Learning, John Leh, shared, “With more than 25 years of experience in serving associations and non-profit organizations, CommPartners has grown and evolved along with continuing education needs and technologies. The CommPartners solution is unique because it offers more than just a strong, community-oriented, mobile-responsive, modern LMS.
The platform is also supported by a variety of companion services, including curriculum and instructional design, as well as production and management of webinars, webcasts, live-streamed events and virtual conferences. With personalized, hands-on guidance from in-house experts, CommPartners ensures that clients achieve high-quality results from their investment in continuing education programs.”
If you are interested in learning more about Elevate LMS or CommPartners’ online learning and event solutions please contact us at email@example.com.
The CommPartners Approach to Onboarding Your LMS
Last week, I was speaking with a colleague who had just returned from an all-inclusive vacation in Mexico. During our conversation, I asked what some of the highlights from her trip were. The response I received sparked a thought about the true value that comes with genuine customer service.
Now, you would think that the first thing she would tell us about is the delicious food or beautiful beaches, but to our surprise, there was something that she thought stood out above those luxurious details. What stood out to her the most was every time she and her husband asked for something, the staff responded with “It’s our pleasure.” This made them feel valued for choosing to invest their time and money into this resort. It’s our pleasure, conveys a feeling of appreciation.
At CommPartners, we quite often discuss how grateful we are to be involved in the association community, surrounded by an amazing group of people, who we value and feel so fortunate to work with and support. We know education is a core component for most associations and what we do matters a great deal.
A learning management system is a significant investment, both financially and strategically, that can take months, even years, to make a decision on. Once the decision is made, the client and LMS provider come together to create a unified partnership and shared mindset, determined to fulfill the client’s overall vision. The onboarding process that follows is a critical time where expectations are confirmed and a foundation for working together is set. This is where “It’s Our Pleasure” comes into play.
Like any first impression, the first moments of the onboarding process are a sign of what to expect down the road. The first thing you notice is the tone of the communication. How professional and courteous is the project manager? Is this person responsive? Is he or she clear about what to expect, and with follow-up communications. Is this person detail oriented? These are all critical elements?
Just as important, is if this person has a positive attitude and is enthusiastic about your project? Do you, as the client, feel appreciated for the decision you have made and the faith you’re imparting on your selected provider? Are you truly in this together?
At CommPartners, we have gone to great lengths to support and empower our onboarding staff who in turn are giving and generous with their time and spirit. They recognize how critical it is that you are welcomed properly to our organization and that we are simply not just saying thank you for your business. Actually, it’s our pleasure to serve you.
When organizations consider holding a livestream program from a place based conference or a completely virtual event, a common question asked is, what content will be compelling enough to get people to pay attention?
Click to view the livestream.
Several weeks ago CommPartners was asked to livestream a session for the Council of Manufacturing Associations (CMA) in cooperation with the American Society of Association Executives titled: Unconscious Bias: An Association’s Role in Social Issues. The program originated from CMA’s Winter Leadership Conference that took place at the Four Seasons in Baltimore, MD, on Friday January 11, 2019. The archive of that event can be accessed here.
Of all the possible topics to livestream, CMA chose this subject because they knew, organizations are wrestling with their role in today’s political and social discourse. It’s a topic that transcends professional development training and presents an opportunity for community conversation and engagement. CommPartners’ role was to bring this session to the remote audience and to make them feel as if they were onsite and provide opportunities to share thoughts and ideas.
Taking risks and considering alternative formats for livestream programs can position your organization to extend your reach and impact. It can place you at the center of important conversations we are all having.
As a result of using the livestream format for a more personal and compelling topic, CMA was able to realize five key benefits:
- They greatly increased their profile to individuals and groups who otherwise would not be aware or involved with the CMA.
- Attending an onsite conference is expensive. By offering a session like this one, they were more inclusive and recognized the importance of reaching out to those who could not afford to attend or didn’t have the ability to travel or leave their homes or offices.
- CMA, along with ASAE took the lead in forging the conversation around hidden social bias. They showed who they are and what they are about by addressing the topic in public way. This showed is pays to be bold.
- This was a session from the heart. Online attendees were touched by the format and conversation.
- The session used a dramatic delivery that worked well to engage those in the room as well as those online. You had to walk away with a wow feeling as you watched the event. It’s the type of session that creates interest and a positive feeling about the host organization. If you are a member, it solidified your feelings about your investment. If you aren’t a member and this was your first experience, you had to walk away impressed.
This program was a collaboration between CommPartners, Council of Manufacturing Associations and the American Society of Association Executives. It was an important topic that has relevance to the greater association community. As the production company, we were proud to help extend the reach of this session to online viewers around the country.
For additional information about CommPartners Elevate platform integrated with Higher Logic Communities, contact Meghan Gowen at firstname.lastname@example.org