Developing A Webcast Strategy

That Really Works

Elliot MarkowitzEditorial Director

Nielsen Business Media, Webcasts/Digital Events

All Digital “Most” Of The Time

• Print Business Struggling….No Kidding• Online Content Opportunities Evolving

– Social Networking, Bloggers, User-Generated Content

• Audience Demanding More• Sponsors/Advertisers Demand More

– Targeted Readers, Interactivity, Immediate Results

Web Seminar Attributes

• Powerful way to deliver marketing perspective and/or product information directly to a Brand’s audience.

• Interactive digital presentation, 30 - 45minutes, (Live or Pre-Recorded) utilizing streamed audio with synchronized PowerPoint slides

• No travel is required. Speakers dial into Web Seminar platform via telephone. The audience listens and views the program via web interface

• Sponsor achieves a broader reach to their current and future clients/members

• Greatly enhance sponsors brand recognition

Hub & Spoke Structure

• Create centralized webcast department• Editorial expertise• Digital Sales Expertise• In-house Production/Client Services• Alternative:

– Everyone needs to make it part of their job

Different Flavors

• Editorial– Leverage strength of specific Editorial brand and

relationships– Align with Special Issues, Coverage, Events– Editor acts as Market Expert/Recruit Third-Party

Experts– Poll audience and gather research – Sponsors brand is associated in all promotional

marketing activity– Sponsor receives 5-7 minute speaking slot

Different Flavors

• Custom– Web Seminar Editorial Director works directly with

client to shape content– Leverage Publication brand name/audience– Poll audience and gather research-customized– Sponsors recruit speakers– Sponsors brand is associated in all promotional

marketing activity

Virtual Trade Shows

• Webcasts on Steroids• Fully Replicate Face-to-Face Event• Vendor Exhibits• Full Day Educational Agenda• Audience Interactivity

The Key

It’s All About The Audience!

Web Seminar Go To Market Strategy

• Editorial Director works with Brand Editors to develop web cast editorial topics for Brand Sales to present to prospects

• Web Seminar Sales Director works with Brand Sales to develop prospect lists including potential content of prospect interest

• Web Seminar team builds customized sales proposal based on input provided and delivers to Brand Sales

• Webcast team available to join on sales/conference calls to assist in sponsor enthusiasm/ assist in closing

Now Its Sold: What To Do And Who Does

What

• Web Seminars Team facilitates Kick Off Call with sponsor

• Web Seminars Team recruits third party speakers• Web Seminars Team merges PowerPoint presentations• Web Seminars Team works with specified brand

marketing on promotion strategy• Web Seminars Team runs dress rehearsals• Web Seminars Team facilitates Live Event• Web Seminars Team provides sponsor with reporting • Specific Brand garners revenue and Brand Recognition

Web Seminar Promotional Marketing

• Direct E-Mail Campaign Promotion: Invitations will include description of the program content and URL link to sponsors website and link to registration micro-site

• Targeted Online Newsletters: Web Seminar will be promoted via text links within relevant Brand digital newsletters

• Website Module Promotion: Web Seminar will be promoted across Brand Web Sites with buttons/banners/text link placements

• Sponsor Micro site: Registration micro site for sponsor will be built by Web Seminar team

• Registration Questions: Standardized registration form which has a fixed set of questions for all attendees. Sponsors have an opportunity to create up to five additional questions

Web Seminar Sponsorship

• Proven to be an effective means of communicating business/product messages in a cost-effective manner over the internet

• For the Web Seminar audience, the simultaneous delivery of graphical and auditory information convey certain concepts more effectively than the written word or an audio recording alone

• Viewers can interact with Web Seminar content at their own pace and on their own terms, regardless of time or travel restrictions

• Sponsors have the opportunity to position their brands as market leaders

• Required audience registration provides a source of high-value, self-qualified sales leads

Nielsen Success

• Sales & Marketing Management• Business Travel News• Successful Meetings/MeetingNews• Progressive Grocer/Convenience Store News• Adweek/Brandweek/Mediaweek• Kitchen & Bath Business• Training• Incentives• Editor & Publisher• The Hollywood Reporter• Contract• Commercial Property News

More Nielsen Success

• Successful Meetings/MeetingNews– Virtualmeetingworld

• Progressive Grocer– IBM Virtual Retail Symposium

• Adweek– Technology Virtual Tradeshow

• Mediaweek– Marc Berman monthly TV Insider

Web Seminar Summary

• Pinnacle relationship marketing vehicles designed to deliver relevant business/product content to the various opt-in professionals contained registrant database

• Provide audiences with a new and highly effective way to view/download content

• Brand Editorial Experts help drive the content. • Can act as an integral part, or the foundation of a

sponsors integrated marketing campaign• Complete project management