In 2011, the average marketing webcast generated just over 450 registrations and about 275 viewers; while our broadcast of the Mr. Olympia Competition for BodyBuilding.com reached over 300,000 viewers in a single night! I know-tough to compare your next marketing webcast against an internationally recognized event that used be broadcast live on ESPN … but the kernel of insight here is that in a digital age, content is still king and if you can make it entertaining, you can drive even more viewership.
A great example of this sort of entertainment based marketing was a project we worked on last year for Canadian Living. This event was presented in conjunction with Transcontinental Media who invited The “Chef at Home” Michael Smith in for an exclusive online event driving thousands of foodies to the Canadian Living Website. The speaker was geared to the target audience (which is key for any virtual event) with attendees ranking guest speakers and the agenda as the number one reason they sign up in the first place.
If you are a marketer reading this, you may be thinking “Great…..I could hire a world famous chef get lots of viewers but that won’t help me drive leads for my company’s new software…” And you are right! But creating an entertaining event with a unique concept will drive an audience. For instance, on February 29th 2012, WALMART is conducting the Green Student Challenge where university students will battle head-to-head in front of a panel of Canada’s top CEO’s for $100,000 in prize money. Big name speakers, with a unique and entertaining format to earn viewers for this landmark online event!