ust as running a Fortune 500 company is different from running a start-up, hosting a virtual event for a consumer company is different from hosting events for a B2B company. The sales funnel for a B2C company is different from that of a B2C company and thus the marketing and sales events requirements are different. The B2B event has a clear purpose, it will be goal-oriented, and decisions will be made keeping business requirements and budgets in mind.
B2C, on the other hand, is an entirely different ball game. Here you are talking to your customers directly. Lead generation is about building a relationship and developing that trust with your customer. Decisions are made based on requirements, benefits, emotions and affordability.
But for your customer to make a decision, he/she needs to be aware of your brand and offerings. How do you leverage a virtual event for this, and how can you make the event profitable? Detailed in this blog are a few ways to do just the same.
Customer acquisition using virtual events
Event ideas are a dime a dozen. But what are the events that help you acquire customers? Listed below are few event ideas which are definite crowd pullers.
Product launch: A new product launch is a crowd magnet. If your product solves customer pain points and your brand is adored and trusted by your customers, they will keenly wait for your next product launch. Make this a significant event by inviting media, social influencers, critics and of course, your audience as well. Live stream the event and gain more viewership.
This will all directly translate into conversions for you. One company that follows this technique is Apple. In September every year, Apple hosts special events where they launch their product of the year.
Whatever the event type you choose, build a relationship with your customer. Because relationships always last longer!
Monetisation through virtual events
Hosting a virtual event involves cost. Monetising virtual events can help improve ROI. So, how can B2C companies monetise their events?
Sale of goods: Being a consumer company you will have some goods to offer your audience. If you have a quality product which is priced well and the right audience, undoubtedly you will have good sales. You can make the sale in your event attractive by offering discounts and other offers.
Ticket sales: Nothing good comes for free. If you are hosting a knowledge-sharing event for your consumers, charge them for the same. Ticket pricing, offers, discounts can be your prerogative. But, ticketing is an assured way of income generation in virtual events.
Paid access to podcasts/streams: if you decide to produce a podcast or have recorded sessions from your events, this is a bank of information and knowledge. Do not give these away for free. You can have a subscription for your podcasts, and your VOD can be paid instead of free viewing.
Co-host events: In the event of your programme not attracting enough audience, you can consider co-hosting the event. Find and partner with a company who has similar goals. Such events are advantageous for the audience because they pay for one event and have the opportunity of meeting two consumer companies.
“People do not buy goods and services. They buy relations, stories and magic.”
– Seth Godin.
Irrespective of the kind of event you are hosting, remember that you are not selling goods alone. Through your event, you are building relations, creating stories and making magic happen. Remember this mantra and follow the tips mentioned above, and you will soon be hosting events that will be beautiful memories for your customers.