There are tons of virtual events around right now. Competition is fierce amongst organisers and many audiences and buyers are starting to get ‘webinar fatigue’.
That makes selling them very hard.
In this post we want to share a three-step process for selling virtual events in the most effective way:
Focus on the customer’s objectives
Marketers included your face-to-face events on their plan not because they were super fans, but because they saw it as a means for them to achieve their objectives.
If you want to sell your virtual event, you need to be 100 per cent sure of what their marketing objectives are right now – only then you can position your event in the right way.
Teach about your audience
Ultimately, it’s your audience that the buyer is interested in- that is what you have that they need, so that’s where you should concentrate your efforts. Understand as much as you possibly can about your audience and use that to build a compelling business case. And don’t worry too much if your audience has shrunk since you’ve moved towards virtual. Flume research suggests that when buyers consider which virtual event to invest in, they are increasingly concerned about the quality of that audience rather than its size.
Focus on the value
Do not undersell your virtual event just because your productions costs have come down. Have a think about the value of branding and thought leadership to your client, and importantly, think about the value of great quality leads. Use the value of these elements to inform your pricing.
If you want to go much deeper into how to sell virtual events, then you should attend Flume Sales Training’s 1-day course, taking place online on on Thursday 3 December 2020. Get 10% off the normal rate with promo code “FIPPVES20” when you register. Learn more and enrol.