Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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130 BUSINESS-TO-BUSINESS INTERNET MARKETING Virtually Eliminate Logistical Hassles. Prospects are invited to come to a special URL in cyberspace instead of a physical place. You do not need to arrange for hotels, and you do not need to ship anything anywhere. In fact, you do not even have to show up anywhere other than on the Web. Web traffic may be heavy, but it is better than the roads—and the weather is irrelevant. Provide You with Foolproof Quality Control. The online seminar is totally controlled by you. The format, content, and timing are uniform and singular, and therefore completely consistent. You only have to create it once, no matter how many times someone sees it. Even if you execute the online seminar as a live event, it can be archived and repeated. Attract Qualified Prospects. The online seminar is more convenient for prospects or customers; they do not need to leave the office to attend. As a result, the virtual seminar has the potential to attract not only larger audiences but also a greater number of senior executives. The online seminar is also a more novel and intriguing approach than a live seminar. As such, prospects might find it more compelling to attend. Cost Substantially Less Than Live Seminars. Online seminars compare favorably to live events. Earlier, we looked at the costs and results for a ten-city live seminar program. Now we will compare the costs and results for an online seminar program, using the following assumptions: The seminar will be a one-hour session, conducted entirely over the Web. The sponsoring company uses an outside firm to create and host the seminar. The sponsoring company will hire one guest speaker, who will provide a presentation for use on the Web. The guest speaker will also be available for an interactive question-and-answer session, which will be held during a few preappointed times via teleconference. Seminar visitors will be able to call a toll-free number to listen to the presentation, during which Web content is pushed over the Web. They will also be able to ask questions and listen to answers via telephone.
Using Internet Events for Marketing 131 A direct mail invitation will be sent to 30,000 prospects. They will be selected based on geographic areas that mesh with the live seminar program. We will also assume the same cost to execute the direct mail as with the live seminar program. The call to action in the invitation will instruct recipients to respond by coming to a special URL to attend the virtual seminar. That means a respondent is an attendee, so there is not a no-show rate, as with a live seminar. All respondents are attendees. Even if you want to prequalify prospects further by sending them first to a registration page, the typical no-show rate for an online seminar will probably be lower than with a live seminar. Analysis of Live Seminar Program versus Online Seminar Program Figure 5.2 indicates the costs and results for the online seminar. The cost for the direct mail promotion is the same for both seminar programs. Despite the same promotional cost, you’ll see that the online seminar costs less than the live seminar when all costs are considered. A direct bottom line comparison shows that the online seminar generates a lower cost per attendee than the live seminar. There are additional benefits that have not been factored in, however. One potential benefit of the online seminar is the fact that the noshow rate tends to be somewhat lower than with live seminars. Given location and weather conditions, online seminars are more dependable in terms of generating lower no-show rates in general. Another factor is that once a live seminar is concluded, it must be run again, live. With an online seminar, the marketer can get additional usage out of it by archiving the event on the Web. It can then be used several more times at a low incremental cost as a marketing tool, unlike the live seminar program, whose costs continue to go up every time it is presented at a new physical location. This analysis of live seminars versus online seminars makes a compelling case for the use of Internet events. Replacement or Enhancement? Do you need to eliminate all live seminars and conduct online seminars instead? Not necessarily. You may still wish to hold live seminars in a
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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