asae tech conference: generate six-figure non-dues revenue through content
DESCRIPTION
Presented at the ASAE Tech13 Conference in Washington, DC on Thursday, December 5th, 2013. Learn how one organization generated 6-figure revenue from an integrated approach to sponsored webinars and buyers guide. Walk away with tips on how to bring professionals together year round through expert content. Learn how suppliers can leverage their most important marketing assets, and how by managing the supplier relationship you can create sustainable revenue while protecting the brand of your association.TRANSCRIPT
@techconf #tech13 LB1
Dawn Baron , A m e r i c a n S o c i e t y f o r Tr a i n i n g & D e v e l o p m e n tR ick Bor ry , W e b v e n t
Generate Six-fi gure Non-dues Revenue Through Content
Thursday, Dec 059:00AM - 10:00AMHashtag: #tech13 LB1
@techconf #tech13 LB1
For Today• American Society for Training & Development
(ASTD)
• Background
• Expansion of Webinar and Buyers Guide Programs
• Network Model Theory
• Results
• Lessons Learned
• Key Takeaways
@techconf #tech13 LB1
American Society for Training & Development
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Problem
• Existing webinar and buyers guide programs drained internal resources and lacked customer-supplier connection.
• These trends affected both member interest and revenue potential.
ASTD Communities of Practice
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Large team in multiple locations
INTEGRATED WEBINAR
PROGRAM AND BUYERS GUIDE
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ASTD “Watch & Learn” consolidated webinar program
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Webinar connects participants and suppliers
through content
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Sponsor pages keep traffic within Buyers Guide
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Buyers Guide drives audience -supplier
connection
Sponsors expand company profile pages with relevant content:
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Content
Panelists
SponsorsParticipants
• Division of labor:
• Host
• Moderator
• Presenter
• Sponsor Sales
• 6-10 hours per webcast
• People = Email
• Sponsor = Web address
Network model reduces workload
70 administrators… 1 interface
PROGRAM EXECUTION
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• Book authors
• Conference speakers
• Consultants
• Thought leaders
• Sponsors
• Award winners
• Partners
• International
• Academia
• Industry research
Find content… everywhere
Build your audience
• Regular e-mail program• Segment audience
• International• Government• Sales Training
• Co-promotion• Presenters• Partners• Sponsors
• Track Results
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Integrated Sales Approach
• Control your brand
• Unified messaging
• “Big Picture” strategy
• Create sponsor packages
• Know your supplier base
Potential Issues:
• Product overload
• Sales training
• Overwhelm sponsors
• Orphan opportunities
• $10K webinars vs. $1K company profiles
Engage suppliers
RESULTS
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Efficiency allows volume growth
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Increased participation = revenue
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Invitations
Registrations
Attendees
Information Requests
Demos
• 10,000 email invitations
• 742 registrants
• 311 live connections
• 409 total listeners
• 53 recording views
• 137 whitepaper requests
• 49 product demo requests
Typical sponsored webinar “pipeline”
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Webinar audience drives Buyers Guide traffic
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Traffic increases revenue
KEY TAKEAWAYS
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• Single system
• Division of labor
• Experiment: test, measure, repeat
• Don’t break what works
• Process & checklists
• Intentional and ongoing marketing support
• Specialized sales efforts, within unified sales approach
Lessons Learned
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• Brings professionals together through expert webinars
• Connects suppliers to their audience with an integrated buyers’ guide
• Sales team works within existing advertiser and sponsor relationships – unified supplier engagement
• Generates 6-figure recurring revenue from sponsored webinars and buyers guide
ASTD Webcasts & Buyers Guide:
@techconf #tech13 LB1
Contact Us
• Dawn Baron – [email protected]
• Rick Borry – [email protected]
• Reference Links:• Webcasts: http://webcasts.astd.org/events
• Buyers Guide: http://webcasts.astd.org/sites
• ASTD Case Study Infographic: www.webvent.tv/corporate/project/astd/