Jerry Springer’s production assistants know why it’s important bring on the most degenerate, crazy, out-there guests on the show. It’s done with the purpose to get the biggest rise out of people, and hopefully keep them entertained. A 50-year-old man who wears a diaper, wings and carries a bow and arrow with the aspirations to attract his true love, is a perfect fit–book him! When broadcasting reigned supreme, production advisors had the job (and still do) of finding the most interesting guests, characters, topics of discussions, etc. to attract the largest number of audience members—thus increasing the value of advertising on those shows. The more eyeballs, the higher rate of an ad space. Makes sense.
So what does this mean for the world we live in now that is on the internet, and a world where we communicate in 2.0, 3.0, 4.0 versions and beyond!? Welcome, the webinar. The webinar, or web-seminar, has been used mainly in the past 5 years as way to educate the public on some kind of topic. Whether it is on cheese slicing, investment opportunities, or cattle herding, webinars are usually hosted by some kind of “expert” or “expert business” that want to educate potential clients on their subject. So, you may be asking: This is just like a seminar at a hotel where a panel of experts speaks on behalf of one topic, but just done on the web right? Wrong.
The webinar is now a vehicle to not only share information, but as a means to bring in new customers— much like our Jerry Springer example and the advertisements described above. The goal is to attract the client with content, but then solidify their interest with a pitch or a sale to a product/service. Unlike television broadcasts, the advertisements are typically not of an outside organization. But this may change in the upcoming year. Companies and individuals utilize webinars as a means to get the public interested enough to keep them interested to hear a pitch, and ultimately hook them on to bigger services. A webinar is an all-encompassing form of information, and sales tactics. Similar to a modern day infomercial.
How can your organization benefit from the use of webinars? Well, find another like-minded individual or company to team up with. If you both promote to your respective contacts, the attendees will be greater. Or, like an advertising specialist, find a sponsor. Why wouldn’t a wine company want to sponsor a cheese slicing webinar? The same audience, who likes cheese, usually wants wine to go with that cheese. It makes sense, and aids in diversified clientele.
In order to make your webinars successful, think like a television producer. Ask yourself, what topic is going to bring in the most viewers, what can information can I give them for free to keep them coming back for more, and how can I translate this into new customers/clients? Lastly, ask yourself, who would sponsor this material, who would find this informational useful to their audience as well? Having this information organized prior to a webinar should bring the results you need.
And no, cupid did not pay me ad-dollars for mentioning him in this article so close to Valentine’s Day.
