The publications deploy a two-pronged virtual event strategy to service their own marketing needs and provide a revenue-generation tool for advertisers and other 3rd party organizations. “It’s very important for us to educate readers,” says Tim Purpura, group publisher, Security Systems News. “Our content is driven by our editorial teams to satisfy readers’ interest in knowing how the latest trends are impacting their market. Integrators and dealers can either join the events or sponsor topics for their own lead generation. It’s a win-win: the information is helpful and the virtual webcast format enables them to more efficiently reach targets for enriching their customer pipelines.”
Engagement Features Enable Dynamic Interplay
To maintain a dynamic ‘like being there’ format, the editorial teams showcase the speakers who are prominently featured on attendees’ computer screens. Handy widgets link to downloadable resources for instant reference, and real-time engagement features, including live chat and polling, are encouraged by the speakers.
“We get a great response from attendees,” continued Mr. Purpura. “The chat and polling are extremely intuitive and invaluable to our success. The real-time reporting and analytics are also critical for capturing performance metrics that impact ROI and planning for future events.”
Additional conference features include:
Social networking links for instantly sharing conference information
Advanced branding customization for web pages, invitations and event communications
Customizable event registration for capturing demographics and email responses
Easy access from any Apple or Android smartphone or tablet
On-demand access to extend the life of events
Managed Service is Key to Success
According to Mr. Purpura, Arkadin’s service reputation was a prime motivator for selecting their webcast technology. “Arkadin’s platform was superior to our last provider, but it was their client care at every step in the process that made the difference. After the first event, I was blown away. The service was outstanding and far beyond what I expected.”
“United Publications use of ArkadinEvent underscores the power of webcasts for achieving marketing goals,” says Mark Alexander, president of Arkadin North America. “Webcasts provide a versatile and cost efficient means for educating prospects, retaining customers and nurturing leads without relying on traditional and far more resource-intensive channels, such as trade shows. The wider audience potential and absence of overhead delivers lower costs per lead and higher ROI.”
United Publications, Inc. is a privately held business-to-business media company based in Yarmouth, Maine. Since 1981 United has produced market-leading newspapers, conferences, and most recently, eMedia products focused on industry-specific news.