Livestreaming Events: How Event Marketers Can Grow ROI (Video)
Event marketers always have one question when it comes to livestreaming events: How will this affect my ticket sales?
Anyone who has produced a B2B marketing event knows the two largest challenges are getting the right people in the room and then proving the value of your event. Luckily, live video can help with both.
People attend marketing events for the networking. Sure, they want to learn, they want free mini-sandwiches, and swag bags. But they’re attending to see, be seen, and connect with your team and attendees. Your speakers are probably great, but at the end of the day, folks who intend to come will not be swayed into not attending by a livestream.
Many people DO want to attend your event, but can’t for geographic, economic, or other reasons. Livestreaming events allows you to engage the customers and prospects in the room, while expanding the reach of your message to those who cannot attend.
Growing Revenue + Lead Generation With Live Video
Livestreaming events can also help your future ticket sales. In a survey with New York Magazine, we found that 67% of people who watch a livestreamed event are more likely to buy tickets to attend the event the next time around. Additionally, audiences expect event content to be available live online: 80% said they would rather watch a livestream from a brand than read a blog or social posts. By livestreaming events, you’re recruiting future paying attendees for your event or conference.
Additionally, by “gating” your stream with a lead capture form, you can collect more information about your livestream viewers, and nurture them via email or social until your next event.
Another way to recoup funds from your live event is leveraging a pay-per-view system. Social Media Week streams their global conferences only to pay-per-view subscribers. In our survey, 43% of viewers said they’d willingly pay for live video content from their favorite speakers or performers. If your content is top notch, live video access can be another way to monetize your event. Social Media Week sees on average a 75% jump in subscriptions in the 90 days before their next live event – accessing live, and joining the conversation is what subscribers are paying for.
Stream Your Event On Social
Streaming your event with Livestream also means you can stream to your website and social channels like Facebook Live at the same time. A great strategy for events is to stream your opening keynote simultaneously on Facebook (or Twitter, or YouTube) and your website. When the session wraps, tell social viewers to head to your website to watch the rest of the event live. This drives traffic to your owned properties where you can control the brand experience around your event livestream. Also, engaging these viewers on social with your event’s hashtag is an easy way to get your event trending on Twitter.
Want to learn more about how brands like Tough Mudder and Tiffany & Co. are driving ROI and real results from their events with live video? Check out the webinar below.