I’m sure we all agree that, regardless of whether you’re producing a theatrical event, a radio broadcast or an informational webinar, the audience has got to be our top priority.
So before I start planning the event, I ask myself the following questions like:
…What do I know about them? Where are they from, what industries to they represent, and what are their job functions?
With that information in-hand…
…what topic will my audience find most engaging? Clearly, this is not a decision I make without the advice and counsel of those whose opinions I rely on, but for instance… would the audience be more interested in a discussion of best practices? …or an exploration of a topical concern around something like regulatory compliance? …or a presentation of a case study where a useful new technology or process is demonstrated…and so on.
And then a very important question:…
…What will I provide so the audience is certain they invested their time well with me?…
…for instance, shall I provide insights, best practices, tips and tricks, metrics, explanations of ROI, an interview with a subject matter expert, and so on.
And then lastly…
…How do I assure they can extend the dialogue with me following the event?…
…What I mean by this is not simply providing an email address and phone number for myself on the last slide, but also for the featured speakers, and links to presented collateral and to our webinar archive where they can obtain a recorded copy. AND, I also expect to interact with the audience after the event…not just a “thanks for registering” email, but one that provides links to other related collateral as well as offers a poll so the audience can provide additional feedback.