Welcome to the next day in our “30 Days of Guerrilla Marketing” series! Today, we explore the power of hosting high-value online events as part of your dynamic guerrilla marketing strategy.
You’re most likely already aware that hosting online events provide an excellent opportunity to engage your audience, build brand credibility, and create meaningful connections. But there is a difference between your typical online event and a high-value event, and that difference can be substantial.
What constitutes a high-value event is best demonstrated through the perspective of both the audience (attendees) and the business owner (event host).
What A High-Value Event Involves & The Benefits To Both Sides
From the Audience or Attendee Perspective
Valuable and Actionable Content That Can Be Used with Fast Results
A high-value event offers content that is informative, relevant, and actionable. It provides attendees with insights, strategies, and practical tips they can apply to their own lives or businesses, helping them solve challenges, gain new perspectives, or achieve their goals.
Engaging and Interactive Experience That Solidifies the Relationship
High-value events prioritize audience engagement through interactive elements. They encourage participation, foster discussion, and provide opportunities for networking and knowledge-sharing among attendees.
This interactive experience creates a sense of community, collaboration, and learning.
Access to Expertise and Insights That Goes Beyond Typical Webinars
Attendees of high-value events gain access to industry experts, thought leaders, or successful professionals who share their knowledge and experiences.
This direct interaction allows participants to ask questions, seek guidance, and learn from the best in their field, providing them with valuable insights and inspiration.
Networking and Community Building So The Attendee Feels Supported
High-value events often attract like-minded individuals or professionals from the same industry.
Attending these events gives participants the opportunity to network, connect, and build relationships with peers, potential partners, mentors, or even clients. This networking aspect expands their professional network and opens doors to new opportunities.
From The Perspective of the Business Owner Hosting The High-Value Event
Establishing Credibility and Authority Faster
Hosting a high-value event positions the business owner as an authority and thought leader in their industry. By sharing valuable knowledge and expertise, they establish credibility, gain recognition, and build a reputation as a trusted source of information.
This can lead to increased trust in the brand and potential business opportunities.
Generating Leads and Increasing Conversion Rates
High-value events are excellent lead generation tools. They attract an audience genuinely interested in the topic or industry, allowing the business owner to capture valuable contact information and expand their email list. The engaged audience is more likely to convert into paying customers or clients, leading to increased sales and revenue.
Strengthening Brand Awareness and Visibility
Hosting a high-value event generates buzz and increases brand visibility. Through effective promotion and attendee engagement, the event can reach a wider audience, expanding the business’s reach and attracting potential customers who may not have been aware of the brand before.
The event serves as a platform to showcase the brand’s expertise, values, and unique offerings.
Building Long-Term Relationships and Customer Loyalty
A high-value event fosters relationships with attendees beyond the event itself. By providing valuable content and networking opportunities, the business owner can cultivate long-term relationships with participants.
This connection can lead to repeat business, referrals, and brand advocates who support the business and help it grow over time.
Compared to a regular live webinar, a high-value event goes above and beyond by focusing on delivering exceptional content, creating an engaging experience, and providing networking opportunities. It offers a more immersive and valuable experience for attendees, which leads to increased satisfaction, higher engagement, and stronger connections.
For the business owner, hosting a high-value event yields long-term benefits, including enhanced credibility, lead generation, brand visibility, and customer loyalty, all of which contribute to business growth and success.
By prioritizing the audience’s needs and delivering exceptional value, a high-value event creates a win-win situation where both the audience and the business owner reap significant rewards. Now, we can move on to the particulars involved in putting together and hosting a high-value event.
7 Facets of Hosting A High-Value Event
1. Define Your Event's Purpose and Format & Use It To Choose A Specific Topic
Start by clarifying the purpose of your event. Is it to educate, entertain, inspire, or build community? You’ll want to share this exact purpose or goal on your sign-up page so every attendee knows exactly what they will get out of it. Try to be as specific as possible.
Once your purpose is in sight, select a topic that resonates with your target audience’s interests and pain points. Research trending industry topics, conduct surveys, or analyze customer feedback to identify relevant themes that will capture their attention and provide value. Try to be as specific as possible, after all, this is what really creates the high-value portion of the online event you’re hosting.
Here are a few examples you can rework:
- The Science of Peak Performance: Strategies for Achieving Personal Excellence In 8 Days
- How To Stop Optimizing Software and Online Services For Productivity and Instead, Optimize Yourself
- 10 Day E-Commerce Accelerator: Increase Your Online Store’s Growth By 60% In 10 Days Or Less with Content Marketing Techniques Only Experts Know
- Discover How You Can Double Your ROAS with YouTube Ads In Only Two Weeks
- Become Your Own PR Firm And Start Landing Major Interviews and Visibility Without Any Budget By The End of the Month
- Find Out How To Finally Give Up Sugar Using An Age-Old Process That Works For Everyone In Less Than Three Days
Once you have your purpose/goal nailed down, it’s time to determine the format that best aligns with your objectives. Now, as far as formats go, you have a lot of options, so you’ll want to make sure that the format you select aligns with the purpose or goal of the event itself.
Below you’ll find a quick list of the most popular (and successful) high-value event formats.
10 Most Popular (and Successful) Formats For High-Value Events
- Educational Workshops
- The purpose of an educational workshop is to provide in-depth knowledge, practical skills, and actionable strategies on a specific topic or industry.
- It aims to empower attendees with valuable insights and tools they can implement to enhance their personal or professional growth.
- Industry Panel Discussions
- Panel discussions bring together experts and thought leaders to discuss relevant industry topics, trends, and challenges.
- The purpose is to provide diverse perspectives, share insights, and engage in meaningful conversations that offer valuable takeaways for the audience.
- Product Launch Events
- Product launch events introduce a new product or service to the market.
- The purpose is to create excitement, build anticipation, and showcase the unique features, benefits, and value of the offering.
- It aims to generate buzz, attract potential customers, and drive sales.
- Virtual Conferences
- Virtual conferences are comprehensive events that feature keynote speakers, breakout sessions, networking opportunities, and interactive experiences.
- The purpose is to deliver a multidimensional conference experience online, providing attendees with valuable industry insights, networking opportunities, and access to expert knowledge.
- Expert Webinars
- Expert webinars focus on delivering in-depth knowledge, expert advice, and insights on a specific topic or industry.
- The purpose is to educate the audience, answer their questions, and provide actionable strategies they can implement to achieve their goals.
- Fireside Chats
- Fireside chats typically involve a conversation between a host and a guest speaker, often an industry expert or thought leader.
- The purpose is to have an informal and engaging discussion that allows the audience to gain insights, learn from the speaker’s experiences, and ask questions in a more relaxed setting.
- Virtual Mastermind Groups
- Virtual mastermind groups bring together a small group of like-minded individuals to collaborate, share experiences, and provide mutual support.
- The purpose is to foster a supportive community where participants can learn from each other, exchange ideas, and receive valuable feedback.
- Expert Roundtables
- Expert roundtables gather a group of industry experts to discuss specific topics, share insights, and offer diverse perspectives.
- The purpose is to provide a platform for in-depth discussions, knowledge sharing, and thought leadership, offering attendees valuable insights and a deeper understanding of the subject matter.
- Virtual Workshops or Training Sessions
- Virtual workshops or training sessions focus on teaching specific skills, techniques, or methodologies.
- The purpose is to provide hands-on learning experiences, practical exercises, and step-by-step guidance to help attendees acquire new skills or enhance existing ones.
- Networking Events or Speed Networking
- Networking events or speed networking sessions aim to facilitate connections and relationship-building among participants.
- The purpose is to create opportunities for attendees to expand their professional network, form meaningful connections, and explore potential collaborations or partnerships.
Remember, these are just a few examples, and the purpose of a high-value event can vary based on the specific goals and objectives of the organizer. It’s essential to align the event’s purpose with the audience’s needs and expectations to ensure a valuable and engaging experience.
2. Plan (and Create) Engaging Content That’s Actionable
Develop a detailed outline or agenda for your event. Craft compelling presentations, interactive activities, and engaging discussions that offer practical insights, expert advice, or exclusive access to valuable information.
Consider inviting guest speakers or industry influencers to enhance the event’s value and attract a broader audience.
Remember to make sure your content is extremely actionable, meaning any attendee can learn, download, or watch and come away with a specific piece of knowledge that they can immediately put into use that will prove your authority and help them.
3. Select the Platform to Host Your Event
Choose a reliable online platform that supports your event’s requirements. Consider factors such as the number of attendees, interactive features, ease of use, and technical support.
Platforms like Zoom, Microsoft Teams, Webex, or dedicated event platforms provide various functionalities to facilitate seamless virtual experiences.
4. Promote Your Event
Create a comprehensive promotional strategy to build awareness and drive attendance.
Utilize email marketing, social media campaigns, targeted advertisements, influencer partnerships, and your existing network to reach your target audience.
Develop visually appealing graphics, compelling copy, and enticing teasers to generate excitement and encourage registrations.
5. Enhance Audience Engagement By Getting Intensely Involved
Incorporate interactive elements to keep your audience engaged throughout the event. Use live polls, Q&A sessions, chat features, breakout rooms, and virtual networking opportunities to foster participation, encourage discussion, and create a sense of community.
Leverage technology to deliver an immersive and interactive experience.
6. Provide Valuable Resources That Are Truly of High-Value
You’re hosting a high-value event so, by definition, your giveaways to attendees must be of high-value.
Offer additional resources, such as downloadable guides, checklists, or exclusive content, to attendees. These resources extend the value beyond the event itself, allowing participants to continue their learning journey and reinforcing your brand as a valuable resource.
7. Follow-Up and Nurture Relationships
After the event, follow up with attendees through personalized emails, surveys, or exclusive offers. Request feedback, share event highlights, and express gratitude for their participation.
Ask whether they’ve implemented what they learned at your event, and request that they share their results with you via email or social media. This is your opportunity to prove to every attendee that you care about their progress, which will lead to sales conversions.
Never stop nurturing these relationships via social media and email. This is how you’ll continue to cultivate long-term connections and potential business opportunities.
Hosting high-value online events offers a powerful way to connect with your audience, showcase your expertise, and establish your brand as a valuable resource.
By strategically planning and executing these events, you can captivate your audience, foster engagement, and build long-lasting relationships.
Embrace the virtual realm and unlock the potential of hosting impactful online events that leave a lasting impression on your audience.
Stay tuned for more exciting guerrilla marketing tactics in our “30 Days of Guerrilla Marketing” series!
