Success story about the big events in the summer
This article is a case study on the organization of the event "Summer Marathon", the course of educational webinars for beginning online stores. It was the first experience of holding such events in Ukraine, and the result exceeded our expectations. I'm sure many habarovchanin it would be interesting to repeat such activities for the success of the company.
I work for a company Insales Ukraine. The idea of "the Summer Marathon" appeared in early June. At that moment I knew two things:
the
And here, lying on the bed, by chance, the idea of having a "Summer Marathon". Free webinar for all Ukraine on the establishment of the online store from the very beginning, to work with clients.
The marathon was to accomplish the following tasks:
the
But what about the increase in traffic and sales? The increase in the number of customers and traffic to the main site InSales was not the main purpose. Trust-based marketing and multi-stage sales are more efficient. You first need to gain trust by providing useful information, tips, chat, and then make an offer and every person will decide if he's interested in our product, or simply to obtain further information. Marathon in this strategy was the first step.
After the purpose of the Marathon was marked, I quickly made a presentation to the Moscow office. The start of the Marathon was appointed 16.07. Frankly speaking, the real preparation for the Marathon began in the 20's when we started to Woo speakers and partners.
In the first version of Marathon was scheduled the 26, stretched for 3 months. After discussion, we agreed on the 17, 11 webinars and one month time. Looking back it was the right decision, because even a month of webinars proved to be challenging. In the end we were the most interested and persistent listeners.
The success of the Marathon has identified two important organizational principle. I believe that through their application we got the following results.
Not to delay the process of organization. The result should be as quickly as possible. Or as I call it "making a three, then falls short of the roundabout". No need to preplan all the details of the project. In-depth thinking, analysis, and licking can stretch or even kill the start of the project.
to Do a skeleton project to run. New ideas and additional solutions can be best implemented in the course using feedback from consumers of the product. Took the skeleton program, speakers, schedule and the website of the Marathon and made it five. New ideas emerged and were implemented based on feedback/results in the process of the Marathon. All that was done — improved results.
One of the most important things any event. How, what, when and by whom will be done. The rules of the Marathon was:
the
The timing of the report was very small – 30 minutes is really not enough. Experienced speakers could not convey a very important idea and its good to explain.
Time of the event had to be moved to standard time from 17 to 18. Mostly due to the fact that the invitation to the webinar of the students had been late and not had time for the webinar.
Most of the presenters kept within the scope of the thesis, but the presentation was prepared at the last day. As far as I noticed is common practice.
Outside experts were not. Simply because search experts on each topic – lesson is very heavy. Yes, and for 11 webinars. Decided that we will invite for single webinars.
First invitations went for 5 days, 3 days and on the day of the webinar. There were several intermediate options, but the most effective time to catch the stream of people for 2 hours prior to the webinar. The others watched the recording.
A moderator is needed! Presenters are addicted to their own report, begin to be distracted by questions from the chat it needs chat to make explanations and so on. Always plan moderator.
Recording webinars. This is the coolest idea, which was implemented on 200% on Marathon. Below will tell.
The experience of participation at various conferences, events we knew that the great interest of the audience reports real practitioners.
Selection of speakers not easy. I wanted to pick up little-known speakers to enhance the program with new names and find people in the future can be invited to speak. The speaker should not only have a successful project or implemented a cool solution, but also to get pleasure from performances. To a thrill – a prerequisite to the speaker was interesting to listeners.
Despite the selection, among the speakers were those to whom the presentations, especially webinars was new or not like. Was the company that sent zero Rapporteur to assess their employee in a new role (in the end it became clear).
Everyone (no matter what) the speakers Express great appreciation and gratitude. Many reports turned out to be interactive, informative, resulting in a letter of thanks and the growing number of views on YouTube. The speakers can be found in the program of the Marathon.
Managed to collect 874 listener (including unsubscribing 70) without spending a penny. Involvement of students we had at the last moment, so the first webinars were only 20-30 people.
In our Napoleonic plans was to attract different media coverage of the event, infopedia related services, is active on the website InSales, contextual advertising, social networks, retargeting (remarketing). But the plan only on paper is good.
Just before the start was able to negotiate with different partners (many thanks to them), about the event announcement. The lion's share of listeners brought 3 partners from 15. The other two big partners did not meet expectations: one was suddenly inactive audience (which caused great surprise), the other start own activities. The others led the very small number of listeners.
Unfortunately, not all advertising platforms have been able to reach. Media, contextual advertising, retargeting advertising, social networks were not involved. We can say that there was a shortfall of a large number of participants.
The media themselves found out about our Marathon. To engage in active promotion of the announcement was not the time, and to pay for accommodation is not wanted.
Advertising could not – just could not find a sensible place for a banner. Other methods of accommodation has not attracted traffic.
The social network. There were many ideas connected with social services. networks. They would give a nice increase audience engagement and dissemination of information about the resource consumption was unsustainable. So I had to just give up, not to spend money where we won't be able to get a good result.
Important. Concentration of resources in few priority areas where we can achieve maximum results was the lack of errors and good final results. The approach is justified, despite the fact that I had to discard a lot of ideas, great ideas.
Originally the site of the "Summer Marathon", it was decided to do a specialized service. Had a good combination of several components:
the
Implement native site was not possible. So did lpgenerator. The site was ready in 3 days. Despite hemorrhoids with different functions, everything turned out fine.
After a week the idea to hold a multi-step testing landing pages. I decided to put the process in a separate post: there will be a lot of pictures and the article becomes unbearable to read (unless of course habarovchanin enjoy this case and they support a post about testing)
The only channel of communication with the audience was the email newsletter. The newsletter led me, 4 times a week. Two invitations to webinars and report and conducted webinars. The reports written tips and comments, opening topics held webinars.
All what has become sending, especially the reports formed by the fourth webinar. Then went active feedback from listeners
the
Through proper communication format and presentation, received a lot of letters from more than a hundred students, each of them received a response. It was the reviews on Marathon, the request of the Council, the stories about their projects and so on. There was no division: the client InSales or store on Prestashop. Thanks to this correspondence, we learned a lot of useful information about the audience of the Marathon.
Most feedback has typed the letter "I – live". In the beginning, the participants sent letters in which doubt that writing a living person. I once touched it, and I wrote a letter to "I – live" or about building relationships". Got a flurry of emails. The theme of the falcons, our marketing Director, made this demotivator a joke. And in one of the letters sent to me "che, pretty".
To my shame the letter absolutely has not been tested. We have been using different headers, CTA, time of sending emails, but the comparative figures do not. So just some facts from available statistics:
Statistics from 16.07 to 20.08. Peaks in most cases, sending reports and webinars.
The first webinar were 170 people at the time "1" was 521. To 23.07 the number of participants has reached 690 people. to Point "2" marked 731.
But the complete statistics on all letters as part of the Marathon.
The first 4 webinar put files on Dropbox. Why not just come up with the idea to make YouTube channel I don't know) Fifth and previous records have gone on YuoTube. Put the recording on Youtube is very useful:
the
The result: 1831 view, 51 the subscriber. Every day added one or two new followers.
First the idea was to record a video, then to change access her likes and Chery. Change failed – did not find the right tool automatic exchange (maybe someone knows?).
Surprise that more than half of the participants watched the Marathon in the record. Yes, Yes! The fools are those who still cannot record webinars, seminars etc. They lose a huge audience.
Another idea to translate videos into text and upload to build. blog. In the text a huge number of keywords — the search engines of sweetness. And nothing that the text is an interview report. So from the videos and the Marathon itself took maximum content for the future.
As you can see from the statistics, organic website traffic growth is insignificant. On the other hand no activities in growth cores, simultaneously with the Marathon was conducted. Stupid surge of traffic from the newsletter or from the website of the Marathon was not. The lack of direct offers and advertising impact on quality: metrics conversion of registration, activity of leads and conversions of registrations per customer is much higher than normal.
Only 874 of the subscriber. Of these, more than 75% manifested any activity: opened emails, clicked on the links. About 50% MagicTune: participated in most webinars, watching videos, and writing letters.
As mentioned above, the recordings we got a lot of content. Video recording for YouTube channel and translated articles for the blog.
Did not work( Not enough time and effort. I think I could get 2 times large audience.
The marathon became the father of many ideas that we will definitely apply in the future. It: work with social services. networks, generating content, sharing recordings of events for the huskies and Chery, examples of dialogue with participants of events, etc.
Thanks to years of Marathon met with a cool and necessary, rapporteurs, some of them established great relationships for future collaboration.
Leader delivery Ukraine New Mail (NP) so impressed feedback during the webinar with them that they decided to conduct their own webinars for their customers. Yesterday they held their first webinar which was collected by 912 people. Will spend more. It's nice when your event such companies as NP commit such undertakings
In the hope that like
Anton Neznamov
The representative InSales in Ukraine
Article based on information from habrahabr.ru
the Backstory
I work for a company Insales Ukraine. The idea of "the Summer Marathon" appeared in early June. At that moment I knew two things:
the
-
the
- I need to do something big to exit InSales in Ukraine know more of the target audience; the
- In Ukraine a few interesting educational projects based on regions and not the capital.
And here, lying on the bed, by chance, the idea of having a "Summer Marathon". Free webinar for all Ukraine on the establishment of the online store from the very beginning, to work with clients.
The marathon was to accomplish the following tasks:
the
-
the
- to Gather an audience, which you can then build a relationship using email marketing; the
- Appear on the market with large-scale event; the
- Find new partners for the organization of further activities; the
- to introduce yourself to the leaders of opinion; the
- to Obtain publicity in the targeted media.
But what about the increase in traffic and sales? The increase in the number of customers and traffic to the main site InSales was not the main purpose. Trust-based marketing and multi-stage sales are more efficient. You first need to gain trust by providing useful information, tips, chat, and then make an offer and every person will decide if he's interested in our product, or simply to obtain further information. Marathon in this strategy was the first step.
After the purpose of the Marathon was marked, I quickly made a presentation to the Moscow office. The start of the Marathon was appointed 16.07. Frankly speaking, the real preparation for the Marathon began in the 20's when we started to Woo speakers and partners.
In the first version of Marathon was scheduled the 26, stretched for 3 months. After discussion, we agreed on the 17, 11 webinars and one month time. Looking back it was the right decision, because even a month of webinars proved to be challenging. In the end we were the most interested and persistent listeners.
Basic
The success of the Marathon has identified two important organizational principle. I believe that through their application we got the following results.
Not to delay the process of organization. The result should be as quickly as possible. Or as I call it "making a three, then falls short of the roundabout". No need to preplan all the details of the project. In-depth thinking, analysis, and licking can stretch or even kill the start of the project.
to Do a skeleton project to run. New ideas and additional solutions can be best implemented in the course using feedback from consumers of the product. Took the skeleton program, speakers, schedule and the website of the Marathon and made it five. New ideas emerged and were implemented based on feedback/results in the process of the Marathon. All that was done — improved results.
Organization of the Marathon
Marathon Regulations
One of the most important things any event. How, what, when and by whom will be done. The rules of the Marathon was:
the
-
the
- Webinars every Tuesday and Thursday. HDP and STP are not suitable, because not many things these days before, and needed one day of rest between webinars. the
- duration of the report 30 min., if two threads = one webinar, and 60 min, if one topic = one webinar. the
- Time from 11 to 12. the
- put Forward the demand to the speakers, to the abstracts of their reports coincided with the abstracts are created by the. The presentation should have been sent the day before the webinar. the
- to Invite five, one and on the day of the webinar listeners. the
- the Presence of a moderator. the
- record Keeping webinars
The timing of the report was very small – 30 minutes is really not enough. Experienced speakers could not convey a very important idea and its good to explain.
Time of the event had to be moved to standard time from 17 to 18. Mostly due to the fact that the invitation to the webinar of the students had been late and not had time for the webinar.
Most of the presenters kept within the scope of the thesis, but the presentation was prepared at the last day. As far as I noticed is common practice.
Outside experts were not. Simply because search experts on each topic – lesson is very heavy. Yes, and for 11 webinars. Decided that we will invite for single webinars.
First invitations went for 5 days, 3 days and on the day of the webinar. There were several intermediate options, but the most effective time to catch the stream of people for 2 hours prior to the webinar. The others watched the recording.
A moderator is needed! Presenters are addicted to their own report, begin to be distracted by questions from the chat it needs chat to make explanations and so on. Always plan moderator.
Recording webinars. This is the coolest idea, which was implemented on 200% on Marathon. Below will tell.
Speakers
The experience of participation at various conferences, events we knew that the great interest of the audience reports real practitioners.
Selection of speakers not easy. I wanted to pick up little-known speakers to enhance the program with new names and find people in the future can be invited to speak. The speaker should not only have a successful project or implemented a cool solution, but also to get pleasure from performances. To a thrill – a prerequisite to the speaker was interesting to listeners.
Despite the selection, among the speakers were those to whom the presentations, especially webinars was new or not like. Was the company that sent zero Rapporteur to assess their employee in a new role (in the end it became clear).
Everyone (no matter what) the speakers Express great appreciation and gratitude. Many reports turned out to be interactive, informative, resulting in a letter of thanks and the growing number of views on YouTube. The speakers can be found in the program of the Marathon.
Holding Marathon
participants
Managed to collect 874 listener (including unsubscribing 70) without spending a penny. Involvement of students we had at the last moment, so the first webinars were only 20-30 people.
In our Napoleonic plans was to attract different media coverage of the event, infopedia related services, is active on the website InSales, contextual advertising, social networks, retargeting (remarketing). But the plan only on paper is good.
Just before the start was able to negotiate with different partners (many thanks to them), about the event announcement. The lion's share of listeners brought 3 partners from 15. The other two big partners did not meet expectations: one was suddenly inactive audience (which caused great surprise), the other start own activities. The others led the very small number of listeners.
Unfortunately, not all advertising platforms have been able to reach. Media, contextual advertising, retargeting advertising, social networks were not involved. We can say that there was a shortfall of a large number of participants.
The media themselves found out about our Marathon. To engage in active promotion of the announcement was not the time, and to pay for accommodation is not wanted.
Advertising could not – just could not find a sensible place for a banner. Other methods of accommodation has not attracted traffic.
The social network. There were many ideas connected with social services. networks. They would give a nice increase audience engagement and dissemination of information about the resource consumption was unsustainable. So I had to just give up, not to spend money where we won't be able to get a good result.
Important. Concentration of resources in few priority areas where we can achieve maximum results was the lack of errors and good final results. The approach is justified, despite the fact that I had to discard a lot of ideas, great ideas.
Site of the Summer Marathon
Originally the site of the "Summer Marathon", it was decided to do a specialized service. Had a good combination of several components:
the
-
the
- Rate of change the
- Easy change of any part of the site the
- Simple test pages the
- Tracking traffic
Implement native site was not possible. So did lpgenerator. The site was ready in 3 days. Despite hemorrhoids with different functions, everything turned out fine.
After a week the idea to hold a multi-step testing landing pages. I decided to put the process in a separate post: there will be a lot of pictures and the article becomes unbearable to read (unless of course habarovchanin enjoy this case and they support a post about testing)
feedback
The only channel of communication with the audience was the email newsletter. The newsletter led me, 4 times a week. Two invitations to webinars and report and conducted webinars. The reports written tips and comments, opening topics held webinars.
All what has become sending, especially the reports formed by the fourth webinar. Then went active feedback from listeners
the
-
the
- started to write my thoughts about the success of online stores, or otherwise associated with the previous call. the
- Each mailing to report, changing your signature. "Very much alive", "waiting for response" the
- Actively asked participants for their opinions on various issues (not just the Marathon)
Through proper communication format and presentation, received a lot of letters from more than a hundred students, each of them received a response. It was the reviews on Marathon, the request of the Council, the stories about their projects and so on. There was no division: the client InSales or store on Prestashop. Thanks to this correspondence, we learned a lot of useful information about the audience of the Marathon.
Most feedback has typed the letter "I – live". In the beginning, the participants sent letters in which doubt that writing a living person. I once touched it, and I wrote a letter to "I – live" or about building relationships". Got a flurry of emails. The theme of the falcons, our marketing Director, made this demotivator a joke. And in one of the letters sent to me "che, pretty".
To my shame the letter absolutely has not been tested. We have been using different headers, CTA, time of sending emails, but the comparative figures do not. So just some facts from available statistics:
-
the
- Send invitation 2 hours before the webinar brought most of the audience;
- Average otkryvaete at 29%. The CTR do not cite, were not always of the letter from CTA; the
- Reports were sent in on Friday and HDPE. Fri statistics are always 2 times better; the
- With subscriber growth started to decline statistics;
the biggest otkryvaete the letter with the title "take the recording of the third webinar," and "what they are "perfect online shopping?"; the
Statistics from 16.07 to 20.08. Peaks in most cases, sending reports and webinars.
The first webinar were 170 people at the time "1" was 521. To 23.07 the number of participants has reached 690 people. to Point "2" marked 731.
But the complete statistics on all letters as part of the Marathon.
YouTube Channel
The first 4 webinar put files on Dropbox. Why not just come up with the idea to make YouTube channel I don't know) Fifth and previous records have gone on YuoTube. Put the recording on Youtube is very useful:
the
-
the
- Has a number of views, likes and comments the
- third-party Video attracts audience the
- Video sharing on the social. networks the
- Whether to display
The result: 1831 view, 51 the subscriber. Every day added one or two new followers.
video Recording
First the idea was to record a video, then to change access her likes and Chery. Change failed – did not find the right tool automatic exchange (maybe someone knows?).
Surprise that more than half of the participants watched the Marathon in the record. Yes, Yes! The fools are those who still cannot record webinars, seminars etc. They lose a huge audience.
Another idea to translate videos into text and upload to build. blog. In the text a huge number of keywords — the search engines of sweetness. And nothing that the text is an interview report. So from the videos and the Marathon itself took maximum content for the future.
the results of the "Summer Marathon"
Traffic
As you can see from the statistics, organic website traffic growth is insignificant. On the other hand no activities in growth cores, simultaneously with the Marathon was conducted. Stupid surge of traffic from the newsletter or from the website of the Marathon was not. The lack of direct offers and advertising impact on quality: metrics conversion of registration, activity of leads and conversions of registrations per customer is much higher than normal.
Audience
Only 874 of the subscriber. Of these, more than 75% manifested any activity: opened emails, clicked on the links. About 50% MagicTune: participated in most webinars, watching videos, and writing letters.
Content
As mentioned above, the recordings we got a lot of content. Video recording for YouTube channel and translated articles for the blog.
Advertising and PR
Did not work( Not enough time and effort. I think I could get 2 times large audience.
Ideas for the future
The marathon became the father of many ideas that we will definitely apply in the future. It: work with social services. networks, generating content, sharing recordings of events for the huskies and Chery, examples of dialogue with participants of events, etc.
Partners
Thanks to years of Marathon met with a cool and necessary, rapporteurs, some of them established great relationships for future collaboration.
Side effects
Leader delivery Ukraine New Mail (NP) so impressed feedback during the webinar with them that they decided to conduct their own webinars for their customers. Yesterday they held their first webinar which was collected by 912 people. Will spend more. It's nice when your event such companies as NP commit such undertakings
In the hope that like
Anton Neznamov
The representative InSales in Ukraine
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