Three Wise Dames

Marketing in the Life Science Industry

A Word About Events: STOP November 30, 2010

Before you move forward to develop an in-person event-based marketing program, I am begging you, please STOP and ask: am I trying to create independent events or am I leveraging existing in-person events?

If you are creating a program to execute individual in-person events STOP again and ask: do I have any real ROI from previous efforts? I will bet the answer is no.

If you are creating a program to insert your product into an existing in-person event then good for you.

Two tests to use before committing budget dollars for an in-person event:

  • Does the in-person event already have committed attendees (e.g. industry meetings, community events)?
  • Is the in-person event being actively promoted by the organizers and sponsors (e.g. clinical organizations, hospitals)?

If you can’t answer yes to both questions, walk away from the event. Here’s why: everyone is busy!

Why would anyone want to attend an individual event put on by a group of people they don’t know on a topic to which they have no perceived connection?

It is so difficult these days to get the attention of your target audience (see Lisa’s post). Put yourself in your target attendee’s mind–would you want to attend? Is there anything interesting being said that will actually change your future behavior or is this just another opportunity to get a free meal?

Now if your organization wants to host a webinar, you are really thinking along the right lines. Why?

  • No travel, venue or food costs
  • Invitations and registrations are electronic
  • Attendees can ask questions before and during
  • Webinars can be recorded and posted to websites for broadcast and sharing (and posted transcriptions contribute to SEO)
  • Anyone who missed the actual “event” can participate at their convenience.

I attend many live webinars and review recordings when I miss events They are invaluable as a marketing professional on a quest to stay ahead of the curve on topics like intersection of social media channels and healthcare. I am such a believer in the webinar event that I’ve even recorded one of my own (in case you missed it).

(c) 2010 eGold Solutions

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6 Responses to “A Word About Events: STOP”

  1. [...] A word about events [...]


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