A Webinar can engage
a larger, more widespread audience than an in-person seminar. The
Shields Group typically designs, promotes, and administrates a
series of such Internet events for a given client, as an integral
component of the overall marketing mix. These Webinars are managed
using the proven concepts of The Shields Group Closed Loop Sales and Marketing
System in order to leverage the most valuable messages across the
entire marketing mix, using previously identified market hot-button
and buying-motivator information for maximum market impact.
Program deliverables typically include:
Webinar
Invitation
To
generate Webinar attendance, The Shields Group develops and
implements an invitation campaign consisting of an e-mail package and
telecontact follow-up.
Personalized e-mail letter
produced in HTML and text-only formats
Copy writing, creative
design and layout
Concept and copy testing
E-mail blast
Set up and tracking of a
reply mailbox
Follow-up calls and
re-sending any undeliverable e-mail messages
Telecontact
Relationship Management Campaign
To generate additional attendance, The
Shields Group will conduct a telecontact confirmation/reminder campaign in
conjunction with the Webinar invitation campaign.
Campaign
Design and Setup
Telecontact script
guideline development
Telecontact script testing and
refining
Telecontact representative
training
Administrative setup
Campaign Implementation
Outbound telecontact
Telephone charges
Data entry
Program management and
reporting
Response
Handling
On a daily basis, The Shields Group conducts response handling
for the client e-mail responses; online registrations and telephone
registrations will be captured in the marketing database developed for
the Webinar program.
Response
handling includes the following:
Receive and sort e-mail
replies and online registrations
Telephone reservation handling
Data entry of all
respondent information into the client database
