As partner specialists and a virtual organisation, we have worked hard over the years to create a digital first approach for our clients throughout their customers buying journey. Recently, we have been working with Dave Chaffey, co-founder of Smart Insights to channelise his infamous RACE model which is designed to help marketers plan, and manage tactics in a more structured way – you know it’s a great model when it’s gets the respect of the CIM! – Jo Dunkley, Director
Events have long been the bread and butter tactic for the channel industry –so, if you have had lots of partner events cancelled and are looking to create the possible from the impossible, then virtual events and the three steps below could be of interest.
1. Nail your content journey
As the market grows and becomes more complex and competitive, the demand for content is increasing. Now’s the time to make sure that your content plan maps effectively to your customer journey to your virtual events. Differentiate from competitors by clearly and consistently communicating your value proposition. Here’s a few things you could try:
2. Create meaningful, measurable interactions
We’re not just talking about relevant, personal conversations and demos. Expand your opportunities to generate leads or interact with partners and end-users by introducing gamification and more immersive experiences.
Whether an online or offline event, digital enables the creation of virtual treasure hunts, competitions, leaderboards and more. A bit of light relief and healthy competition, coupled with an incentive can help build positive brand sentiment, enhance customer experience and generate measurable interactions.
3. Race to the front with a truly virtual event
In today’s digital world you can create truly online events that offer a premium experience for all customer types. The challenge is to make the desk or mobile-based experience informative and worthwhile. Here are some of the things you could try:
These are just some of the things you can do in our ever-changing, complex world of channel marketing. – Jo Dunkley, Director
Looking to enhance your virtual events offer?
If you are looking to host a virtual event or want to know more on how to engage your audience to get attendance, get in touch today. If you would like to know more about our Channel RACE model in conjunction with Smart Insights click here for more information. For more information,contact us today.
