'Casting for Customers:
Universal Nets Hundreds of Leads with Webcasts
by Steve Johnson, Riger Vice President for Client Services

How do you have a real-time multimedia conversation with hundreds or even thousands of customers, prospects, employees and suppliers from all over the world?

For Universal Instruments, a Riger client in the electronics assembly automation industry, and many other forward-thinking companies, the answer is webcasting.

What is a webcast?

A webcast is a live presentation over the Internet. It can be as simple as a "slide show" or a complex Hollywood-esque multimedia extravaganza. The key is that a webcast is experienced by many people, in many different places, all at the same time. And, the "audience" (perhaps more aptly called "participants") can participate in question-and-answer sessions via email in virtual "town meeting" fashion. Additionally, unlike a press conference, for example, that happens and is gone, a webcast is typically archived so if people miss it "live" they can still catch it—at their convenience—for weeks or even months after the actual event has happened.

Applications

Universal customers—engineers around the globe—typically are plugged into the Internet with high-speed, broadband connections. This enables them to receive "streaming media" (listen to audio and watch video clips) and follow along with a PowerPoint presentation right at their desk, on a laptop, even on certain handheld wireless devices.

Universal has produced several webcasts, each of which has pulled in at least 500 registered participants. Some are long-time customers, "tuning in" for Universal scientists' latest research findings, hoping to get an edge in the competitive electronics assembly industry. Some are allied with Universal as suppliers or strategic partners. Others are prospective customers, partners or employees. Like any communications tool, a webcast can be geared to meet the specific needs of its audience. Unlike some traditional presentations, the audience can interact with the material presented instantaneously, including giving immediate thumbs-up or thumbs-down reactions.

Shareholder relations is another perfect application for the webcast. In fact, the SEC recently released a new regulation that essentially says companies must give individual investors access to the same information they previously gave only to analysts and other Wall Street insiders. The easiest way to comply? Webcasts. Everybody gets the same scoop at the same time.

Webconferencing, wherein webcast participants actually share computer files, co-edit documents and share ideas online, in real time, is another up and coming technology. It can be used within an organization to facilitate training, for sales demonstrations, for academic distance learning, for technical support and in project management.

Promotion

Of course, like a web site, just because you build it doesn't mean anyone will come. A webcast too must be promoted. In Universal's case, their marketing communications department looked to Riger to craft the web banner ads and trade magazine ads that would build awareness and interest in each webcast and "push" people to the registration page on the web.

Economics

Webcasts can range from simple audio streams to complex video productions. An audio webcast can cost as little as $1000, while a slick video webcast may cost anywhere from $40,000 to $100,000. When compared to voice-only telephone conference calls, webcasting's bang-for-the-buck is huge. And as high-speed cable modems (e.g., RoadRunner) and digital subscriber lines (DSL) become more commonplace in businesses and homes, the case for webcasting starts to look even better as a way to bring people together, virtually and cost-effectively.

Is it for you?

Whether you're a capital equipment manufacturer or a consultant, whether you sell Victoria's secrets or IBM's computers, webcasting can be a cost-effective, convenient way to bring people together, using readily available technology, to see, to hear, to explore and to discuss any topic worth discussion.

To discuss webcasting and other ways to leverage the web in your business, email us or call us at 607-723-7441.

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Credits:
The Industry Standard, Crain's B to B, the magazine for marketing and e-commerce strategists, http://www.btobonline.com and Universal Instruments' News & Views.

About the author:
Steve Johnson is a graduate of the Binghamton University School of Management. Since joining the agency in 1987, he has worked with a wide variety of business-to-business and consumer clients.