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Webinars: The Ugly, the Bad, and the Good May 15, 2009

Posted by David Dirks in marketing, Marketing Buzz, Recession: How to Beat It!, Sales Strategy/Tactics, Sales Tactics.
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David DirksAs a marketer, I just love the internet for the power that it allows us to harness and leverage.  It allows us to conduct market research, design market strategies  and tactics, create products & services, interact with our customers, check up on our competitors…and more.  All this in a collaborative package that allows us to share and exchange ideas freely and across the world.  The impact of the internet on marketing alone is just breathtaking.

One outgrowth of web marketing is the webinar.  It comes in all kinds of flavors but after having sat through more webinars than I can count over the past two years, they only come in three basic flavors.  The ugly, the bad, and the good.  And yes, I reversed the old cliche!

The ugly webinar is ugly because it’s execution is ugly.  The presentation is enough to make your eyes bleed.  The facilitator sounds like they just pulled a stranger off the street and gave him the controls.  Ugly webinars are ugly but I won’t necessarily hang up.  Being the optimist that I am, I’m always hoping that I’ll be able to find enough kernals of insight and knowledge that it is worth sitting through this thing.  It’s a risky proposition but sometimes I get lucky.  Even if I attend a really ugly in-person seminar, I’ll work hard to find information I can put to good use.

That brings us to the bad webinar.  These webinars are bad because they oversell the benefits of what you’ll ‘learn’ and package it in a very well design webinar.  The only problem is that there’s no ‘meat’ in this webinar.  It was put together by some marketing and sales people who said to themselves, “hey, we can take our sales brochure and turn it into a webinar.”  These guys want to ride the wave of webinar popularity and get in on this thing too.  For those of us listening and watching this webinar, we smell a rat.  They’ll tell you there is meat in this webinar but all you’ll get is processed cheese.  After about 30-60 seconds of the bad webinar, you can safely hang up.  The bad webinar is bad not because it doesn’t look good or the facilitator isn’t professional, it’s because they created the Gordon Gecko of webinars.  All grease, well-dressed, slick, and very thin on character.

I’ve saved the best for last.  The good seminar is good because it delivers a meaty presentation that is full of excellent insights and information.  Makes you think about things differently.  The good webinar delivers on what they promised in their email pitch.  I feel like they actually went above and beyond that.  I could pay for the good webinar because it over-delivers and blows my expectations out of the water.  The good webinar is well designed and presented in a concise and well facilitated manner.  A really good webinar gives me a nicely designed workbook that I can keep as well.  Although there is a timeframe for the good webinar, nobody seems too worried and they answer almost all the questions that we listeners have.  Do they sell?  Sometimes yes and sometimes no.  If they do sell during the webinar, the % of information to sales pitch is about 90%/10%.

If I was to put a number on where I think all the webinars I’ve attended fall into it would look like this:

Ugly Webinars: 40%

Bad Webinars: 50%

Good Webinars: 10%

Yup.  That’s about where they stand.  As usual, there are only a few who really understand that we, the participants, are not as stupid as we look.  We can smell when something is bad and we can see when something is ugly.  That makes those who have good webinars stand out from the crowd.  That’s called differentiation.

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