Uncorking Success: Insights from Virtual Wine Tasting Events
Virtual events have become a cornerstone in modern marketing strategies, offering unique opportunities to engage prospects and customers in meaningful ways. In this blog post, we delve into the valuable insights shared by Brit Thompson, previously the Senior Account Based Marketing Manager at Syndio, based on her experience with running virtual events with purple cork.
Through Brit's expertise, we uncover key learnings and strategies to maximize engagement, foster meaningful interactions, and ultimately, achieve tangible business outcomes.
Leveraging events at just the right time
Brit emphasizes the significance of tailoring virtual events to different stages of the sales funnel. At Syndio, targeting lower funnel accounts proved to be particularly effective in facilitating multithreaded opportunities and nurturing prospects toward conversion. This targeted approach ensured that the event resonated with the right audience segment, driving higher engagement and relevance.
Crafting a winning 'run of show'
Central to driving optimal engagement is the meticulous design of the event's agenda or 'run of show.' Brit's winning formula includes a structured format comprising a brief tasting session led by the winemaker, followed by a fireside chat with a guest host, culminating in smaller breakout discussions. This format not only captivated attendees but also fostered in-depth conversations and peer-to-peer interactions, enriching the overall experience and leaving a lasting impression. Furthermore, Brit suggests spotlighting customers and incorporating their experiences into the event. It adds authenticity and resonates with attendees.
Why bringing customers and prospects together pays off
Brit recounts a remarkable success story stemming from a purple cork virtual event. A spontaneous interaction within a breakout group led to a cascade of positive testimonials from Fortune 500 customers, showcasing her company’s exemplary customer success and fostering trust among prospects. This organic endorsement played a pivotal role in securing a substantial deal, underscoring the tangible impact of virtual events on business outcomes.
Strategies to drive event sign-ups
There’s no magic bullet to get people to sign up for events. Brit shares that strategic collaboration with Sales and Strategy teams proved instrumental in driving event sign-ups. She also aligned the event topic with timely industry themes and personalized outreach efforts to successfully entice prospects, positioning the event as an exclusive opportunity tailored to their interests. Furthermore, leveraging reputable guest hosts added credibility and allure to the event, further incentivizing sign-ups.
Enhancing attendance rates
A key challenge in virtual events is ensuring robust attendance. Brit shares insights into leveraging incentives, such as wine tasting kits sent in advance, to enhance attendance rates significantly. By aligning incentives with company values and audience preferences, she achieved impressive attendance rates, reinforcing the importance of thoughtful incentives in driving event participation.
Lean on your peers in sales
Brit emphasizes the importance of collaboration with Sales to articulate the value proposition of the event and integrate it seamlessly into the sales cycle. Sales talks to dozens of people a week and has the power to amplify your events, but you need to partner with them so they feel bought in.
Learn and improve
And, like everything in marketing, make sure you track and optimize. Brit suggests actively soliciting feedback and adapting the event format based on audience preferences to ensure continued relevance and engagement.
Virtual wine tasting events, exemplified by Syndio's success under Brit's stewardship, offer a compelling platform for businesses to forge meaningful connections and drive tangible business outcomes. By leveraging targeted strategies, crafting compelling agendas, and prioritizing attendee engagement, companies can unlock the full potential of virtual events to propel their ventures forward in an increasingly digital landscape.
