Webinar Strategy

Project Date

October-December 2020

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Challenge

ADI had previously relied heavily on in-person events at branches and expos where SMEs and vendors would present on products and industry trends. When the pandemic hit last spring, the learning and development team begin hosting webinars that filled the gap in our training and event offerings. However, by fall of 2020, registration and attendance was down; the amount of webinars (three a week) and topics/format (vendors were using our platform to highlight their products and offerings) were no longer working.

Objective

Develop a webinar strategy that positioned ADI as a thought leader by focusing on our own SMEs and addressing customers’ biggest challenges with industry topics to increase registrations and attendance

Result

I researched topics and developed a calendar of monthly webinars for 2021 based on the industry’s biggest challenges and trends. This shift gives us greater reach with our customers, since webinars were no longer focused on a single brand or type of product. And by leveraging our own experts rather than giving our platform over to supplier partners, we are also in a better position to build brand loyalty.

The webinar calendar includes a mix of panel discussions, expert debates, demos and presentations. We are now able to build more robust campaigns with pre- and post-event assets for each webinar to boost registrations, attendance and even webinar replay views.

After I presented my plan and received buy-in from leadership, my team rolled out with the new strategy in January after several months of ideation and planning. Webinar registration have increased by 1095% and attendance by 780% in the first quarter with this new strategy compared to last year, and we have generated more than 100 new leads.

Webinar Calendar and Invite Examples