Cracking the ROI Code: Unraveling the Success of One of Acquire's Virtual Events
For two solid years, virtual wine tastings were the thing, mostly because there was no other way to socialize. We met online, we chatted wine while awkwardly chatting with each other. The value ad then was: give people an avenue in which to connect at a time when coming together felt sacred and scarce. Today, we still bring people together, but with a new mission: to elevate our clients' brands while amplifying their content.
Our clients use us on a quarterly basis as an additional touchpoint in between in-person engagements. We send curated tasting kits which are, quite simply, a gift that comes with an experience. We craft virtual experiences that offer an easy yes for attendees while being comparably economical to in-person travel.
In December, we hosted a virtual tasting featuring a thought leader where 20 of our client's prospects were in attendance. One month later, 15 opportunities closed with 9 accounts generating $525K in pipeline. After 3 months, 50 opportunities via 8 accounts with a total won pipeline of $866K. The cost of hosting this engagement? $11K...high impact, high ROI plus a targeted follow-up strategy for maximum impact. Our aim is to help you convert.
Here’s how we are finding success in the virtual space, long after the necessity of virtual is over:
Start with the Goal of the Event
Are you looking for conversion? Retention? Are these first-timers we need to get to know and then book a meeting with? What stage of the pipe are attendees in? This will help us best craft a run of show to meet these goals.
Who is attending?
If we know who people are we can understand what drives them, not only personally, but to attend your event! We then craft the run-of-show and tasting experience based on your ICP to drive attendance and engagement.
Takeaway is Paramount
Guests need to have a more impactful takeaway than just your sales pitch and some information about Chardonnay. We craft experiences and a virtual corporate event is just that: an experience. A thought leader or a valuable networking session are two ways to ensure each attendee has something for themselves that they walk away with, which, in turn, makes them remember you.
Drive Attendance & Engagement
These two are key. The package may offer some rare taste of whiskey, for example, to get guests to say yes. We have also incentivized ‘camera on’ engagement by raffling off a high-end bottle of wine or whiskey.
We hosted a whiskey tasting in January that was set for 25 guests and had to stop taking registrations at 75 due to such high interest. We raffled off a high-end bottle of whiskey to those who attended camera on, ready to engage. Here are some data points...
Follow Up is Key
It is one thing to host a fun event. It is another to turn that event into revenue. A follow-up strategy must be executed to turn attendees into customers. A follow-up video that includes targeted messaging is personalized and stands out. When entertaining prospects, consider offering a bottle of something that was tasted at the event if they take a meeting two weeks post-engagement.
The way in which we approach virtual wine tastings has shifted dramatically in the past two years. Our model has shifted from one of a social nature to one that helps our clients connect deeper, making lifelong customers and turning event budgets into valuable revenue. Let us help you convert.