Many people who ask me to host their online party don’t always consider the “why” behind the party. They love the concept of engaging with people through social media. It’s amazing experience to create an event that rewards people for telling their friends about you, engages them to want to learn more and builds trust.
They want to know how it’s going to help them create sales, but they forget to think about how they can help others in the process. Creating an online party is very much like a physical event. It’s not about pushing yourself on to people like the old school way of advertising. Anyone can create clever ads and buy TV spots. The problem is they don’t engage people. It’s why Old Spice Commercials have failed. They created awareness, but not engagement with the product.
I had one client who grabbed on to the idea of throwing a Twitter party very quickly. They knew immediately what they wanted to promote. Once we got started I began to see the disconnect between what they were expecting and how it would actually look.
The party went well, but it should have had a higher attendance. She had a good size amount of Twitter followers, but very few of them showed up. One thing I noticed, as the party date got closer there wasn’t a build-up of excitement created on her social media accounts. I think she expected people to just show up and be surrounded by all these people who wanted to join in on the party.
She didn’t understand her goals for creating the party.
She knew that she wanted a party, but she didn’t know why she wanted to create this online event. If she would have understood this she probably would have had a big turnout.
I’ve found that people who have clear goals have a great party. They know how they want everything to look, feel, and how to help people. They consider it a party first, a teaching session second and a marketing event last. They know that they need to sell their product, but they won’t create a great party if all they do is focus on pushing their product. They focus on creating a connection first.
There are usually three types of goals that people come in with when throwing a party:
- I want sales.
- I want to build my brand.
- I want to help other people improve (put your concept here).
You can do all three, but I’ve noticed the most successful people put the last one first. When you understand what your “perfect customer” wants out of an online party it’s easier to craft the party so it meets their needs and yours as well.
I created a short list of questions that will help you understand why you may want to create an online party and how you can bring clarity to your online celebration.
- Why do you really want to throw an online party? (i.e. to sell more ebooks or iphone apps)
- What do you want people to learn about during the party? (i.e. how my product can make them more productive.)
- How can you make this party an event that gets people talking about you? (i.e. I know that my product will free up a small business owners busy schedule for 2 hours each week.)
Asking yourself the right questions is vital to creating a great party that meets all your goals. When you understand why people should celebrate your product’s awesomeness it makes it so much easier to get people to attend and turn the online gathering into a party.
The next lesson will the fundamentals of Creating a Great Online Party.