The Pinnacle of Digital & Virtual
How we leveraged high-impact content marketing and a virtual web experience to create an unforgettable live event success story.
SUMMARYTom Ferry’s Success Summit is the ultimate real estate training event for agents and brokers. For years, the company’s live events have been at the forefront of the brand’s commitment to delivering value and empowering content like none other. Yet, after its first introduction of the virtual summit access option, the brand believed there was room for growth and it was here that we connected on the opportunity to dramatically boost virtual ticket sales.
Here’s how we helped Tom Ferry create a highly-targeted lead acquisition and digital nurturing strategy that drove awareness and ticket purchases.
OUR ROLESCreative & Content Development
Content Strategy
Content Marketing
Website Design
Livestream
Lead Acquisition
Lead Nurturing
Email Marketing
Ticket Sales
CHALLENGELive events tend to have a fantastic marketing message behind them: great speakers, fantastic networking opportunities and the benefit of in-room immersion. Contrast that against streaming the same event from home or office, and you begin to face down your greatest threat: the loss in perceived value and ROI.
For the 2nd livestream offering of Tom Ferry’s highly-successful Success Summit, we needed to showcase as much–if not more–value for their virtual prospects as those attending in person. This was a fantastic challenge we jumped at immediately.
INSIGHTSWe knew that the Tom Ferry brand had already established itself as a company built on the delivery of value. We also recognized that our virtual attendees were likely facing different and more compelling reasons for NOT attending in-person. The growing millennial agent demographic was incredibly mobile and engaging with digital platforms, and it was here that we began constructing our customer profiles and content strategy.
SOLUTIONCreating A Virtual Customer Journey
While many live events greatly discount ticket prices for virtual attendees, we knew we had the massive opportunity to build increasing value for streamers pre- and -post event through the development of a new content strategy built around the Success Summit’s theme of ‘Fearlessness’.
Website Strategy & Development
Content Marketing, Email Strategy and Lead Nurturing
Tom Ferry’s New Campaign Resulted In:
$236K
In Increased Revenue
+34%
Increase in Ticket Sales
6 Mos.
Content Marketing
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