Zack Klien, Marketing Director for Conrad Siegel explained the impact:
“We have more than 1,200 clients. Historically, live events have been tremendously successful as a way for us to network and grow the brand. When those events disappeared, we knew we’d need to pivot quickly to maintain that brand equity.”
Realizing it could be some time before live events returned, Conrad Siegel pivoted to produce live streams produced on Zoom. Klien joked that he wasn’t 100% sure he even had a Zoom account before COVID, but it quickly became an essential part of business for him and the firm.
But after producing some live streams with an in-house team, Conrad Siegel quickly determined the quality wasn’t up to their standards. Klien explained the challenge.
“One of the hallmarks of Conrad Siegel is that once we’ve made the decision to sponsor or promote an event, we go all- in to maximize the effectiveness of that investment. This goes all the way back to the philosophy of our founder. If our name is on an event, we want to be confident in the attendee experience. And we quickly determined that the events we were producing lacked the presentation quality we felt our audience deserved.”
When Klien looked at why he and others were unsatisfied, the reasons were obvious.
“We’re an advisory firm, not an event production company. We were leaning too heavily on our IT team for something they haven’t been trained to do. And while they were great with making sure Zoom was operational, their expertise certainly didn’t include lighting, presentation, or any of the aspects that make the show a great viewing experience. Essentially, we knew enough to pull off an event, but not enough to pull it off, well.”
“Steve was amazing at helping our team prepare,” Klein said. “He coached them on where to look and how to talk. He dropped subtle tips that made a huge difference. And given his role and experience, our team was eager to listen.”
Even with extensive prep, Klien expressed a little nervousness when the day arrived to produce the first live stream.
“All marketers feel that knot in their belly on event day,” he said. “And honestly, when Steve and his team showed up with all of the equipment, it felt a little overwhelming. But then they goes to work, and you realize he knows exactly where and how everything would be used. That went a long way to giving me the confidence that we were in good hands.”
After the first event, Klien reviewed the recording with the head of Conrad Siegel’s Wealth Advisory division and compared them to their previous production quality.
“Well,” the executive quipped. “We’ll never be able to go back to the old way now!” Since that day, the Wealth Management division of Conrad Siegel hasn’t. Throughout COVID, Final Focus produced six live streams for Conrad Siegel. But even with the return events, virtual live streams have now been established as another viable channel for marketing.
“Obviously, we’re thrilled to be back to live events and being able to collaborate in person,” said Klien. “But live streams allow us to reach people at their desktops during the business day and connect with them differently. And with Final Focus’ help, we believe that we’re providing the type of experience Conrad Siegel, himself, would be proud of.”
To join Conrad Siegel's next web event, check their website https://conradsiegel.com/events/