Monday, August 29, 2016

Cash Cow

Event producers are gaga over a cash cow who never stops lactating.

It's the broadcast technology known as live-streaming.

American Association of Occupational Health Nurses exemplifies those bullish producers.

AAOHN wanted to engage the 80% of members unable to travel to its 2016 annual conference, says David McMillan of PCMA. So it live-streamed the content, charging the same price for the virtual as the face-to-face experience. Sixty members ponied up the $500. Better yet, a sponsor paid $25,000 for the right to hand out free tickets to customers.

With more footage in the can, AAOHN is "sitting on a stockpile of additional educational content and potential revenue," McMillan says.

But live-streaming does more than immediately monetize events; it publicizes them.

Live-streaming "operates far beyond the traditional broadcasting model," says Tom Owlerton on

"At its best, live-streaming helps brands go from storytelling to storyliving; they can broadcast behind-the-scenes at big, topical events to share footage that people wouldn’t otherwise get to experience first-hand."

Live-streaming from events, due to the buzz it creates through social media and word of mouth, "can create a huge impact."

The kind that converts to moo-lah.
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