10 Top Tips for Webinars & Conference Calls in a Pandemic
These are challenging times indeed. Many of us would like to run and hide, but this is not the time. Entering the second quarter of 2020, pleased to put Q1 behind us, we debate openly how best to 'help' and where to focus our resources. It might still be too soon for general marketing webinars (we believe this is the case). As recipients ourselves, we know that the market is bombarded with electronic communications and we all have more immediate needs at this time than a new sales pitch. In fact, permanent damage may be done by firms who consider this a ‘great time’ to push hard on the marketing front.
What it is NOT too soon for is getting out and talking to your clients, who have already entrusted you with their livelihood, either as representatives or as investors. This can certainly be extended to key constituents, and key prospects who have already engaged with the firm. Now is the time (in fact we are in week three, from our calculations, of critical time) to be proactively communicating with this audience, offering a weekly call to touch base, sharing market perspectives, and generally providing market intelligence based on your area of expertise. This market will appreciate hearing your voices. For many firms this is a challenge; portfolio managers by and large do not want to 'say too much' about how things are going or where they could go. We encourage you to push through this tendency to delay, and to find commentary which differentiates the firm, no matter how small. Firms DO have something to say, and it is important to say it! However, with the onslaught of online conversations comes some risks. Here are 10 top tips for webinars and conference calls at these difficult times:
Schedule off hours (i.e. at 15 minutes past the hour) to avoid the risk of busy signals and jammed lines. Schedule your start times at 2:15 or 2:45 instead of 2:00, for example; remind participants to utilize their computer audio when feasible.
Schedule early am or in the evenings, pre or post market hours, and generally avoid Mondays. If you have a west coast presence, this would mean afternoon/ early evening ET slots ideally Tuesdays - Thursdays.
Schedule more sessions, and break up your audience to avoid overcrowding the connection.
Reinforce the mute button to participants at the start of each session. There is lots of background noise these days, more than usual, and this can be distracting to your participants no matter how cute that dog and those kids are.
Provide historical references with appropriate disclosures and disclaimers; while we are in uncharted waters, we have had market downturns before. Markets do generally recover, volatility does tend to pass, and that strategies like dollar cost averaging are relevant in tough markets.
Provide a few key visuals; a chart or two is all it takes, rather than simply a blank screen. This is likely to increase engagement and focus, and shows the audience that you are truly a steward of the markets, on top of it and making your decisions based on real data, not simply your ‘experience’ which may or may not be as relevant in this current market environment.
Keep the calls focused, with a clear agenda, an expected 15-20 minute presentation and a few minutes for Q&A, carefully monitored and managed by the webinar/conference call coordinator.
You do not have to take live questions! However, answer a few questions emailed in, and be prepared with a few of your own if none are asked. Everyone appreciates this format, but may not be up to posing a question.
Be thoughtful, clear and concise. Avoid an overly optimistic or pessimistic perspective. The goal is to encourage understanding and clarity around this experience that we are all going through together.
Demonstrate your strength; be prepared, professional, focused and positive. If there are opportunities to take advantage of, speak to them. If there are conditions you are looking for, comment on them. Strength is demonstrated through calm confidence and clarity of vision. Maximize the value you bring to your constituents by delivering strength through your active communications.
Submitted by Sandra Powers, ARK Global