Center >> December
NEWS: Get Two Solid Hours in Front of Top CPA Decision-Makers Without
Leaving the Office
Informative Q&A tells you how.
from AICPA Custom Media Solutions
By now you should know the drill. Sponsoring AICPA’s
Webcasts can help you zero in on your target audience in 120-minute
sessions where your logo is prominently promoted and is visible
to viewers the whole time. Plus, because our Webcasts are kept archived
on our Website, viewers can continue accessing them weeks and months
after its original broadcast, thereby guaranteeing extended shelf-life
of your sponsored Webcasts.
wondering what else you can gain by sponsoring an AICPA Webcast
or what it entails. AICPA’s Custom Media Solutions recently
caught up with moderator, John
Hudson, CPA, for a friendly chat.
CMS: Why should a company sponsor an AICPA
Hudson: Tens of thousands of CPAs
have participated in AICPA Webcasts. They are a time efficient and
cost-effective way for companies to get their messages in front
of the CPA audience. Since we only market these programs to members
of the AICPA, participants by definition are essentially all highly
qualified leads who are CPAs.
CMS: Are there any on-going benefits for
Hudson: Many Webcasts are converted
to self-study after the live event and the sponsor’s branding
continues in the archived version. Often, these archived versions
of the program and are sold for a year or more after the live event
so the sponsor’s branding lives on. The sponsor’s branding
is included on the jacket of the CD plus, if the sponsor had a video
that was shown during the program, that video is retained in the
CMS: Can prospective sponsors request specific
topics and if so, would the sponsors be responsible in bringing
a panel together? Also if a suggested topic is chosen, how long
will it be before the Webcast will air?
Hudson: Sponsors may select the
topic when it is an AICPA “Infocast.” These are programs
that are offered free to the participants but with no CPE awarded.
Programs offered as Infocasts are, by their nature, a little more
commercial than regular Webcasts where the participant pays to attend.
CMS: Can you tell me the difference between
Webcasts, Infocasts and Webinars? Are there different fees for each?
Hudson: Webcasts are full-motion
video with CPE awarded at a $79 fee to each participant. Infocasts
are either full-motion video or audio-only that do not include CPE
but are given free to the participants. Webinars are much smaller,
more focused programs that are typically target a specific AICPA
member section. Each participant is charged a fee and they generally
get CPE credit.
CMS: Have you had any repeat sponsors? If
so, who were they?
Hudson: Many repeat sponsors. IRS,
SAP, Microsoft, Thomson/PPC.
CMS: Can a sponsor provide a panel speaker?
If so, is there a discount in pricing for that?
Hudson: For an “Infocast,”
a sponsor can provide one or more panel speakers as long as they
are clearly competent to speak on the topic. This is important since,
at the end of the day, this is a technical program and not an infomercial.
There is no discount awarded for doing so.
CMS: How soon does a prospective sponsor
need to let you know whether or not the company would like to sponsor
The sooner the better since extending the lead time insures that
we can line up all of the appropriate communications vehicles (newsletters,
magazines, Web-based advertising, e-mail advertising, etc.). In
the end, sponsors get much more value for their dollars.
CMS: On a scale of 1 to 10, 1 being 100
percent, how often do firms recommend a topic and how often have
suggestions been used?
For Infocasts, 100 percent of the time. For typical Webcasts, we
have never had a sponsor suggest a topic. They seem happy to jump
on the bandwagon and participate in program series (i.e., SEC Series,
CFO Series, etc.) that have already proven to have a winning formula.
CMS: What is the maximum number of people
a sponsor can reach in each of the following: Webcast, Infocast,
Both Webcasts and Infocasts receive 5,000 video feeds which translates
into 15,000-plus viewers. Webinars, on the other hand, generally
get around 200 feeds which translates into 400 to 600 viewers.
And in case you’re wondering whether or not
there is a discount in price for a repeat sponsor? “Generally,
yes. Like with most AICPA products, high volume users are given
preferential pricing, said Hudson. “There is no set formula.
It is essentially worked out as part of the negotiation/sales process,”
So, what are
you waiting for? For more information, contact John