# Channel SOP — Webinars, workshops, demos, and events

**Use when:** the audience benefits from live teaching, diagnosis, demonstration, trust, or peer interaction. Strong for services, education, communities, B2B, and complex products.

**Avoid when:** the event is a disguised pitch, registration is broad/unqualified, or there is no useful outcome for attendees.

## Design

1. Promise one attendee outcome: `{audience} will leave with {artifact/decision/skill}`.
2. Teach/demo the useful method before introducing the offer.
3. Include one exercise, teardown, Q&A, or live example.
4. CTA matches evidence: apply, book, try, enroll, join, or receive the follow-up artifact.
5. Prepare reminders, accessible materials, recording/consent policy, and a useful follow-up.

## Promotion

Recruit from owned audience, partners, direct outreach, communities that permit it, and speakers’ audiences. The landing page should state who it is for, what they leave with, agenda, host credibility, time zone, and privacy.

## Measure

Primary: qualified attendance → participation → next action/enrollment/payment. Diagnose registration source, show rate, completion, questions, and replay use.

High registration + low attendance means promise/reminder/fit problems. Good attendance + no action means the event may be useful but disconnected from the offer. Re-run only when the same format produces qualified outcomes without unsustainable effort.