Disruptive Technologies Impacting Marketing Strategies<br />March 21-22, 2011InterContinental Hotel O’Hare<br />A Taste of...
What is Disruptive Technologies?<br />A disruptive technology is an innovation that disrupts an existing market. <br />Imp...
SXSW<br />
Examples of Disruptive Technologies<br />Telegraph             Telephone            Cell Phones<br />iPhone?<br />
Examples of Disruptive Technologies<br />Registration<br />Registration form with check by mail <br />Fax registration wit...
Event Marketing Disruptive Technologies<br />Virtual Events – First Phase<br />RFID<br />Virtual Events – Second Phase<br ...
Show Organizer Goals<br />Recruit attendees<br />Grow community<br />Enhance networking<br />Increase brand awareness<br /...
Four Important trends<br />Questioning the Value of Registration<br />Power of the Community<br />Losing control of the Su...
The Conundrum of Registration Services<br />Trend: Questioning Registration<br />Lead Retrieval + Registration Software = ...
Evolution<br />Buyer – Supplier Relationships<br />Selling show floor space<br />Introductions on the floor<br />Relations...
Where’s Attendo?<br />Online<br />Shift of eyeballs versus advertising $<br />82% of readers have moved to online publicat...
What suppliers seek?<br />A Booth<br />Introductions<br />Qualified Introductions<br />Showcase of Products & Service<br /...
Power of Social Media<br />Ocean of attendees and exhibitors<br />Another social media panel – going to scream<br />Not fu...
Mobile<br />Mobile application download<br />Mobile access<br />iDevices: pod/pad/phone<br />Mobile Marketing<br />Text me...
Disruptive Technology<br />Iterative process: always rethinking your marketing approaches<br />Measure<br />Watch<br />Mar...
Take Away<br />Change is here to stay as a constant requirement for show managers and event planners to reinvent their flo...
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Disruptive Tech Impacting Event Marketing

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Stephen Nold presents the technology and ideas that are changing the ways show managers and event producers are implementing innovation on show floors and conferences.

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Disruptive Tech Impacting Event Marketing

  1. 1. Disruptive Technologies Impacting Marketing Strategies<br />March 21-22, 2011InterContinental Hotel O’Hare<br />A Taste of Technology<br />
  2. 2. What is Disruptive Technologies?<br />A disruptive technology is an innovation that disrupts an existing market. <br />Improves a product or service in ways that the market does not expect<br />lowering price or designing for a different set of consumers.<br />
  3. 3. SXSW<br />
  4. 4. Examples of Disruptive Technologies<br />Telegraph Telephone Cell Phones<br />iPhone?<br />
  5. 5. Examples of Disruptive Technologies<br />Registration<br />Registration form with check by mail <br />Fax registration with check or credit card information <br />Online registration with credit card<br />
  6. 6. Event Marketing Disruptive Technologies<br />Virtual Events – First Phase<br />RFID<br />Virtual Events – Second Phase<br />Matchmaking – Social Networking – Social Media<br />Videos<br />Mobile devices<br />QR Codes<br />
  7. 7. Show Organizer Goals<br />Recruit attendees<br />Grow community<br />Enhance networking<br />Increase brand awareness<br />Recruit exhibitors<br />Create value for exhibitors<br />Generate event buzz<br />Drive online commerce<br />Supplement current marketing efforts<br />Conduct research<br />Provide online event connectivity<br />Manage reputation<br />
  8. 8. Four Important trends<br />Questioning the Value of Registration<br />Power of the Community<br />Losing control of the Supplier/Buyer Connection<br />The shift of the attendee attention/interactions<br />Print to online<br />Inbox to Social media<br />Mobile Devices<br />
  9. 9. The Conundrum of Registration Services<br />Trend: Questioning Registration<br />Lead Retrieval + Registration Software = Registration Services<br />
  10. 10. Evolution<br />Buyer – Supplier Relationships<br />Selling show floor space<br />Introductions on the floor<br />Relationship building at the event<br />Relationship building pre/onsite/post event<br />Relationship building onsite AND online <br />Trend: Losing Relationship Control<br />
  11. 11. Where’s Attendo?<br />Online<br />Shift of eyeballs versus advertising $<br />82% of readers have moved to online publications<br />32% of advertiser spend have shifted to online<br />Inbox to Social media<br />Direct Marketing to Inbound Marketing<br />Walking Show Floors to Virtual & Mobile Devices<br />Trend: Losing Relationship Control<br />
  12. 12. What suppliers seek?<br />A Booth<br />Introductions<br />Qualified Introductions<br />Showcase of Products & Service<br />Community Access <br />Trend: Community Power Shift<br />
  13. 13. Power of Social Media<br />Ocean of attendees and exhibitors<br />Another social media panel – going to scream<br />Not fundamentals but execution<br />Trust of Communications<br />Friend versus Un friending<br />LinkedIn Insertion<br />Trend: Attendee Focus<br />
  14. 14. Mobile<br />Mobile application download<br />Mobile access<br />iDevices: pod/pad/phone<br />Mobile Marketing<br />Text messaging<br />Trend: Attendee Focus<br />
  15. 15. Disruptive Technology<br />Iterative process: always rethinking your marketing approaches<br />Measure<br />Watch<br />Markets<br />Competition<br />Peers<br />
  16. 16. Take Away<br />Change is here to stay as a constant requirement for show managers and event planners to reinvent their floors and conferences, incorporating innovation and new ideas.<br />
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