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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.

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.

Published in: Technology

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Transcript

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