defining virtual events"virtual tradeshow” presented at "ConventionView" by Alan Saperstein & Randy Selmanof Onstream Media in 1993videotaping trade show exhibitors booths and then attaching the videos to HTML floor maps now a multimedia virtual tradeshow platform called MarketPlace365 in 2010
May 25, 2011 Guest: Eric Ly, CEOPresdo Stephen Nold, Publisher TSNN Disruptive Technologies
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.
Examples of Disruptive Technologies Telegraph Telephone Cell Phones iPhone? Registration Registration form with check by mail Fax registration with check or credit card information Online registration with credit card
Event Disruptive Technologies Virtual events Mobile applications Social media marketing
virtual event technology “Virtual events are a critical communication channel for associations.” Warwick Daviesprincipal The Event Mechanic!
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
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
The Conundrum of Registration Services Trend: Questioning Registration Lead Retrieval + Registration Software = Registration Services
What suppliers seek? A Booth Introductions Qualified Introductions Showcase of Products & Service Community Access Trend: Community Power Shift
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
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
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
Mobile Mobile application download Mobile access iDevices: pod/pad/phone Mobile Marketing Text messaging Trend: Attendee Focus
Show Business of the Future Disruptive Technology Iterative process: always rethink Measure Watch Markets Competition Peers
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.