Reaching the Digital Attendee

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Panel discussion at Freeman's February 2013 Thinking Thursday.

Panel discussion at Freeman's February 2013 Thinking Thursday.

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  • 1. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Reaching the Digital Attendee
  • 2. Tweet Something! #DCThinkThurs An Experienced Group … 28 Years 25 Years 44 Years 25 Years 21 Years 143 Years of Combined Experience
  • 3. Tweet Something! #DCThinkThurs 143 Years Ago … • It was 1870 • Ulysses S. Grant was our President • Major League Baseball wasn’t in place yet • Alexander Graham Bell was working on the first telephone ...
  • 4. Tweet Something! #DCThinkThurs Agenda: Reaching the Digital Attendee • The Virtual Journey • Industry Dynamics • Extending Your Reach • Virtual Applications • What Does the Future Hold? • Results and Revenue
  • 5. Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  • 6. Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  • 7. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The Virtual Journey Industry Dynamics
  • 8. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Reaching the Digital Attendee February 21, 2013 Chris Price, Vice President Graphic Arts Show Company Producers of GRAPH EXPO and PRINT
  • 9. Tweet Something! #DCThinkThurs Virtual Preview & Virtual Recap GRAPH EXPO 2010 Online Virtual events strategically integrated into the physical show Attendee marketing campaign GRAPH EXPO – A Virtual Preview August 19th and archived GRAPH EXPO – McCormick Place October 3-6 GRAPH EXPO Virtual Recap November 3rd and archived
  • 10. Tweet Something! #DCThinkThurs GRAPH EXPO Virtual Preview Landing Page
  • 11. Tweet Something! #DCThinkThurs Networking Lounge; Moderated Chats; Multi-Lingual Support
  • 12. Tweet Something! #DCThinkThurs Resource Center for Additional Information
  • 13. Tweet Something! #DCThinkThurs Virtual Show Floor
  • 14. Tweet Something! #DCThinkThurs Virtual Booths & Virtual Booth Staffers
  • 15. Tweet Something! #DCThinkThurs Prize Center Drives Behaviors
  • 16. Tweet Something! #DCThinkThurs Fantastic Attendee Metrics GRAPH EXPO: A Virtual Preview – Live Day Data Registered 1,102 Attended 327 30% Average Time in H:M:S Virtual Show 2:59:08 Average Time in H:M:S Each Booth Visited 0:11:45 Presentation Activity 332 Unique Visits to Sessions
  • 17. Tweet Something! #DCThinkThurs The Good, The Challenges, and The Struggles GOOD • GASC Perceived as Innovative • Cutting Edge Marketing • Fantastic Metrics CHALLENGES • Awkward Browser Issues for Attendees • Low Attendee Registrations • Marginal Online “Attendance” STRUGGLES • Poor Engagement/Interaction with Online Attendees • Poor Transition of Physical-Online Show Components
  • 18. Tweet Something! #DCThinkThurs Interesting Takeaways GRAPH EXPO: A Virtual Preview – Live Day Data 22 Exhibiting Companies on Virtual Show Floor Exhibitor with Most Unique Booth Visits: Kodak – 143 Exhibitor with Most Time Spent in Booth: Xerox – 16 minutes, 18 seconds (average) Physical Show Registrations from Virtual Attendees: 153 Most Clicked & Consumed Link-Resource in Virtual Booths: VIDEOS
  • 19. Tweet Something! #DCThinkThurs Building a Better Online-Virtual Mousetrap Video Clips Video Presentations Blogs Social Media Map Your Show (Physical Show Planner) – Full Exhibitor Directory
  • 20. Tweet Something! #DCThinkThurs NEW GASC Channel
  • 21. Tweet Something! #DCThinkThurs Content Creation and Management Exhibitors At our Physical Show At meetings At other events Co-location Partners Seminar Presenters/Speakers In-House Content Awards and Technology Innovations Attendees and Potential Attendees
  • 22. Tweet Something! #DCThinkThurs Video Clip Content Exhibitors Show Content & Attendee Testimonials 40-50 Event Key Contacts Seminar – Session Presenters
  • 23. Tweet Something! #DCThinkThurs The GASC Channel Consumption – Views Launched 4 weeks prior to physical show 80 videos – over 9,000 views in first 5 weeks Fresh content added weekly New content being planned & filmed Expanded outreach to build viewership
  • 24. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Extending Your Reach Virtual Applications
  • 25. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. What Does the Future Hold? Results and Revenue
  • 26. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Final Thoughts
  • 27. Tweet Something! #DCThinkThurs Real World Examples: PCMA 2011 Stats •Las Vegas •3500 onsite •444 virtual attendees 2012 Stats • San Diego •3,800 onsite •600 virtual 112 virtual attendees converted to onsite attendees from 2011 ($995 x 112= $111,440)
  • 28. Tweet Something! #DCThinkThurs Real World Examples: PCMA 2013 Results Summary • 683 attendees participated in the Hybrid event • 70% of those who registered attended - far surpassing the 40% average benchmark Who Attended? • 33% association meeting professionals • 15% independent meeting professionals • 9% corporate meeting professionals • 9% government, smerf and pco/amc meeting professionals • 34% were either suppliers or chose not to provide their affiliation • 266 members • 577 non-members • 21 countries represented
  • 29. Tweet Something! #DCThinkThurs Real World Examples: AORN https://vts.inxpo.com/Launch/Event.htm?Sh 0 • Very positive response from Attendees • Average log-in time per user was 2.75 hours (excellent) • Exhibitors requested Sponsorship Opportunities