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Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Reaching the Digital Atten...
Tweet Something! #DCThinkThurs
An Experienced Group …
28 Years 25 Years 44 Years 25 Years 21 Years
143 Years of Combined E...
Tweet Something! #DCThinkThurs
143 Years Ago …
• It was 1870
• Ulysses S. Grant was our President
• Major League Baseball ...
Tweet Something! #DCThinkThurs
Agenda: Reaching the Digital Attendee
• The Virtual Journey
• Industry Dynamics
• Extending...
Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
The Virtual Journey
Indust...
Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Reaching the Digital Atten...
Tweet Something! #DCThinkThurs
Virtual Preview & Virtual Recap
GRAPH EXPO 2010
Online Virtual events strategically integra...
Tweet Something! #DCThinkThurs
GRAPH EXPO Virtual Preview Landing Page
Tweet Something! #DCThinkThurs
Networking Lounge; Moderated Chats;
Multi-Lingual Support
Tweet Something! #DCThinkThurs
Resource Center for Additional Information
Tweet Something! #DCThinkThurs
Virtual Show Floor
Tweet Something! #DCThinkThurs
Virtual Booths & Virtual Booth Staffers
Tweet Something! #DCThinkThurs
Prize Center Drives Behaviors
Tweet Something! #DCThinkThurs
Fantastic Attendee Metrics
GRAPH EXPO: A Virtual Preview – Live Day Data
Registered 1,102 A...
Tweet Something! #DCThinkThurs
The Good, The Challenges, and The Struggles
GOOD
• GASC Perceived as Innovative
• Cutting E...
Tweet Something! #DCThinkThurs
Interesting Takeaways
GRAPH EXPO: A Virtual Preview – Live Day Data
22 Exhibiting Companies...
Tweet Something! #DCThinkThurs
Building a Better Online-Virtual Mousetrap
Video Clips
Video Presentations
Blogs
Social Med...
Tweet Something! #DCThinkThurs
NEW GASC Channel
Tweet Something! #DCThinkThurs
Content Creation and Management
Exhibitors
At our Physical Show
At meetings
At other events...
Tweet Something! #DCThinkThurs
Video Clip Content
Exhibitors
Show Content & Attendee
Testimonials
40-50 Event Key Contacts...
Tweet Something! #DCThinkThurs
The GASC Channel
Consumption – Views
Launched 4 weeks prior to physical show
80 videos – ov...
Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Extending Your Reach
Virtu...
Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
What Does the Future Hold?...
Tweet Something! #DCThinkThurs
© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Final Thoughts
Tweet Something! #DCThinkThurs
Real World Examples: PCMA
2011 Stats
•Las Vegas
•3500 onsite
•444 virtual attendees
2012 St...
Tweet Something! #DCThinkThurs
Real World Examples: PCMA
2013 Results Summary
• 683 attendees participated in the Hybrid e...
Tweet Something! #DCThinkThurs
Real World Examples: AORN
https://vts.inxpo.com/Launch/Event.htm?Sh
0
• Very positive respo...
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Reaching the Digital Attendee

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Panel discussion at Freeman's February 2013 Thinking Thursday.

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Transcript of "Reaching the Digital Attendee "

  1. 1. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Reaching the Digital Attendee
  2. 2. Tweet Something! #DCThinkThurs An Experienced Group … 28 Years 25 Years 44 Years 25 Years 21 Years 143 Years of Combined Experience
  3. 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. 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. 5. Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  6. 6. Tweet Something! #DCThinkThurs© 2011 Freeman. All rights Reserved. Proprietary & Confidential.
  7. 7. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. The Virtual Journey Industry Dynamics
  8. 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. 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. 10. Tweet Something! #DCThinkThurs GRAPH EXPO Virtual Preview Landing Page
  11. 11. Tweet Something! #DCThinkThurs Networking Lounge; Moderated Chats; Multi-Lingual Support
  12. 12. Tweet Something! #DCThinkThurs Resource Center for Additional Information
  13. 13. Tweet Something! #DCThinkThurs Virtual Show Floor
  14. 14. Tweet Something! #DCThinkThurs Virtual Booths & Virtual Booth Staffers
  15. 15. Tweet Something! #DCThinkThurs Prize Center Drives Behaviors
  16. 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. 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. 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. 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. 20. Tweet Something! #DCThinkThurs NEW GASC Channel
  21. 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. 22. Tweet Something! #DCThinkThurs Video Clip Content Exhibitors Show Content & Attendee Testimonials 40-50 Event Key Contacts Seminar – Session Presenters
  23. 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. 24. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Extending Your Reach Virtual Applications
  25. 25. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. What Does the Future Hold? Results and Revenue
  26. 26. Tweet Something! #DCThinkThurs © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Final Thoughts
  27. 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. 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. 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
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