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Presentation Michael Heipel  confex
 

Presentation Michael Heipel confex

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The presentation I gave on 1 March at the International Confex in London, about the 4 diamonds of event marketing: Social media, digital services, maximized value for exhibitors and sponsors and 360° ...

The presentation I gave on 1 March at the International Confex in London, about the 4 diamonds of event marketing: Social media, digital services, maximized value for exhibitors and sponsors and 360° visitor experiences.

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    Presentation Michael Heipel  confex Presentation Michael Heipel confex Presentation Transcript

    • Just the tip of an iceberg...Current association marketingchallengesInternational Confex, London, 1 March 2011Michael HeipelExecutive Director Marketing and EventManagement, WAN-IFRA (Paris /Darmstadt)Michael.Heipel@wan-ifra.org © 2011 WAN-IFRA, michael.heipel@wan-ifra.org
    • About me ! Executive Director Marketing and Event Management ! 50-60 international events p.a. ! IFRA Expo (Vienna, Madrid, Hamburg, Amsterdam) " ca. 10.000 visitors " ca. 350 exhibitors ! World Newspaper Congress and World Editors Forum (Gothenburg, Cape Town, Moscow, Hyderabad, Hamburg, Vienna) © 2011 WAN-IFRA
    • About me! Passionate about event, trade show and congress marketing! Coach and provider of ideas " Associations " Congress, event and trade show organizers! Blog: michaelheipel.wordpress.com! Twitter: @michaelheipel © 2011 WAN-IFRA
    • Current challenges for associations © 2011 WAN-IFRA
    • Information overload? © 2011 WAN-IFRA
    • Fierce competition in B2B marketing © 2011 WAN-IFRA
    • Fundamental changes in information habits © 2011 WAN-IFRA
    • Rapid creation/destruction of new markets Since 2006 Since 2004 © 2011 WAN-IFRA
    • Extreme cost pressure © 2011 WAN-IFRA
    • Intellectual property protection © 2011 WAN-IFRA
    • Content distribution at speed of light © 2011 WAN-IFRA
    • Low barriers to market entry © 2011 WAN-IFRA
    • „ If the world is accelerating like this, your degree of comfort depends on your ability to embrace change - not flee change. “ John Seely Brown, previous Director of the Palo Alto Research Center PARC, USA
    • Areas of activity Content and Face-to-face: Networking, Lobbying, Certification, information Events, community, peer government standardization exchange seminars and interaction relations trade shows Membership fees AdvertisingSources of Sponsoring and Exhibitions income Conference fees Funding Donations © 2011 WAN-IFRA
    • „Classic“ event marketing concepts Target groups Content Classic event communicationsLocation /Logistics Staffing Milestones Financial processes © 2011 WAN-IFRA
    • Social Media Digital Services Vmax 360° Visitorfor Exhibitors Experiences
    • Social Media
    • Social Media! Content is King - but only through participation, sharing and authentic recommendations. © 2011 WAN-IFRA
    • h Dynamics of social media high Collaboration high low Participation Events low © 2011 WAN-IFRA
    • h Dynamics of social media high Collaboration Events high low Participation low © 2011 WAN-IFRA
    • Social Media basic concept © 2011 WAN-IFRA
    • Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
    • Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
    • Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
    • Multitouch Wall with Twitter, Flickr © 2011 WAN-IFRA
    • Social Media: CES Tweetup © 2011 WAN-IFRA
    • Social Media: MyMWC
    • Software to build your own social networks http://michaelheipel.wordpress.com/ 2011/01/06/software-to-build-your-own-event- community-website/ © 2011 WAN-IFRA
    • Facebook for Websites © 2011 WAN-IFRA
    • Slideshare © 2011 WAN-IFRA
    • Be prepared... © 2011 WAN-IFRA
    • Don‘t forget technical infrastructure! Wireless internet! Power connections for computers! Mobile - chargers! Enough bandwidth © 2011 WAN-IFRA
    • Digitale DiensteDigital Services
    • iPhone und Android Apps © 2011 WAN-IFRA
    • Ticketing and Registration © 2011 WAN-IFRA
    • Ticketing and Registration © 2011 WAN-IFRA
    • Ticketing and Registration © 2011 WAN-IFRA
    • Webinars! Visitor promotion (eg Expo Real)! Exhibitor presentation (eg MWC)! Exhibitor promotion and trainings (eg ALFA/USA, stb/D)! Business model (eg G2E, 49 $, Book Expo America 25 $) © 2011 WAN-IFRA
    • Online Videos ! Exhibitor presentation! Show Trailers ! Live coverage ! Business ! Training and model promotion ! Location marketing http://michaelheipel.wordpress.com/2011/01/10/online-videos- important-tools-for-trade-show-and-conference-marketing-wichtige- werkzeuge-fur-konferenz-und-messemarketing/ © 2011 WAN-IFRA
    • 360° Besucher Erlebnis360° Visitor experiences
    • Guided Tours dmexco © 2011 WAN-IFRA
    • 60 seconds interviews © 2011 WAN-IFRA
    • Vmax für AusstellerVmax for Exhibitors and Sponsors
    • Red Sofa drupa © 2011 WAN-IFRA
    • komma Munich © 2011 WAN-IFRA
    • Media Port IFRA Expo © 2011 WAN-IFRA
    • Media Port IFRA Expo © 2011 WAN-IFRA
    • Media Port IFRA Expo © 2011 WAN-IFRA
    • Lead campaigns CeBIT © 2011 WAN-IFRA
    • Mailing Service WAN-IFRA © 2011 WAN-IFRA
    • Innovative sponsoring © 2011 WAN-IFRA
    • World Newspaper Congress / IFRA Expo Carpet in the aisles of the show floor Description Put your eye-catcher directly on the carpet in the aisles of the show floor. Size: 200 cm x 200 cm The position in the hall is to be discussed. Rates 6-panel advertising space on the glass wall Per carpet space. Description Including rental, production and set-up/dismantling. This advertising space on the glass wall of the WAN-IFRA member Non-member entrance foyer offers you the opportunity to invite EUR 420.– EUR 490.– arriving vistors to your stand before they enter the entrance area. Multiblog All rates are net prices. Do not miss this exclusive opportunity! Description Order deadline is 31 August 2011. The available space In additionof six daily IFRAeach Gazette, the staff of WAN-IFRA Magazine will chronicle the exhibition and parallel consists to the panels, Expo is 2.15 m high and 3.03 m wide. through an up-to-the-minute IFRA Expo Multiblog website. This will allow visitors and exhibitors to conferences The whole Booking & Contact follow what is happening via the Internet as well as to see a new form of convergent journalism. advertising area hasYou will also be able to reachx 9.00 a size of about 4.30 m all interested parties worldwide who will be unable to attend IFRA Expo 2010 in person. Mandy Hay, Exhibition Manager m. The IFRA Expo Multiblog will be active from 4 October 2010 and will stay online under www.wan-ifra.org/blogs/ Tel. +49.6151.733-924 Order deadline is 31 August 2011. for the following twelve months. ifraexpo10 at least e-mail: mandy.hay@wan-ifra.org Rates We offer you the opportunity to place banner ads at the IFRA Expo Multiblog website, which attract visitors directly to Advertising done-sided.stand and your company homepage. Theset-up/ Multiblog website generates up to 10,000 page impressions your Including rental, production and IFRA Expo dismantling. per day during IFRA Expo and an average of 4,000 page impressions per month after the exhibition. Advertising deadline is 27 September 2010. WAN-IFRA member Non-member: - - Expo only: EUR 4,500.– EUR 4,900.– Rates Congress only: EUR.– EUR.– Banner ads at least for the following twelve months. Expo & Congress: EUR.– EUR.– WAN-IFRA member Non-member Per banner EUR 590.– EUR 650.– All rates are net prices. All rates are net prices. Booking & Contract Mandy Hay, Exhibition Manager, Tel. +49.6151.733-924, e-mail: mandy.hay@wan- ifra.org Booking & Contact - - Bettina Falk, Advertising Manager Tel. +49.6151.733-783 e-mail: bettina.falk@wan-ifra.org - - © 2011 WAN-IFRA
    • Social Media Digital Services Vmax 360° Visitorfor Exhibitors Experiences
    • Ways to innovate as an association! As suggested by Rosabeth Moss Kanter, Professor at the Harvard Business School " Fail cheap, fail early, fail often " Think long-term trends but short-term steps " Go for reversible ideas " Go for solutions with a positive PR value! My additional advice: Specialize in skills like " Community management " Meeting planning " Publishing " Marketing © 2011 WAN-IFRA
    • www.wan-ifra.org michaelheipel.wordpress.com Twitter: @michaelheipel www.xing.com/profile/Michael_Heipel www.linkedin.com/in/michaelheipelConnect and interact Thank you very much for your attention! © 2011 WAN-IFRA