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How Technology is
Extending Innovation from
the Trade Show Floor
to the Cloud
2/26/15 #tradeshowcorner | balluun.com/iaee 1
Jennifer Vanderarend
Digital Marketing Manager
at Balluun
@jvanderarend
Larry Chao
Vice President of Marketing
at Balluun
...
•  B2B SaaS startup founded in 2009
–  Offices in Silicon Valley, New York City, and Zurich
•  Trade show partner and techno...
B2B Marketing Tactics
2/26/15
Source: Forrester Research
#tradeshowcorner | balluun.com/iaee 4
Events Spending and Digital
2/26/15
Source: Forrester/DMA 2014 North American Digital
Marketing Online Survey, Forrester’s...
tech trends = b2b opportunities
6
Social Networking
Social connections, communities and communication
In consumer driving ...
How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
  Cloud
  Mobile
  Social
  e-Commerce
2/...
“The cloud, simply refers to software and services that
run on the Internet instead of your computer. Apple
iCloud, Dropbo...
•  Aggregate supply and demand
•  Expand the market globally
•  Reduce transaction costs
•  Create new profit opportunities...
Marketplace
Subscription
Online
Advertising
Premium
Services
e-Commerce
Transactions
Revenue Streams with Digital Services...
Trade Show Resources in the Cloud
http://directory.balluun.com
http://my.balluun.com
2/26/15 #tradeshowcorner | balluun.co...
Toy Industry Association’s
ShopToyFair365.com
Trade Show Digital Marketplaces
2/26/15
Advanstar Global’s
ShopTheFloor.com
...
•  High Adoption
–  SaaS applications are available from any computer or any device
at any time from anywhere
•  Lower Ini...
•  Custom deployment
–  More customizable
–  Have to be product
manager and engineer
•  SEO, interfaces, features
and func...
•  Technical Criteria:
–  Multi-tenancy support
–  Supportability and
manageability
–  Data integration support
–  Data an...
•  Digital delivery of software-as-a-service that will run
smoothly, guaranteed
–  Secure, data hosting and management of ...
ShopToyFair365
https://www.youtube.com/watch?v=uOVNpDQx-yg
ShopTheFloor
https://www.youtube.com/watch?v=n9A974QeTzU
Balluu...
How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
  Cloud
  Mobile
  Social
  e-Commerce
2/...
Mobile versus Desktop Traffic
2/26/15
Source: CNN, Enders Analysis, SimilarWeb
Mobile devices accounted for 55% of Internet ...
68 mobile
technology
startups
have a
valuation of
$1 billion or
more
Mobile Factoids
2/26/15
Source: Venture Beat
Revenue ...
•  Technologies:
–  Tablets and Phones
–  Cameras
–  RFID
–  NFC
–  QR Codes
–  iBeacons
•  Usages:
–  Communicating with
...
•  Mobile traffic and sales surged across e-retail, with 45% of all online
traffic to retail web sites and apps coming from sm...
•  Responsive web design is an approach
to web design with a strong emphasis
on image viewing experience to make
reading e...
User Experience: Responsive Design
2/26/15 #tradeshowcorner | balluun.com/iaee 24
User Experience: Mobile First
2/26/15 #tradeshowcorner | balluun.com/iaee 25
How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
  Cloud
  Mobile
  Social
  e-Commerce
2/...
Reasons for Participating in Shows
2/26/15
Source: BtoB Magazine
#tradeshowcorner | balluun.com/iaee 27
46% say
social
media
enhanced
their
productivity
Social Factoids
2/26/15
Source: Financial Time, DemandGen report,
Amazon,...
•  Customers prefer a catered buying
experience
–  45% of online shoppers are more likely to shop
on sites offering persona...
•  Build meaningful relationships
•  Remain on top of industry news and best
practices
•  Generate content ideas and becom...
Focused Social Networks
2/26/15 #tradeshowcorner | balluun.com/iaee 31
•  Build more meaningful relationships
–  Find, target and interact with buyers through
messaging and social feeds
–  Open...
•  Engagement reports
– Traffic, Clicks
•  Find buyers and sellers
– Search by title
– Search by industry
– Search by compan...
•  Connecting on social networking
outpulls e-mail and phone calls by a 7
to 1 ratio
•  Using the same message sent on a
s...
Balluun 365 Social Profiles
•  Both company and
individual user profiles
•  Localization options
for both the Site and
Conte...
Balluun 365 Social Networking
•  Business-to-business
connectivity at the
company and user
level
•  Interactive social fee...
How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
  Cloud
  Mobile
  Social
  e-Commerce
2/...
•  In 2015, total retail in US is expected to
increase by 4.3%. e-Commerce is
expected to increase by 14.2%
•  B2B e-Comme...
•  Marketplace always open with digital
–  Company and product information available
24/7/365
–  Accessible from anywhere ...
Balluun 365 Storefront
•  Wholesale sellers and
trade show exhibitors can
create their own digital
storefront, including:
...
Balluun 365 Showcase
•  Wholesale sellers and
trade show exhibitors
can showcase and
share detailed product
information in...
•  Trade show
attendees and
wholesale buyers
can create a digital
purchase order
and submit to
exhibitors/sellers
on the d...
•  Enhance and extend the trade show
experience
•  Robust simplicity and a focused user
experience
•  Help people connect ...
•  Visit balluun.com/iaee and sign up for
trade show industry news, insights, and
our latest product updates
Sign Up for I...
•  For more information or support, please contact us
at:
– E-mail: marketing@balluun.com
– Phone: +1-877-280-7222
– Socia...
Digital Marketplaces for Trade Shows
www.balluun.com/iaee
2/26/15 #tradeshowcorner | balluun.com/iaee 46
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How Technology is Extending Innovation from the Trade Show Floor to the Cloud

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Presentation for the International Association of Exhibitions and Events (IAEE) on February 26, 2015.

Technology is touching the lives of consumers across multiple channels thanks to the prevalence of broadband Internet and mobile devices. Almost everyone uses and understands the power of networks and social thanks to innovative companies like Google, Facebook, and Amazon. The exhibition and events industry has been undergoing a transformation and is starting to leverage these same innovative technology trends and social behaviors. This webinar talks to how innovative social and commerce technology and startups can help trade shows increase exhibitor and attendee engagement as well as revenues as they extend relevance from the trade show floor to the cloud. We will also be discussing the importance and opportunity to increase engagement before the trade show begins and continue the conversations after the event.

Learner Outcomes:
- See how innovation in consumer Internet is extending to enterprise and B2B
- Learn how software-as-a-service is changing delivery of solutions from build to buy
- Learn about technologies powering social networking and commerce for trade shows and the impact it has on the exhibition and event industry

Published in: Technology
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How Technology is Extending Innovation from the Trade Show Floor to the Cloud

  1. 1. How Technology is Extending Innovation from the Trade Show Floor to the Cloud 2/26/15 #tradeshowcorner | balluun.com/iaee 1
  2. 2. Jennifer Vanderarend Digital Marketing Manager at Balluun @jvanderarend Larry Chao Vice President of Marketing at Balluun @lpchao Presenters 2/26/15 Join the conversation or ask any questions with #tradeshowcorner #tradeshowcorner | balluun.com/iaee 2
  3. 3. •  B2B SaaS startup founded in 2009 –  Offices in Silicon Valley, New York City, and Zurich •  Trade show partner and technology provider of social commerce with digital marketplaces –  Visit http://www.balluun.com for more info •  Currently powering the largest B2B networks in industries like fashion, toys, e-cigarettes, spa and wellness, and licensing Balluun Introduction 2/26/15 #tradeshowcorner | balluun.com/iaee 3
  4. 4. B2B Marketing Tactics 2/26/15 Source: Forrester Research #tradeshowcorner | balluun.com/iaee 4
  5. 5. Events Spending and Digital 2/26/15 Source: Forrester/DMA 2014 North American Digital Marketing Online Survey, Forrester’s Q4 2014 North American B2B Marketing Budget Online Survey #tradeshowcorner | balluun.com/iaee 5
  6. 6. tech trends = b2b opportunities 6 Social Networking Social connections, communities and communication In consumer driving enterprise adoption Mobile Mobile devices with location-based services driving commerce in physical and digital worlds Technology Trends Today Cloud Enterprise security and manageability concerns driving software-as-a-service adoption e-Commerce Analytics of networks driving product merchandising, recommendations, and transactions 2/26/15 #tradeshowcorner | balluun.com/iaee 6
  7. 7. How to Technology is Extending Innovation from the Trade Show Floor to the Cloud   Cloud   Mobile   Social   e-Commerce 2/26/15 #tradeshowcorner | balluun.com/iaee 7
  8. 8. “The cloud, simply refers to software and services that run on the Internet instead of your computer. Apple iCloud, Dropbox, Netflix, Amazon Cloud Drive, Flickr, Google Drive, Microsoft Office 365, Yahoo Mail – those are all cloud services. There are many advantages to using the cloud. Since the videos, photos, documents, games, and other software that lives in the cloud are available on any device with an Internet connection, you can access your stuff from anywhere.” What is the cloud? 2/26/15 #tradeshowcorner | balluun.com/iaee 8
  9. 9. •  Aggregate supply and demand •  Expand the market globally •  Reduce transaction costs •  Create new profit opportunities •  Provide abundance of information or create targeted communication •  Year round availability and relevance Benefits of Digital for Trade Shows 2/26/15 #tradeshowcorner | balluun.com/iaee 9
  10. 10. Marketplace Subscription Online Advertising Premium Services e-Commerce Transactions Revenue Streams with Digital Services 2/26/15 #tradeshowcorner | balluun.com/iaee 10
  11. 11. Trade Show Resources in the Cloud http://directory.balluun.com http://my.balluun.com 2/26/15 #tradeshowcorner | balluun.com/iaee 11
  12. 12. Toy Industry Association’s ShopToyFair365.com Trade Show Digital Marketplaces 2/26/15 Advanstar Global’s ShopTheFloor.com 2/26/15 #tradeshowcorner | balluun.com/iaee 12
  13. 13. •  High Adoption –  SaaS applications are available from any computer or any device at any time from anywhere •  Lower Initial Costs –  Subscription based instead of license fees means lower initial costs; having the SaaS provider manage the infrastructure means lower IT costs for hardware, software, and people •  Painless Upgrades –  SaaS provider manages all updates, upgrades, and availability and there are no patches for customers t download or install •  Seamless Integration –  Scale with a multi-tenant architecture or integrate with API’s Benefits of Cloud Software 2/26/15 #tradeshowcorner | balluun.com/iaee 13
  14. 14. •  Custom deployment –  More customizable –  Have to be product manager and engineer •  SEO, interfaces, features and functions –  Long term commitment –  “Building an exhibition hall” •  Software-as-Service (SaaS) –  Quicker and cheaper to implement –  Don’t need to worry about hosting, deploying, managing –  More flexibility –  “Renting a exhibition space” Build or Buy 2/26/15 #tradeshowcorner | balluun.com/iaee 14
  15. 15. •  Technical Criteria: –  Multi-tenancy support –  Supportability and manageability –  Data integration support –  Data analytics and reporting –  Scalability and Security –  Overall technical architecture •  Business Criteria: –  Total cost of ownership –  Ease of use – UI –  References for deployments –  Time to market –  Business terms –  Vendor risk –  Strategic alignment with needs Cloud Partner Evaluation Criteria 2/26/15 #tradeshowcorner | balluun.com/iaee 15
  16. 16. •  Digital delivery of software-as-a-service that will run smoothly, guaranteed –  Secure, data hosting and management of domain –  Platform includes web and mobile clients –  Continuous updates to your digital marketplace –  E-mail notifications for transactions and engagement •  Staffed to support your digital marketplace –  Single point of contact thru dedicated account manager –  Project management for deployment and launch –  Comprehensive customer service –  Technology and social marketing consulting Cloud benefits with Balluun 365 2/26/15 #tradeshowcorner | balluun.com/iaee 16
  17. 17. ShopToyFair365 https://www.youtube.com/watch?v=uOVNpDQx-yg ShopTheFloor https://www.youtube.com/watch?v=n9A974QeTzU Balluun 365 Overview https://www.youtube.com/watch?v=t5GcMWOGJpI Balluun 365 Teaser https://www.youtube.com/watch?v=MtUQhTksl_8 Digital Marketplace Videos 2/26/15 #tradeshowcorner | balluun.com/iaee 17
  18. 18. How to Technology is Extending Innovation from the Trade Show Floor to the Cloud   Cloud   Mobile   Social   e-Commerce 2/26/15 #tradeshowcorner | balluun.com/iaee 18
  19. 19. Mobile versus Desktop Traffic 2/26/15 Source: CNN, Enders Analysis, SimilarWeb Mobile devices accounted for 55% of Internet usage in the United States in January [2014]. Apps made up 47% of Internet traffic and 8% of traffic came from mobile browsers, according to data from comScore, cited Thursday by research firm Enders Analysis. PCs clocked in at 45%. #tradeshowcorner | balluun.com/iaee 19
  20. 20. 68 mobile technology startups have a valuation of $1 billion or more Mobile Factoids 2/26/15 Source: Venture Beat Revenue from the mobile internet will top $700 billion annually by 2017   $500 billion in e- commerce revenue will come from mobile by 2017 The top 5 mobile startups account for 70% of the valuation Google Play store accounts for 20% of overall downloads; iOS accounts for 17% Mobile growth will surge at least 3x the next 2 years Asia will account for almost half of the mobile commerce total by 2017 The top 1% grossing apps have 35 times more sessions per day and 20 times the customer lifetime value $32 billion was invested in mobile tech companies in 2014 #tradeshowcorner | balluun.com/iaee 20
  21. 21. •  Technologies: –  Tablets and Phones –  Cameras –  RFID –  NFC –  QR Codes –  iBeacons •  Usages: –  Communicating with partners –  Calendaring and preparing for meetings –  Finding booths –  Presenting information to customers –  Taking or transmitting orders –  Processing and fulfilling orders Mobile at Trade Shows 2/26/15 #tradeshowcorner | balluun.com/iaee 21
  22. 22. •  Mobile traffic and sales surged across e-retail, with 45% of all online traffic to retail web sites and apps coming from smartphones and tablets between Nov. 1 and Dec. 31, a year over year increase of 25.5% •  Mobile-optimized sales and data speeds are two major reasons mobile commerce grew this season.” •  Amazon reports a whopping 60% of its online traffic this season stemmed from smartphones and tablets. The e-tailer also says sales via its smartphone app doubled in 2014. •  9/10 mobile searches lead to action – over half lead to purchase •  Of wholesale businesses investing in the next 12 months, 61% will invest in mobile solutions according to the distribution monitor Mobile Commerce 2/26/15 Source: Amazon, Bizrate Insights, Forrester, IBM, Ipsos, LinkedIn, Microsoft #tradeshowcorner | balluun.com/iaee 22
  23. 23. •  Responsive web design is an approach to web design with a strong emphasis on image viewing experience to make reading easier and minimize: – Resizing, panning, and scrolling for “simpler” navigation. •  Considerations include font size, fluid images, and layout User Experience: Responsive Design 2/26/15 #tradeshowcorner | balluun.com/iaee 23
  24. 24. User Experience: Responsive Design 2/26/15 #tradeshowcorner | balluun.com/iaee 24
  25. 25. User Experience: Mobile First 2/26/15 #tradeshowcorner | balluun.com/iaee 25
  26. 26. How to Technology is Extending Innovation from the Trade Show Floor to the Cloud   Cloud   Mobile   Social   e-Commerce 2/26/15 #tradeshowcorner | balluun.com/iaee 26
  27. 27. Reasons for Participating in Shows 2/26/15 Source: BtoB Magazine #tradeshowcorner | balluun.com/iaee 27
  28. 28. 46% say social media enhanced their productivity Social Factoids 2/26/15 Source: Financial Time, DemandGen report, Amazon, Forrester, LinkedIn, Microsoft Within 5 years, sales via social commerce is expected to reach $30 billion   40% of accounts and 8% of messages on social media sites are spam 9/10 of B2B buyers say when they are ready to buy they will find sellers 58% of B2B buyers and sellers engage with peers online and 48% follow industry conversations Over 750 million follow a brand online 70% of adult social networkers shop online 79% of online shoppers spend 50% of their online shopping time researching products 53% of active adult social networkers follow a brand 94% of SMB’s use social media as a marketing tool 49% use social media to keep abreast of last industry news and best practices #tradeshowcorner | balluun.com/iaee 28
  29. 29. •  Customers prefer a catered buying experience –  45% of online shoppers are more likely to shop on sites offering personalized recommendations •  93% of shoppers’ buying decisions are influenced by social media •  53% of people on twitter recommend products in their tweets •  90% of consumers trust peer recommendations •  Only 14% trust advertisements Social Commerce 2/26/15 Source: Qualman #tradeshowcorner | balluun.com/iaee 29
  30. 30. •  Build meaningful relationships •  Remain on top of industry news and best practices •  Generate content ideas and become more productive •  Increase efficiency by reach targeted buyers and sellers Why is Social Important? 2/26/15 #tradeshowcorner | balluun.com/iaee 30
  31. 31. Focused Social Networks 2/26/15 #tradeshowcorner | balluun.com/iaee 31
  32. 32. •  Build more meaningful relationships –  Find, target and interact with buyers through messaging and social feeds –  Open new customer touch points with existing buyers •  Non-attending employees from attending companies •  Increase market exposure –  Discover audiences in new geographies –  Lead generation through trade show attendee list –  Analytics on similar profiles •  Promote product with lower costs through social feeds –  Easily receive feedback –  Product catalog can be made available any time, anywhere Social for Trade Shows 2/26/15 #tradeshowcorner | balluun.com/iaee 32
  33. 33. •  Engagement reports – Traffic, Clicks •  Find buyers and sellers – Search by title – Search by industry – Search by company •  Social allows smarter lead generation – Exact information to target people who are relevant – Don’t waste time or impressions Lead Generation with Social 2/26/15 #tradeshowcorner | balluun.com/iaee 33
  34. 34. •  Connecting on social networking outpulls e-mail and phone calls by a 7 to 1 ratio •  Using the same message sent on a social networking platform had a 300% better response rate than the exact same message on e-mail Benefits of Social Networking 2/26/15 Source: LinkedIn #tradeshowcorner | balluun.com/iaee 34
  35. 35. Balluun 365 Social Profiles •  Both company and individual user profiles •  Localization options for both the Site and Content 2/26/15 #tradeshowcorner | balluun.com/iaee 35
  36. 36. Balluun 365 Social Networking •  Business-to-business connectivity at the company and user level •  Interactive social feed, including: –  Twitter Integration –  URL Display –  Comment and Like –  Embedded Videos 2/26/15 #tradeshowcorner | balluun.com/iaee 36
  37. 37. How to Technology is Extending Innovation from the Trade Show Floor to the Cloud   Cloud   Mobile   Social   e-Commerce 2/26/15 #tradeshowcorner | balluun.com/iaee 37
  38. 38. •  In 2015, total retail in US is expected to increase by 4.3%. e-Commerce is expected to increase by 14.2% •  B2B e-Commerce is expected to grow at an annual estimated rate of 19% •  Over $270,000 is spent online every minute •  Buyers expect digital –  43% prefer to shop online –  29% made their last purchase online e-Commerce factoids 2/26/15 $263 BILLION $1 TRILLIONB2B eCommerce B2C eCommerce Source: Amazon, Bizrate Insights, Forrester, IBM, Ipsos, LinkedIn, Microsoft #tradeshowcorner | balluun.com/iaee 38
  39. 39. •  Marketplace always open with digital –  Company and product information available 24/7/365 –  Accessible from anywhere through web and mobile application •  Sell and transact before, during, and after the show –  Digital minimizes errors versus pen and paper –  Orders can come at any time from anywhere •  Track business in real-time –  Integration with ERP/CRM Benefits of e-Commerce 2/26/15 #tradeshowcorner | balluun.com/iaee 39
  40. 40. Balluun 365 Storefront •  Wholesale sellers and trade show exhibitors can create their own digital storefront, including: –  Company Showroom –  Filter Functions –  Brand Presentation –  Product Overview 2/26/15 #tradeshowcorner | balluun.com/iaee 40
  41. 41. Balluun 365 Showcase •  Wholesale sellers and trade show exhibitors can showcase and share detailed product information including: –  Description –  Pricing –  Details –  Images –  Thumbnails 2/26/15 #tradeshowcorner | balluun.com/iaee 41
  42. 42. •  Trade show attendees and wholesale buyers can create a digital purchase order and submit to exhibitors/sellers on the digital marketplace Balluun 365 Purchase Order 2/26/15 #tradeshowcorner | balluun.com/iaee 42
  43. 43. •  Enhance and extend the trade show experience •  Robust simplicity and a focused user experience •  Help people connect and communicate in a scalable manner •  Smooth integration to the wholesale process Digital Solution Requirements 2/26/15 #tradeshowcorner | balluun.com/iaee 43
  44. 44. •  Visit balluun.com/iaee and sign up for trade show industry news, insights, and our latest product updates Sign Up for Industry News and Insights http://balluun.com/iaee 2/26/15 #tradeshowcorner | balluun.com/iaee 44
  45. 45. •  For more information or support, please contact us at: – E-mail: marketing@balluun.com – Phone: +1-877-280-7222 – Social: •  Twitter: @balluun •  Facebook: balluunmarketplace •  LinkedIn: balluun-inc •  Google Plus: +Balluun •  YouTube: balluuninc – Web: http://www.balluun.com/resources Balluun Marketing Team 2/26/15 #tradeshowcorner | balluun.com/iaee 45
  46. 46. Digital Marketplaces for Trade Shows www.balluun.com/iaee 2/26/15 #tradeshowcorner | balluun.com/iaee 46

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