Utilize Web 2.0 and Video Tools to Increase Success and Drive Revenues - MTO Summitt PR Newswire Presentation 11-08


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Michael Pranikoff, Director of Emerging Media at PR Newswire Presents at the MTO Summitt 11-6-08 in Chicago. Utilize Web 2.0 and Video Tools to Increase Success and Drive Revenues

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  • Utilize Web 2.0 and Video Tools to Increase Success and Drive Revenues - MTO Summitt PR Newswire Presentation 11-08

    1. 1. Trade Show Marketing What is Possible Today The Sky’s The Limit Tips For Navigating the Current and Future Environment Michael Pranikoff Director, Emerging Media PR Newswire
    2. 2. Evolution of Communications – A Rapidly Changing World 1950s 1960s 1970s 1980s 1990s 2000s Apple Mac Cell phone network launched First fax machine TV = Mainstream JFK, Vietnam, Moon Precursor to internet developed Satellites transmit programming Drudge Breaks Lewinsky Email becomes standard Web free to all IM-ing goes global Major dailies go online First transatlantic phone call via cable First press release over newswire  Email, internet go mobile. Rise of social networks Google becomes verb Rise of Citizen Journalism User-generated content explodes Podcasts Text messaging
    3. 3. Communications Arsenal <ul><li>Conventional Arms </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Media alerts </li></ul></ul><ul><ul><li>Reporter outreach </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Press events </li></ul></ul><ul><ul><li>SMTs </li></ul></ul><ul><ul><li>VNRs </li></ul></ul>“ A weapon unused is a useless weapon,” Spies Like Us (1985) <ul><li>Cutting Edge Tactics </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networks and networking </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Search optimization </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Mobile alerts </li></ul></ul>
    4. 4. How does a Trade Show standout? <ul><li>Given the noise? Given the sheer numbers of events? </li></ul><ul><li>How do you, Ms. Event Manager, continue to fill your exhibit halls year after year? </li></ul><ul><li>How do you continue to attract attendees AND conference participants AND speakers AND sponsors....? </li></ul><ul><li>You learn the new tools and find what’s right for you and your target audiences! </li></ul>
    5. 5. Weighing Emerging Media <ul><li>Emerging Media tools and technologies have real value ($) </li></ul><ul><li>Blogs </li></ul><ul><ul><ul><li>13 million active blogs - Technorati (BusinessWeek, 2/20/08) </li></ul></ul></ul><ul><ul><ul><li>900,000 Blog Posts on average in a 24hour period (Technorati State of the Blogosphere 2008) </li></ul></ul></ul><ul><ul><ul><li>BusinessWeek: 20 current blogs </li></ul></ul></ul><ul><li>Social networking </li></ul><ul><ul><ul><li>2005: News Corp acquires MySpace - $580 million </li></ul></ul></ul><ul><ul><ul><li>2007: Microsoft investment values Facebook - $15 billion </li></ul></ul></ul><ul><li>Video </li></ul><ul><ul><ul><li>July 2008: 11 billion videos viewed online – (comScore Video Metrix) </li></ul></ul></ul><ul><ul><ul><li>Aug. 2008: 6.5 million videos viewed on mobile devices ( comScore Video Metrix) </li></ul></ul></ul><ul><li>Search </li></ul><ul><ul><ul><li>GOOG = $151 billion market cap </li></ul></ul></ul><ul><ul><ul><li>TWX + NWS = $119 billion </li></ul></ul></ul><ul><ul><ul><li>Oct. 2008: 10.5 billion searches at top 5 search engines (comScore) </li></ul></ul></ul><ul><li>Online advertising </li></ul><ul><ul><ul><li>2007: $775 million in online video ads </li></ul></ul></ul><ul><ul><ul><li>2011: $4.3 billion projected (eMarketer June 2007) </li></ul></ul></ul><ul><li>Mobile communications </li></ul><ul><ul><ul><li>2007: $83 million in mobile search advertising spending </li></ul></ul></ul><ul><ul><ul><li>2012: $3.7 billion projected </li></ul></ul></ul><ul><ul><ul><li>(eMarketer February 2008) </li></ul></ul></ul>
    6. 6. Weighing Emerging Media <ul><li>Trends, trends and more trends… </li></ul>
    7. 7. How About a “real world” Example <ul><li>Domino’s Pizza Multimedia News Release promotes launch of Cheesy Garlic Bread Pizza </li></ul><ul><ul><li>Interactive TV ad enabled customers to insert themselves into ad </li></ul></ul><ul><ul><li>Free indie music downloads on website </li></ul></ul><ul><ul><li>Fan Fuel Sweepstakes introduced by Domino’s NASCAR Driver </li></ul></ul><ul><li>Results after One Month: </li></ul><ul><ul><li>930 photo downloads </li></ul></ul><ul><ul><li>7,600 unique page views </li></ul></ul><ul><ul><li>86,000 streams on YouTube </li></ul></ul>
    8. 8. Helping Market your Exhibitors/Sponsors Enhances Your Event <ul><li>Get to know their target audiences </li></ul><ul><ul><li>How do they speak? </li></ul></ul><ul><ul><li>What influences them? </li></ul></ul><ul><ul><li>Where do they get their information? </li></ul></ul><ul><li>Direct engagement; real-time interactivity </li></ul>
    9. 9. Amplifying Messages with Web 2.0 <ul><li>Blogs </li></ul><ul><ul><li>Writing and responding </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Make friends with Facebook </li></ul></ul><ul><ul><li>Find a place in MySpace </li></ul></ul><ul><li>Online Video </li></ul><ul><ul><li>Go viral </li></ul></ul><ul><li>Community Websites/Newsgroups </li></ul><ul><ul><li>Be seen and heard </li></ul></ul>
    10. 10. Know Your Audience <ul><li>Lurk before you leap in Blogs and communities! </li></ul><ul><li>Listen to what language they use to talk about your industry/product/service </li></ul><ul><li>Take time to ‘get to know’ your exhibitors. </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>What motivates them? </li></ul></ul><ul><ul><li>Where do they get their information? </li></ul></ul><ul><ul><li>Whom do they trust? </li></ul></ul><ul><ul><li>How can you best serve them? </li></ul></ul>
    11. 11. Global Considerations <ul><li>Communications “Pangaea” </li></ul><ul><ul><li>Technology is shrinking our world </li></ul></ul><ul><li>Messages must resonate outside core </li></ul><ul><ul><li>Age, Ethnicity, Language </li></ul></ul><ul><li>Ubiquity of information </li></ul><ul><ul><li>All parties get information simultaneously…for better or worse </li></ul></ul>
    12. 12. More Global Considerations <ul><li>Message development and customization </li></ul><ul><li>Language and syntax </li></ul><ul><li>Effective targeting (media) </li></ul><ul><li>Timing </li></ul><ul><li>Engaging and interacting </li></ul>
    13. 13. Consider the Long Tail of Communications Press Release Conversation Release Goes Out Immediate Online Pickup Mainstream Media Pickup Blogs / Twitter / Online Pubs Weekly Trade Pubs Monthly Trades Search Share Blog Quarterly Pubs / Journals
    14. 14. Re-Thinking Your Marketing <ul><li>Outbound Marketing Inbound Marketing </li></ul><ul><li>Telemarketing - RSS Feeds </li></ul><ul><li>Direct Mail - SEM/SEO </li></ul><ul><li>Press Releases - Blogging </li></ul><ul><li>Email Blasts - Social Media </li></ul><ul><li>TV/Digital/Print Ads - Viral Video </li></ul><ul><li>- Word of Mouth </li></ul>
    15. 24. Media Access Reports on PR Newswire’s Web Properties
    16. 25. Hanley-Wood Exhibitions
    17. 26. Hanley-Wood’s Marketing Tips <ul><ul><li>Developed a cutting-edge platform using Connect </li></ul></ul><ul><ul><li>Enabled them to better “slice and dice” data and created 1.4 million customer references using the system </li></ul></ul><ul><ul><li>Increased attendance at conference portions of their events </li></ul></ul><ul><ul><li>Exhibitors benefited and resigned at faster rate </li></ul></ul><ul><ul><li>End result - Increased $$$$ </li></ul></ul>
    18. 28. <ul><li>ad:tech is an interactive advertising and technology conference dedicated to connecting all sides of today's brand marketing landscape </li></ul><ul><li>ad:tech introNetworks </li></ul><ul><li>ad:tech Connect </li></ul><ul><li>&quot;We wanted to invite anyone interested in interactive advertising and related technologies to join the ad:tech Connect community. By starting conversations online and using the matching capabilities of the introNetwork, the online members may choose to attend an event and interact face-to-face with people they only knew online.&quot; </li></ul><ul><li>-- Don Knox, Vice President, ad:tech </li></ul>Ad:tech also turned to building a community to become ‘the source’ of knowledge for its industry
    19. 31. TechWeb’s Marketing Tips <ul><ul><ul><li>Replaced traditional direct mail with more web-based marketing – Save $$$ </li></ul></ul></ul><ul><ul><ul><li>Deployed progressive email campaigns </li></ul></ul></ul><ul><ul><ul><li>Integrated social networks into their campaigns </li></ul></ul></ul><ul><ul><ul><li> - creating Facebook Fan pages for each brand </li></ul></ul></ul><ul><ul><ul><li>- creating Twitter accounts for each brand </li></ul></ul></ul><ul><ul><ul><li>Followed the blog community around each brand </li></ul></ul></ul><ul><ul><ul><li>Deployed Google ad-words </li></ul></ul></ul><ul><ul><ul><li>Initiated SEO/SEM solutions </li></ul></ul></ul><ul><ul><ul><li>Encouraged community formations by adding chat rooms to sites </li></ul></ul></ul>
    20. 32. Additional Ideas <ul><li>Encourage Exhibitors to create and distribute news </li></ul><ul><li>Post all show news on your web sites </li></ul><ul><li>Resell video and webcasting services to jump-start exhibitors marketing efforts </li></ul><ul><li>Add Bloggers to your media lists and do not deny them entry as press to your event </li></ul>
    21. 35. Show Managers Should Consider it All <ul><li>Blending Old and New </li></ul><ul><ul><li>Conventional and “un”conventional </li></ul></ul><ul><ul><li>Traditional still powerful </li></ul></ul><ul><li>Conventional Arms </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Media alerts </li></ul></ul><ul><ul><li>News coverage </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Press events </li></ul></ul><ul><ul><li>SMTs </li></ul></ul><ul><ul><li>Video news release </li></ul></ul><ul><li>Cutting Edge Tactics </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Search optimization </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Mobile alerts </li></ul></ul>
    22. 36. References <ul><li>www.emarketer.com </li></ul><ul><li>www.marketingcharts.com </li></ul><ul><li>www.facebook.com </li></ul><ul><li>www.myspace.com </li></ul><ul><li>www.youtube.com </li></ul><ul><li>www.google.com </li></ul><ul><li>www.prnewswire.com/mediasense </li></ul><ul><li>www.google.com/trends </li></ul><ul><li>http://del.icio.us </li></ul><ul><li>http://del.icio.us/url </li></ul><ul><li>www.prnewswire.com/mnr </li></ul><ul><li>www.technorati.com </li></ul><ul><li>www.alexa.com </li></ul><ul><li>www.quantcast.com </li></ul><ul><li>www.hanley-wood.com </li></ul><ul><li>www.techweb.com </li></ul><ul><li>www.think-services.com </li></ul><ul><li>www.bdmetrics.com </li></ul>
    23. 37. Michael Pranikoff Director, Emerging Media PR Newswire [email_address] http://del.icio.us/michaelpranikoff Twitter / @mpranikoff