Leveraging Event Technology

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This presentation will teach you how to leverage event technology using:

Show-Planning Applications
Wayfinding
Smartphone Event Applications
Digital Signage
RFID Attendance Tracking
Extending the Event

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Leveraging Event Technology

  1. 1. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Leveraging Event Technology
  2. 2. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Presented by: Melinda Kendall, SVP, Integrated Solutions, Champion Exposition Services Elli Riley, Director, Exhibits & Meeting Services, HIMSS At the 2011 HCEA Annual Meeting June 26, 2011
  3. 3. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Message From HCEA The opinions expressed in this presentation represent only the presenters’ personal views and opinions and do not represent HCEA’s position. HCEA wants to ensure that attendees who participate in HCEA meetings feel comfortable speaking freely and asking candid questions during HCEA meeting sessions. Therefore, HCEA requires that any media representative attending an HCEA event obtain the permission of any speaker or attendee before quoting that person in an article.
  4. 4. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Leveraging Event Technology Show-Planning Applications Wayfinding Smartphone Event Applications Digital Signage RFID Attendance Tracking Extending the Event On-demand content Online marketplaces Virtual events 4
  5. 5. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Show-Planning Applications Agenda Builder Exhibitor Directory Floor Plan Exhibitor Videos On-Site Navigation Exhibitor Portal Sponsorship upgrades Booth sales Allow attendees to plan their event pre-show, online
  6. 6. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Map Your Show
  7. 7. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Map Your Show
  8. 8. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Wayfinding Touch screen Printer for personal schedule
  9. 9. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices: Show Planner Bundle basic exhibitor listings into booth contract Sell upgrade Video, banners, more product listings Ad on wayfinder screen Use tags heavily to facilitate search Promote clearly on show home page Keep look and feel consistent Continue the application on-site in wayfinder plasmas Keep the exhibitor directory live after show ends 9
  10. 10. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS MY HIMSS Calendar Driven by mobile website vendor EventMobi Ability to add any annual conference sessions, exhibitor sessions, networking events, exhibitor networking events, etc., to a calendar. Sponsorship covered cost of producing HIMSS calendar/mobile website. 10
  11. 11. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Wayfinding Driven by NCR, one of our exhibiting companies/partners Over 13,000 hits within 3 days Top three categories: Exhibitors Events General info Cost was minimal due to partnership Use approximately 30 kiosks throughout the center (depends on size/layout of center) Sponsorships are available
  12. 12. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Tips for making wayfinding successful: Exhibiting company names in floorplan Clear overview of entire facility from where kiosk is located within the facility to destination Multiple product indicators Location of kiosk within facility ATM
  13. 13. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS
  14. 14. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Mobile Phone Event Apps Agenda builder Floor plan Exhibitor directory Push messaging Session surveys Polling, games Links to social media Maps, restaurants of local area
  15. 15. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Mobile Phone App Examples
  16. 16. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Mobile Phone Event App Considerations Platforms supported iPhone only Mobile web only Native app Administration ease of use Real-time revision of content Look for differentiators Audience response Session surveys Social media Local maps, restaurants Games Social networking
  17. 17. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices: Mobile Phone Event App Integrate the phone app completely into the event Games Alerts Audience response systems Local things to do Session handouts Exhibitor collateral Session surveys
  18. 18. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices: Mobile Phone Event App Promote early and often
  19. 19. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Driven by EventMobi Launched a mobile website, not a mobile app Cost Universal standards Easier for end user on updates
  20. 20. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Launched three weeks prior to annual conference and remained open 30 days after conference More than 28,000 unique devices were registered (HIMSS11 attendance was more than 31,000). More than 10,000 registered users utilized the mobile website for more than 7 minutes. Success of mobile website Keep it simple/research best practices for your industry Make it universal for all devices Floor map of the exhibition was very user-friendly and appreciated by the users. This past year, we opened our mobile website up to one exclusive sponsor. Marketing, marketing, marketing
  21. 21. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Digital Signage Daily event schedule Updated list of sessions Directional signs Room signs Video streaming Flash animation RSS news scrolls Advertising from show management Teasers and announcements
  22. 22. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Digital Signage
  23. 23. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Monetizing Digital Signage Banner sponsorship Advertising from paying sponsors Sponsored videos
  24. 24. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Monetizing Digital Signage Film booth presentations For onsite signage For website For exhibitors’ ongoing use
  25. 25. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Digital Signage and Video Production AV companies Kiosk companies Video production Electronic posters
  26. 26. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS HIMSS11 implemented a “conference within a conference” Tested new technology with a session track Twitter ticker 26
  27. 27. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS HIMSS will be utilizing all-electronic signage for our upcoming HIMSS12 conference. Entrance units Session signage Exhibitor session signage (HIMSS booths) Directional signage QR codes Many sponsorship opportunities available HIMSS will be utilizing interactive screens in all HIMSS booths (10 booths). New products HIMSS initiatives
  28. 28. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Purpose Attendance tracking Lead retrieval CEU tracking Type Long range Short range Tap-n-go RFID Attendance Tracking
  29. 29. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. RFID Attendance Tracking Monitor General sessions Conference sessions Show floor CE credits Track Counts By demographic By name Analyze Trends Behavior Segmented lists
  30. 30. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. RFID Attendance Tracking
  31. 31. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS RFID Technology at HIMSS11--HIMSS Areas Driven by AllianceTech Tracked attendee movement in and out of exhibit hall and at some key HIMSS booths. Purpose was to verify attendance (number of visitors throughout week and demographics) and number of hours attendees spent on the show floor. Gathered data on what entrances were the most popular in that particular venue. Chipped attendee badges only. 31
  32. 32. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. RFID Technology at HIMSS11--Exhibitors Track demographics at individual “products” within a booth Had the ability to be notified when a “prospect” walked into booth Advantages for Our Show Great demographic-tracking data Verified statistics Disadvantages to Our Show Costly Great at tracking certain locations, not great at tracking “entire booth traffic” Case Study: HIMSS
  33. 33. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Extending Events Online Lower costs Increase revenue Leverage existing event content Extend event To larger audience of members Beyond members Longer period of time Archive results for re-use Drive page views Conference content Vendor marketplace Community networking Goals?
  34. 34. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Extending Events Online Recorded, on-demand content Online marketplaces Virtual events Community sites 34
  35. 35. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Recorded, On-Demand Content Options Electronic poster sessions Packaged conference sessions Live, streamed content Year-round content archive Cadmium CD Considerations Video? Or sound and slides? Packaged as DVD/CD? Downloadable online? Sales model Year-round content archive
  36. 36. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Presentation Capture Audio Sync to slide Presenter video Recorded Web site Mp3 Archived Available real-time Stream to overflow room Stream on internet
  37. 37. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Best Practices: Conference Content Year-round content Anchored by physical event content Specially recorded sessions Webinars Refresh frequently Search within slides Search within speech Transcription Search to exact slide of term being used
  38. 38. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  39. 39. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS HIMSS11 Conference Content (Driven by Content Management Corporation) Recorded all audio at annual conference sessions and paired with session handouts Attendees could purchase sessions as a whole conference, packages on target markets, or individual sessions (before, during, or after the conference).
  40. 40. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS HIMSS11 Conference Content Delivery of sessions onto the website was after the conference and is for long-term use. Conference content is all web- based and housed within the HIMSS eLearning Academy. Electronic Poster Sessions--also sold within the conference packages.
  41. 41. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS New Items for HIMSS12 Content Management System: central location for all session changes (handout changes, speaker changes, electronic signage changes, website changes) all taking place in one system. Hybrid Event: targeted tracks, sponsored exhibitor sessions (from their booth or a “special knowledge center”). Knowledge Centers: area on show floor that combines education content sessions, exhibitor product sessions, exhibitor kiosk, new products, HIMSS activities, “meet the experts” networking area, and new technology.
  42. 42. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Online Marketplaces Options Exhibitor directory Buyers guide Online product directory Year-round marketplace Virtual trade show Product directory formatVirtual event format
  43. 43. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Online Marketplaces Considerations Event-oriented? Association level? Exhibitors/entire industry Business model Keep it current
  44. 44. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Directory-Style Exhibit Hall
  45. 45. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 2D Exhibit Hall
  46. 46. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS HIMSS Online Buyers Guide (OBG) Driven by HIMSS (build vs. buy) 365-day online buyers guide for all healthcare IT products and services Current conference exhibitors and subscribers All HIMSS conference exhibitors and subscribers are housed within this one guide Sponsorships and upgrades available Request for information button 5.7 million hits to OBG last year, more than 118,000 unique visitors Many advertising opportunities available
  47. 47. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  48. 48. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Virtual Events
  49. 49. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Virtual Event Considerations Pure virtual annual event Hybrid annual event With physical show After physical show Year-round bursts Mid-year virtual-only Niche events/webinars Content-only, vendor only, full Best Practice: Year-round, refreshed-content, community-building
  50. 50. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Virtual Event Platforms
  51. 51. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Virtual Conferences Driven by InXpo Just finished our ninth virtual conference Attendance increases each conference Currently 3,000 attendees and more than 30 exhibitors participate in our virtual conferences HIMSS hosts two virtual conference per year (June and November) Starting in September, HIMSS will be hosting nine virtual conferences per year. In 2008, 50% of virtual attendees did not attend annual conference; now, only 25% of virtual conference attendees do not attend annual conference. We do attribute some of our annual conference success to “providing a taste” of our annual conference through virtual.
  52. 52. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
  53. 53. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Case Study: HIMSS Starting at HIMSS12 Live Hybrid Conference from HIMSS12 12 session tracks 14 on-demand sessions X number of exhibitor-sponsored sessions
  54. 54. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. See you next year in Orlando, FL June 23-26, 2012

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