The document discusses the impact of disruptive technologies on marketing strategies in events, highlighting how innovations can unseat existing market practices. It outlines key trends such as the shift from print to online media, the importance of community power, and the need for event organizers to adapt to changing attendee behaviors through mobile and virtual platforms. Additionally, it emphasizes the necessity for continuous rethinking and innovation in marketing approaches for successful event management.

1. Disruptive Technologies Impacting Marketing StrategiesMarch 21-22, 2011InterContinental Hotel O’HareA Taste of Technology

2. What is Disruptive Technologies?A disruptive technology is an innovation that disrupts an existing market. Improves a product or service in ways that the market does not expectlowering price or designing for a different set of consumers.

3. SXSW

4. Examples of Disruptive TechnologiesTelegraph Telephone Cell PhonesiPhone?

5. Examples of Disruptive TechnologiesRegistrationRegistration form with check by mail Fax registration with check or credit card information Online registration with credit card

6. Event Marketing Disruptive TechnologiesVirtual Events – First PhaseRFIDVirtual Events – Second PhaseMatchmaking – Social Networking – Social MediaVideosMobile devicesQR Codes

7. Show Organizer GoalsRecruit attendeesGrow communityEnhance networkingIncrease brand awarenessRecruit exhibitorsCreate value for exhibitorsGenerate event buzzDrive online commerceSupplement current marketing effortsConduct researchProvide online event connectivityManage reputation

8. Four Important trendsQuestioning the Value of RegistrationPower of the CommunityLosing control of the Supplier/Buyer ConnectionThe shift of the attendee attention/interactionsPrint to onlineInbox to Social mediaMobile Devices

9. The Conundrum of Registration ServicesTrend: Questioning RegistrationLead Retrieval + Registration Software = Registration Services

10. EvolutionBuyer – Supplier RelationshipsSelling show floor spaceIntroductions on the floorRelationship building at the eventRelationship building pre/onsite/post eventRelationship building onsite AND online Trend: Losing Relationship Control

11. Where’s Attendo?OnlineShift of eyeballs versus advertising $82% of readers have moved to online publications32% of advertiser spend have shifted to onlineInbox to Social mediaDirect Marketing to Inbound MarketingWalking Show Floors to Virtual & Mobile DevicesTrend: Losing Relationship Control

12. What suppliers seek?A BoothIntroductionsQualified IntroductionsShowcase of Products & ServiceCommunity Access Trend: Community Power Shift

13. Power of Social MediaOcean of attendees and exhibitorsAnother social media panel – going to screamNot fundamentals but executionTrust of CommunicationsFriend versus Un friendingLinkedIn InsertionTrend: Attendee Focus

14. MobileMobile application downloadMobile accessiDevices: pod/pad/phoneMobile MarketingText messagingTrend: Attendee Focus

15. Disruptive TechnologyIterative process: always rethinking your marketing approachesMeasureWatchMarketsCompetitionPeers

16. Take AwayChange is here to stay as a constant requirement for show managers and event planners to reinvent their floors and conferences, incorporating innovation and new ideas.