This presentation by Michelle Bruno covers 3 emerging technology trends that will impact the trade show industry as well as the micro trends (mobile, virtual, social) that continue to affect exhibitions.
2. Key Learning Points
3 macro technology trends that will
affect the trade show industry: Big
Data, Social Discovery, Social
Collaboration
Micro technology trends within trade
shows: mobile, social and virtual
platforms
Framework for making better
technology decisions
3. Macro Trend: Big Data
“…one of the most exciting parts of the
LinkedIn platform and the LinkedIn
ecosystem is that the more members we
attract, the more deeply they become
engaged, the more data is being
generated. And that data can be
leveraged to create more relevant
experiences for our members and better
return on investment for our customers.
Data really powers everything that we
do.”—Jeff Weiner, LinkedIn
4. Behind the Scenes at Reed
Expo’s
New Pricing Initiative
Booth space pricing model was flawed
Customer insight revealed that
exhibitors will pay more if they have a
choice on location, attributes, timing,
price
Price-conscious exhibitors will accept
less amenities for lower price
New sales strategy based on value
not volume
Customer value choices improved
profit
5. Behind the Scenes at Reed
Expo’s
New Pricing Initiative
Improved
Revenue
Enhanced Opportunities
Customer
Value
Improved
Product
Development
Customer
Understanding Nancy Walsh, Executive
VP Reed Exhibitions,
North America
http://www.eceforum.com/Documents/A_ECEF2012_Walsh_final.p
ptx
7. Hanley Wood’s Search for
Insight
Analysis of survey, registration, travel/housing
data
Broader picture of “who the audience is, what
they say they want and what they are really
doing”
Looking at:
◦ Acquisition source
◦ Retention rate
◦ Engagement across channels
◦ Sentiment
◦ Unmet needs and opportunities.
Using MS Excel and Access
8. Macro Trend: Social
Discovery
”The world of strangers we live in is
changing this (local tech) is going to
be like a new 6th sense that we all
have, and wonder how we lived
without." ~ Paul Davison, Highlight
9.
10.
11.
12.
13. Macro Trend: Social
Collaboration
“I think we’re going to look back at this
as the age of collaboration and the
acceleration of problem solving.”
~Tiffany Shlain, Filmmaker &
15. Outdoor Retailer Collective Voice
Online forum for OR stakeholders
(invitation only) to discuss relocation,
show growth
Several thousand registrants
300 comments
Participants given all data to make
informed comments
Results late 2012/early 2013
Model for decision-making in the
future
16. Outdoor Retailer Collective Voice
“Coming into this industry, I was a bit
surprised at the secretive nature of decision
making. I thought it was something that
needed to be changed. One of my roles here
is to change that model so that the trade
show is not seen as a necessary evil. We
want to be a partner that is tuned into the
micro details of the industry. Our goal is to be
be as transparent as we can, show a human
face and be a willing partner.”
--Kenji Haroutunian,
VP, Nielsen Expositions
Outdoor Group
17. Micro Trends in Event Mobile
QR Code Readers
SoLoMo (Social Local Mobile)
Game Layer
Augmented Reality
Interactive floor plans
18. Micro Trends in Event Mobile
Mobile payments/ticketing/registration
HTML5
Detailed analytics
Heat mapping
Using GPS in phones to locate
contacts
Bluetooth-style advertising at booths
19. Micro Trends in Event Social
Media
Pinterest
Video
Community formation/management
Social kiosks
Digital media coverage of events
Content Marketing
20. Social Kiosks
SocialPoint PhotoPoint TouchPoint
Station Station Station
http://interactivemeetingtechnology.co
m/explore-socialpoint-options/
24. Micro Trends in Virtual Events
Use Case Expansion
Mobile Usage
Gamification as a game layer, not
individual games
Social broadcasting
Monetization models emerging
26. Convergence of
Mobile/Social/Virtual
Most event guide apps come with
social functionality already
Now virtual platforms are moving more
vigorously toward mobile extensions
“Meetings in a Box” will become
“Meetings on Your Mobile”
27. Challenges of Technology
Proliferation
Growing demand for technology
expertise within organizations
Skyrocketing demand for Wi-Fi on
trade show floor
Huge need for strategies around
technology selection
Integration of multiple platforms and
apps
28. Framework for Trade Show
Technology Selection
Objectives
Integration Pains
Budget
29. New Set of Objectives for
Trade Show Organizers
Event experiences that reflect the new
preferences and behaviors of
stakeholders
Frictionless trade shows
Environment that capitalizes on the
unique qualities of a face-to-face
experience
Recognition that trade show is only one
point on the continuum of engagement
with a community
30. Contact Info:
Michelle Bruno, MPC
michelle@brunogroup.com
ForkInTheRoadBlog.com
Brunogroup.com
Twitter: @michellebruno
Linkedin.com/in/michellejbruno
FB: Bruno Group Signature Events
Editor's Notes
Correct me if I’m wrong, but the trade show industry hasn’t invented any mainstream technology (maybe registration which led to e-vites) ever. So most of what we see in the industry is mainstream technology that we have adapted for the trade show industry. So when I look for innovation, I search for broad discussions on topics outside the realm of trade shows first to see what might be coming our way and there are several things that I believe have relevance for us: Big Data (analyzing huge data sets), Social Discovery (hooking up with strangers using your mobile phone) and social collaboration (using Internet-based platforms to solve problems).I want to say that there is certainly innovation happening in other areas—kiosks, navigation tools, lead retrieval, but I’m going to talk about the top 3 that have consumed us in the last two years. We will take a peak inside of those areas and talk about where we are going.Finally, I want to start the discussion about how we can begin to wrap our heads around technology selection. There will be time for questions—You can tweet about this session at #TSNNMy Twitter handle is @michellebruno
Why it is important to trade show organizers?:Organizers have mountains of data at their disposal: surveys, registration, conference evaluationsTechnology has enabled organizers to add new business intelligence: social media, mobile analytics, RFID, lead data, Event Management platform downloadsIf there is one thing that trade show organizers can own and monetize: dataThey can’t own their customers, they can’t own the marketplace, they can’t own the contentBig data is predictive—can predict patterns from Google searchesData can be used to create personalized and customized experiences for exhibitors, sponsors, attendeesThere are ways to collect transactional and behavioral dataExample: Hanley Wood/April Wison
April Wilson is the Director of Trade Show Marketing for Hanley WoodI had the pleasure of meeting her about two weeks ago and she shared what she was doing with meApril comes from the newspaper and financial industries which immediately intrigued meShe is currently applying her skills to the often incestuous trade show industry
We’ve always mined data and thought about ways to combine data bases, but this focus on Big Data outside the industry is prompting organizations inside the industry to gather more data from more sources and to the extent that they are able to do so, they can be more competitive.Engagement across channels: are they opening their emails? Responding to direct mail? Following us on social? Attending the show?
HighlightGlanceeBanjoSonarWhosHereBadooBeepmo
This only pings you when friends are nearby
In Asia and pings people when LinkedIn connections are nearby
This app let’s you find total strangersWhy is this important?We’ve taken a stab at matchmaking with some successWe have suggestion enginesNo one technology has cracked the nut of automating networking and matchmakingThis seems creepy and weird but think about it:Millennials put all of their information out there anyway, this is not What if you can make or suggest connections based on topics of mutual interest rather than job titlesWhat if these connection suggestions are placed in a game?I think it’s possible that fs this technology works, we can find a way to put it into context and get some tractionWhy? Because connecting with people speaks to the core of the face-to-face experience and the value that we bringIf we don’t accept the automation of connecting, there is something flawed about the value of face-to-face
It is a way to bring the voices of an industry into the conversation whether or not they are current customersIt is a way to use the platforms and devices we have already adopted for our events (web sites, mobile devices, virtual platforms) to the next levelSocial collaboration builds communityProblem solving—If an event organizer positions themselves at the epicenter of an industry issue, they can and should use collaboration on two-way, Internet based platforms with social features and functionality.The Collective Voice from Nielsen’s Outdoor Retailer Show
If you don’t think that social collaboration will be relevant, talk to the organizers of XOXO Festival-- was funded—all tickets sold using crowdfunding platform: Kickstarter735 people paid from $5 to $400 to over fund. Wanted $125K. They received $175k
But the problem here is there is a limit to the size an app can be and many of these single apps cant fit with say an app like ours all together. For example, we are working on Augmented reality(AR) with another group and fitting that all in our app - the AR app they have now is only that - so no issue with space. But add in exhibitor info, maps, schedules, etc and you blow out the size limit. SO this is a challenge.
It is an opportunity to blend the physical and virtual worlds.
We are finally getting to the point that trade shows are content, it has a life beyond the event, there is a science to using the content to grow the event and the most compelling content is virtual extensions—bxbonline is developing a Network for associations to broadcast their content over channels.
1. Use case expansion. For virtual or hybrid events, it used to be all about the trade show or conference. We’re now seeing many other use cases: internal communications (executive, HR); talent management (HR); learning (Chief Learning Officer); product launches (Marketing) and partner summits (Channel Marketing), press announcements2. Mobile usage. Digital event platforms are seeing growing demand and usage from mobile devices. In line with web usage in general, we believe a date is near when access from mobile devices will exceed access from desktops and laptops. 3. Gamification as a game layer, not individual games. In digital events, “gamification” started out as a handful of actual games that attendees could play. Now, however, platforms are building a more substantial “layer” on top of the platform. The layer allows event managers to embed game mechanics throughout the event, in the form of leaderboards, badges, status levels and related rewards.4. Social broadcasting. A new use case of digital events is emerging that’s not so much focused on a set day and time (i.e. event), but rather, an “always on” broadcast channel with a schedule of live and on-demand programming (similar to television).5. Finding monetization models that work. Associations and other meeting planners are finding innovative mechanisms to drive sponsorship revenue from the digital portion of hybrid events. They’re trying new models, finding what works and building upon what’s been successful.
Integration is a huge point of discussion. Because of technologies being adopted by exhibitors (lead retrieval) and attendees (iPads and Smartphones), organizers have to think about how to facilitate the use of devices and platforms they have no control over.
Technologies are tacticsTechnology (opportunities) to expand the universe of objectives