disruptive tech impacting event marketing
DESCRIPTION
Stephen Nold presents the technology and ideas that are changing the ways show managers and event producers are implementing innovation on show floors and conferences.TRANSCRIPT
Disruptive Technologies Impacting Marketing Strategies
March 21-22, 2011InterContinental Hotel O’Hare
A Taste of Technology
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 expect
• lowering price or designing for a different set of consumers.
SXSW
Examples of Disruptive Technologies
• Telegraph Telephone Cell Phones• iPhone?
Examples of Disruptive Technologies
• Registration– Registration form with check by mail – Fax registration with check or credit card
information – Online registration with credit card
Event Marketing Disruptive Technologies
• Virtual Events – First Phase• RFID• Virtual Events – Second Phase• Matchmaking – Social Networking – Social
Media• Videos• Mobile devices• QR Codes
Show Organizer Goals
1. Recruit attendees2. Grow community3. Enhance
networking4. Increase brand
awareness5. Recruit exhibitors6. Create value for
exhibitors
7. Generate event buzz8. Drive online
commerce9. Supplement current
marketing efforts10.Conduct research11.Provide online event
connectivity12.Manage reputation
Four Important trends
• Questioning the Value of Registration• Power of the Community• Losing control of the Supplier/Buyer
Connection• The shift of the attendee attention/interactions– Print to online– Inbox to Social media– Mobile Devices
The Conundrum of Registration Services
Lead Retrieval + Registration Software = Registration Services
Trend: Questioning Registration
Evolution
• Buyer – Supplier Relationships– Selling show floor space– Introductions on the floor– Relationship building at the event– Relationship building pre/onsite/post event– Relationship building onsite AND online
Trend: Losing Relationship Control
Where’s Attendo?
• Online– Shift of eyeballs versus advertising $• 82% of readers have moved to online
publications• 32% of advertiser spend have shifted
to online
– Inbox to Social media– Direct Marketing to Inbound Marketing– Walking Show Floors to Virtual & Mobile Devices
Trend: Losing Relationship Control
What suppliers seek?
• A Booth
• Introductions
• Qualified Introductions
• Showcase of Products & Service
• Community Access
Trend: Community Power Shift
Power of Social Media
• Ocean of attendees and exhibitors• Another social media panel – going to scream• Not fundamentals but execution
• Trust of Communications• Friend versus Un friending• LinkedIn Insertion
Trend: Attendee Focus
Mobile
• Mobile application download• Mobile access• iDevices: pod/pad/phone• Mobile Marketing• Text messaging
Trend: Attendee Focus
Disruptive Technology
• Iterative process: always rethinking your marketing approaches
• Measure• Watch– Markets– Competition– Peers
Take Away
Change 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.