Event Marketing 2.0

2011-12-08T11:56:00.001-05:00

Today I am pleased to be a part of a panel at IAEE Annual Meeting in Las Vegas.

Moderated by Jim Russell, Freeman and two other panelist

Kenji Haroutunian Vice President, Outdoor Nielsen Expositions Sports Group
Kevin McCourt, Newspaper Association of America

We will sharing our experiences on creating networking at events.

To this end, I organized the process and lessons learned from the system we implemented at the 2010 BIO International Convention.

Enjoy! White paper for you

Event Managers’ Opportunities for Creating Valuable Event Networking

Also here are some slides for you too....

Where Do You Start When Creating a Event Community and Connections Network?

2011-12-04T22:00:00.000-05:00

In your planning process, I suggest that you start listing the assets that each of your attendee types brings to the event and how they can interact with other groups.

Assets are needs such as specific purchasing requirements, knowledge to share, training and certifications. What are the pressing business needs of each group? What content elements can they share with others? How best can you make use of their time at your event to deliver the most impact?

For example, if your audience is professional meeting planners, they most likely need to find event venues and they can share RFPs. Can they share the RFP in advance so the event venues could respond in person? What sort of venue search tool can you offer to make the best match?

Examples of audience assets and what they could share:

o Attendees—organization of the products and services they are seeking to purchase

o Exhibit Booth Personnel—service, product details and specifications, how-to information

o Speakers—knowledge, instructions, benchmarking, how-to information

o Public Officials—regulatory insights, government funding, process, issues

o Delegations Organizers—country opportunities, profiles, economic development

Examples of services you can offer to provide connections and exchanges for your audiences:

• virtual literature collection and distribution

• press release distribution

• appointment requests

• following exhibitors

• messaging

• session check-ins

• affiliated event list (party listings)

• commenting

• white papers and other documents on company listings

• import/export match making

• RFP response system

• country profiles

Role of Event Host as Networking Organizer

2011-12-01T19:00:00.000-05:00

If there is one large change I have seen in the last 5 years is the increased role of event host as

Networking Organizer

Bottom line, it’s our responsibility to create the event environment in advance and on-site for valuable audience connections and networking. Our customers—attendees, exhibitors, sponsors, speakers—all have the expectation that the event will be efficient in delivering audience connections.

Where do we start? What is the right mix of events and services to allow the connections and networking? How do we invest in the right technology? Where does the data flow from? We all have scratched our heads over these questions.

These days, it’s confusing on how to plan an effective set of connection tools for attendees. There are a wide variety of ever-changing technology options.

Decide who needs to connect with each other. What are the buying processes of your industry? Who will benefit from connections? Consider the marketplace buying patterns. List the various connection pairings, such as:

• Exhibitors & Attendees

• Attendees & Attendees

• Speakers & Attendees

• Media & Companies

• Public Officials & Companies …and more!

As you make your list, consider further defining the different attendee types such as students, companies, universities, media, financiers, etc.

Show Floor Traffic Builders Ideas in Pictures

2011-11-29T22:00:00.000-05:00

Exhibitor Receptions in their Booths

fun and games!

Music that creates sound that you need to walk to find out what it is!

Flashmob on the show floor!

Free Meetups on the Show floor

Ice Cream special event!

Email checking stations.................

presentation theaters on the floor

Good 'ol Ribbon Cutting Ceremony!

5 Lessons Learned from facebook Event Fan Page

2011-11-11T21:00:00.000-05:00

5 Lessons Learned from facebook Event Fan Page

1. you need to be creative to get fb folks to "like" you
2. make use of the group tabs
3. its helpful to have a coach - someone who monitors the changes and user opportunities on fb we use R2i integrated media
4. simple questions get more comments Are you attending? Any quick tips to get ready?
5. you need to use fb to understand it

Marketing Trade Shows as Content

2011-11-04T23:10:00.000-04:00

Marketing Trade Shows as Content

Michelle Bruno who blogs at Forkin the Road is so spot on with her trade show ideas!

I totally agree with her takeaway that "once trade show organizers begin to think about exhibitor offerings as valuable assets, the innovation process can begin. As part of the new rules of marketing, event producers can and should take an active role in supporting the creation and dissemination of exhibitor content."

Here a few easy examples that we have implemented and I feel that there is so much more to be done.

Free Articles from media partners

Video contest from exhibitors see below screen shot

Exhibitors host Meetups on the show floor

Now, I like the digital kiosk idea!

Buzz of BIO video contest

2011-11-02T22:30:00.000-04:00

Why Meet Ups Work

Our role as event hosts include creating niche meeting opportunities. Here - five graduate students enjoy finding common interest at the BIO Graduate School Meetup.

If this is right for you, simply create an account on http://www.meetup.com/. Organize a few - let others create groups and let the networking happen.

We do recruit event hosts and give them the job of greeting attendees and keeping conversation going.

Smart Steps for Online Education

2011-11-02T21:49:00.000-04:00

Smart Steps for online continuing education

For a few years now, I feel like I have been dancing at the starting line for bringing in more non-dues revenue in this area.

If you already host live events -- online education is a natural next step if you have brand recognition and content ready to be repurposed.

This ASAE article is helpful in providing you steps to consider. Production, reg, order processing, customer service, course delivery, evaluation,certifications and support.

The element I struggle with is where do you find the resources to even start? Who on your team is sitting around ready to explore all the issues?

thanks to Brian Guiffrida for the article. Looks like his company Inreachce.com http://www.inreachce.com/ has some good services.

10 Ways to use a Conference Presentation add 2 valu...

2011-10-23T23:55:00.001-04:00

SCD Group: 10 Ways 2 use a Conference Presentation add 2 valu...: The content from a conference can help you increase value of your organization and make it a valued thought leader for members and prospects...

Thanks to Steve Drake at the SCD Group for a good list. Reusing and packaging content is a good, logical use of event assets to drive web traffic to your event website, introduce your brand to prospects, showcase your speakers and event generate revenue!

We have used podcasts and webinars to drive program awareness.

Another idea to add to thsi list is asking those that did not get accepted to present live, to provide white papers, articles and other content for a "Free stuff" area. The word "free" is very powerful.

10 Ways for Show Marketers to Use Twitter | ExpoWeb.com

2011-10-20T22:43:00.000-04:00

10 Ways for Show Marketers to Use Twitter ExpoWeb.com

Now -- on this list, I have seen success in all except #6 --its hard to get the speakers attention and tweet!

Twitter Twitter Twitter

2011-10-20T20:30:00.000-04:00

I believe that it is important for events to understand Twitter and use it well. The media use twitter as do many others -- Advice -- just try it - start slow and get your feet wet. Tweet Later and Tweet Deck are good tools. Keep staff in the loop on logins and an editorial approach and 140 characters will grow! Dont forget to promote your hashtag various places! #bio2011

52 Tips and Techniques for Managing Data

2011-10-13T22:00:00.000-04:00

I had the pleasure of meeting Wes Trochill this summer at ASAE in St Loius

Wes is the author of 52 Tips and Techniques for Effectively Managing Your Data

One comment about Wes in the June 2011 Associations Now that keeps me wondering is:

The majority of Wes' clients are able to link their association management system (AMS) with their financial management system (FMS) and content management system.

Now....I have worked at 5 associations I have not seen this in action yet!!

Sign me up Wes!

Here is the article The Path to the Best Database starts on page 11

Here is a Good Tip from Wes - Dont Try to Gather All the Customer Data in One Interaction
How many of us have 14 demographic questions on our reg forms when we could have 5?

Note to Self: Be Personal on Twitter

2011-10-13T21:30:00.000-04:00

The above tweet sure looks like a compliment -- however -- it tells me that we need to add staff personalities to our Twitter content --- "Whoever" should be a staff name!

Event Marketing Budgets - True Attendee Acquisition Expenses

2011-09-13T18:00:00.000-04:00

Many thanks to www.tradeshowexecutive.com for the Research Roundup in their April issue

45% of large show producers are spending 10% or more of their event budgets on attendee acquisition. Among those, 27% are spending 20% or more on attracting attendees
Source: Attendee Acquisition Challenges of Large Shows, Jacobs Jenner & Assoc

Over the last few years, it has helped me a lot to further define the expenses that feed into attracting attendees. For example, does the cost of automating a tool to process hotel requests on the website lead to more attendees? If you can come to an agreement on the gray areas, the true attendee acquisition costs will get more room to grow!

Attendee Social Media Handbook - Dont Leave Home with out it!

2011-09-08T20:30:00.000-04:00

Why we published a Social Handbook for our attendees

Some projects just happen

this one did

Our wonderful BIO registration manager told me for several years that attendees always ask him for a paper tablet. (Scratch head) You travel hundreds of miles to attend a B2B event and you dont have any paper?

We published the Social Handbook and placed it in the attendee tote bags because it served 3 purposes:

Provided note paper for attendees (attendee value)
Provide us a place to outline the social media details (attendee value)
PRovided us a venue for our top sponsor print ads (company value)

content included:

various event hashtags
our scvnger hunt game and map
how to upload photos to the flickr account and videos to the event youtube channel
notepaper with lines
how to join the LinkedIn group
Staff recommendations on bars, resturants
QR codes to various event content

I am not sure we will repeat the project but at least it was fun. r2i Integrated media was great to work with the project. Thanks!

At the very least, place your event hashtags multiple places in print and online.

Dont Forget to Make a Montage

2011-08-10T21:30:00.000-04:00

Thanks to our show photographer - Oscar Einzig -- we are able to showcase photo montages in our offices.

Time well spent!!!

We very much appreciate our photographer talent and appreciate Stan and Marlene Einzig keeping us on their list of events!

The Art of Co-Locating Events

2011-07-22T21:00:00.000-04:00

I have a previous post about partnerships - same bed different dreams?

However, I found this article on Co-Locating to be excellent -- as I usually do when an issue of Association Conventions & Facilities arrives.

The article has excellent steps on how to initiate the co-location conversations, factors to consider, facility options, maintaining your different identities, contracting, teamwork and lines of communication.

There is often a need for a contact exchange of information. I have found after all the contracting is done, a standard weekly or bi-weekly meeting time when staff just share and build working relationships.

Benefits of Understanding Different Cultures when Selling Exhibit Space

2011-03-14T20:41:00.002-04:00

Understanding Different Cultures when Selling Exhibit Space and Attendance

Just read John Marriotti's blog article from Open Forum.com on How Understanding Foreign Cultures Can Help You Advance . John has some great tips for anyone in business.

Recently, I have had several business dealings that have enlightened me on doing business with other cultures.

Here are a few examples,

From an exhibit sales perspectives, I have found that the US has more emphasis on contracts, rules, regulations and other deadlines.

From a communications standpoint, face-to-face appointments and visits with customers outside the US are important and can lead to more business with your event.

On information flow, be patient. To reach an understanding with language barriers, you will need to be patient and ask and answer questions. Have sales materials that are organized well and have specifics.

11 Tips To Supercharge Your Email Marketing | ExpoWeb.com

2011-01-20T23:57:00.001-05:00

11 Tips To Supercharge Your Email Marketing ExpoWeb.com.

Now that we all have been at email broadcast marketing for what seems like 25 years, it is always good to think through how to have our programs stay fresh.

This article by Encore Marketing was a quick and helpful list for me.

Connecting our email outreach to our social media efforts has been one of our "to-do's" on my team at work. An example of this is not only are we having how to join our Facebook and LinkedIn groups but also incentives......

Hope you enjoy the quick list! Thanks Encore Marketing

Changing an Event Name

2010-12-10T21:52:00.001-05:00

Today, I read the highlights from Gary Shapiro's talk at at Bisnow Association event and the recap made me smile. Gary President and CEO of CEA spoke about behind the scenes work to keep the world's largest trade show going.

When asked of some good event decisions - Gary spoke of a no-cost decision that he and I made while having a casual lunch together circa 1998. I suggested to Gary at lunch that we drop a few words from our lengthy event name and in to that end, we would the highlight the word "international" in the event name. New name = International CES

The reasoning was to position the Las Vegas event as the global event for consumer technology and make sure the international attendees felt at home.

Since then, I have helped to change (shorten) several other event names and have not missed any of those extra words!

Questions for you --If your event has "Annual" in it --- does it really need "Annual" If your event name has a season in it -- such as Spring - is that needed? If your event name has your full Association name included -- is it necessary?

Some ideas are low and no cost and really do make a difference!

5 Ways to Use Event Content

2010-11-07T23:17:00.005-05:00

Just read a good blog post by Jaime Romero on 5 Ways to Use Event Content --- good reminders to not let content go to waste!

Sell it
Give it Away free
Transcribe it
Use it in social media
Use it in promotions

We sell it with our event capture partner, Peach New Media, we have done #2-5 but need to get it back into a regular routine!

I look forward to meeting Jaime in person this week at the MTO Summit Washington DC

Read the full list!

Same Bed Different Dreams? Learn How to Partner Well

2010-11-02T18:53:00.002-04:00

Partnerships

Years ago when I was working at the Optical Society of America, I had many co-owned events and partnerships with other organizations.

It was from these partnerships that I learned the value of working well with external staff contacts.

One particular partnership project was difficult and when I outlined my view of what was making the project challenging, my boss said, "this partnership is that we are in the same bed but we have different dreams."

Last week, I stumbled upon this video hosted by ASAE on partnerships.

The ASAE video reminded my of some of lessons I have learned in event partnerships.

1. Define roles early on and build in an overall project manager who looks at all elements of the partnership.

2. Have parties accountable.

3. Clearly define the financial goals.

4. Work through the control issues and be willing to compromise.

5. Let the staff members on the project form bonds - encourage "getting to know" time

The lessons around partnerships are idea to remember as we all continue to partner in our events to combine strengths and audiences.

Building a List Strategy for E-Marketing - Sales and Marketing @ FolioMag.com

2010-11-01T21:03:00.001-04:00

http://www.foliomag.com/2010/building-list-strategy-e-marketing

The back of the house activites are just as complicated as the social media approaches.

Data, data, data, conversion, conversion, conversion

If you can't measure it, you can improve it.

So, I usually remind myself 8 months before an event to pay attention to the latest data conversion technique and try to implement or try one or two new approaches.

I enjoyed this article because I respect Canon and the publishing and event business they run and the insights into conversion rates.

Bring on the Message - and the fun!

2010-10-29T21:45:00.000-04:00

I am often reminded that event attendees are many things before they are our attendees---

They are humans, dads, moms, brothers, civic leaders, ....then down the road they are our attendees.

So don't forget to feed them and let them let their hair down....while living your message.....

Since I love the game of soccer, I enjoyed this article on the trend now shifting with Gala events in making the event messages memorable.

US Soccer Foundation event ---Desmund Tuto given a new pair of cleats and then dancing! Love it

So here is the story I enjoyed ---

BRING ON THE GALAS - Association Bisnow - Washington: "Desmond Tutu kickin' it in his new kicks. Event planners tells us that flowers and decor are typically the first to go when budgets are tight. Video screens are replacing printed programs, and more and more organizations are considering the possibility of electronic invitations. There's also a trend away from live bands. That can only mean one thing: more excuses to request 'Don't Stop Believing' from the DJ."

What does the future of corporate social-media strategy look like?

2010-10-25T18:15:00.000-04:00

What does the future of corporate social-media strategy look like?

I am asked at least twice a month from an external group about a social media strategy --- who should own it, implement it, control the plan.....

This post in the Smartbrief on Social Media is in line with my thinking -- keep implementation spread across departments (messier) and your strategy will be better because it involves more talents.

Enjoy the post!

Mystery Shop Your Show Story on ExpoWeb.com

2010-10-22T19:54:00.000-04:00

Mystery Shop Your Show ExpoWeb.com

Here is what seems like a basic idea but one to remember!

Attendee: Tweet Tweet "Its Too Cold in this Room" Staff = Jump Jump

2010-10-22T00:37:00.003-04:00

DIGITAL MEDIA STRATEGIES - Association Bisnow - Washington:

"Social media isn't just about pushing out content and creating visibility. Feedback is arguably the most important part, says ASAE VP of Knowledge Initiatives Peter Hutchins. It's clear when members are dissatisfied or really like something because they immediately start sharing and commenting on on it. 'That's instantly valuable,' Peter says. By knowing what's right or wrong, the organization can then figure out how to augment or correct it and get people to move on to a broader feeling.

For example, if members are complaining at a conference about a mic cutting out or a room being too cold, the organization can see that through social media and correct it right then and there. By the time members get their conference evaluations, that won't be the overarching thing that they haven't been able to let go."

See more at

DIGITAL MEDIA STRATEGIES - Association Bisnow - Washington

2010-10-22T00:30:00.002-04:00

This week, I participated in the the DIGITAL MEDIA STRATEGIES - Association Bisnow - here in Washington:

When asked about insights into legal issues with social media, panelist David Ervin was excellent in non-legal speak----

"Here are two things that Kelley Drye partner David Ervin's 15-year-old daughter understands better than some of his clients:

1) Everything you put in social media is public.

2) There will be a record of it forever.

One thing that his clients understand that his daughter doesn't:

You should speak in a voice that would not embarrass your mother.

David, who advises associations and non-profits on new media issues, says that when employees make a statement on behalf of an organization through social media, the organization is making the statement.

So if the employee says something he or she should not, the organization could be at risk for defamation, copyright infringement, or harassment. 'Because it's occurring on social media doesn't mean it's not real,' David says. Same goes for antitrust issues. 'Just because two competitors that are members of an association are talking through their Twitter accounts or they're talking through a [blog] post, doesn't mean it didn't happen.' He says there are more and more cases of social media being used to discover illegal activity or as evidence in lawsuits."

Play in Their Yard - Social Media Its about them

2010-10-07T22:03:00.005-04:00

Are thinking about the trends all around you?

Do you know how to connect with your desired attendee demographic and play in their yard?

Think about it:

The number of people that keep at least one social media profile has doubled in the last two years.

Think about that. The largest age group growth on FB is 45....... that is the average age of my prospective attendee --- and me!

How does that relate you what you are doing online?

In the last year or so, I have been asked several times for an outline of our social media strategy.

Recently, I enjoyed a two page article by Linda Schwartz, director of marketing and communications services at SmithBucklin addressed the same question.

Linda points out:
Understand what social media is and is not
Define your primary goal
Determine what success looks like
Establish your budget
Don't assume that if you build it, they will come
Engage your audience, remember, it is really all about them!

I so agree with Linda's ending -- the social media landscape is changing rapidly and what did not work two years ago with your group may work now....try some efforts again.

Hope you enjoy the article too. Thanks Linda!

Digital Strategies for Associations

2010-10-07T07:15:00.002-04:00

Come on down on October 20, 2010 to the BisNow breakfast event on Digital Strategies for Associations

I will be contributing on the panel the event approaches and waving into the year-round organizational mission.

Bottom Line Briefing: Archive Article

2010-09-13T21:49:00.002-04:00

Bottom Line Briefing: Archive Article:

"WHAT ARE SOME KEY WAYS TO DRIVE NON-DUES REVENUE?

by Margaret Edgell Core

Non-dues revenue can come in different forms such as event and education revenue, sponsorships, advertising, royalty agreements, affinity and group purchasing programs, job boards and career activities, certifications and other activities that members look to the organizations to provide as member privileges or at discounted member or group rates.

To drive new non-dues revenue streams, it is important to have good data, know the trends, associate purchases (“if you like this, then you’ll like this” thinking) and be a credible and natural source for products and services.

My current thoughts with non-dues revenue transactions is that they perform best if they are found in the mainstream of other association transactions. For example, include a paid Webinar subscription on the annual meeting registration form so the attendee easily builds in post-event education from you. Or another example would be sell a market data subscription services directly on the dues renewal."

See the full article.

My Meetup Story on ExpoWeb.com

2010-08-13T01:41:00.000-04:00

Small Talk ExpoWeb.com

See my summary of implementing meetups for your next event - easy niche networking for adding attendee value

Twitter Tools How Do Keep Up to Date?

2010-06-23T00:28:00.002-04:00

Three Interesting Tools for Using Twitter at Live Events

Thanks to Steve Navarro of r2i media for forwarding this article from The Social Examiner

Now, I just said tonight at a networking event that I am so over social media tools...but I am not really! I just needed a 4 hour break.....

Know What Your Members are Purposeful About

2010-06-23T00:19:00.002-04:00

These words have stuck with me for more than a week now.

Know What Your Members are Purposeful About

Shared by Jeff DeCegna Of Principled Innovation LLC at the Peach New Media Association Conference earlier this month --

Know What Your Members are Purposeful About

If you do, you can pitch them a sweet one and let them hit a homer......

If they are purposeful about business trends ---be a leader in providing trends data. If your members are all about business development, then provide the venues and channels.

If we have the purpose of their actions understood --as associations our services will be more spot on.... agreed!

Meetups Add Value to Events

2010-05-25T22:15:00.004-04:00

Recently at the international convention I work on, we organized a series of meetups for the attendees. It worked well -- so I thought I would share --the concept was to provide casual gatherings for birds of a feather meet together --

We identified some professional titles that would appreciate networking without our attendee base and made a schedule - 1 hour each. Here was our schedule.

We then asked some companies and organizations to host a meetup. The http://www.meetup.com/ is a easy, well-known tool to organize and promote them.

For the hosts to feel comfortable, we gave them meetup guidelines which I found online and adapted--basically made them how easy it was to make sure conversations get started ---In advance, we gave the host a html for them to send out and we did the same to specific titles based on the meetup focus.

On site, we made stickers which we then gave to the hosts to help promote. These can be home-made or you can order them online --we made our own.

Tadaa! Easy to implement, low cost and valuable networking!

Why Post-Show Attendee Engagement is No Longer Optional | ExpoWeb.com

2010-05-17T14:45:00.000-04:00

Why Post-Show Attendee Engagement is No Longer Optional ExpoWeb.com: "Christman
I agree with your points on engagement and increasing and expanding your event host crediability with content. As a trade association that owns a premier industry event,http://convention.bio.org, we go beyond the year-round mission of the association and help make content connections in many more professional categories than we focus on as an association. We use contests, polls, article sharing and presentations as our some of engaing content. We have organized much of this in a free community area http://community.convention.bio.org. We use our branded personal event planner, myBIO, to help leverage the attendee time onsite. We organized a series of Meetups, and used www.meetup.com http://www.meetup.com/BIO-International-Convent...
and we also host a Four Square venue http://foursquare.com/user/bioconvention"

Trade Up Your Tradeshow Model - Associations Now Magazine - Publications and Resources - ASAE & The Center for Association Leadership

2010-05-12T19:38:00.001-04:00

Trade Up Your Tradeshow Model - Associations Now Magazine - Publications and Resources - ASAE & The Center for Association Leadership

Reviewing and considering different business models for your existing event can be challenging.
This article discussing some of the options -- adding hosted buyer programs, private meeting rooms, appointment setting tools, hybrid events and more.

Read the full article.

Association New Media Summit June 8th

2010-05-12T18:41:00.000-04:00

I will be on the keynote panel at the upcoming Association New Media Summit
hosted by Peachnew Media Tuesday, June 8th.

These events always provide me new ideas and tech insights.

Maddie and Lindy the Social Fish ladies will be leading the day's discussions on community, social media and online learning -- all thing converging!

The event is both live and virtual. If you want $50 off the $229 price, use "core" when you register.

Trade Up Your Tradeshow Model

2010-05-12T18:32:00.000-04:00

Great article in the May 2010 ASAE Insights

Thanks to the writer, Nancy Mann Jackson, we can think through our options

Hosted Buyer Programs, Appointment Shows, Show floor meeting rooms....

Trade Up Your Tradeshow Model - Associations Now Magazine - Publications and Resources - ASAE & The Center for Association Leadership

2010-05-12T16:39:00.001-04:00

Trade Up Your Tradeshow Model - Associations Now Magazine - Publications and Resources - ASAE & The Center for Association Leadership

The Beauty of Grass Roots Outreach

2010-04-21T13:22:00.003-04:00

I work year-round on a 4 day international event. Each year we have 50% new attendees. We do actively manage our database but there other areas we are better at then data management.

We have many media barter relationships that help keep our outreach data healthier ---however, I do know that the true valuable prospective attendee sits in Outlook boxes, LinkedIn contacts, Facebook etc.

So therefore for our 2010 attendee acquisition campaign, we have placed good effort into having thought leader and committee members do the colleague-to-colleague outreach. It's working.

We licensed a tool from Three Stage Media ---- Event Social. It's powerful and very measurable, with 7,700 emails that went colleague-to-colleague -- 1,600 new registrants. At approx $1500 a registrants -- it has paid off. The tool based on the user preference searches Outlook, LinkedIn, Facebook or an uploaded data file for non-registrants. From there, the user chooses who of the non-registrants to send a personal message.

Grass roots recruitment--- both in political campaigns and event management pays off.

2010-02-17T21:28:00.002-05:00

Six Months ago I heavily researched options for sharing our education sessions around the world --during and after our event. We have a successful recorded sessions sales program to attendees but not to non attendees. I found this presentation to be great -- wish I had it 6 months ago!

Bottom-line…Hybrid Meetings/Events Deliver More Value Part I

View more presentations from Jeff Hurt.

Do you Know Your Biggest Asset? Your Members Greatest Need

2010-01-14T10:12:00.001-05:00

Thanks for the Shout Out!

2010-01-12T18:47:00.004-05:00

Not very sorry to see 2009 go away

however, the fact of the economy and the travel restrictions still remain in 2010

so no better time to keep at the value of in-person networking and the business reasons for your event

See our ASAE Now story on hosting an event in tough economic times

Social Media at Events

2009-11-25T23:00:00.003-05:00

http://www.slideshare.net/mcore/social-media-at-events

Hi

A few weeks ago, I co-presented at a Washington DC lunch and learn from the Association and Media Publishers (formally SNAP) on Social Media at Events

Isn't everything we do online social media?

Dive in and let me know if you have any comments, questions --- its all learning from each other!

Margaret

2009-11-05T21:01:00.000-05:00

Lately, I have spent a lot of time on our advertising -- so has my team
thinking through our inventory, pricing, sales strategy...... this video from the great blogger David Armano. LEts face it, lots of ad $ slid in 2009. Regroup, rethink ....

The Future of Advertising. WTF?

View more documents from David Armano.

2009-10-29T21:55:00.000-04:00

Very thought provoking

The Value of Visual Thinking in Social Business

View more documents from David Armano.

Why We are Social

2009-10-13T23:53:00.002-04:00

photo credit : Logic & Emotion

The rules of engagement have/are changing.

From an event marketers standpoint - there is so much going on to try and experiment.

Where to start?

Think like your target audience--

what is their day like?

where do they get their news? communications?

are they at a desk? mobile? combination?

what trade publications do they read andwhat are they doing differently than print?

I personally, love the dimensions that web 2.0 tools have brought into my life--

Here is a fantastic video on the whole human side of this movement.

The Message is the Medium

2009-07-21T22:34:00.004-04:00

The Message is the Medium

Confused on how social networking tool interact with your event? -- dive in to this Convene article and hear the thoughts of my long-time co-worker Susan Cato.

I am even a contributor here----

Power to the Tweeple!

Enjoy!

The Tweeter tools keep coming Check out Twubs,com

2009-07-21T22:24:00.003-04:00

At the international convention I work on last May, promoted #bio09 as our hastag.

Prior to the event-- I used http://www.tweetleater.com/ to compose and schedule all the boring reminder tweet when events started etc. Great tool -- easy and reliable.

During the event --in our production office, we used http://www.tweetdeck/ to moinotor Twitter traffic and assist folks when their tweet was a logistics question etc. It worked---

We used a twitter roll tool to display the live Twitter #bio09 conversations.

It all worked. We had more than 1300 tweets --- good content, conversation -- instant info

Now --- here is a tool that is so great for following and archiving the history http://www.twubs.com/

news you can use!!

Event HomePage On Social Media Steriods

2009-05-17T22:53:00.002-04:00

OK

It's the eve of our international convention and its come together nicely ---that is the event home page http://convention.bio.org

Homegrown -social media tools

We are using 100% free tools

feedburner
twitter widget (yes-- no filtering for us -- what they write is what gets displayed!!)
podcasts
flickr

Exhibitors are having tweet ups
We are hosting a blogger meetup
All within a live event ---what do ya know!!!

Susan Cato -- way to go! Thanks for your behind t scenes tools!

2009-03-11T22:59:00.001-04:00

Show Daily ShowDaily Read All About It!

We some advance planning, you can receive great editorial content from your exhibitors.

Here is a sample of an online tool.

Editorials, product launches, facility openings and more make for great event news.

I have experienced great benefits in teaming up with trade publications for projects such as a daily.

Sometimes its the easy stuff that adds that exhibitor value!

Twitter Twitter Twitter

2009-03-10T17:50:00.000-04:00

We are in. Twitter away! www.twitter.com/bioconvention

Yes, you have to have your head in the ground if you don't see this one---Get your act together event marketers!

Ask your thought leaders to tweet for you!

Here are instructions we are using to get everyone going.

We announced our first keynote via Twitter.

Social Media Tools Samples and Thoughts

2009-03-09T07:36:00.004-04:00

Last week, by invite from Alex and Megan at Fixation Marketing, I attended a presentation at the DC Ad Club on the Obama Campaign activities and social media tools---

Now, on many levels, I loved the Obama campaign activities.

From a professional standpoint--they were so progressive, inspiring and displayed the possibilities from event marketers -- ground swelling interest, gaining fans and chatter about yourself.

The current digital activities we have going to generate interest in our May convention are:

BIO Friendly -Make a badge - join the community

Be the Buzz of BIO

Now back to the DC Ad luncheon--

Aimee Stern of Stern Communications provides a very good overview of the presentations on her blog Expert Marketing in Tough Economic Times: Capturing the Hearts and Votes of the Millenials It was about how Barack Obama won the presidency by enlisting young voters.

Here's the link to her blog Thanks Aimee!

The Micro-Sociology of Networks

2009-03-09T06:16:00.001-04:00

The Micro-Sociology of Networks

View more presentations from David Armano. (tags: behavior human)

The rules of engagement are changing.
From an event marketers standpoint - there is so much going on to try and experiment.
Where to start?
Think like your target audience--
-what is their day like?
- where do they get their news? communications?
-Are they ata desk? mobile? combination?
- what trade publications do they read andwhat are they doing differently than print?
I personally, love the dimensions that web 2.0 tools have brought into my life--
Here is a fantastic video on the whole human side of this movement.

2009-01-22T06:36:00.000-05:00

Roadmap: The Value of Creating a 3-Year Event Strategy

Published in ASAE Meetings & Expositions, January 2009

By: Margaret Core and Megan Campbell

Creating a three-year event strategy can help your organization adopt a more strategic approach to every aspect of its meetings. Find out how the Biotechnology Industry Organization did it for its 20,000-person international convention.

Imagine you are preparing for a road trip that will be taken in three different stages: point A to B; then 12 months later, points B to C; and finally 12 months after that, traveling from C to D. The journey is easier if you have a map and if there are multiple passengers, including one person who knows the way to serve as leader for the others in the car.

As association event professionals, this “three-year trip” involves guiding our events to reach established attendee, exhibitor, and programming goals and to support our organization's mission. In the Biotechnology Industry Organization's (BIO) case, we do have multiple passengers. We are an association–agency relationship driving the overall positioning, branding, and attendee recruitment for a 20,000-person event with more than 2,100 exhibitors. Our passengers are our key stakeholders (the association board of directors) and our respective staff teams.

So what about that map? Three years ago when we first started working together as a team, we knew we needed to create a sales and marketing plan with all the strategies and tactics outlined for our next event. First, we took the time to invest in creating a five-page, three-year event strategy.

No matter what your attendance—200, 2,000, or 20,000—taking the time to document your three-year event strategy is time well spent. The process and debate in developing this document leads to richer and smarter annual plans. Additionally, the process is a great morale booster as staff and team members collaborate, discuss, and confirm your event assets and opportunities.

Do not be intimidated by the thought of creating a three-year strategy, and there is no need to run out and buy a “create-a-marketing-strategy-in-a-day” type of book. Your strategy document does not have to read like an MBA business thesis. It should take the USA Today approach with charts and graphics so that the messages are clear, concise, and accessible to everyone.

BIO’s Three-Year Event Plan Outline
Following is the outline we developed for our three-year BIO International Convention event strategy document in 2006, for our events in 2007 through 2009.
Event Background and History
Competitive Analysis—Other Industry Events
Current Event Positioning vs. Desired Event Positioning
Steps to alter current event positioning
Steps for event branding (overall messages and theme-specific)
Desired Growth Forecasts
Attendance
Exhibition
Educational programming
New programming
New programming partners
Three-Year Strategy
Year 1
Year 2
Year 3

Strategic Steps to Reach Three-Year Strategy
A specific example from our three-year plan was our strategy in year one: position our event as a true global event. Why? Although we host our event only in North America, 35 percent of our attendance comes from outside the United States, we host 300 international public officials, and we have 30 country pavilions on the exhibition floor.
Here are some of the tactics we employed to support the strategy in the first year:
We changed our event name to focus on the “international”—BIO International Convention.
We dropped the word “annual” to focus on “international.”
We moved away from using city location photos as the graphic part of the campaign.
We added a tagline to the logo, “The global event for biotechnology.”
We created a Google map highlighting international attendance by country for inclusion in event literature and on the website.

The top four tactics in year one have since become integral to our branding efforts. Developing tactics like these within a three-year event strategy helps to focus your team, your leadership, and yourself. This mapping exercise points your vehicle in the right direction and prepares you for the trip. Yes, there are stops, turns, hills, and valleys along the way, but the map lays out the plan and serves as a great reference throughout the journey.

Margaret Core is director of sales and marketing for the Biotechnology Industry Organization in Washington, DC. She blogs on event marketing at http://eventmarketing2.blogspot.com/. Email: mcore@bio.org. Megan Campbell serves as senior account supervisor for Fixation Marketing in Bethesda, Maryland. Email: megan@fixation.com

It's the Economy Stupid--

2009-01-12T16:23:00.002-05:00

Well, well

My last blog post was November 11th..... life changed. Even though our team experienced a professional high of being named Fastest 50 top association show--- we woke up and connected all the economic dots to our event and knew we had to change courses.

It was not like Sept 11, 2002 when a matter of events in 20 minutes time changed the events business as we knew it.....

But over the course of 45 days, we experienced a set of financial news that when it came down to it...changed the events business again...

So my headline today --- It's the economy Stupid --- is a message to myself-- as I dont like to promote the word "stupid" to any one else (Can you tell I am a mom of 1st and 2nd grade boys?)

So what has changed?

- Our messaging
We revamped our communication approach -- we are now much more empathetic to hard financial times for small business and deals in life sciences. We are also positioning ourselves as a conduit of business trends ----in advance of the our event. The approach is appetizer, appetizer, appetizer--- the meal being our event.

- Our attendee expectations
We are fortunate that we are a business event --where deals get done. But there will smaller teams doing the deals

We have turned our communications on their ear----in the hopes that our event marketing will be more real and current to the new business challenges for our attendees.

More on the economy later!

Trade Show Week Fastest 50 Growing Shows

2008-11-11T05:37:00.000-05:00

This past weekend was spent in Baltimore attending the

TSW Fastest 50 Award Ceremony.

See the list of 50 winners here. It was great to meet folks from Infocomm, Biofuels, shop.org, Woodworking, and other shows I had heard or read about. It was great to meet some new supplier/partner contacts and meet up with folks from AES, Freeman and Compusystems.

As event organizers, we all had common worries - attendance growth, booth sales, airline issues, advertising sales, sponsorships and the overall effects of the state of the economy.

There was good discussion on the need to continue to invest in marketing enduring tough times and the need to stay current in attendee prospecting.

Chris Brown, NAB was honored as Innovator of the Year. His acceptance speech spoke of a reputation of a nice guy which I think is wonderful. We can all be competitive of course, but a"nice guy too."

The award ceremony delivered a nice surprise to our table with our event, BIO International Convention, being named the fastest growing association-owned event. The award recognized our growth from 05 to 07.
It was grand to share this news with the team not present -- as it is a truly team effort to pull ahead and grow the floor.

The Inner Harbor of Baltimore has really added some nice features - museums, hotels etc. I enjoyed the new Baltimore Hilton with great lobby space. These days, I so appreciate a hotel that provides a good desk and work chair--- A+ for Baltimore Hilton.

btw -- it was at this event in 07 that I started blogging...after returning to my hotel room --it occurred to me that I had answered similar questions during the day about our event web site. The blog began, so I could easily say --- I have the details on my blog!

Web Platforms is my new lingo

2008-11-08T17:24:00.004-05:00

Its a Saturday

I am attending the Trade Show Week, Fastest 50 Trade Shows event this weekend.

In a group conversation ---I shared some of our web development pain points and the lack of some staff understanding of what it takes to support web sites....is it a communication dept function? IT? etc.....

The advice I got back to not talk or think about that we have 20 websites is that we have "web platforms" that support business processes such as online reg and automates other end user needs Web platforms then naturally brings or begs the support of data and expertise.

Web sites is too limiting to what we really have going on.......

2008-10-24T07:19:00.001-04:00

Last night, in my personal (not work email) I received what I believe is a fantastic, engaging, humorous, well designed email

Here is the most fantastic email example of the month!

Watch the video to the end --- of at least until 1:48 into it . I so want to meet Eli!!!

The future for us in event email marketing is going to be fun!

Interactive

Engaging

Well organized

Valued

Simple

Relevent

These are all attributes/characteristics I beleive will be needed for event email marketing.

Are Your Resources on Your Email Marketing ?

2008-10-20T23:55:00.000-04:00

Thank you Michael Gilbert!!! You are a GEM!

I just read your Email Marketing Manifesto and it is just the "kick in the pants I needed" to get off my rear and do something drastic about our event email marketing plans.....

In Michael's words----

Repeat after me: "Email is more important than my web site!"
Repeat after me: "Email is more important than my web site!"
Repeat after me: "Email is more important than my web site!"

Rule #1: Resources spent on email strategies are more valuable than the same resources spent on web strategies.
Rule #2: A web site built around an email strategy is more valuable than a web site that is built around itself.
Rule #3: Email oriented thinking will yield better strategic thinking overall.

In full admission here, Rule #2 I am not following...... the challenges I find are:

determining valuable email content that you can connect to the future event
editorial plan for email broadcast
production resources
internal copy writing

I just signed up for Nten's

It's Not About You - A Guide to Audience-Centric Online Engagement

2008-10-11T07:43:00.001-04:00

America's Home Page

When will our attendees have your event Google desktop? Think about it, just like we can currently make a Google desktop with our blog rolls, RSS feeds, email, weather, flagged sites.....

We could offer attendees a desktop with their marked sessions, exhibitors, feeds, appointments .....

Celebrating 20 Years and

2008-10-10T20:15:00.000-04:00

In 1988 (pre Internet), Susan Cato and I met at the Optical Society of America – the first out of four Associations that we would work together. Yes, four common employers – and 20 years as co-workers!

Susan was working as the production manager for the society’s magazine and Margaret was a trade show manager for OSA. Then Al Gore got the Internet off the ground and the trail of Margaret/Susan online projects began!

Optical Society of America, Consumer Electronics Association, American Association of Homes and Services for the Aging and Biotechnology Industry Organization- otherwise described on our resumes as – osa.org, ce.org, cesweb.org, aahsa.org, agingtech.org, bio2008.org, convention.bio.org, bio.org and many more.

Now more than ever, event and trade shows have the opportunity to connect attendees, share knowledge and create year-round value.

Susan and I recently presented our thoughts at the October IAEE DC Chapter luncheon and shared our thoughts on current web site tools that can provide your event web site immediate pay off.

Here is the link to the presentation. Enjoy!

Susan is the director of online communications, BIO.
Susan blogs at Virtually Anything is Possible.

Event Web Sites Need to Embrace Social Media Tools

2008-10-09T06:47:00.001-04:00

Blogging, tagging, flickr, RSS, digg, delicious, feedburner

Dive In and have your event be found, found, found

Are You Touching Your Prospects 7 Times????

2008-09-08T17:35:00.008-04:00

At the ASAE Annual Meeting last month, Todd Charlebois (president of Attendance Marketing) presented an informative session that reminded me of a basic concept.

Do what you can to "touch" your audience 7 times in your media mix.

OK--- be truthful --- can you count them --- do you have 7 touches to your prospects in your marketing plan? Do you get them all done? 1,2,3,4,5,6, and 7 ---sending all 7 as emails does not count! These days when email broadcasting is easier and cheaper than print --- make sure you use the mix -- email is not the whole answer!

Mix it up -- Direct mail, fax (yes fax still does exist), email, editorial, advertising and word of mouth. We recently brought back postcard decks--- which our exhibitors love. Our decks are handled by AES Marketing -- they sell well and we mail 3 decks a year to our key prospects.

In his session, Todd went on to say some interesting stats--Here is his article Getting the Most Out of Your Marketing Spend.

I work with a outstanding marketing manager - Erin Lee - and she creates a visual for our marketing plan that outlines the out timeline and each major "touch" --- she rocks. The visual she creates is an excellent method to bring our team members together when we need copy and have production deadlines to meet.

Double check your plans --- 7!

Exhibitors are Changing

2008-09-01T21:27:00.000-04:00

Exhibitors are Changing

Exhibitors are demanding more.
Exhibitors are continuing to focus and examine their budgets and cost justification, tracking ROI, a need for more value
Mergers and acquisitions is reducing the client pool

What Can Event Organizers Do to stay in step?

Listen

Strengthen relationships

Over deliver on value

Generate new and interesting attendees

Provide exhibitors more access to attendees

Keep on trucking...

Content Marketing for Associations and Events

2008-08-13T23:38:00.002-04:00

Lately, I have been thinking (and planning) about extending content from sessions at our events.

In part, I have this focus because I am preparing for a session presentation at the ASAE Annual Meeting.

The more compelling reason for my thoughts is the revenue potential and the brand extension that we should explore as an event as an association.

In diving into the topic of Content Marketing, I found a great resource website, Junta42.

Junta42 lead me to a blog from the late Peter Banks, of Penton Custom Publishing.

Peter wrote:

The way to preserve the value of membership (and entice your nonmember subscribers into joining) is not to hoard benefits and services, but simply to write a better value proposition for today. Value will be based not so much on the content you possess but on the context you deliver--a social environment that helps members sift through the deluge of professional information they receive and find the nuggets that help them improve their professional and personal lives and perform their jobs better now.

The Elements of Content as described by a nifty firm in Chicago- Imagination.

Engaging content achieves goals and objectives set forth in an overall strategic plan.
the above pic shows how Imagination recommends we evaluate a marketing or branding opportunity against each of these elements--value, sustainability, differentiation etc. The right mix of content will contain most, if not all, of these elements.

Now, how do we relate this all back to the association world? We can start by thinking of our association web sites as an opportunity to connection and exchange content (and not as a vault).

Then we can challenge ourselves to creatively package and publish the content we own - especially event session content. As Peter Banks pointed out - value is not all about the content but the context. So how do we create the right context?

More random thoughts later as I figure this out!

Attendee Surveys

2008-08-13T21:22:00.002-04:00

Call me sick, but I love pouring over our attendee and exhibitor survey results!

Our survey partner, Exhibit Surveys, always seems to deliver the results on a Friday---so I sit my Edith Bunker chair at home (with a glass of wine) and read away. The open-ended question responses actually have voices in my head as I read them. As I said, sick.

The insights you can gain from the attendee survey is huge. Value of the event? How much time spent on the exhibit floor vs.the prior years? Products they were looking for?

Today, BD Metrics, provided us insights into the searches conducted in our attendee personal planner tool, myBIO. From the results, we are able to see attendee searches vs the exhibitor category ratio.The gap between the "looking for" and "exhibitors"tell us the exhibitors to grow!

Great Exhibit Hall Traffic Builders

2008-08-09T23:51:00.005-04:00

We all need fresh traffic builders!

I love this idea - in the Exhibit Hall - Last Designer Standing --- Chef Challenge

Way to Go AAHSA -- great ideas to tap involvement, sponsorships and traffic builders

Marketing Meetings Using Your Association Mission

2008-08-09T23:14:00.002-04:00

Market Meetings Using Your Association Mission

Before discussing the four M’s—meeting, mission, marketing and membership—let’s talk about everyday life.

Imagine walking home from a great neighborhood cocktail party, feeling quite connected to where you live. You have lived in your home for more than seven years and have received several invitations to gatherings, but this is the first time you have chosen to participate. You are busy with family, work a great deal, travel often and you just haven’t gotten to know your neighbors as quickly as you intended.

At the party, in a neighbor’s home that is the same model as yours, you were impressed with the modern décor and intriguing books on the built-ins (they seem to actually read outside work) and you loved the progressive music playing from their satellite radio.

You meet a retired couple who live four doors down from you. You have always admired their garden, koi pond and the backyard waterfall you can see when you take the dog for a morning walk. During the conversation, you pick up great gardening tips and the name of a lawn care provider. Before you know it, you’ve spent an hour enjoying their company and have gained useful knowledge. They even offer to lend you their tiller for that new garden bed you’ve been planning for five years.

The couple complimented you on your well behaved, handsome dog and the nifty mailbox you brought back from London, while on one of your work trips hosting an international conference. You feel good that you’re not completely anonymous to them.

Also at this surprisingly delightful neighborhood cocktail party, you sample the most delicious duck pate (something you’ve meaning to taste for a while), pick up the name of a reliable dog walker and get the number to order free mulch from the county. Even better, the hostess e-mails the pate recipe to you from her kitchen PC as you converse and get to know her better. You learn that she and her husband work for the Peace Corps, focusing on the African AIDS crisis.

You leave the party delighted that you don’t need to cook dinner, inspired to dig into your garden and eager to begin reading the spy novel you borrowed from your host.

A few questions as we move on to tackling the four M’s:

1. Next time you receive an invitation to a neighborhood event, will you attend?
2. When it’s time to prune your crape, will you chat with your gardener neighbor again to make sure you snap all the limbs down to the nubs, as she recommended at the party?
3. When you receive your next Peace Corp request for support, will you be more likely to donate?

Today, we live in a world where consumers are motivated by personal recommendations, personal touches, social causes and first impressions. We have become a world where resources, people and references are a few keystrokes away—and easily accessible—on sites such as Google, Facebook and LinkedIn.

As Association marketers, we need to understand and take advantage of opportunities to be personal, relevant and accessible at any given time. Our mission, core values and good works need to be transparent in every communication.

The spirit of why we exist can be our biggest strength, if we package it well and build it into our culture, brand and outreach. We need to offer a personal touch, creating strong connections that will pay off with member loyalty in a marketplace where loyalty is scarce.

As event planners and marketers, new opportunities have arisen that allow us to position events in such a way that we convince and impress first-time attendees. The next time they receive an invitation, they will happily come because they enjoy spending time with you—they feel inspired and motivated to stay engaged and support other events you have to offer.

Ultimately, you want to be admired for your good works 365 days a year. You want to be viewed as progressive, modern, smart, resourceful, social and connected. You can be global yet local at the same time. You can be their neighbor. How can you connect the organization mission and vision to your events such as during the annual conference or international convention?

Using Your General Sessions to Showcase Your Mission

2008-08-01T23:04:00.002-04:00

When was the last time you had goose bumps? Coming out of a cold pool or lake? Space Mountain at Disney? Thriller movie? Your annual meeting general session? How about when you last shed a tear? Seeing a GI in the airport say goodbye to family? During a chick flick? Or at your annual meeting general session?

Yep, it’s possible. I’ve seen it done. My former colleague, Sharon Sullivan, VP of Conventions and Marketing for the American Association of Homes and Services for the Aging (AAHSA), is excellent at creating general sessions that make the AAHSA mission shine. For years, Sharon has been creating general sessions and convention themes that inspire, motivate and don’t leave a dry eye in the room. How and why does she do it?

The AAHSA attendees serve one of the most needy population groups all day, all year. Their communities, Continuing Care Retirement Centers, assisted living centers and home day care facilities, never shut down or take a break. They experience high turnover in leadership and management. The AAHSA Annual Meeting serves as four days of inspiration—respite care, if you will—for management that needs praise, focus and motivation. They know that AAHSA works hard year-round to advocate for realistic healthcare policy for the aging and quality of care for all.

During her annual meeting, Sharon pulls at the heart strings, motivates the attendees and helps them take stock and celebrate. She brings in local singers, bestselling authors, policy makers and global thought leaders to inspire and expand the AAHSA mission. You do a wonderful job, Sharon.

Granted, not every audience will respond to the approach that Sharon takes with her event. Other groups, like a scientific society such as the Optical Society of America (where I worked for seven years), use scientific awards, medals, society leadership structure and speakers who offer scientific insights to attract audiences and share their year-round mission.

Whatever stylistic approach you take, you have a huge opportunity to use your event to share your Association’s year-round mission and vision. Share your milestones, accomplishments and activities. Present your advocacy work in an uplifting and engaging fashion. Proudly show off the blood on your nose you earned as you fought a legislative a battles on the state capital steps—even if you didn’t win this one particular fight in the end. Squeeze your creative juices, preplanning and experimenting with different formats. Your events can showcase your mission and make your event marketing and membership recruitment work year round.

Make Use of the High Places

2008-07-09T22:37:00.003-04:00

I work with the best operations folks --- including the talents of Freeman Decorating

Here is what is referred to in the office as BAB - big axx banner!!!

Also --thanks to the talents of event photographer, Stan Einzig, of OscarEinzig - who is willing to go our on a limb for a good shot---

Don't Forget About Seating

2008-07-09T21:09:00.000-04:00

Barnes and Nobel has done it to us! Starbucks too!

We expect seating - and hang out areas!

If you want an easy and quick value win with your attendees -- double your seating!

In the Exhibit Hall, in the lobbies, decks, porches, hallways! Get them sponsored if you need!

Attendee Bags

2008-06-09T21:55:00.000-04:00

Now --ordering attendee bags is tricky --

You want a bag that will jazz your attendees, please the sponsors and give your brand a boost.

In addition, it you sell or have inserts in the bag, you want a bag that can be opened and stuffed easily.

I have learned along the way to find a supplier with connections to China --- so to get a good price.

This photo proves that you can stand out with YELLOW bags!!!

Show the Passion

2008-05-10T22:09:00.001-04:00

A Jedi Mailbox! The USPS hasa toughroud right now--- with consumers using mail less and less,but this project
had some fun in it!!!!

Love what you do - do what you love

Show the Passion

Flickr photos and why

2008-05-04T21:23:00.001-04:00

Two years ago, we added Flickr to our event web site --- an easy win!

See a few examples here.

See our photos here.

With attendees posting and ourselves, the Flickr tool is easy,convenient and fast to get the event photos out there!

A picture says a thousands words. K.I.S.S.

A Glance Changed My Whole Approach

2008-04-01T21:56:00.002-04:00

On my drive home tonight, I had a one moment glance that changed everything.

The traffic was thick coming right out of the District -- of course, I had left myself just enough time to get where I needed to be --not a minute to space. I had no time for the bumper-to-bumper traffic I was experiencing. Ugh.

Then -- my whole approach all changed when I glanced over and saw the beautiful cherry blossoms. I mean beautiful and in full bloom ---

An attendee at your event can have the same experience --- one small interaction can change their whole impression.

Still Loving Linked In

2008-03-26T22:36:00.001-04:00

To follow up on a previous post ---- Linked In is delivering!!!!

With very little effort -- the news of joining our event Linked In page has spread.

We have more than 500 new email contacts because of the Linked In page we created for our convention.

Little effort = great return!!! No complaints here.

http://www.bio2008.org/subpage.aspx?pagename=cv08_mybio_LinkedInFacebook

Think and Drink- Hello My Name Is

2008-03-10T22:33:00.000-04:00

As an event marketer - I am often being asked by program, education session, operations colleagues to help with new events, programs, formats etc. I love it. Naming new stuff -- promoting fresh stuff....

Well last year, on the event I work on --we needed more smaller networking events. Forums where attendees can feel more special and not in a big crowd.

So along the way, we learned about pub (yes, beer) events where scientific colleagues were gathering at a bar to discuss a specific topic. The organizer of these is an international scientific publisher who is using these small gathering to brand themselves among the thought-leaders.

Good strategy. Budget = the first round of beers.

So -- we took this initial idea and decided to host a few "Think and Drink" sessions at the end of the day in the lobby as they exit to the shuttles, taxi etc.

"Think and Drink" was our initial working name but along the way -- it stuck. Simple. Descriptive. Not offensive.... all the right characteristics of a good product name.

Our budget = 75 beers (the moderator ended up buying the next round)

What a hit!

The Prospect File

2008-03-04T21:00:00.000-05:00

OK, I am a bit different, but I love evaluating and analyzing attendee data.

Once we have a few key profile demographics in place for the desired attendee profile like job title, company size, location and buying power, we can sort sorting what we know!

Compiling, dividing and analyzing records of who are our core attendee customers, who attendee every so often and who is a member but have never "voted with their feet" is time well spent for me.

I think of it this way:

who will we spent our precious postage dollars on?

who are are very loyal that we can try to motivate to be our grass roots promoters and "forward to a friend?"

who is regional (within 50 miles) that can fill up the exhibition?

Once the prospect file is created, my best pal is the data manager. Sorting, measuring and finding the trends takes a good data miner. I won't share the name of mine because he is too valuable to me!

Selling Attendee Benefits vs Features

2008-02-27T08:11:00.001-05:00

As a marketing leader, it is important for you and your team to produce copy that focuses on the benefits to the attendee. Selling the features of your event is easier --- Writing the copy with the attendee business needs is harder ---bur much stronger to the reader

All team members should be selling benefits not the event features---

Below are two examples--- actual copy I stumbled upon (changed a bit)

Don't
Copy that is selling features and not benefits:
You Should Attend:
· ministers from over 50 countries
· 285 speakers on wind, solar, hydro, geothermal, biomass and biofuels
· Schedule one-on-one networking with the 200+ exhibitors
· Interact with 30+ sponsoring companies
· 11 international pavilions
· Two major receptions
· 60+ Official Side Events
· Over 100+ media reporters
· Multiple product launches

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Download 2008 Event Quick Facts

What I Learned About Grass Roots Recently

2008-02-20T21:36:00.001-05:00

It has been a month since my last post ----- I have been occupied with fighting a local school boundary change issue that was going to adversely effect our sons' school - the neighborhood school that 60% of the children walk to---

Luckily, the radical proposal from the Superintendent did not pass.

In the 5 weeks process to rally our neighborhood, civic association, and school, I learned a few items that can be applied in the event management and marketing business---

1. Make sure to have communication channels in place when you need to act quickly

- listservs, web site updating, broadcast emails and local flyers were all used to keep the community up-to-date with fast acting issues

2. Have a small leadership team that has their ears to the ground and knows how to operate in the system so you can be one step ahead.

3. Inspire citizens to speak out and make a difference - keep the messages simple and easy to follow. Our messages were - don't make our walkers into bus riders, dont divide our community and reduce our school's diversity. Encourage diverse voices ---

If you are mad or your speaker is mad - have them give the "mad" speech in front of a mirror and get it out of their system.

4. Bring the media along -- make the media information calls early so they view you as a source.

I was surprised to find the reports responded very well to their newspapers story online submission tool. The reporters also answered their phone.

5. Create a media event, where appropriate -- be creative - We walked 70 children to school to protest the proposal to turn walkers into bus riders. We attracted 3 newspapers, and 3 tv stations.

The issue was local and we kept our efforts local. Homemade signs were used during the walkers protest. A variety of local speakers spoke at the school board meetings, and we used personal connections for meetings, information and to have our voices heard.

Our school stood above the rest because we were open, problem solvers and stayed on message.

A Network Instead of a Vault

2008-01-25T11:55:00.000-05:00

I love what I just read on a Mark Vamos Fast Company blog posting from the Davos World Economic Forum.

In discussing "user generated content " - now referred to as UGC - Mark Vamos reported that Jeff Jarvis, editor of the Buzzmachine.com said that going into Phase 3 of USG - companies needed to see themselves as "a network instead of a vault."

Brilliant. Spot on. Great analogy!

This is right in line with my thoughts that event web site will evolve into feeling more like a cocktail party than a virtual brochure with a tad bit of ecommerce such as online reg and planning tools.

As event organizers we really have to get 3 dimensional in our organizing of of value offer--- and craft of websites to match this 3D effect. By 3D, I mean really have some depth to our offer to help network and connect attendees.

Any thoughts on this matter?

Social What?

2008-01-16T08:45:00.000-05:00

Today on Marketing Profs.com David Nour from Relationshipeconomics.net wrote:

"As a leader, you can pretend that MySpace and Facebook are for "kids," LinkedIn and Second Life are simply "fads," and that the status quo will suffice, or you can embrace social networking as a strategic, intentional, and thus quantifiable asset in driving profitable revenue growth, winning the global war for talent, and the constant evolution and integration of highly optimized global processes.
So I ask you again—what is your social networking strategy?"

As an event marketing professional -- we all have to stay fresh and dive into marketing tactics and strategies that are right for our audiences. In 2007, we tried some tactics that really, really worked for us and others that did not pay off. I do have to say--the social networking tools that we now have underway are only the tip of the iceburg for us in offering valuable connection points for our audiences, member and prospects.

Dive into your social networking strategy in 2008!

Visitors vs Registrants - Your Web Site Conversion Rate?

2008-01-06T20:37:00.000-05:00

According to the 2006 IAEE State of the Industry Report, 97% of trade shows have online registration.

How many visitors does your web site receive in a week? How many registrations?

If they are visiting and not registering - can you tell the visitors pattern?

It is worth a look!

Since I have been scanning and receiving RSS updates from blogs, I have very much enjoyed a Invesp Blog, a marketing and conversion optimization blog

Today, the blog linked me to a great tutorial Conversion Rates 101.

Dive in - and then take a look at your own conversion rates.... I know I will!

Technology Impact on Events

2007-12-27T22:24:00.000-05:00

When contemplating the question
"How is technology reshaping trade shows?"

I came up with this list (from the attendee side)

1.Targeting audiences and creating interactivity
2.Driving valuable connections via social networking tools
3.Aligning email & web strategies
4.Providing relevant user content

The Results = Increased Attendee Value

Event Hangout Areas

2007-12-04T20:04:00.000-05:00

Over the years, I certainly have observed many attendee behaviors. Simply put, they need a spot to hang out. Starbucks certainly gets that....

Look what my pal Rich sent me today from his commute to his NYC office. I can hear it now..."Let's meet at the LOVE and we will decide where to grab lunch."

Based on on 2006 attendee research done by the good folks at Exhibit Surveys, we learned that our event attendees were thirsty for more attendee networking and casual meeting space. We needed the LOVE.

So with the help of our general contractor, Freeman, we created a wonderful globe which had places to hang out, view videos of biotech innovations around the world and more. On the first day, attendees had agendas to fill so the area was not busy. Staff was worried that our hang out area was a flop. But not me. It happened. When those convention feet were tired, attendees said "meet me at the globe." It worked. The globe helped us create a hangout spot, more networking and a memorable special event.

At the recent BIO International Convention, the BCEC lobby in Boston was just screaming for a special event or gathering spot. The 2006 ASAE Annal Meeting a the BCEC created a living room feel.

Create your space.

p.s. If you want to rent the globe - Freeman has it! Contact Dominick Espisito at Freeman Anaheim office.

Don't Over Look the Other Category

2007-11-25T22:39:00.000-05:00

We all have it on our reg forms....

After all the attendee job titles that we could possibly think of....we insert "other."

Well, when I was new in my marketing post at CES - I spent some time with the "other" category and it was in fact the yellow brick road and the future of the show. The titles and companies from the attendees listed in "other" were amazing.

CES was and is a retailer show. But in the "other" category were corporate buyers from Fortune 500, government, counties, countries and more. Under further investigation, they were buying CE products in bulk but just not retail. This lead to a whole strategy and show focus on non-retail (and very important) buyers.

My advice - take a look at the attendees choosing "other." What trends do you see?

The Cocktail Party Web Site

2007-11-15T19:25:00.000-05:00

Is it a cocktail party or a web site?

share opinions

information

expertise

collaborative hub

marketplace

marketing platform

partisapatory journalism

Since I visit more web sits than cocktail parties (although my husband and I do enjoy a good party)

Let me share my fuzzy vision of the event web site of the future....

Sharing opinions, information, expertise

collabortive hub

marketplace

platform for discussions

partispatory journalisim

Five Ways to Drive Higher Event Satisfaction

2007-11-15T06:59:00.000-05:00

I found a good outline to consider in a white paper produced by nTAG I have never used their services but I am always a sucker for white papers!

In Five Ways to Drive Higher Event Satisfaction (you have to give up your identity to download the white paper) the five key factors uncovered are:

Networking activity at the event
Session experiences
Executive engagement (measuring the business card exchange factor)
Meaningful interactions (the contacts you were very pleased to make)
Early affect (if the person came into the event with a good approach to the topic or industry)

I like the list and over my 20 years around trade association events, find it to be very true. Satisfaction ratings are a combination of factors an event organizer can control or not. Most factors we can "prompt" but the attendee does have to add their energy and personality.

There are good ideas on making meetings memorable, creating networking interactions (cross pollinations) in the PCMA Convene Magazine October 2006 issue "Making Sparks Fly"

As an event marketing professional, I find myself involved in helping to shape events, activities, programs and partnerships that address 1-4 on the list. Now with social networking tools, we can do more of these activities before the event too. Now for helping with #5....no can do....

Creating Brand Personality

2007-11-12T23:20:00.000-05:00

While working at the Consumer Electronics Association on the CES event, I was convinced that no matter how many exhibitors involved in a show, show management needs to have a personality behind the event's good works.

By way of personality, I mean that the key event staff needs to be known as people working hard, spending budget efficiently, focused on exhibitor issues and challenges, in touch and creating value.

In the case of a not-for-profit trade association as owners of an event, promoting the mission on the organization and the good works the event net proceeds creates is a great asset.

The recent Expo Magazine article the Wizardy of Web 2.0 pointed out a terrific blog by the show managers behind the National Stationary Show

I love it i love I love it and here is why:

1. Creates personality for the show organizers - and boy do they have it
2. Highlights and demonstrates their passion and hard work behind the scenes
3. Creates a caring environment to the exhibitors
4. Highlights product and new ideas
5. Has fun and energy

The NSS Girls have done it right! Congrats Arque, Jess, Kelly, Rosanne & Patti!!

2007-11-12T13:47:00.000-05:00

Veteran's Day 2007
Thank you to all who are currently serving our country and those who came before them.
God Bless America.

2007-11-10T08:14:00.001-05:00

Adding a you-based personal planning tool is an excellent value add for attendees. The tools place the attendee in control of personalizing their event, planning their time, making vital business connections and choosing their educating wisely.

This is classic social networking.

If attendees arrive to your event with a more informed schedule, appointments, exhibitor visits and more, you are more likely to have them leave with their business needs meet and value high. Securing their second attendance will be a breeze!

At BIO, we have partnered with BD Metrics and implemented myBIO, an attendee personal event planner.

Our first year user stats were over 50% use, and thousands of personal maps printed.

For 2008, we are including a event search tool= more on that later.

Onsite Networking is Valuable

2007-11-08T22:40:00.000-05:00

Bird of a Feather flock Together! I have seen this to be true so many times.
If you have various professional titles in your event, do what you can to create niches on site so folks can networking easier. Happy hours, receptions with special meeting areas. Groups within groups..you get the idea. Sometimes you have to buy the first round.....but it pays off!

Create maps as needed.

Linked In

2007-11-07T22:35:00.000-05:00

Linked In is a easy and no cost way to try social networking. You'll gain new prospects too!

Your Event Value Proposition

2007-11-07T21:14:00.000-05:00

VALUE

What pressing business challenge does your event solve for an attendee?

What is your prospective attendee's top 5 pressing business challenges?

How does your web site, direct mail, event theme address those challenges?

These are key questions not to lose site of......

Here are a few event web sites that I can see convey their event value proposition well. Some are graceful and subliminal depending on the style needed for their audience.

Outdoor Retailer Winter Event

International Boston Seafood Show

Consumer Electronics Show

Produce Marketing Association

Let me know of other event web sites that address attendee pressing business challenges....

Leverage Your Greatest Asset - Attendee Knowledge

2007-11-06T21:30:00.000-05:00

Have you ever read an article and kept carrying it around, reread it several times and then just can't stop applying the ideas to your current business challenge?

Beyond ROI Leverage your Greatest Asset - Attendee Knowledge by Joseph DiVanna

is just such as article for me. The article appeared in Event Solutions magazine which I am not sure how I received it....

DiVanne points out in the article that the old approach to conventions is Give and Get. Give registration money and sit in a big room and get education. His insights into the new approach is Give, Get, Exchange, Use.

On the exchange aspect, the most obvious trend I see is education room format changes . Round tables, discussion forums, panels, idea exchanges are all more open formats that are contributing to more attendee knowledge exchanges. At the event I work on, we created a Think and Drink at the end of day for folks to discuss topics with a beer on one hand and a moderated conversation on comfy coaches.

When a company allows an attendee to invest in attending an event, they expect the employee to interact, network, gain knowledge and immediately return and use these elements to address their pressing business challenges.

DiVanna's Figure 1 and 2 in the article are brilliant. The value proposition today of meetings takes on a new dimension. The environment, the exchange, content and context in addition to the attendee interactions with others add up be the value.

DiVanna could not be more spot on. As marketing professionals, we have to think of the whole process because during the event, you are working on the value and the attendee's next return to your next event.

Create the Brand Standard

2007-11-06T21:28:00.000-05:00

So often we dive into themes and graphics that we forget to create the brand standard and consistent event identity. Bruce Morgan of Fixation Marketing in Washington DC is a pro and I thank him for all he has done to create this event brand identity.

Using Pictures to Tell Your Event Story

2007-11-06T20:00:00.000-05:00

"A picture says a thousands words"

Adding a Google map, driven by your attendee data is not hard and can take your event message far.

View the full map

Another example of Web 2.0 interactive tools -- adding insights and interactivity.

I love Google!

Interactive Maps

2007-11-06T12:32:00.000-05:00

In my opinion adding an interactive map to your event map site is key. One great supplier is the Map Network. they have interactive maps that can match with print maps which is always strong.

their city maps are an easy solution too.

Syd Rivera can get your started.