The Center’s blog has moved to blog.iceem.net – check it out!
The Center’s Blog Has Moved!
October 19, 2009From the Mouth of a Geek: Why Events are Important!
September 22, 2009Blogworld 2009 has a series of blog posts about its upcoming event in 15-17 October in Las Vegas. The one posted yesterday was very appealing for us who are advocates of face-to-face marketing. The author is a renowned blogger, Chris Garrett who is in the business of blogging and new media. You can find him here:http://www.chrisg.com/.
I want to comment on some of the points in his blog post. His vantage point is one of an attendee who is taking the time, money and effort to attend a conference and trade show. This is a person who almost always is communicating in the world of cyberspace and to see how he embraces conferences is heartwarming.
With all the buzz and hype around social media, you might wonder why someone would go to a physical rather than virtual conference. What are the advantages of a conference over staying at home?
As someone who is an advocate of all things digital, and also someone who has been involved in his own fair share of webinars, teleconferences and online summits, it might seem strange that I am coming to you singing the praises of meeting in “meatspace”.
Chris then shares his five reasons for attending conferences. I have edited them (shortened them) but you can read the full blog post here: http://www.blogworldexpo.com/blog/.
His first point is about being an “authority” and how that can be built:
Speaking at conferences and meeting people in the flesh is a great way to build this authority without attempting to convince people that you are an expert. By being seen and networking at these gatherings you build a personal brand, especially if you give a talk.
His second point which I want to quote in its entirety speaks about the “human connection”:
Human connection – Meeting in person builds and deepens relationships much faster than online. Many people say the good stuff at conferences happens in the halls, and this is true very often. Connections I made in the early 2000’s are still surprisingly paying off today. At the time I thought I had done myself a disservice and that I had wasted an opportunity not being more forward, being as I am a complete introvert. In fact I must have made a small impression as opportunities came out of that nobody would have predicted. It’s not just me either, one of the fellow shy friends I already kind of knew but really enjoyed talking to in a quiet corner is now super successful in the SEO space. Don’t get me wrong, online offers cool things – after all I have still yet to meet in person my friend and Problogger book co-author but putting faces and voices to names makes you and the people you meet much more memorable and you feel a much stronger bond.
The third point is regarding “knowledge and ideas”
When you immerse yourself in learning your mind seems to open up and absorb much more. Your ideas are sparked in a way that I just haven’t found from books and the web. Each person you talk to is a potential mine of new facts, thoughts and ideas
Point number four is about the “experience” of being with colleagues who are not often seen in the daily routine. And finally his last item is about “escape” that the conference allows him to get away from the daily grind.
Attendees Make the World Go Around
The Show Organizer and the Exhibitor have a vested interest in having attendees come to the trade show and event. Here are some recommendations for each group:
Show organizers can create a buzz about the conference program by engaging past attendees who are attending this year’s conference – have them write what the previous event did for them. What impact did it have on their business? Use these testimonials for email marketing, blog posts, etc.
Communicate with your blogger community so they know who is speaking and a few details about what will be presented at the conference. Give them material that they can blog about on a regular basis. Have them help you build the excitement for the event.
If for some reason an attendee can not make it to the event, is there a way to provide them with some educational content from this year’s program? This action might solidify them for future conferences as a paying attendee.
Exhibitors have a responsibility of drawing an audience to the conference and trade show. To that regard, if an exhibitor has an executive on the program, this information should be communicated to THEIR audience with an invitation to come and hear what will be presented.
If one of their personnel is not speaking, but a colleague might be or a technology that compliments theirs is being presented, they should use this as a focal point and invite customers and prospects. Or they can provide reasons why they should visit their booth – make the attendee destination bound.
So what are you as an exhibitor or event marketer doing?
Pekowski and Pierce Part I
September 11, 2009
The Expo Group’s Ray Pekowski and Hanley Wood’s Shawn Pierce share their outlooks for events in the remainder of 2009, how to reach key buyers and sellers, and how organizers and suppliers can work together.
Watch now!
Bob’s Blog – 1
July 17, 2009BOB’S BLOG1: This blog celebrates the unique connection of exhibitors, event marketers, show organizers and suppliers in ICEEM. It presents issues, news, trends, and best practices for all industry stakeholders.
* Isn’t it time to stop that “old thinking?” In case you didn’t notice, there’s a new industry exhibiting model and it’s time to recognize it. Back in the Seventies, when I managed United Technologies’ annual program of 260 trade shows and events, show organizers never bothered to visit us and talk about our corporate marketing needs. In fact, the relationship between exhibitors and organizers was often characterized by tension, lack of trust, and strain. Sometimes mega strain! But this started changing in the Nineties, as organizers got more enlightened and started listening to their exhibitors – and not just the big ones. They put more emphasis on the Exhibitor Advisory Committees. They acknowledged that show success relied upon the cooperation of exhibitors, contractors, labor, and the attendees. There was an increased emphasis on education at our events. With this, a new paradigm emerged and it is still in the process of evolving. What baffles me at this moment are the industry folks who still see the relationship between organizers and exhibitors as “us” versus “them.” While we haven’t reached “the promised land,” our industry has matured, relationships have evolved, and there is a much better level of communication and collaboration. I believe this portends an even better future for all of us stakeholders in exhibitions and events. Am I out in the ozone on this? Let me know your thoughts about this and any related issues you have!
* Trade shows & events are more important in this economy: Face-to-face marketing at trade shows and events takes on greater importance now that over 6.5 million people are out of work and thousands of companies are closed down. This means there is a much smaller universe of buyers and sellers participating in trade shows. The good news is that exhibitions are now attracting attendees with massive buying power. Just talk with any exhibitor today and you’ll hear success stories in every business sector. This old adage means more now than ever before: your company can make more good contacts in one hour at a trade show that is possible in days of direct selling or following up Internet hits.
* Good news from CEIR: The Center for Exhibition Industry Research has a lot of information to help your efforts to justify the importance of exhibitions and events with your top management. For example, CEIR studied trade show leads and found they cost $96 apiece (your eyes are not playing tricks), whereas other types of sales leads involving personal contact (sales calls, etc.) cost $1,039. Sixty-eight percent of exhibiting companies say that it takes fewer sales calls to close a sale because the potential buyer was able to meet face-to-face with the sales or tech staff in the exhibit. Finally, 67 percent of exhibitors agree that trade shows increase their corporate and/or brand recognition – a very positive by-product of exhibiting. (www.ceir.org)
* Just when you thought you’d heard everything: Ryanair, the low cost Irish airline, is considering flights with some passengers standing up to save room and money. Actually, passengers won’t be standing – they’ll be sitting on a stool and strapped in for take-off and landing. Another low cost airline, Spring Airlines in China, announced a similar plan. It’s just like hopping on a bus, they say, ‘no seat, no luggage, no food, no water.’
* Parting thought: “Intellectuals solve problems; geniuses prevent them.” Albert Einstein
Bob Dallmeyer CEM is Past Chairman of both the International Association of Exhibitions and Events (IAEE) and the Trade Show Exhibitors Association (TSEA), as well as a former Director of the Center for Exhibition Industry Research (CEIR). In 2006, he was inducted into the Convention Industry Council’s “Hall of Leaders.” He is a columnist for Trade Show Executive Magazine. Contact him: bob@bobdallmeyer.com
