FEBRUARY 2010
WIDGET MARKETING FOR
TRADE SHOWS.
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| You’ve heard all the buzz about widgets, but still aren’t exactly sure what they are, how they work or why you should care. Take heart, you’re not alone. Read on for some commonly asked questions and easy-to-understand answers. |
Q. What is a widget?
A. Essentially, widgets are modules of software that people can drag and drop onto their computer, a web page, a personal page of their social network or a blog. While the majority of widget-based activity has been on sites such as Facebook and on personal blogs, the widget world is expected to expand far beyond the realm of social networking as traditional media companies and web portals become more comfortable with user-generated and user-mediated content.
Q. Why are widgets so effective and widespread within the new web landscape?
A. Because this form of viral marketing provides an extremely good return on investment. Those event stakeholders who are willing to embed your widget on their pages become your marketing team. And while widgets do take some time and money to create and maintain, the deployment and embedding cost you nothing. Essentially, widgets are an extremely effective, low cost way of driving qualified traffic to your web site and creating exposure for your event.
Q. How can a widget be used to market
a trade show?
A. A trade show can create a widget with dynamic content to highlight show developments, keynote speakers, new technologies being launched at the show, industry news, new exhibitors and/or attendees who will be participating in your show, etc. Show organizers promote this widget to event stakeholders (exhibitors, attendees, sponsors, business media, industry bloggers, etc.) who, ideally, will download it to their web site, blog, social media page or desktop. Widgets are cool because they allow you to continually refresh your message and have consistent engagement.
Q. Are there any downsides to using widgets?
A. The placement of a widget may not always be favorable or provide the best brand presence. “Suitcasers” or unauthorized show vendors may embed your widget on their web sites as a way to legitimize themselves. Also, the cost of bandwidth may be significant if the widget provides a multimedia experience.
Q. How do I create a widget?
A. If your organization doesn't have the funds to hire a widget developer, there inexpensive or free options to provide widgetized content to your audience, including Widgetbox. The site not only provides a variety of widgets to browse for inspiration, but makes creating a Flash-, HTML/Javascript- or web-based widget as simple as possible. For the Flash and web-based options, users can simply plug in the URL to the content to be widgetized and the site does the rest. Those who want to provide blog content in widget form can create a Blidget
, or blog widget, in minutes. The blidget can be branded with a logo and a variety of colors, and instantly be made available to fans of your content. Ask your marketing agency for advice on creating the right widget for your event and distributing it to your stakeholders.
Q. What does the future of widgets look like?
A. Some experts predict that more and more web sites will be composed almost entirely of widgets. That’s because not only can site developers use widgets to easily swap content in and out of a page, but users can do the same, tailoring web sites to their personal preferences. And, in the process of constructing their personalized pages, site visitors provide publishers with key information about their information consumption preferences. |
 This is an example of a countdown timer widget for the International Baking Industry Exposition in 2010. |
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In honor of Valentine’s Day, here are a few things we love…
Reconnecting
with friends |
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(Left to right) Nicole Buraglio, Denise Paccione, and Pamela Miller at Hanley Wood Exhibitions’ successful SURFACES 2010.
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| Increasing attendance in a flat economy |
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| WMCLV announced attendance was up at this week’s Winter Las Vegas Market. Exhibitors reported increased purchasing and buyers enjoyed the Opening Night Reception, Alfresco: a Taste of Vegas (pictured). |
| Winning a bet! |
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| Bob Mollica, Boston Convention Center, shown here paying off his losing bet on the Red Soxs to die-hard Yankees fan, Kimberly Hardcastle. |
| Expressing our creativity |
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| Finalists in MDG’s holiday gingerbread decorating contest show off their creations. Jacquelyn Clair and Vanessa Espinosa tied for first-place. All entries were good enough to eat! |
| Finishing a long run |
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| Jacquelyn Clair (and Kimberly Hardcastle not pictured) ran the Carlsbad Half Marathon dressed in super hero gear. Kim will be running the New York Marathon in September, and is looking for running mates. Any takers? (Super hero costumes optional.) |
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