APRIL 2010
THOUGHT-LEADERS SHARE CASE STUDIES AND BEST PRACTICES FOR VIRTUAL EVENTS
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“How will publishers and event professionals navigate the digital transformation occurring in today’s media landscape?” That was the question posed by John Failla, CEO of Tesoro Events, to the physical and virtual audience gathered for the American Business Media Events Summit on March 24. He likened the crossroads the industry is at with one that big box retailers faced many years ago, with the advent of online retailing. Successful retailers embraced technology to build their brands, drive more traffic to their physical locations and increase sales and profitability. Savvy event managers, he argues, will do the same.
Highlights and key points from the summit include:
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Technological and economic changes over the past two years have created the “perfect storm” for virtual events. These changes include the economic crisis which has lead to a reduction in travel budgets, attendees being more selective about the events in which they participate and exhibitors seeking greater ROI. Additionally, a dramatic increase in available bandwidth and exponential growth in web video and social networking are contributing factors.
Content is king. Content must not only grab attention, but also drive engagement. Make sure you have many choices and offer something for everyone. Although it’s more expensive, use video (not just power points and webinar formats).
Don’t underestimate the power of a great user interface (UI). The UI should be visually pleasing, intuitive, should simulate a face-to-face event and promote exploration and engagement.
Exhibitors should be educated about how to make the most of their participation. For instance, exhibitors who offer prize drawings, demos, documents, whitepapers, special offers, etc. get substantially more visits than those who do not. Also, be prepared to hold your customers’ hands through every aspect of building their booths.
When marketing virtual events, don’t get too caught up in the features. Remember, even though your event may be “free” and doesn’t require travel expenses, your prospect’s time is valuable. You need a compelling message and relevant content to convince your prospects to set aside distraction-free time to participate.
The technology is not perfect. Pick your technology partners wisely. Work hard to avoid, minimize and prepare for any challenges with the platform and broadband connection.
Don’t underestimate the work involved. Producing a virtual event can be as much or more work than producing a live event.
Click here to view the summit in its entirety: http://www.tvworldwide.com/events/abm/100324/
Speakers included: Tony Uphoff, CEO of TechWeb; Scott Pierce, VP of Digital Development at ALM; Maria Palombini, Marketing Director of Summit Business Media; Tom Cintorino, EVP of Digital Media at Northstar Travel Media; and Steve Palm, President and CEO of NewBay Media
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Click on the links to view.
Introduction and Overview
John Failla, CEO of Tesoro Events, gives an overview of virtual events and the American Business Media Events Summit in New York City.
Keynote: Tony Uphoff of TechWeb
TechWeb's InformationWeek has emerged as an industry leader in virtual events. Uphoff will share his keys to success for virtual event execution, with a focus on TechWeb's virtual event strategy, and offer tips on making virtual events work for your business.
InXpo Virtual Events Demonstration
Eric Biener, Vice President of InXpo gives an overview of their virtual events solution.
Tesaro Events - Virtual Event Business Models
John Failla, CEP of Tesaro Events, presents an overview of current virtual event business models.
Virtual event Business Models with Scott Pierce of ALM
In the last 6 months, a clearer path to profits from integrating physical and virtual events has emerged. Learn what approaches have been most successful at delivering value to attendees, sponsors and organizers.
On24 Virtual Events Demonstration
On24 demonstration of real virtual event examples and successes.
Virtual Event Marketing Best Practices
As reduced travel budgets are impacting event attendance, organizers must execute effective integrated marketing programs in a flawless manner. Learn how at this focused session on marketing best practices for both physical and virtual events.
Virtual Event Best Practices
Hear from one of the most experienced practitioners of virtual events in the industry. Tom Cintorino, EVP Digital Media, Northstar Travel Media will share his insights on virtual event best practices and the keys to success in virtual event execution.
Closing Keynote: Steve Palm, NewBay Media
Trade publisher NewBay Media partners with the industry association NAB (National Assoication of Broadcasters) to provide a Virtual event as a preview of the NAB Show. Hear from NewBay’s CEO regarding this partnership.
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