Technology and Meetings in the Future
12
Build A Successful Social Marketing Plan
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This interactive Experient e4 Tech Panel discussion, moderated by Stephen Nold, President of Advon Technologies and publisher of MeetingTech Online, addresses the impact of social networking on the events industry and what’s next.Panelists: * Nicole Buraglio, Hanley Wood Exhibitions * Mike Immerwahr, Microsoft * RD Whitney, Tarsus Online Media
Transcript of Technology and Meetings in the Future
Build A Successful Social Marketing Plan
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So the story goes…
Social Media solved all industry woes…and more…
}Increases Exhibitor Leads
Eliminates Hospitality Attrition Clauses
Makes Attendees Happy
Eradicates Warts
Cures Cancer
Solves World Hunger
Key ingredients assembling (at the right time)Tarsus Online Media
How to cause the reaction
1. WaterThink the shift
2. HeatThink the next 2 days at e4
3. Plumbing Think your organization and growth!
Ingredients to create intended geyser:
“Push” marketing is increasingly fruitless
Fact: Your customers want to be in control of what they pay
attention to
Fact: Your customers ARE in control of what they pay attention
to
Fiction: Current marketing structures (and organizations) are
structured to handle this shift
You can not rely on growing events by developing static marketing and pushing it out (mail, email, telemarketing)
Tarsus Online Media
Ingredient #1: the shift
Why is this shift happening? Email boxes are full and spam filters are getting intelligent
People are too busy and people want to be in control
Mail is not “green” and postage is too expensive now
Customers are being conditioned to find anything they want at any time
We are witnessing rapid marketing evolution. Will you evolve?
Tarsus Online Media
Ingredient #1: the shift
A perfect storm for traditional marketing ofevents, but also an opportunity…
Also a shift in access to market
People expect easy “pull” and more and more they are resisting “push”
Mail is too expensive, and increases the carbon footprint
Recession squeezing marketing budgets
More email being pushed than ever
Customers getting frustrated and open rates going lower
Customers expect to be able to find anything, at any time
Customers becoming more empowered to control messages they receive
Customers helping to create communities (you support what you help build)
Tarsus Online Media
Engage Your AudienceEngage Your Audience
Track The ProgressTrack The Progress
Make Some Money On It!Make Some Money On It!
Resources
• Tradeshow Week Event Tech Blog• Tradeshowweek.com/blog/stephennold• Rachel Wimberly Articles
• MeetingTechOnline.com• MTO Summit – Oct 21-22• IAEE Expo Expo• ASAE Toronto
