Leveraging Content to Extend the Life of An Event Barbara A. Myers, CAE, COO, IMN Solutions LEVERAGE THE POWER OF THE NETWORK. IMEX Frankfurt 2016 April 19, 2016

Learner Outcomes To learn benefits of a year round event model. To develop a strategy for transitioning an event/exhibition to a year round experience.  To gain new ideas for specific tactics that can be implemented.

What is a 365 Day Experience? IAEE Future Trends Task Force – White Paper: Future Trends Impacting the Exhibition and Events Industry. Transitioning “episodic” events to year-round communities around specific content Implementing a digital media platform with the right mix of technology, skilled personnel, consultants, vendors and “content” strategy. Enables the show organizer, attendees, exhibitors, sponsors, presenters and prospects to engage before, during and after a live event (including, education, operations, promotion, sales, content, data, social media, face-to-face)

Benefits Counters impact of digital media’s 24/7 competitive interaction with fixed date F2F events Increases engagement (among all event stakeholders which value/ROI) Expands reach and generates impressions outside existing databases, lists, etc. Financial (revenue generation/cost containment) Addresses generation challenges and reaches “online generation”

Strategy and Planning Strategic Planning Goals Audience Assessment Marketing Execution Engagement Tactics

Strategy Identify events to transition from “episodic” to year-round communities aligned with strategic priorities and growth goals of the organizer Evaluate current digital media strategy and use Answer question - “What kind of value should I be creating for my audience year-round that makes the event the natural next step in their buying process?”

Goals Engagement/ Attendance Revenue Satisfaction Rating (increase stakeholder ROI)

Audience Assessment Show Organizer Exhibitor/Sponsors Attendees Speakers Non-Attendees Press/Bloggers Members

Marketing Clearly-defined plan Describe target audience Tactics align with audience Maximize registration opportunities Use social media to recruit, engage, and retain audiences Seek ongoing, persistent relationships with audience

23% Open Rate 60% Open Rate 14% Open Rate

Execution Evaluate internal/external resources Buy-in from organizational stakeholders Roles and responsibilities Strategy/goals, goal oriented tactical plan and time lines Budget Training Evaluate against goals

Engagement Tactics Communication Digital content and media: streaming and downloads SEM advertising: banner and text Microsites and similar event-branded websites – content hub! Content sharing: Slideshare, iTunesU, YouTube Email: both email marketing and updates/advisory Twitter (or similar) as back channel during presentation Propagation Blogs and similar one-to-many publishing platforms -Twitter, Facebook, association propriety social networks and other one-to-one engagement platforms #Hashtags RSS and other content syndication Participation Online/mobile gaming and sweepstakes Mobile-specific applications such as attendee networking/notification “Virtual/hybrid” events and content distribution (“remote” education, networking, etc.) Physical interactive touchscreens, interactive environments Augmented reality, enhanced reality Tablet-guided discussion — animations, imagery, diagrams NFC, RFID — lead capture, measurement Gamification QR Codes — more info, check-in’s credential exchange

Audience Interaction with Brands: Traditional Marketing vs. Content Marketing Traditional Marketing Content Marketing

Contact Us Barbara A. Myers, CAE Vice President, Association Services IMN Solutions bmyers@imnsolutions.com