1. 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

2. 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.

3. 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)

4. 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”

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

6. 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?”

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

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

9. 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

10. 23% Open Rate
60% Open Rate
14% Open Rate

11. 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

12. 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
both 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

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

17. Contact Us
Barbara A. Myers, CAE Vice President, Association Services IMN Solutions