what do we sell?, by chris brown, shawn pierce

What  Do  We  Sell?  

Chris  Brown,  EVP  –  NAB  Shawn  Pierce,  President  -­‐  Experient  

In  the  future,  will  we  need  registraCon?  

InformaCon  is  readily  available  

• Social  networking  sites  • Cell  phone  –  Bumping  

• Business  Cards?  

But,  what  informaCon?  

• Personal  Address  • Business  Address  

–  Startup  Entrepreneur    • Demographics  • How  would  Show  Management  get  this  data?  

How  Will  Data  and  Leads  Flow  in  the  Future?  

Personal Devices: Our Connection to Home and Office

Information

Connection

Entertainment

Transaction

TOO CONNECTED?

Expectation: Access to All (Data), Anytime, Anywhere

And . . . We Are Using Devices in New Ways

qrstuff.com

The Next Gen Brochure

Virtual Meets Reality: Augmented Reality

Fiction . . . Or Reality?

Sixth Sense: How We Will Interact with our Environment in the Future?

So  What  Does  It  All  Mean  Basil?  

(For Trade Shows and Events?)

Again  –  Changing  ExpectaCons  

•  Anywhere,  AnyCme    •  In  my  hand/at  my  fingerCps  •  InteracCve  •  Free  or  very  low  cost  •  Included,  or  bundled  •  Easy  •  Works  with  my  technology/my  apps  (not  proprietary)  

We  must  ENABLE  the  free  flow  of  data  .  .  .    

And  get  out  of  the  way.  

And  .  .  .  

•  Make  it  easy  (easier).  •  Make  it  work  with  what  they  (aSendees  and  exhibitors)  know  and  use.  

•  Make  it  interacCve/integrated.  

Should  we  charge  for  it?  

What do we sell/make? What do we own?

Back  to  Basil  

What’s  it  all  mean  for    REGISTRATION?  

Registration has already evolved dramatically

In  an  evolved  environment  .  .  .    Where  data  flows  free-­‐ly  .  .  .  

•  Should  the  data  be  behind  a  wall?  •  Should  we  charge  for  lead  services?  •  The  registraCon  model  changes.  

•  Including  the  business  model  (who  pays).  

•  SCll  need  to  capture  data,  and  sCll  need  to  tag  people.  

•  Just  need  to  move  to  higher  use  of  data.  

What  are  Other  Business  Models  for  Trade  Shows  

•  Exhibit  Space  +  Sponsorships  +  3rd  Party  (typical  model  for  our  industry)  

•  One  fee  (per  sq/]  or  booth)  all  inclusive  •  Very  low  fee  per  sq/]  +  a-­‐la-­‐carte  •  Fee  per  lead  or  brand  awareness  (impressions)  

•  Simply  accept  a  lower  margin?  

Q  &  A