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WELCOME
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We make complicated things easy.
Simplicity is profound.
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Registration: 3-3:30 PM
• Introduction• Panel Session
Program: 3:30 – 5 PM
Networking Reception: 5 PM – 7 PM
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NETWORK:
N0Us
PASSWORD:
IAmAGuest
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#DCThinkThurs
@FreemanCo
WIN WIZARD TIX!
TWEET TO WIN!
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KING CAKE!
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MARCH 14, 2013THINKING THURSDAYS
Interested in Becoming a
Certified Meeting Planner?
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Keep Checking Back for Future Learning Opportunities!
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Reaching the Digital Attendee
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An Experienced Group …
28 Years 25 Years 44 Years 25 Years 21 Years
143 Years of Combined Experience
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143 Years Ago …
• It was 1870
• Ulysses S. Grant was our President
• Major League Baseball wasn’t in place yet
• Alexander Graham Bell was working on the first telephone ...
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Agenda: Reaching the Digital Attendee
• The Virtual Journey• Industry Dynamics
• Extending Your Reach• Virtual Applications
• What Does the Future Hold?• Results and Revenue
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The Virtual JourneyIndustry Dynamics
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Reaching the Digital Attendee
February 21, 2013
Chris Price, Vice President
Graphic Arts Show Company
Producers of GRAPH EXPO and PRINT
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Virtual Preview & Virtual Recap
GRAPH EXPO 2010Online Virtual events strategically integrated into the physical show Attendee
marketing campaign
GRAPH EXPO – A Virtual Preview August 19th and archived
GRAPH EXPO – McCormick Place October 3-6
GRAPH EXPO Virtual Recap November 3rd and archived
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GRAPH EXPO Virtual Preview Landing Page
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Networking Lounge; Moderated Chats; Multi-Lingual Support
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Resource Center for Additional Information
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Virtual Show Floor
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Virtual Booths & Virtual Booth Staffers
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Prize Center Drives Behaviors
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Fantastic Attendee MetricsGRAPH EXPO: A Virtual Preview – Live Day Data
Registered 1,102 Attended 327 30%
Average Time in H:M:SVirtual Show 2:59:08
Average Time in H:M:SEach Booth Visited 0:11:45
Presentation Activity 332 Unique Visits to Sessions
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The Good, The Challenges, and The Struggles
GOOD
• GASC Perceived as Innovative• Cutting Edge Marketing• Fantastic Metrics
CHALLENGES
• Awkward Browser Issues for Attendees• Low Attendee Registrations• Marginal Online “Attendance”
STRUGGLES
• Poor Engagement/Interaction with Online Attendees• Poor Transition of Physical-Online Show Components
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Interesting TakeawaysGRAPH EXPO: A Virtual Preview – Live Day Data
22 Exhibiting Companies on Virtual Show Floor
Exhibitor with Most Unique Booth Visits:Kodak – 143
Exhibitor with Most Time Spent in Booth:Xerox – 16 minutes, 18 seconds (average)
Physical Show Registrations from Virtual Attendees:153
Most Clicked & Consumed Link-Resource in Virtual Booths:
VIDEOS
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Building a Better Online-Virtual Mousetrap
Video Clips
Video Presentations
Blogs
Social Media
Map Your Show (Physical Show Planner) – Full Exhibitor Directory
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NEW GASC Channel
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Content Creation and Management
Exhibitors
At our Physical Show
At meetings
At other events
Co-location Partners
Seminar Presenters/Speakers
In-House Content
Awards and Technology Innovations
Attendees and Potential Attendees
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Video Clip Content
Exhibitors
Show Content & Attendee Testimonials
40-50 Event Key Contacts
Seminar – Session Presenters
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The GASC ChannelConsumption – Views
Launched 4 weeks prior to physical show
80 videos – over 9,000 views in first 5 weeks
Fresh content added weeklyNew content being planned & filmed
Expanded outreach to build viewership
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Extending Your ReachVirtual Applications
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What Does the Future Hold?Results and Revenue
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Final Thoughts
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Real World Examples: PCMA
2011 Stats•Las Vegas•3500 onsite•444 virtual attendees
2012 Stats• San Diego•3,800 onsite•600 virtual
112 virtual attendees converted to onsite attendees from 2011 ($995 x 112= $111,440)
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Real World Examples: PCMA
2013 Results Summary• 683 attendees participated in the Hybrid event• 70% of those who registered attended - far surpassing the 40% average benchmark
Who Attended?• 33% association meeting professionals• 15% independent meeting professionals• 9% corporate meeting professionals• 9% government, smerf and pco/amc meeting professionals• 34% were either suppliers or chose not to provide their affiliation• 266 members• 577 non-members• 21 countries represented
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Real World Examples: AORN
https://vts.inxpo.com/Launch/Event.htm?ShowKey=6650
• Very positive response from Attendees• Average log-in time per user was 2.75 hours
(excellent)• Exhibitors requested Sponsorship Opportunities