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
