hybrid event community building strategy a pcma webinar
TRANSCRIPT
Hybrid Event Strategy
Dana Freker DoodyVP, Corporate Communications
The Expo Group
Copyright 2012 THEEXPOGROUP
60%
Average percentage of people who are more inclined to attend in person after experiencing virtually.
Don’t be afraid
80%
Average percentage of people attending virtually who have NEVER been to the trade show in person.
Don’t be afraid
Hybrids are fascinating
“Fascination is an intense emotional focus.
When customers are fascinated by you and your
message, they’re more likely to trust, believe, and respect
you.”
What does your organization want to achieve?Gain new sponsorship
dollars.Drive revenues.
Market to new audiences.Create buzz.
Position as industry leader.Involve attendee’s staffs.
Widen reach of content.
Have more fun.
ASHE Connect Goals
•Increase brand awareness
•Reach constituency not present onsite
• Provide an arena for dialogue
•Position themselves as innovative, forward thinkers
ASHE Connect Goals Achieved
•92% found the experience beneficial to work.
• 57% had never been in person.
• 32% are MORE likely to attend next year.
•97% would recommend a virtual experience.
Moving into the “How”
• Content determination
• Marketing plans
• Physical and online environment
• Partner selection
• Manage expectations
Always think: WIIFM
What’s in it for me the organizer?
What’s in it for the attendee?
For the virtual attendee?
What’s in it for your marketing team?
For conference content directors?