technology marketing today - it... · 2009-12-14 · roi by marketing channel 7% 28% 12% 6% 7% 28%...
TRANSCRIPT
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Tuesday , 10 November 2009
Erin Anderson
Director, Strategic Marketing
presented by
Copyright © 2009 GPJ All rights reserved
Technology marketing today:The change is digital.
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2Copyright 2009 GPJ - All Rights Reserved
Agenda
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• Change is here• Trends: Insights and observations• So, how are tech companies approaching events?• Case studies: how GPJ is currently working with IT clients• Summary: What now?
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Change is Here
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The Economy
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• Recession in the digital age• Budget cuts• Travel cuts• Potential further economic turbulenceand downturns• Flu scare
“In January 2009, more than 76,000 job cuts wereannounced worldwide in a single day.” – Financial Times,Jan 2009
“In March of this year, the World Trade Organisation (WTO)predicted that global trade will plunge 9% this year – thesteepest drop since the second world war.” – TheEconomist, March 2009
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“Over 30% of respondents in a recent eMarket study forJapan, UK, Spain, and the US agreed that the mobilephone is an extension of their PCs/Laptops. 4% felt it wasa computer, while 22% felt their mobile device was both aphone and a computer.”
- eMarketer, March 2009
“In December 2008 , Eurostat reported that 60% of allhomes in the EU-27 countries had Internet access and48% had broadband. This equates to 4 in 5 homes withInternet access in the EU-27 having broadband. In 13 outof the EU-27 markets, over 50% of all homes hadbroadband - including the UK (62%), Germany (55%),and France (57%).”
-Eurostat, December 2008
Technology
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“There are 1.6 billion people online worldwiderepresenting nearly 24% of the world’spopulation.”
- Internetworldstats.com, April 2009
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Two-thirds of theworld’s Internet
population are usingsocial networks or
micro-blogging siteslike Twitter
- Nielsen ratings 2009
Social MediaInfluence
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Newchallenges…
need new ideas andtools.
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How is GPJ working with technologyclients?
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So how are tech companiesapproaching events?
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How is GPJ working with technologyclients?
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Hybrid Virtual On-Demand
Physical + Virtual
Extend reach, spend, and duration
through virtual components
Virtual content may be delivered
Live or On Demand, and through
video or audio content
Use of virtual hybrid components
will vary depending upon physical
event activity and the event
Lifecycle stages (Pre-Event, During,
Post-Event)
Ability to leverage full range of
virtual content and media, as well
as virtual tradeshow / event
platforms
Virtual Only
100% virtual experience delivered
with a combination of individual
assets or through a virtual
tradeshow / event platform
To support and/or enable attendee
experiences not possible, feasible,
or prudent through a physical event
Virtual experience may be delivered
Live or On-Demand
Content may be extended to the
desktop or smart phone
Searchable and reusable content.
Maximize ability for attendee to find
and reuse content, thus driving
increased results.
Extends experience from event-to-
event.
Performance support tool to ensure
retention of messaging.
Ability to leverage full range of
virtual content and media, as well
as virtual tradeshow / event
platforms
Online EventVirtual Events: What are they?
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How is GPJ working with technologyclients?
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So how are we working withtechnology clients?
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Challenge
• Internal sales meeting - 20,000 invites
• Need to cut costs
• Deal with Cisco induced travel ban
• Leverage Cisco technologies
• Need to update and educate
The numbers
• 90% cost savings
• Participants from 89 countries spanning 24time zones
• 88 hours of consecutive sessions crossing24 time zones
• More than 13,000 active players of the(ARG)
Cisco GSX
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Alternate Reality Game (ARG) –The Threshold
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Micro Focus liveChallenge
• External customer event with only 33people registered to attend
• Need to update and recognisecustomer loyalty
• Recession and travel bans were thecore challenge
• Widen the attendee base
The numbers
• Registration exceeded by three timestarget• 3,251 views of on-demand sessions vsa target of 200• 11 times more white paper downloads• 98% strongly agreed they “understoodthe company direction”• 86% more likely to buy Micro Focusproducts after attending
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17
IBM IOD 2009
Challenge
IBM had two big business objectives: making sure theconference remained the flagship ‘go to’ event for Europe’s toptechnical and business leaders, practitioners and IBM’s businesspartners; and extending the IBM Information on Demandcommunity in EMEA.
Our end-to-end involvement drew on all GPJ’s services:marketing strategy, creative, event management and logistics,production, technology, registration, content and speakermanagement, sponsor management, networking receptions andevents.
the numbers
• 2,000 attendees
• Over 35 concurrent sessions
• Over 60 demos and solutions showcased
• Lead revenue target exceeded by 60%
• Positive social media responses of 83%
• 1,000+ tweets from the event, reaching more than 1 millionfollowers
• Over 90% of attendees said they’d attend again
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All is not Lost: face-to-face stillmatters!
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• Harvard Business Review Study – 2300subscribers
• “79% of respondents said that in-person meetingsare the most-effective way to meet new clients tosell business services and products”
• “Although technology is advancing to a pointwhere face-to-face communication is attainable bynot travelling, the side-networking, the sidebarmeetings, and the interactions are lost.”
• Harvard Business Review Study – 2300subscribers
• “79% of respondents said that in-person meetingsare the most-effective way to meet new clients tosell business services and products”
• “Although technology is advancing to a pointwhere face-to-face communication is attainable bynot travelling, the side-networking, the sidebarmeetings, and the interactions are lost.”
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ROI by Marketing Channel
7%
28%
12%
6%
7%
28%
7%
20%
14%
10%
6%
23%
7%
28%
9%
7%
8%
40%
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
Direct mail
Web marketing
Public relations
Broadcast advertising
Print advertising
Event marketing
2008
2007
2006
Source: 2009 EventView 2009 Technology Report , Sponsored by GPJ, MPI and the EventMarketing Institute
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Summary: What now?
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• Times havechanged
• Be digitally ready
• Events still matter!!
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Tuesday , 10 November 2009
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