Presentation Michael Heipel confex

Just the tip of an iceberg...

Current association marketing challenges

Michael HeipelExecutive Director Marketing and Event Management, WAN-IFRA (Paris / Darmstadt)Michael.Heipel@wan-ifra.org

International Confex, London, 1 March 2011

About me! Executive Director Marketing and

Event Management

! 50-60 international events p.a.

! IFRA Expo (Vienna, Madrid, Hamburg, Amsterdam)

" ca. 10.000 visitors

" ca. 350 exhibitors

! World Newspaper Congress and World Editors Forum (Gothenburg, Cape Town, Moscow, Hyderabad, Hamburg, Vienna)

About me! Passionate about event, trade

show and congress marketing

! Coach and provider of ideas

" Associations

" Congress, event and trade show organizers

! Blog: michaelheipel.wordpress.com

! Twitter: @michaelheipel

Current challenges for associations

Information overload?

Fierce competition in B2B marketing

Fundamental changes in information habits

Rapid creation/destruction of new markets

Since 2006 Since 2004

Extreme cost pressure

Intellectual property protection

Content distribution at speed of light

Low barriers to market entry

„ If the world is accelerating like this, your degree of

comfort depends on your ability to embrace change -

not flee change. “

John Seely Brown, previous Director of the

Palo Alto Research Center PARC, USA

Areas of activityAreas of activity

Content and information exchange

Face-to-face: Events,

seminars and trade shows

Networking, community, peer

interaction

Lobbying, government

relations

Certification, standardization

Membership fees

Advertising

Sources of income

Sponsoring and Exhibitions

Conference fees

Funding

Donations

„Classic“ event marketing concepts

Target groupsContent

Location / Logistics

Classic eventcommunications

Financialprocesses

Staffing

Milestones

Social Media Digital Services

360° Visitor Experiences

Vmax for Exhibitors

Social Media

! Content is King - but only through participation, sharing and authentic recommendations.

Dynamics of social mediaCollaboration

Participationhigh

Events

Dynamics of social mediaCollaboration

Participationhigh

Events

Social Media basic concept

Social Media: Twitterwalls! Interaction

! Link the virtual and real world

! Communicate #hashtag

Multitouch Wall with Twitter, Flickr

Social Media: CES Tweetup

Social Media: MyMWC

Software to build your own social networks

http://michaelheipel.wordpress.com/2011/01/06/software-to-build-your-own-event-

community-website/

Facebook for Websites

Slideshare

Be prepared...

Don‘t forget technical infrastructure

! Wireless internet

! Power connections for computers

! Mobile - chargers

! Enough bandwidth

Digitale Dienste

Digital Services

iPhone und Android Apps

Ticketing and Registration

Webinars! Visitor promotion (eg Expo Real)

! Exhibitor presentation (eg MWC)

! Exhibitor promotion and trainings (eg ALFA/USA, stb/D)

! Business model (eg G2E, 49 $, Book Expo America 25 $)

Online Videos

! Show Trailers

http://michaelheipel.wordpress.com/2011/01/10/online-videos-important-tools-for-trade-show-and-conference-marketing-wichtige-

werkzeuge-fur-konferenz-und-messemarketing/

! Exhibitor presentation

! Live coverage

! Business model

! Location marketing

! Training and promotion

360° Besucher Erlebnis

360° Visitor experiences

Guided Tours dmexco

60 seconds interviews

Vmax für Aussteller

Vmax for Exhibitors and Sponsors

Red Sofa drupa

komma Munich

Media Port IFRA Expo

Lead campaigns CeBIT

Mailing Service WAN-IFRA

Innovative sponsoring

World Newspaper Congress / IFRA Expo

Carpet in the aisles of the show floor

DescriptionPut your eye-catcher directly on the carpet in the aisles of the show floor. Size: 200 cm x 200 cm

The position in the hall is to be discussed.

Order deadline is 31 August 2011.

Booking & ContactMandy Hay, Exhibition ManagerTel. +49.6151.733-924e-mail: mandy.hay@wan-ifra.org

RatesPer carpet space. Including rental, production and set-up/dismantling.

WAN-IFRA member Non-memberEUR 420.– EUR 490.–

All rates are net prices.

6-panel advertising space on the glass wallDescriptionThis advertising space on the glass wall of the entrance foyer offers you the opportunity to invite arriving vistors to your stand before they enter the entrance area. Do not miss this exclusive opportunity!

The available space consists of six panels, each is 2.15 m high and 3.03 m wide. The whole advertising area has a size of about 4.30 m x 9.00 m.Order deadline is 31 August 2011.

Booking & ContractMandy Hay, Exhibition Manager, Tel. +49.6151.733-924, e-mail: mandy.hay@wan-ifra.org

RatesAdvertising done-sided. Including rental, production and set-up/dismantling. WAN-IFRA member Non-member: Expo only: EUR 4,500.– EUR 4,900.–Congress only: EUR.– EUR.–Expo & Congress: EUR.– EUR.–

All rates are net prices.

Multiblog

RatesBanner ads at least for the following twelve months. WAN-IFRA member Non-memberPer banner EUR 590.– EUR 650.–All rates are net prices.

DescriptionIn addition to the daily IFRA Expo Gazette, the staff of WAN-IFRA Magazine will chronicle the exhibition and parallel conferences through an up-to-the-minute IFRA Expo Multiblog website. This will allow visitors and exhibitors to follow what is happening via the Internet as well as to see a new form of convergent journalism.You will also be able to reach all interested parties worldwide who will be unable to attend IFRA Expo 2010 in person. The IFRA Expo Multiblog will be active from 4 October 2010 and will stay online under www.wan-ifra.org/blogs/ifraexpo10 at least for the following twelve months.We offer you the opportunity to place banner ads at the IFRA Expo Multiblog website, which attract visitors directly to your stand and your company homepage. The IFRA Expo Multiblog website generates up to 10,000 page impressions per day during IFRA Expo and an average of 4,000 page impressions per month after the exhibition.Advertising deadline is 27 September 2010.

Booking & ContactBettina Falk, Advertising ManagerTel. +49.6151.733-783e-mail: bettina.falk@wan-ifra.org

Social Media Digital Services

360° Visitor Experiences

Vmax for Exhibitors

! As suggested by Rosabeth Moss Kanter, Professor at the Harvard Business School

" Fail cheap, fail early, fail often

" Think long-term trends but short-term steps

" Go for reversible ideas

" Go for solutions with a positive PR value

! My additional advice: Specialize in skills like

" Community management

" Meeting planning

" Publishing

" Marketing

Ways to innovate as an association

Connect and interact

www.wan-ifra.org

michaelheipel.wordpress.com

Twitter: @michaelheipel

www.xing.com/profile/Michael_Heipel

www.linkedin.com/in/michaelheipel

Thank you very much for your attention!

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