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The presentation I gave on 1 March at the International Confex in London, about the 4 diamonds of event marketing: Social media, digital services, maximized value for exhibitors and sponsors and 360° visitor experiences.
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© 2011 WAN-IFRA, [email protected]
Just the tip of an iceberg...
Current association marketing challenges
Michael HeipelExecutive Director Marketing and Event Management, WAN-IFRA (Paris / Darmstadt)[email protected]
International Confex, London, 1 March 2011
© 2011 WAN-IFRA
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)
© 2011 WAN-IFRA
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
© 2011 WAN-IFRA
Current challenges for associations
© 2011 WAN-IFRA
Information overload?
© 2011 WAN-IFRA
Fierce competition in B2B marketing
© 2011 WAN-IFRA
Fundamental changes in information habits
© 2011 WAN-IFRA
Rapid creation/destruction of new markets
Since 2006 Since 2004
© 2011 WAN-IFRA
Extreme cost pressure
© 2011 WAN-IFRA
Intellectual property protection
© 2011 WAN-IFRA
Content distribution at speed of light
© 2011 WAN-IFRA
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
© 2011 WAN-IFRA
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
© 2011 WAN-IFRA
„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
© 2011 WAN-IFRA
Social Media
! Content is King - but only through participation, sharing and authentic recommendations.
© 2011 WAN-IFRA
Dynamics of social mediaCollaboration
Participationhigh
high
hoch
low
low
Events
© 2011 WAN-IFRA
Dynamics of social mediaCollaboration
Participationhigh
high
hoch
low
low
Events
© 2011 WAN-IFRA
Social Media basic concept
© 2011 WAN-IFRA
Social Media: Twitterwalls! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA
Social Media: Twitterwalls! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA
Social Media: Twitterwalls! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA
Multitouch Wall with Twitter, Flickr
© 2011 WAN-IFRA
Social Media: CES Tweetup
Social Media: MyMWC
© 2011 WAN-IFRA
Software to build your own social networks
http://michaelheipel.wordpress.com/2011/01/06/software-to-build-your-own-event-
community-website/
© 2011 WAN-IFRA
Facebook for Websites
© 2011 WAN-IFRA
Slideshare
© 2011 WAN-IFRA
Be prepared...
© 2011 WAN-IFRA
Don‘t forget technical infrastructure
! Wireless internet
! Power connections for computers
! Mobile - chargers
! Enough bandwidth
Digitale Dienste
Digital Services
© 2011 WAN-IFRA
iPhone und Android Apps
© 2011 WAN-IFRA
Ticketing and Registration
© 2011 WAN-IFRA
Ticketing and Registration
© 2011 WAN-IFRA
Ticketing and Registration
© 2011 WAN-IFRA
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 $)
© 2011 WAN-IFRA
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
© 2011 WAN-IFRA
Guided Tours dmexco
© 2011 WAN-IFRA
60 seconds interviews
Vmax für Aussteller
Vmax for Exhibitors and Sponsors
© 2011 WAN-IFRA
Red Sofa drupa
© 2011 WAN-IFRA
komma Munich
© 2011 WAN-IFRA
Media Port IFRA Expo
© 2011 WAN-IFRA
Media Port IFRA Expo
© 2011 WAN-IFRA
Media Port IFRA Expo
© 2011 WAN-IFRA
Lead campaigns CeBIT
© 2011 WAN-IFRA
Mailing Service WAN-IFRA
© 2011 WAN-IFRA
Innovative sponsoring
© 2011 WAN-IFRA
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: [email protected]
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: [email protected]
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: [email protected]
Social Media Digital Services
360° Visitor Experiences
Vmax for Exhibitors
© 2011 WAN-IFRA
! 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
© 2011 WAN-IFRA
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!
