reaching the digital attendee

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Reaching the Digital Attendee


An Experienced Group …

28 Years 25 Years 44 Years 25 Years 21 Years

143 Years of Combined Experience


143 Years Ago …

• It was 1870

• Ulysses S. Grant was our President

• Major League Baseball wasn’t in place yet

• Alexander Graham Bell was working on the first telephone ...


Agenda: Reaching the Digital Attendee

• The Virtual Journey• Industry Dynamics

• Extending Your Reach• Virtual Applications

• What Does the Future Hold?• Results and Revenue



The Virtual JourneyIndustry Dynamics



Reaching the Digital Attendee

February 21, 2013

Chris Price, Vice President

Graphic Arts Show Company

Producers of GRAPH EXPO and PRINT


Virtual Preview & Virtual Recap

GRAPH EXPO 2010Online Virtual events strategically integrated into the physical show Attendee

marketing campaign

GRAPH EXPO – A Virtual Preview August 19th and archived

GRAPH EXPO – McCormick Place October 3-6

GRAPH EXPO Virtual Recap November 3rd and archived


GRAPH EXPO Virtual Preview Landing Page


Networking Lounge; Moderated Chats; Multi-Lingual Support


Resource Center for Additional Information


Virtual Show Floor


Virtual Booths & Virtual Booth Staffers


Prize Center Drives Behaviors


Fantastic Attendee MetricsGRAPH EXPO: A Virtual Preview – Live Day Data

Registered 1,102 Attended 327 30%

Average Time in H:M:SVirtual Show 2:59:08

Average Time in H:M:SEach Booth Visited 0:11:45

Presentation Activity 332 Unique Visits to Sessions


The Good, The Challenges, and The Struggles

GOOD

• GASC Perceived as Innovative• Cutting Edge Marketing• Fantastic Metrics

CHALLENGES

• Awkward Browser Issues for Attendees• Low Attendee Registrations• Marginal Online “Attendance”

STRUGGLES

• Poor Engagement/Interaction with Online Attendees• Poor Transition of Physical-Online Show Components


Interesting TakeawaysGRAPH EXPO: A Virtual Preview – Live Day Data

22 Exhibiting Companies on Virtual Show Floor

Exhibitor with Most Unique Booth Visits:Kodak – 143

Exhibitor with Most Time Spent in Booth:Xerox – 16 minutes, 18 seconds (average)

Physical Show Registrations from Virtual Attendees:153

Most Clicked & Consumed Link-Resource in Virtual Booths:

VIDEOS


Building a Better Online-Virtual Mousetrap

Video Clips

Video Presentations

Blogs

Social Media

Map Your Show (Physical Show Planner) – Full Exhibitor Directory


NEW GASC Channel


Content Creation and Management

Exhibitors

At our Physical Show

At meetings

At other events

Co-location Partners

Seminar Presenters/Speakers

In-House Content

Awards and Technology Innovations

Attendees and Potential Attendees


Video Clip Content

Exhibitors

Show Content & Attendee Testimonials

40-50 Event Key Contacts

Seminar – Session Presenters


The GASC ChannelConsumption – Views

Launched 4 weeks prior to physical show

80 videos – over 9,000 views in first 5 weeks

Fresh content added weeklyNew content being planned & filmed

Expanded outreach to build viewership



Extending Your ReachVirtual Applications



What Does the Future Hold?Results and Revenue



Final Thoughts


Real World Examples: PCMA

2011 Stats•Las Vegas•3500 onsite•444 virtual attendees

2012 Stats• San Diego•3,800 onsite•600 virtual

112 virtual attendees converted to onsite attendees from 2011 ($995 x 112= $111,440)


Real World Examples: PCMA

2013 Results Summary• 683 attendees participated in the Hybrid event• 70% of those who registered attended - far surpassing the 40% average benchmark

Who Attended?• 33% association meeting professionals• 15% independent meeting professionals• 9% corporate meeting professionals• 9% government, smerf and pco/amc meeting professionals• 34% were either suppliers or chose not to provide their affiliation• 266 members• 577 non-members• 21 countries represented


Real World Examples: AORN

https://vts.inxpo.com/Launch/Event.htm?ShowKey=6650

• Very positive response from Attendees• Average log-in time per user was 2.75 hours

(excellent)• Exhibitors requested Sponsorship Opportunities

