Creating More “Buzz” For Our Shows

The archive for today’s chat is now available via Storify – https://storify.com/tracibrowne/creating-more-buzz-for-our-shows

ExpoChat topic for Wednesday, October 1, 2014.

Moderator: Traci Browne (@tracibrowne)

This week’s chat topic was suggest by Arlene Shows, TSNN Marketing Manager. Thank you Arlene!

If you would like to suggest a topic please use our ExpoChat Topic Survey.

In this week’s chat we will cover three different aspects of our shows when it comes to creating buzz.

Part I: Working With Speakers

How can “celebrity” speakers (celebrity could be a big name in the industry…not just an actor or author or politician) play a pivotal role, or more specifically – how can we get a speaker to jump on board with our show and be an advocate – not just a famous person attendees want to come see.

Check out this article in Convene Magazine about speaker promotion videos – Go Beyond the Blurb With Your Content Marketing Strategy

Part II: Fun As An Essential Ingredient

How can we work more fun into our shows. Fun that people actually talk about in the months leading up to our event. What fun can we provide, that will provide great visuals for marketing our event next year?

Check out this video create by CMWorld Sponsor, Brightcove. Are these attendees having fun? And yes, there are some speakers in there as well.

CM World 2014: Just Dance (I could not figure out how to embed this…but it is our video for the day so enjoy.)

Part III: For a Good Cause

How can shows find a cause that matches up with the relevancy of their event and make it a win win for the cause and their event?
Please read this article for reference – “Three Big Takeaways from the #IceBucketChallenge for Digital Marketers”

Getting Speakers Involved

Celebrity speaker = someone who doesn’t need exposure, could be industry CEO or someone respected in industry

Q1. Is it reasonable to expect a “celebrity” speaker would help promote your event? Why or why not?

Q2. What could show organizers offer to get a speaker to get them on board helping in promotion?

Q3. Besides helping to promote, what are other ways big name speakers can be advocates for our event?

Q4. If you go the contract route, what bare minimums of support should you add to your speaker contract?

Fun as an Essential Ingredient

Q5 Fun is subjective. What are some fun moments you’ve experienced at events and/or heard stories of?

Q6 Suggest three activities you would consider fun enough to entice you to go to one event over another all things being equal.

Q7 What elements should be included in “fun” to make it appealing in future show marketing (think about all senses).

For A Good Cause

Q8 What are the key ingredients you need to incorporate a cause/charity into your event?

Q9 What are some of the warning flags that your charitable/cause partnership is doomed to fail?

Q10 What are some examples of successful/failed incorporations of charitable/cause inclusions at trade shows?

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It’s Great to be a Girl!

Today’s chat archive is now available via Storify

#ExpoChat Topic for Wednesday, September 23, 2014

Moderator: Michelle Bruno (@MichelleBruno)

The subject of sexual harassment is in the news again and it’s no surprise. By some estimates, 50 percent of women and 20 percent of men have experienced sexual harassment in the workplace. Arguably, the trade show environment—the show floor during move-in and move-out (many more men than women), evening social activities involving alcohol, adults working long hours away from home—is ripe for inappropriate comments and behavior directed toward women. This week on #Expochat, we’re going to talk about sexual harassment at and around trade shows and what we can do to address or prevent it. Here are the questions we will discuss:

1.     What comments or behaviors should be categorized as harassment?

2.     What are accepted trade show practices that might encourage harassment?

3.     What are the repercussions for our industry if we allow sexual harassment to occur?

4.     What are the repercussions for our industry if we don’t discuss sexual harassment?

5.     What can/should someone who has been harassed at a trade show do about it?

6.     What should be the acceptable punishments for individuals who harass?

7.     How should we address individuals who inadvertently harass?

8.     What does your company (organizer or supplier) do to help prevent sexual harassment?

9.     What should the trade show industry do to help prevent sexual harassment?

NOTE: We will be doing a special live chat from Niche Event Fest on November 5th. Due to the timing of the event the November 5th chat will be at 5PM ET/ 2PM PT. Stay tuned for details.

Here’s a little something the North Wales Police put together…

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A Look At Effective Content Marketing in Trade Shows

The archive for today’s chat is available here.

ExpoChat topic for Wednesday, September 17, 2014 – 3pm ET/noon PT

Moderator: Traci Browne (@tracibrowne)

Last week I had the opportunity to attend Content Marketing World, a Content Marketing Institute event, in Cleveland. I am swimming with ideas on how shows can must effectively use content to market their event and create a community.

Trade shows and conferences are in a unique position. By there very nature, they already have access to tons of valuable content. They also have resources at their disposal to constantly push out more valuable and effective content.

The themes at this year’s content marketing were strategy, good storytelling, and quality over quantity. It seems that we’re finally figuring out the right way to do content…now we must implement what we know.

On today’s #ExpoChat we’ll discuss how trade shows might better tackle content marketing and how they can be more effective at it. Both from the show organizer standpoint and the exhibitor side of things.

Content Marketing Institute defines content marketing thusly, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

They also have a less formal definition, “Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”

Next year’s Content Marketing World will take place September 8-11, 2015 in Cleveland. I encourage you all to attend…you won’t be disappointed and as content is the cornerstone of events…how can you not invest the time?

Q1. Brainstorm all resources show organizers have at their disposal to build their inventory of valuable relevant content?

Q2. Brainstorm different categories of content show organizers can create or curate (i.e. how to’s, member spotlights, etc.”

Q3. What platforms are you successfully using to deliver content? What have you seen shows use that delighted you?”

Q4. Andrew Davis says “Create moments of inspiration.” How can shows inspire their attendees? Exhibitors?

Q5. How can Exhibitors inspire attendees through their pre-show marketing?

Q6. What types of content can Exhibitors gather at a show to use in their content plan throughout the year?

Q7. What department should Content Creation report to in a show organization structure?

Q8. Joe Pulizzi says, all companies have great stories…just not in story form…what are some of your great stories?

Q9. What is the most important role when it comes to an organization’s content marketing strategy and implementation?

Here is a great example of how you tell a story (using humor in this case) and what you use to tell it (video in this case) to turn an otherwise very boring thing (acceptance speech in this case) into something that gets a standing ovation from the audience.
Bryan Rhoads Acceptance of the Content Marketer of the Year

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I Feel Good!

ExpoChat Topic For Wednesday, September 10, 2014
Moderator – Dana Freker Doody (@ExpoDana)

The magical numbers people say the exhibition industry is on the upswing globally.
Do you feel good?
Let’s chat about what future trends are catching our eyes, ones we think will make a positive impact on our work.

Q1 What do you feel good about when it comes to your show/exhibit program/the industry and why?
Q2 What developments do you see happening or coming soon that will positively affect your work?
Q3 If you blew your budget in the past year, what was it on and was it worth it?
Q4 Alternatively, what did you cut back on this past year and what were the consequences?
Q5 How much percentage growth will you figure into your expo-related business/show/exhibit budget?
Q6 What are you budgeting for next year that is new to your expo/exhibit?

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Lobby crashers – next wave of disruption or a necessary evil?

Archive of today’s chat is available via Storify – https://storify.com/tracibrowne/lobby-crashers-next-wave-of-disruption-or-a-neces

Welcome back to #Expochat! Traci, Dana, Michelle and I are excited to be back from our summer hiatus and look forward to today’s chat. Please make sure you complete our survey (short and to the point)

- Thanks

Steph

Stephanie Selesnick

Lobby crashers, suitcasers or outboarders – are they next wave of disruption or a necessary evil?

I read some articles this summer that got me thinking about people who crash paid events: conferences, meetings, or exhibitions. In other words, they take advantage of an industry gathering to do business and network without paying an entry fee. They grab attendees in hallways, hotel lobbies, bars, and any other place they can think of.

We could debate the ethics of this subject for days or weeks, but won’t. Instead we’ll discuss either bringing them into the fold or keeping them out – all in our 131-character format.

Please read these articles prior:

http://velvetchainsaw.com/2014/07/24/ambush-marketing-4-ways-to-diffuse-conference-scammers/

http://www.nytimes.com/2014/08/19/business/conference-crashers-make-contacts-but-dont-register.html?_r=3

Questions:

  1. Besides being cheap, why do people attend a conference or exhibition but not pay for it?
  2. Should we care about lobby crashers? Do they negatively impact the bottom line or event?
  3. Should education be free to everyone?
  4. Does free education on the show floor work?
  5. Should we have different levels and price points of education?
  6. Should we hold networking or educational events behind closed doors? Why? Why not?
  7. In spite of all of our good efforts, how can we keep lobby crashers out?
  8. How can we get the “Lobby Crashers” at our conferences and expos to buy in? (Concrete ideas)
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See You On September 3rd!

That’s right, our summer hiatus is nearing its end. On September 3rd at 3pm #ExpoChat will be back!

Please take the time to fill out this very simple one question survey. We want to know what YOU want to talk about. Please feel free to include your contact info in there if you want to talk more in detail about your requested topic. Or, please include your contact info if you choose to be vague with your suggestions…we’ll need to reach out so we understand what you are requesting.

See you in a couple weeks! In the meantime, enjoy the rest of your summer.

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More From the ExpoChat Vault

ExpoChat is on Summer Holiday but no reason you can’t still benefit from the wisdom of past chats.

Here’s one from March of last year…our “What can your data do? What are you doing with your data?

And a little something to play while you peruse the archive…it has absolutely nothing to do with data…or expos…but it’s pretty darn funny.

 

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