What Data Really Matters?

#ExpoChat Archive for Wednesday, October 22nd is now available via Storify

Moderator: Michelle Bruno (@MichelleBruno)
Guest: April Wilson (@aprilewilson) of Digital Analytics 101

Data is one of those things that everyone talks about, but few people actually understand. For trade show organizers and suppliers, it’s the new black.

In today’s #expochat we will be joined by April Wilson (formerly of Hanley Wood) and now President and CEO of Digital Analytics 101. Her bio reads, “April Wilson has a long history of measuring and optimizing customer communication for top brands, and she has built her career around evangelizing the power of data and using consumer insights to change behavior.”

At her company, she consults with mid-sized firms on digital marketing strategy and measurement, including: analytic product development, social media, email, website, optimization, and high-level loyalty program design.

April will be with us for the first half hour to school us on what we should be measuring and how it all works. After that, we’ll discuss how the rest of us are doing—good, bad or how the heck do we know.

Here are the questions:

April:  Why is data important?
April   What does a data collection strategy look like for trade show organizers and suppliers?
April:  What data will really move the needle for both organizers and suppliers?
April:  How can the “unschooled” process or act on the data we collect?
April:  Since data is an overwhelming subject for most people, what should we think or understand about it?
Group: What are some of the data points that you measure at your show/company?
Group:  What are some of the ways in which you collect data at your company?
Group: What do you do with the data that you collect?
Group: What are some examples of where data helped your organization?

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How To Keep Your International Exhibitors

The #ExpoChat archive is now available via Storify here

ExpoChat Topic for Wednesday, October 15, 2014 3pm ET/Noon PT
Moderator: Stephanie Selesnick (@StephSelesnick)

This week IMEX America is taking place in Las Vegas. Stephanie Selesnick will be moderating from the pressroom at the show. For those of you who haven’t heard, IMEX America is one of the most international exhibitions and conferences in the US. It’s also one of the few successful launches by a European company.

We’ll be discussing how to keep your international exhibitors. (Attracting them is a whole other topic!)

1. Do you exhibit outside the US – and if so, why?
a. Do you bring your exhibitors (as a pavilion)?
2. What are some of the biggest differences you’ve seen between US and international exhibitions?
3. What are some of the similarities?
4. What can you do to help the rest of your team understand those differences?
5. How can you make it easier for your international exhibitors to be successful at your show-
a. Pre-Show
b. At-Show
c. Post-Show
6. What other resources are available to us to assist our international exhibitors?

Don’t kills us for posting this one…

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Put Your Site Visit to Work

Archive is now available via Storify (Issues with reordering on Storify this week so scroll down to the bottom and read backwards.)

#ExpoChat topic for Wednesday, October 8, 2014 – 3PM ET/Noon PT

Moderator: Dana Freker Doody (@expodana)

Trade show and event organizers spend lots of time planning, and site visits are a big part of that. But site visits are not just for operations people. How can behind-the-scenes looks be used to promote the show and engage attendees and exhibitors?

Q1 How far in advance are you registering for events you attend? What triggers you to do it?
Q2 How many site visits are happening between pre-contract phase to show opening?
Q3 What kinds of content could an organizer capture specifically while on a site visit to share online?
Q4 Exhibitors often have site visits with show management or on their own. Is that beneficial?
Q5 How could trade show organizers better include attendees & their opinions on site visits?
Q6 How are you using technology during site visits?
Q7 What other planning processes would make for good shareable content?
Q8 Any examples of shows that share event-related content year-round?

Here are some examples from IMTS

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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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