Higher Logic Learning Series: Tradeshow Booth Crawl [12-02-10]

Tradeshow Booth Crawl:Use Social Technology to

Check-in to Your Membership

Higher Logic Q4 Learning Series12-02-10Jim Kelly, CEO, Syscom Services

Lauren Wolfe, Marketing, Higher Logic

Jim Kelly

• CEO and founder of Syscom Services

• MOBILE: Blackberry Storm

• Technology I can’t live without: Pandora

• Anything else? my alarm clock!

Lauren Wolfe

• Marketing & CommManager for Higher Logic

• MOBILE: Andriod

• Technology I can’t live without: My DVR (besides my mobile)

• Must download: twitpic

The Game Plan

• Define geo-location based applications• Explain why it matters to YOU• Describe our social business experiment:

The Tradeshow Booth Crawl• Answer questions from you

Geo-location: Defined

Geo-location is a term used to describe the capability to detect and record where you and other people are located via an Internet-connected computer or device.

Geo-location information can be obtained in a number of ways including data about a user's IP address, MAC address, RFID, Wi-Fi connection location, or GPS coordinates.

SOURCE: webopedia

Geo-location: Why So Hot?

Geo-location: Top 3

• Examples: – foursquare– gowalla– whrrl

• Honorable mention: Facebook Places

What Does This Mean for YOU?

• The world is using geo-location apps• Your members are using geo-location apps• Can you leverage social technology to create

new member benefits?

• We think so…hence the social business experiment: The Tradeshow Booth Crawl

• What is it?

• A group of 9 exhibitors joined together in a promotion that combines social technologies foursquare (geo-location mobile app) and twitter (public social network).

• Each vendor provided a donation to participate. The money was combined to purchase booth materials as well as prizes.

• Tradeshow hours on Sunday and Monday during ASAE’s 2010 Annual Meeting & Expo in August.

• Why did we do it? 6 reasons

• Create buzz and drive booth traffic.• Demonstrate value in our companies and

products by using social technologies in a new way.

• Improve visibility at the show and get PR from ASAE staff as well as attendees.

• Be the talk of the show.• Provide ways to interact through social media

with technology vendors/products.• Gain post-show PR and new way for

follow up.

First, Round Up the Troops

1. Higher Logic 2. Syscom Services3. Boxwood4. Delcor5. Design Data6. Highroad Solutions7. Informz8. LearnSomething9. TMAR

LORETTA & BILL, DELCOR BOOTH

Let’s Play• Attendees were given a

“Tradeshow Floor Grid” which served as the “map” for the contest.

• Each attendee was required to “check-in” at all the participating booths.

• No foursquare account required to play.

The Grid

Yes, I have foursquare

• Attendee checks in at the booth via app

• Booth staff person signs their Grid

• Include a message with name, org name, booth number and action

• Add the conference hashtag

• Add your hashtag

• EXAMPLE:Angelika Lipkin of Higher Logic checked into Booth 461 and test drove mobile membership #asae10 #higherlogic

No, I don’t have foursquare

• Booth staff person takes attendee business card and will check them in later on generic account

• Booth staff person initials their Grid to complete check in

• Attendee is directed toback of the Grid for more info on foursquare

The Mayor Ceremony

Alert the Media

• Marketing was critical pre-show and onsite

• Traditional – Digital press release– Press Kit

• Word of Mouth• Crowdsourcing

ASAE ANNUAL DAILY NOW, AUGUST 2010

Digital Press Release

• PRweb - $360www.higherlogic.com/foursquare

Press Package

• Fact Sheet for the game

• Fact Sheet of the players– Name/booth number– Contact info– Website– Approved quote

Onsite Collateral TMA RESOURCES BOOTH

Go Viral

The Results• 2,000 booth visits • 6 PRIZE WINNERS• All technology solution

providers plus one renewed for Tech Conference

• Established stronger bonds with partners

• Created new partner relationships

• Increased booth traffic and new clients

• PR

LAUREN & JIM ROUND UP THE GRIDS

What We Learned

• Keep it simple• What to do next time

to improve the game– Adjust the Grid– Use gift cards – Vamp up signage – Continue to rely on team

Check Us Out Again

• Tradeshow Booth Crawl Game

Dec. 14-15Washington, DC

• Our story and interactive session

March 13-15Colorado Springs, CO

Stay Connected

• Jim Kelly

CEO Syscom Services

Jim@SyscomServices.com@JimKellyCOfacebook/JimKellyCO

• Lauren A. Wolfe

Marketing & Comm ManagerHigher LogicASAE YAEC Vice Chair 2011-2012

lauren@higherlogic.com@laurenawolfefacebook/laurenawolfe