Disruptive Technologies Impacting Marketing Strategies

March 21-22, 2011InterContinental Hotel O’Hare

A Taste of Technology

What is Disruptive Technologies?

• A disruptive technology is an innovation that disrupts an existing market.

• Improves a product or service in ways that the market does not expect

• lowering price or designing for a different set of consumers.

SXSW

Examples of Disruptive Technologies

• Telegraph Telephone Cell Phones• iPhone?

Examples of Disruptive Technologies

• Registration– Registration form with check by mail – Fax registration with check or credit card

information – Online registration with credit card

Event Marketing Disruptive Technologies

• Virtual Events – First Phase• RFID• Virtual Events – Second Phase• Matchmaking – Social Networking – Social

Media• Videos• Mobile devices• QR Codes

Show Organizer Goals

1. Recruit attendees2. Grow community3. Enhance

networking4. Increase brand

awareness5. Recruit exhibitors6. Create value for

exhibitors

7. Generate event buzz8. Drive online

commerce9. Supplement current

marketing efforts10.Conduct research11.Provide online event

connectivity12.Manage reputation

Four Important trends

• Questioning the Value of Registration• Power of the Community• Losing control of the Supplier/Buyer

Connection• The shift of the attendee attention/interactions– Print to online– Inbox to Social media– Mobile Devices

The Conundrum of Registration Services

Lead Retrieval + Registration Software = Registration Services

Trend: Questioning Registration

Evolution

• Buyer – Supplier Relationships– Selling show floor space– Introductions on the floor– Relationship building at the event– Relationship building pre/onsite/post event– Relationship building onsite AND online

Trend: Losing Relationship Control

Where’s Attendo?

• Online– Shift of eyeballs versus advertising $• 82% of readers have moved to online

publications• 32% of advertiser spend have shifted

to online

– Inbox to Social media– Direct Marketing to Inbound Marketing– Walking Show Floors to Virtual & Mobile Devices

Trend: Losing Relationship Control

What suppliers seek?

• A Booth

• Introductions

• Qualified Introductions

• Showcase of Products & Service

• Community Access

Trend: Community Power Shift

Power of Social Media

• Ocean of attendees and exhibitors• Another social media panel – going to scream• Not fundamentals but execution

• Trust of Communications• Friend versus Un friending• LinkedIn Insertion

Trend: Attendee Focus

Mobile

• Mobile application download• Mobile access• iDevices: pod/pad/phone• Mobile Marketing• Text messaging

Trend: Attendee Focus

Disruptive Technology

• Iterative process: always rethinking your marketing approaches

• Measure• Watch– Markets– Competition– Peers

Take Away

Change is here to stay as a constant requirement for show managers and event planners to reinvent their floors and conferences, incorporating innovation and new ideas.