Tag: exhibit hall
Underneath technology of a virtual event, attendees must find value in participation
As associations look to incorporate the social connectivity of Web 2.0 in their events, it’s easy to see why a virtual event would be a logical next step in online community building. Virtual conferences, webinars and online sessions offer a new level of interactivity and attract a wider range of attendees, while keeping their roots in the tried and true best practices of a traditional in-person event.
The projector’s down
If a glitch happens during an in-person session, the show will likely go on. But the success of your virtual conference depends greatly on the technology you use to serve your event. Make sure users can easily connect and participate in the session by choosing technology that is user-friendly and easily accessible.
Find a technology that requires a system check before a user can register, recommends Anthony Allen, Director, Digital Media for American Society for Training & Development. There is nothing worse than registering for—and paying for—an event only to find you cannot attend because of your browser’s capabilities.
Speaker, Prepare Thyself
When it comes to content, your audience will benefit from a presenter who is prepared to speak to a virtual group. Allen recommends giving your presenters a speaker orientation that helps them with some of the finer points of speaking to a virtual audience. As Allen pointed out during a recent webinar, “Producing Virtual Sessions,” a speaker should consider the shelf life of an online session that is recorded and say hello to the “audience of the future.” A simple greeting akin to “Good morning or good afternoon to those of you viewing this recorded session” will suffice.
Know your competition
Allow attendees to revisit sessions (or perhaps view them for the first time) after your live event has passed. Often virtual attendees can commit only the time for one or two sessions of a day-long conference. Remember, when attendees are in front of their computers, your session is in competition with email, calendar reminders and anything else that, literally, pops up.
After attending a recent virtual conference, Event and Marketing Manager Bridget Feeley says, “The sessions offered some great content, but attending all of them in one day was an information overload. That’s not much different from a physical event.”
Exhibitors and Sponsors
The best way to include exhibitors or sponsors depends on whether your online event is paired with a live event or stands alone. Some virtual-only events include a virtual exhibit hall, where attendees browse exhibitors’ information, enter their “booth” and chat with the exhibitor.
“The exhibit hall was the most interesting aspect,” Feeley says. “Each booth was set up differently and as you entered, a representative from the company chatted to see if you had any questions. You could download brochures, see demonstrations, link to the exhibitors’ web site, and chat with other attendees or with the company reps.”
If your virtual event is paired with a concurrent live one, consider allowing virtual attendees to ask questions of a live exhibitor via a web chat and live video stream.
As host, also consider what your exhibitors and sponsors can gain from being in front of your audience. Feeley says, “As an exhibitor, you have access to instant leads, can measure your results, and have the ability to communicate with your audience before, during and after a physical event.”
Million dollar question: How can you generate revenue from a virtual event?
Perhaps the best way to generate revenue from an online event is to incorporate sponsorships that are valuable to both attendees and the supplier or vendor who is your sponsor.
Sponsored content and education materials, live Q and A sessions or product demonstrations during the virtual event allow the sponsor access to its prospective customers while giving attendees meaningful information and ideas to take away with them.
April 20, 2010
Networker Bridget Feeley provides her take on attending a virtual event
It seemed like everywhere you turned in 2009, someone was talking about social media… and I decided to join in on the conversation. I created LinkedIn, Facebook and Twitter accounts and recently attended my first virtual conference and tradeshow. A virtual tradeshow seems like a logical step to help association professionals communicate and gain knowledge in a social media driven world.
I had read several articles about virtual events, but I still didn’t really know what to expect before I attended. I wanted to try to evaluate the event from every perspective. From the comfort of my own office, I sat back, logged in and got started.
Similar to a physical event, there were several sessions available to attend throughout the day, an exhibit hall, chat rooms and a library where you could download articles. The sessions offered some great content, but attending all of them in one day was an information overload. (Again, not much different from a physical event.) I should mention that you could come back and attend the sessions 90 days after the event date, but I chose to knock it out in one day.
Exhibit Hall
The exhibit hall was the most interesting aspect in my opinion. Each booth was set up differently and as you entered, a representative from the company chatted to see if you had any questions. You could download brochures, see demonstrations, link to the exhibitor’s website, and chat with other attendees in the booth or with the company reps. You also had the ability to be invisible if you didn’t want to chat with anyone and just browse around the booth.
Networking
Outside of the exhibit hall, the chat rooms provided a forum to interact with other attendees and the library had some great articles available to download. After a day spent in the virtual world, I was ready for some face-to-face interaction.
Education Sessions
The sessions ran from 8:30 am – 6:00 pm and were about 45 minutes each. The keynotes were interesting because it was video feed from a live presentation, so you felt like you were actually sitting in the audience. The sessions were similar to webinars, where you viewed a slideshow presentation with audio. This could have become a bit monotonous, but the speakers were very energetic and the 45 minutes seemed to fly by.
If you are considering hosting a virtual event, there are several things to think about. Virtual events seem to attract a wider audience. Attendees who could not make the physical event can easily attend a virtual event with little to no cost (no travel, hotel or shipping fees), and they can attend in the comfort of their own home or office. As a host of a virtual event, it can be time-consuming and difficult to get internal teams and external participants on board, as well as costly, but if done correctly, this is another revenue builder and will keep you visible in your marketplace. As an exhibitor, you have access to instant leads, can measure your results, and have the ability to communicate with your audience before, during and after a physical event. One of the major negative sides of a virtual event is the lack of face-to-face interaction. I enjoy going to an event and meeting people, asking questions, and feeling the energy that a room full of people contains.
Future of virtual conferences
Can a virtual event replace an in-person event? Not likely… but a combination of the two is something everyone will be talking about in 2010. Keep your ears open about the “hybrid” event – a mix of a physical event with a virtual aspect. This not only allows for pre-conference interaction, but is also a great way for those who may not have been able to attend the physical event to get involved after an event, and to continue communication in the online world.
–Bridget Feeley, Event and Marketing Manager, Network Media Partners
Coming in April: American Society for Training & Development’s month-long virtual event.
This post is a follow-up to an article published in the quarterly Connect newsletter. Not getting the newsletter? E-mail Jen Smith to request a copy.
April 6, 2010
Associations have an opportunity to provide valuable information to members while generating revenue from industry partners
More and more, industry suppliers are looking for a place to connect with their audience in a more meaningful and useful way. The trend toward content marketing—providing in-depth and targeted content to a qualified audience—means that associations have an opportunity to provide an additional layer of information to their members. Here are a few ways you can incorporate sponsored content into your overall communication strategy.
Online
Allow online ad space to include a preview of an advertiser’s YouTube video and encourage suppliers to connect their online advertising to their YouTube channel.
Create an online marketplace library where suppliers can submit their white papers, case studies and custom content that is directly related to members’ needs.
Use your digital publication supplier to create a digital version of a supplier’s in-depth content, such as a multi-page product or service brochure.
In Print
Create dedicated space in your publication for a featured supplier’s message that fits well with an issue’s theme or focus.
Go beyond listings in a buyer’s guide or vendor directory. Allow space for company profiles or expanded product or service explanations.
In Person
Incorporate live demonstrations at your next event…and not just on the exhibit hall floor. Integrate vendor showcases into meeting events by organizing vendors by trends in technology and innovations.
Host sponsored webinars, with appearances by association staff and supplier spokespersons.
Catering to those suppliers who are looking for content marketing opportunities spells increased information for your members, as well as the potential to increase revenue that comes from those partners.
–Sean Soth is Senior Vice President, Network Media Partners.
December 10, 2009
