leveraging event technology

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..

Leveraging Event Technology

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

Presented by:

Melinda Kendall, SVP, Integrated Solutions, Champion Exposition ServicesElli Riley, Director, Exhibits & Meeting Services, HIMSS

At the 2011 HCEA Annual MeetingJune 26, 2011


Message From HCEA

The opinions expressed in this presentation represent only the presenters’ personal views and opinions and do not represent HCEA’s position.

HCEA wants to ensure that attendees who participate in HCEA meetings feel comfortable speaking freely and asking candid questions during HCEA meeting sessions. Therefore, HCEA requires that any media representative attending an HCEA event obtain the permission of any speaker or attendee before quoting that person in an article.


Leveraging Event Technology

Show-Planning ApplicationsWayfindingSmartphone Event ApplicationsDigital SignageRFID Attendance TrackingExtending the Event

On-demand contentOnline marketplacesVirtual events

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Show-Planning Applications

Agenda BuilderExhibitor DirectoryFloor PlanExhibitor VideosOn-Site NavigationExhibitor Portal

Sponsorship upgrades

Booth sales

Allow attendees to plan their event pre-show, online


Map Your Show


Wayfinding

Touch screen

Printer for personal schedule


Best Practices: Show Planner

Bundle basic exhibitor listings into booth contract

Sell upgradeVideo, banners, more product listingsAd on wayfinder screen

Use tags heavily to facilitate search

Promote clearly on show home page

Keep look and feel consistent

Continue the application on-site in wayfinder plasmas

Keep the exhibitor directory live after show ends

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Case Study: HIMSS

MY HIMSS CalendarDriven by mobile website vendor EventMobi

Ability to add any annual conference sessions, exhibitor sessions, networking events, exhibitor networking events, etc., to a calendar.

Sponsorship covered cost of producing HIMSS calendar/mobile website.

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Case Study: HIMSS

WayfindingDriven by NCR, one of our exhibiting companies/partnersOver 13,000 hits within 3 days Top three categories:

ExhibitorsEventsGeneral info

Cost was minimal due to partnershipUse approximately 30 kiosks throughout the center (depends on size/layout of center)Sponsorships are available


Case Study: HIMSS

Tips for making wayfinding successful:Exhibiting company names in floorplanClear overview of entire facility from where kiosk

is located within the facility to destinationMultiple product indicatorsLocation of kiosk within facility ATM


Case Study: HIMSS


Mobile Phone Event Apps

Agenda builderFloor plan Exhibitor directoryPush messagingSession surveysPolling, gamesLinks to social mediaMaps, restaurants of local

area


Mobile Phone App Examples


Mobile Phone Event App

ConsiderationsPlatforms supported

iPhone onlyMobile web onlyNative app

Administration ease of useReal-time revision of contentLook for differentiators

Audience response Session surveysSocial media Local maps, restaurantsGames Social networking


Best Practices: Mobile Phone Event App

Integrate the phone app completely into the eventGamesAlertsAudience response systemsLocal things to doSession handoutsExhibitor collateralSession surveys


Best Practices: Mobile Phone Event App

Promote early and often


Case Study: HIMSS

Driven by EventMobiLaunched a mobile website, not a mobile app

CostUniversal standardsEasier for end user on

updates


Case Study: HIMSS

Launched three weeks prior to annual conference and remained open 30 days after conference

More than 28,000 unique devices were registered (HIMSS11 attendance was more than 31,000).

More than 10,000 registered users utilized the mobile website for more than 7 minutes.

Success of mobile websiteKeep it simple/research best practices for your industryMake it universal for all devicesFloor map of the exhibition was very user-friendly and

appreciated by the users. This past year, we opened our mobile website up to one

exclusive sponsor.Marketing, marketing, marketing


Digital Signage

Daily event schedule

Updated list of sessions

Directional signs

Room signs

Video streaming

Flash animation

RSS news scrolls

Advertising from show management

Teasers and announcements


Digital Signage


Monetizing Digital Signage

Banner sponsorship Advertising from paying sponsors

Sponsored videos


Monetizing Digital Signage

Film booth presentationsFor onsite signageFor websiteFor exhibitors’ ongoing use


Digital Signage and Video Production

AV companiesKiosk companiesVideo productionElectronic posters


Case Study: HIMSS

HIMSS11 implemented a “conference within a conference”

Tested new technology with a session trackTwitter ticker

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Case Study: HIMSS

HIMSS will be utilizing all-electronic signage for our upcoming HIMSS12 conference.

Entrance unitsSession signageExhibitor session signage (HIMSS booths)Directional signageQR codesMany sponsorship opportunities available

HIMSS will be utilizing interactive screens in all HIMSS booths (10 booths).

New products HIMSS initiatives


PurposeAttendance trackingLead retrievalCEU tracking

TypeLong rangeShort rangeTap-n-go

RFID Attendance Tracking



MonitorGeneral sessionsConference sessionsShow floorCE credits

TrackCountsBy demographicBy name

AnalyzeTrendsBehaviorSegmented lists


Case Study: HIMSS

RFID Technology at HIMSS11--HIMSS AreasDriven by AllianceTech

Tracked attendee movement in and out of exhibit hall and at some key HIMSS booths.

Purpose was to verify attendance (number of visitors throughout week and demographics) and number of hours attendees spent on the show floor.

Gathered data on what entrances were the most popular in that particular venue.

Chipped attendee badges only.

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RFID Technology at HIMSS11--ExhibitorsTrack demographics at individual “products” within a boothHad the ability to be notified when a “prospect” walked into booth

Advantages for Our ShowGreat demographic-tracking dataVerified statistics

Disadvantages to Our ShowCostlyGreat at tracking certain locations, not great at tracking “entire booth traffic”

Case Study: HIMSS


Extending Events Online

Lower costsIncrease revenueLeverage existing event contentExtend event

To larger audience of membersBeyond membersLonger period of time

Archive results for re-useDrive page views

Conference contentVendor marketplaceCommunity networking

Goals

?


Extending Events Online

Recorded, on-demand contentOnline marketplacesVirtual eventsCommunity sites

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Recorded, On-Demand Content

Options Electronic poster sessions Packaged conference sessions Live, streamed content Year-round content archive

Cadmium CD

Considerations Video? Or sound and slides?

Packaged as DVD/CD?

Downloadable online?

Sales model

Year-round content archive


Presentation Capture

AudioSync to slidePresenter videoRecorded

Web siteMp3Archived

Available real-timeStream to overflow roomStream on internet


Best Practices: Conference Content

Year-round contentAnchored by physical

event contentSpecially recorded

sessionsWebinarsRefresh frequently

Search within slidesSearch within speech

TranscriptionSearch to exact slide of

term being used


Case Study: HIMSS

HIMSS11 Conference Content(Driven by Content Management Corporation)

Recorded all audio at annual conference sessions and paired with session handouts

Attendees could purchase sessions as a whole conference, packages on target markets, or individual sessions (before, during, or after the conference).


Case Study: HIMSS

HIMSS11 Conference ContentDelivery of sessions onto the website was after the conference and is for long-term use.

Conference content is all web-based and housed within the HIMSS eLearning Academy.

Electronic Poster Sessions--also sold within the conference packages.


Case Study: HIMSS

New Items for HIMSS12Content Management System: central location for all session changes (handout changes, speaker changes, electronic signage changes, website changes) all taking place in one system.

Hybrid Event: targeted tracks, sponsored exhibitor sessions (from their booth or a “special knowledge center”).

Knowledge Centers: area on show floor that combines education content sessions, exhibitor product sessions, exhibitor kiosk, new products, HIMSS activities, “meet the experts” networking area, and new technology.


Online Marketplaces

Options Exhibitor directory Buyers guide Online product directory Year-round marketplace Virtual trade show

Product directory formatVirtual event format


Online Marketplaces

Considerations

Event-oriented?

Association level?

Exhibitors/entire industry

Business model

Keep it current


Directory-Style Exhibit Hall


2D Exhibit Hall


Case Study: HIMSS

HIMSS Online Buyers Guide (OBG)Driven by HIMSS (build vs. buy)

365-day online buyers guide for all healthcare IT products and services

Current conference exhibitors and subscribers

All HIMSS conference exhibitors and subscribers are housed within this one guide

Sponsorships and upgrades available

Request for information button

5.7 million hits to OBG last year, more than 118,000 unique visitors

Many advertising opportunities available


Virtual Events


Virtual Event Considerations

Pure virtual annual eventHybrid annual event

With physical show After physical show

Year-round burstsMid-year virtual-onlyNiche events/webinarsContent-only, vendor only, full

Best Practice: Year-round, refreshed-content, community-building


Virtual Event Platforms


Case Study: HIMSS

Virtual ConferencesDriven by InXpoJust finished our ninth virtual conferenceAttendance increases each conferenceCurrently 3,000 attendees and more than 30 exhibitors participate in

our virtual conferencesHIMSS hosts two virtual conference per year (June and November) Starting in September, HIMSS will be hosting nine virtual conferences

per year. In 2008, 50% of virtual attendees did not attend annual conference;

now, only 25% of virtual conference attendees do not attend annual conference. We do attribute some of our annual conference success to “providing a taste” of our annual conference through virtual.


Case Study: HIMSS

Starting at HIMSS12Live Hybrid Conference from HIMSS12

12 session tracks14 on-demand sessionsX number of exhibitor-sponsored sessions


See you next year in Orlando, FL

June 23-26, 2012

leveraging event technology

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