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Just the tip of an iceberg...Current association marketingchallengesInternational Confex, London, 1 March 2011Michael Heip...
About me           ! Executive Director Marketing and             Event Management           ! 50-60 international events ...
About me! Passionate about event, trade  show and congress marketing! Coach and provider of ideas   " Associations   " Con...
Current challenges for     associations                     © 2011 WAN-IFRA
Information overload?                        © 2011 WAN-IFRA
Fierce competition in B2B marketing                                      © 2011 WAN-IFRA
Fundamental changes in information habits                                            © 2011 WAN-IFRA
Rapid creation/destruction of new markets        Since 2006          Since 2004                                           ...
Extreme cost pressure                        © 2011 WAN-IFRA
Intellectual property protection                                   © 2011 WAN-IFRA
Content distribution at speed of light                                         © 2011 WAN-IFRA
Low barriers to market entry                               © 2011 WAN-IFRA
„ If the world is accelerating   like this, your degree of  comfort depends on your ability to embrace change -       not ...
Areas of activity                              Content and   Face-to-face:     Networking,      Lobbying,                 ...
„Classic“ event marketing concepts                      Target groups   Content                             Classic event ...
Social Media     Digital Services    Vmax          360° Visitorfor Exhibitors    Experiences
Social Media
Social Media! Content is King - but only through participation, sharing and  authentic recommendations.                   ...
h     Dynamics of social media                         high   Collaboration                                               ...
h     Dynamics of social media                         high   Collaboration                     Events                    ...
Social Media basic concept                             © 2011 WAN-IFRA
Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag                            ...
Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag                            ...
Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag                            ...
Multitouch Wall with Twitter, Flickr                                       © 2011 WAN-IFRA
Social Media: CES Tweetup                            © 2011 WAN-IFRA
Social Media: MyMWC
Software to build your own social networks            http://michaelheipel.wordpress.com/        2011/01/06/software-to-bu...
Facebook for Websites                        © 2011 WAN-IFRA
Slideshare             © 2011 WAN-IFRA
Be prepared...                 © 2011 WAN-IFRA
Don‘t forget technical infrastructure! Wireless internet! Power connections for computers! Mobile - chargers! Enough bandw...
Digitale DiensteDigital Services
iPhone und Android Apps                          © 2011 WAN-IFRA
Ticketing and Registration                             © 2011 WAN-IFRA
Ticketing and Registration                             © 2011 WAN-IFRA
Ticketing and Registration                             © 2011 WAN-IFRA
Webinars! Visitor promotion (eg Expo Real)! Exhibitor presentation (eg MWC)! Exhibitor promotion and trainings  (eg ALFA/U...
Online Videos                  ! Exhibitor                                  presentation! Show Trailers                   ...
360° Besucher            Erlebnis360° Visitor experiences
Guided Tours dmexco                      © 2011 WAN-IFRA
60 seconds interviews                        © 2011 WAN-IFRA
Vmax         für AusstellerVmax for Exhibitors and      Sponsors
Red Sofa drupa                 © 2011 WAN-IFRA
komma Munich               © 2011 WAN-IFRA
Media Port IFRA Expo                       © 2011 WAN-IFRA
Media Port IFRA Expo                       © 2011 WAN-IFRA
Media Port IFRA Expo                       © 2011 WAN-IFRA
Lead campaigns CeBIT                       © 2011 WAN-IFRA
Mailing Service WAN-IFRA                           © 2011 WAN-IFRA
Innovative sponsoring                        © 2011 WAN-IFRA
World Newspaper Congress / IFRA Expo        Carpet in the aisles of the show floor          Description          Put your e...
Social Media     Digital Services    Vmax          360° Visitorfor Exhibitors    Experiences
Ways to innovate as an association! As suggested by Rosabeth Moss Kanter, Professor at the Harvard  Business School   " Fa...
www.wan-ifra.org                                    michaelheipel.wordpress.com                                      Twitt...
Presentation Michael Heipel  confex
Presentation Michael Heipel  confex
Presentation Michael Heipel  confex
Presentation Michael Heipel  confex
Presentation Michael Heipel  confex
Presentation Michael Heipel  confex
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Presentation Michael Heipel confex

The presentation I gave on 1 March at the International Confex in London, about the 4 diamonds of event marketing: Social media, digital services, maximized value for exhibitors and sponsors and 360° visitor experiences.

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Presentation Michael Heipel confex

  1. 1. Just the tip of an iceberg...Current association marketingchallengesInternational Confex, London, 1 March 2011Michael HeipelExecutive Director Marketing and EventManagement, WAN-IFRA (Paris /Darmstadt)Michael.Heipel@wan-ifra.org © 2011 WAN-IFRA, michael.heipel@wan-ifra.org
  2. 2. About me ! Executive Director Marketing and Event Management ! 50-60 international events p.a. ! IFRA Expo (Vienna, Madrid, Hamburg, Amsterdam) " ca. 10.000 visitors " ca. 350 exhibitors ! World Newspaper Congress and World Editors Forum (Gothenburg, Cape Town, Moscow, Hyderabad, Hamburg, Vienna) © 2011 WAN-IFRA
  3. 3. About me! Passionate about event, trade show and congress marketing! Coach and provider of ideas " Associations " Congress, event and trade show organizers! Blog: michaelheipel.wordpress.com! Twitter: @michaelheipel © 2011 WAN-IFRA
  4. 4. Current challenges for associations © 2011 WAN-IFRA
  5. 5. Information overload? © 2011 WAN-IFRA
  6. 6. Fierce competition in B2B marketing © 2011 WAN-IFRA
  7. 7. Fundamental changes in information habits © 2011 WAN-IFRA
  8. 8. Rapid creation/destruction of new markets Since 2006 Since 2004 © 2011 WAN-IFRA
  9. 9. Extreme cost pressure © 2011 WAN-IFRA
  10. 10. Intellectual property protection © 2011 WAN-IFRA
  11. 11. Content distribution at speed of light © 2011 WAN-IFRA
  12. 12. Low barriers to market entry © 2011 WAN-IFRA
  13. 13. „ If the world is accelerating like this, your degree of comfort depends on your ability to embrace change - not flee change. “ John Seely Brown, previous Director of the Palo Alto Research Center PARC, USA
  14. 14. Areas of activity Content and Face-to-face: Networking, Lobbying, Certification, information Events, community, peer government standardization exchange seminars and interaction relations trade shows Membership fees AdvertisingSources of Sponsoring and Exhibitions income Conference fees Funding Donations © 2011 WAN-IFRA
  15. 15. „Classic“ event marketing concepts Target groups Content Classic event communicationsLocation /Logistics Staffing Milestones Financial processes © 2011 WAN-IFRA
  16. 16. Social Media Digital Services Vmax 360° Visitorfor Exhibitors Experiences
  17. 17. Social Media
  18. 18. Social Media! Content is King - but only through participation, sharing and authentic recommendations. © 2011 WAN-IFRA
  19. 19. h Dynamics of social media high Collaboration high low Participation Events low © 2011 WAN-IFRA
  20. 20. h Dynamics of social media high Collaboration Events high low Participation low © 2011 WAN-IFRA
  21. 21. Social Media basic concept © 2011 WAN-IFRA
  22. 22. Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
  23. 23. Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
  24. 24. Social Media: Twitterwalls! Interaction! Link the virtual and real world! Communicate #hashtag © 2011 WAN-IFRA
  25. 25. Multitouch Wall with Twitter, Flickr © 2011 WAN-IFRA
  26. 26. Social Media: CES Tweetup © 2011 WAN-IFRA
  27. 27. Social Media: MyMWC
  28. 28. Software to build your own social networks http://michaelheipel.wordpress.com/ 2011/01/06/software-to-build-your-own-event- community-website/ © 2011 WAN-IFRA
  29. 29. Facebook for Websites © 2011 WAN-IFRA
  30. 30. Slideshare © 2011 WAN-IFRA
  31. 31. Be prepared... © 2011 WAN-IFRA
  32. 32. Don‘t forget technical infrastructure! Wireless internet! Power connections for computers! Mobile - chargers! Enough bandwidth © 2011 WAN-IFRA
  33. 33. Digitale DiensteDigital Services
  34. 34. iPhone und Android Apps © 2011 WAN-IFRA
  35. 35. Ticketing and Registration © 2011 WAN-IFRA
  36. 36. Ticketing and Registration © 2011 WAN-IFRA
  37. 37. Ticketing and Registration © 2011 WAN-IFRA
  38. 38. Webinars! Visitor promotion (eg Expo Real)! Exhibitor presentation (eg MWC)! Exhibitor promotion and trainings (eg ALFA/USA, stb/D)! Business model (eg G2E, 49 $, Book Expo America 25 $) © 2011 WAN-IFRA
  39. 39. Online Videos ! Exhibitor presentation! Show Trailers ! Live coverage ! Business ! Training and model promotion ! Location marketing http://michaelheipel.wordpress.com/2011/01/10/online-videos- important-tools-for-trade-show-and-conference-marketing-wichtige- werkzeuge-fur-konferenz-und-messemarketing/ © 2011 WAN-IFRA
  40. 40. 360° Besucher Erlebnis360° Visitor experiences
  41. 41. Guided Tours dmexco © 2011 WAN-IFRA
  42. 42. 60 seconds interviews © 2011 WAN-IFRA
  43. 43. Vmax für AusstellerVmax for Exhibitors and Sponsors
  44. 44. Red Sofa drupa © 2011 WAN-IFRA
  45. 45. komma Munich © 2011 WAN-IFRA
  46. 46. Media Port IFRA Expo © 2011 WAN-IFRA
  47. 47. Media Port IFRA Expo © 2011 WAN-IFRA
  48. 48. Media Port IFRA Expo © 2011 WAN-IFRA
  49. 49. Lead campaigns CeBIT © 2011 WAN-IFRA
  50. 50. Mailing Service WAN-IFRA © 2011 WAN-IFRA
  51. 51. Innovative sponsoring © 2011 WAN-IFRA
  52. 52. World Newspaper Congress / IFRA Expo Carpet in the aisles of the show floor Description Put your eye-catcher directly on the carpet in the aisles of the show floor. Size: 200 cm x 200 cm The position in the hall is to be discussed. Rates 6-panel advertising space on the glass wall Per carpet space. Description Including rental, production and set-up/dismantling. This advertising space on the glass wall of the WAN-IFRA member Non-member entrance foyer offers you the opportunity to invite EUR 420.– EUR 490.– arriving vistors to your stand before they enter the entrance area. Multiblog All rates are net prices. Do not miss this exclusive opportunity! Description Order deadline is 31 August 2011. The available space In additionof six daily IFRAeach Gazette, the staff of WAN-IFRA Magazine will chronicle the exhibition and parallel consists to the panels, Expo is 2.15 m high and 3.03 m wide. through an up-to-the-minute IFRA Expo Multiblog website. This will allow visitors and exhibitors to conferences The whole Booking & Contact follow what is happening via the Internet as well as to see a new form of convergent journalism. advertising area hasYou will also be able to reachx 9.00 a size of about 4.30 m all interested parties worldwide who will be unable to attend IFRA Expo 2010 in person. Mandy Hay, Exhibition Manager m. The IFRA Expo Multiblog will be active from 4 October 2010 and will stay online under www.wan-ifra.org/blogs/ Tel. +49.6151.733-924 Order deadline is 31 August 2011. for the following twelve months. ifraexpo10 at least e-mail: mandy.hay@wan-ifra.org Rates We offer you the opportunity to place banner ads at the IFRA Expo Multiblog website, which attract visitors directly to Advertising done-sided.stand and your company homepage. Theset-up/ Multiblog website generates up to 10,000 page impressions your Including rental, production and IFRA Expo dismantling. per day during IFRA Expo and an average of 4,000 page impressions per month after the exhibition. Advertising deadline is 27 September 2010. WAN-IFRA member Non-member: - - Expo only: EUR 4,500.– EUR 4,900.– Rates Congress only: EUR.– EUR.– Banner ads at least for the following twelve months. Expo & Congress: EUR.– EUR.– WAN-IFRA member Non-member Per banner EUR 590.– EUR 650.– All rates are net prices. All rates are net prices. Booking & Contract Mandy Hay, Exhibition Manager, Tel. +49.6151.733-924, e-mail: mandy.hay@wan- ifra.org Booking & Contact - - Bettina Falk, Advertising Manager Tel. +49.6151.733-783 e-mail: bettina.falk@wan-ifra.org - - © 2011 WAN-IFRA
  53. 53. Social Media Digital Services Vmax 360° Visitorfor Exhibitors Experiences
  54. 54. Ways to innovate as an association! As suggested by Rosabeth Moss Kanter, Professor at the Harvard Business School " Fail cheap, fail early, fail often " Think long-term trends but short-term steps " Go for reversible ideas " Go for solutions with a positive PR value! My additional advice: Specialize in skills like " Community management " Meeting planning " Publishing " Marketing © 2011 WAN-IFRA
  55. 55. www.wan-ifra.org michaelheipel.wordpress.com Twitter: @michaelheipel www.xing.com/profile/Michael_Heipel www.linkedin.com/in/michaelheipelConnect and interact Thank you very much for your attention! © 2011 WAN-IFRA

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