New Media Expo ‘08: the buzz

Quite a bit of post-event buzz about the New Media Expo: not suprising, considering the audience. Smart, savvy bloggers and podcasters…

First, Tim Bourquin, the show’s owner, writes 5 Reasons Why I’m Thinking About Quitting The Tradeshow Business .

Reading it, I felt bad for him, as it is clear he wants all parties to business interactions to have a good experience and mutual benefit. He shows integrity and a strong sense of ethics.

In brief, his 5 reasons are: 1. High speed Internet costs, 2. Drayage, 3) The Pay to Play Mentality, 4) Room Blocks & Attrition, 5) Lack of Control Over The Customer Experience.

Most of these have a common thread: greed-centric nickel-and-diming by vendors. Even #2 has a bit of that, with speakers seeing his or her input as a coinage commodity to be traded.

In some ways, it’s “dehumanizing” the face-to-face… Further proof that social media can be of use to any conference, expo, or tradeshow.  It’s as if the conference centers have no fear that this information can be made public…  the things that Tim had to contend with happen because the conference gougers can get away with it. Just another revolution waiting to happen.

Paul Colligan has described the good and the bad (
New Media Expo 2008 Deconstructed Part 2) of the New Media Expo. Highlights:

My business will be better as a result of this event. I have more tools and connections than ever as a result of NME08. I’m more sure than ever that this industry is right for me - no matter what we call it. I count many of you not just as business partners - but friends.

On the other hand:

Several speakers didn’t show up or canceled at the very last minute. It amazes me how anyone in a space still fighting for legitimacy didn’t (even attempt to) “make up for that” with the level of class Tim invited them to the show. Craziness happens, but … you can do better.

Several speakers gave the same exact speech as the year (or years before). If our message is we’re growing in some exciting ways - the least you can do is offer a new story. Yes, such a tiny percentage have heard the story so far that “it’s new to most of you” but for those old timers who did show up - we’d love some new content. Being at the front of a revolution is worth a new slide deck now and then.

Michael Geoghegan shared his top eleven lessons:New Media Expo: Top Ten Take Aways. Read more

Tradeshows and Social Media: a winning combination

Tradeshows and expositions are integral to most industry marketing plans. They build networks; create face to face with customers, suppliers, and distributors; stimulate new business; and introduce products. Climbing travelling costs, and somewhat reduced attendance, are causing some businesses to cutting back on these events. Event marketers are facing threats to attendance levels and revenues.

The potential cure for this problem? Social media… if done right!

Social media directly addresses most issues event planners and organizers face. If used properly social media can:

• Attract new show leads and engender new activity from existing customers.
• Increase conversion of probable purchasers to bottom-line customers, win new exhibitors, draw sponsors, and upsell other services or products.

For social media to be the proper tool, don’t forget tradeshow marketing should include the past, present and future:

• Before. Build interest with blogging, social network conversation, videos, viral campaigns, podcasts, and interviews. That will open access to a huge number of potential attendees and exhibitors, before entering the sales cycle.
• During. A blog can offer a nexus for conversation throughout the whole event: this is primarily to augment attendee and exhibitor connection. But those who were unable to join the event can still be a monetized participant. Every demo on the floor can be recorded and uploaded in real time: that createes the social proof marketing that tradeshow exemplify. And with numerous photo-sharing site, encourage a contests and incentives for exhibitors to share snapshots of your event.
• Following. Use of Social media can maintain and develop relationships begun within the show. Most every tradeshow, you have a hundred business cards, a bag full of literature amd fuzzy memories. Social media can recapture that top-of-mind presence… and grow it.

The Details

If you manage tradeshow exhibits for a specific company, what you do with social media will probably be integrated within the company’s strategic plan for Web 2.0: well, I can dream can’t I? It is starting to happen, but sometimes social media is falling to the IT department instead of Marketing or communications. That will change. But for event planners expo and tradeshow organizers:

• Social media builds natural links, optimize your search engine rankings. Google, Livesearch, Yahoo, Ask, love social media. One of the best ways to rank for a specific keyword is to publish quality content.
• Get writers of all types on your side. Staff, exhibitors, advertisers, attendees, speakers, all can be content providers. Maintain editorial control…

Social media can revolutionize your show… it makes for happier exhibitors, who want to see a healthy return on investment for the space rental. By knowing people before the show, having the ability to cature more meaningful information and follow-up data during the show, and having a means to continue a relationship with them after it’s over, your exhibitors will have an event they can rave about.