Stephen Nold presents the technology and ideas that are changing the ways show managers and event producers are implementing innovation on show floors and conferences.

1. Disruptive Technologies Impacting Marketing Strategies March 21-22, 2011InterContinental Hotel O’Hare A Taste of Technology

2. 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.

3. SXSW

4. Examples of Disruptive Technologies Telegraph Telephone Cell Phones iPhone?

5. Examples of Disruptive Technologies Registration Registration form with check by mail Fax registration with check or credit card information Online registration with credit card

6. Event Marketing Disruptive Technologies Virtual Events – First Phase RFID Virtual Events – Second Phase Matchmaking – Social Networking – Social Media Videos Mobile devices QR Codes

7. Show Organizer Goals Recruit attendees Grow community Enhance networking Increase brand awareness Recruit exhibitors Create value for exhibitors Generate event buzz Drive online commerce Supplement current marketing efforts Conduct research Provide online event connectivity Manage reputation

8. 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

9. The Conundrum of Registration Services Trend: Questioning Registration Lead Retrieval + Registration Software = Registration Services

10. 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

11. 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

12. What suppliers seek? A Booth Introductions Qualified Introductions Showcase of Products & Service Community Access Trend: Community Power Shift

13. 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

14. Mobile Mobile application download Mobile access iDevices: pod/pad/phone Mobile Marketing Text messaging Trend: Attendee Focus

15. Disruptive Technology Iterative process: always rethinking your marketing approaches Measure Watch Markets Competition Peers

16. 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.