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.

1. Just the tip of an iceberg...
Current association marketing
challenges
International Confex, London, 1 March 2011
Michael Heipel
Executive Director Marketing and Event
Management, WAN-IFRA (Paris /
Darmstadt)
Michael.Heipel@wan-ifra.org
© 2011 WAN-IFRA,
michael.heipel@wan-ifra.org

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. 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. Current challenges for
associations
© 2011 WAN-IFRA

5. Information overload?
© 2011 WAN-IFRA

6. Fierce competition in B2B marketing
© 2011 WAN-IFRA

7. Fundamental changes in information habits
© 2011 WAN-IFRA

8. Rapid creation/destruction of new markets
Since 2006 Since 2004
© 2011 WAN-IFRA

9. Extreme cost pressure
© 2011 WAN-IFRA

10. Intellectual property protection
© 2011 WAN-IFRA

11. Content distribution at speed of light
© 2011 WAN-IFRA

12. Low barriers to market entry
© 2011 WAN-IFRA

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. 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
Advertising
Sources of Sponsoring and
Exhibitions
income
Conference
fees
Funding
Donations
© 2011 WAN-IFRA

15. „Classic“ event marketing concepts
Target groups
Content Classic event
communications
Location /
Logistics
Staffing
Milestones Financial
processes
© 2011 WAN-IFRA

16. Social Media Digital Services
Vmax 360° Visitor
for Exhibitors Experiences

17. Social Media

18. Social Media
! Content is King - but only through participation, sharing and
authentic recommendations.
© 2011 WAN-IFRA

19. h
Dynamics of social media
high Collaboration
high
low Participation
Events
low
© 2011 WAN-IFRA

20. h
Dynamics of social media
high Collaboration
Events high
low Participation
low
© 2011 WAN-IFRA

21. Social Media basic concept
© 2011 WAN-IFRA

22. Social Media: Twitterwalls
! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA

23. Social Media: Twitterwalls
! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA

24. Social Media: Twitterwalls
! Interaction
! Link the virtual and real world
! Communicate #hashtag
© 2011 WAN-IFRA

25. Multitouch Wall with Twitter, Flickr
© 2011 WAN-IFRA

26. Social Media: CES Tweetup
© 2011 WAN-IFRA

27. Social Media: MyMWC

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. Facebook for Websites
© 2011 WAN-IFRA

30. Slideshare
© 2011 WAN-IFRA

31. Be prepared...
© 2011 WAN-IFRA

33. Don‘t forget technical infrastructure
! Wireless internet
! Power connections for computers
! Mobile - chargers
! Enough bandwidth
© 2011 WAN-IFRA

34. Digitale Dienste
Digital Services

35. iPhone und Android Apps
© 2011 WAN-IFRA

39. Ticketing and Registration
© 2011 WAN-IFRA

40. Ticketing and Registration
© 2011 WAN-IFRA

41. Ticketing and Registration
© 2011 WAN-IFRA

42. 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

43. 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

44. 360° Besucher
Erlebnis
360° Visitor experiences

46. Guided Tours dmexco
© 2011 WAN-IFRA

47. 60 seconds interviews
© 2011 WAN-IFRA

48. Vmax
für Aussteller
Vmax for Exhibitors and
Sponsors

49. Red Sofa drupa
© 2011 WAN-IFRA

50. komma Munich
© 2011 WAN-IFRA

52. Media Port IFRA Expo
© 2011 WAN-IFRA

53. Media Port IFRA Expo
© 2011 WAN-IFRA

54. Media Port IFRA Expo
© 2011 WAN-IFRA

55. Lead campaigns CeBIT
© 2011 WAN-IFRA

56. Mailing Service WAN-IFRA
© 2011 WAN-IFRA

57. Innovative sponsoring
© 2011 WAN-IFRA

58. 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

59. Social Media Digital Services
Vmax 360° Visitor
for Exhibitors Experiences

60. 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

61. www.wan-ifra.org
michaelheipel.wordpress.com
Twitter: @michaelheipel
www.xing.com/profile/Michael_Heipel
www.linkedin.com/in/michaelheipel
Connect and interact
Thank you very much for your attention!
© 2011 WAN-IFRA