the November 2009 Issue in PDF Format - Trade Show Executive

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incubator Digital Experience Options are Rapidly Evolving in the Trade Show Space By Hil Anderson, senior editor Trade show organizers who see the field of digital experience technologies as a head-spinning whirl can rest assured that it is indeed a head-spinning whirl, but one that is also becoming a more organized and userfriendly whirl. The conventional wisdom in the exhibition industry is that social media and other digital experience technologies are a great fit with trade shows, and that the time is now to add such community building to one’s brands. The only problem – and it’s no small problem – is that the digital experience market relating to live events is in a nearly frantic stage of development, and it is a challenge to keep up with the options. John Barber, vice president of digital experience at Immersa Marketing, said there is “an explosion of emerging technologies” underway. The “explosion” pertains to the virtual event, online video, viral invitation, mobile application and other spaces powered by scores of startups, all seeking their niches in the evolving sector. “It is startling how many entrants there are in this space,” Barber said. Off-the-Shelf Solutions Are Affordable and Quickly Deployable It is no small wonder that Barber’s presentation at the Trade Show Executive 2nd Annual Gold 100 Summit was wellreceived. His rundown of which companies are developing which technologies provided the audience of CEOs and show organizers a welcome overview of what was available in the market and what it could do for their social networking operation. Barber said advances have made these off-the-shelf technologies affordable, easy to use and rapidly deployable. And if the Gold 100 Summit attendees had to take notes fast, that was because the field is crowded with start-ups jockeying for position like thoroughbreds in the backstretch. “There is a lot of incubation going on where companies are flying under the radar,” Barber said. “They burst on the scene and can change the landscape. We have rewritten our own view of the landscape six times in three months.” He noted that the digital experience map is taking shape in ways that accommodate the goal of making trade shows and their brands a year-round community for the like-minded people who will attend the event and patronize the exhibitors. Promising Strategies A promising strategy is the unification of persisting online social communities and live event communities. The enabling technology platforms for this, known in tech circles as “social enterprise software,” allow the creation of special-interest, white-label social communities around a show’s brand outside the sprawling worlds of Facebook, Twitter and LinkedIn. The hottest products in this realm, according to Barber, are fully-featured white-label social networks like Jive Software and social aggregation tools like EventVue. Products like Jive and its competitors Telligent, Mzinga, and Ning, allow an organizer to create a Studio Audience. John Barber of Immersa Marketing briefs attendees at the TSE Gold 100 Summit on the wide array of digital tools and solutions available for building social media marketing strategies for trade shows. Continued on page 22 20 November 2009 Trade Show Executive www.TradeShowExecutive.com
Irving, Texas Irving Convention Center at Las Colinas 500 W. Las Colinas Blvd., Irving, Texas 75039 www.irvingtexas.com Facility Spotlight Greenville, South Carolina Carolina First Center One Exposition Drive., Greenville, SC 29607 Advertisement www.carolinafirstcenter.com Prime Exhibit Space: No. of Halls/Floors: No. of Breakout Rooms/Total Sq. Ft.: Contact: Cyndi Golden, Assistant Executive Director/Sales Phone: (800) 247-8464 or (972) 252-7476 Fax: (972) 257-3153 Savannah, Georgia 50,000 sf 2 halls/3 floors 20/20,000 sf Email: cgolden@irvingtexas.com Savannah International Trade & Convention Center One International Dr., P.O. Box 248, Savannah, GA 31402 www.savtcc.com Prime Exhibit Space: No. of Halls/Floors: No. of Breakout Rooms/Total Sq. Ft.: Contact: Elizabeth Lyons, Director of Sales Phone: (864) 233-2562 Fax: (864) 255-8600 280,000 sf 3 halls/2 floors 16/60,000 sf Email: elyons@carolinefirstcenter.com Pittsburgh, Pennsylvania David L. Lawrence Convention Center 1000 Ft. Duquesne Blvd., Pittsburgh, PA 15222 www.pittsburghcc.com Prime Exhibit Space: No. of Halls/Floors: No. of Breakout Rooms/Total Sq. Ft.: Contact: Fredia Brady, Senior Director of Sales & Marketing Phone: (912) 447-4000 Fax: (912) 447-4722 100,000 sf 2 halls/1 floor 21/50,000 sf Email: fbrady@savtcc.com Ontario, California Ontario Convention Center 2000 East Convention Center Way, Ontario, CA 91764 www.ontariocc.com Prime Exhibit Space: No. of Halls/Floors: No. of Breakout Rooms/Total Sq. Ft.: Contact: Debbie Smucker, Director of Sales & Marketing Phone: (412) 325-6174 Fax: (412) 325-6104 313,400 sf 5 halls/2 floors 53/109,562 sf Email: dsmucker@pittsburghcc.com Anchorage , Alaska Dena’ina Civic & Convention Center 600 West 7th Ave., Anchorage, AK 99501 www.anchorageconventioncenters.com copyright/credit Ken Graham Photography Prime Exhibit Space: 90,000 sf Prime Exhibit Space: 50,000 sf No. of Halls/Floors: 3 halls/2 floors No. of Halls/Floors: 2 halls /3 floors No. of Breakout Rooms/Total Sq. Ft.: 24/24,000 sf No. of Breakout Rooms/Total Sq. Ft.: 6/11,000 sf Contact: Amita Patel, CHSP, Director of Sales Email: apatel@ontariocvb.com Contact: Con Jager, Director of Sales & Marketing Phone: (909) 937-3002 Fax: (909) 937-3080 Phone: (907) 263-2800 Fax: (907) 263-2858 Email: con@egancenter.com One Click, One Call 1-866-BOOk-SMG (866-266-5764) • www.smgworld.com
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