Where’s the Value in Conferences?
#eventprofs #assnchat #tradeshows
NOW is the time that the events industry, and those that are tired of the traditional and inefficient ways of doing things, have been waiting for.
What two things have your clients been asking you for – and what are you doing to deliver?
To find out what we’re doing at BusyEvent . . . Click Here!
Tradeshows . . . Where Good Leads (no longer have to) Go To Die. Almost a year ago we wrote a series of articles on the challenges that tradeshow attendees face: Tradeshows, Where Good Leads go to Die (Part 1 & Part 2), our version of a Jerry Maguire document. Taken as a whole, it outlines the problems in the tradeshow and events industry and describes a set of solutions.
So today, as part of the solution, we are launching BeLinker, a proprietary software and integrated hardware system designed to improve audience response, face-to-face social networking, lead management and data-based revenue creation for events.
What is BeLinker and the BusyEvent Event Bookmarking software platform? Among other things it solves the “We don’t do trade shows because there’s no value in them” problem, for exhibitors. Everyday, we talk with event managers, vendors sponsors, speakers and attendees discussing the good, the bad and the ugly about their events. One of the core issues we discuss is the pressure for a return on investment in the expo or booth area.
In any economy, participation in an expo is dependent upon the amount of qualified leads a vendor received for their time, money and efforts. But simply agreeing to invest in a show is only half the battle because traditional lead management only produces a list of who was “scanned”; a list of a list, if you will. It can’t produce a list of truly ‘qualified leads’.
The follow up on these lists can be daunting and is typically done by placing those new leads into the sales pipeline for eBlasting or even worse “dialing for dollars” phone calls made by the newest sales trainees or more expensively, top sales talent.
After a busy show, attendees get pounded with junk mail and emails and phone calls thanking them for stopping by and ‘pitching’ the product or service. As a result, little list qualification occurs and they simply become part of the database going forward. Solving that problem is what generated the lead management component of BeLinker (PDF Download).
And now the story that started it all… Years ago, we attended one of the tradeshows about tradeshows. We happened across one of the dozen or so ‘event management’ companies (translation – event registration software), ate the candy, took a brochure out of guilt, and thanked them for their time. We learned a lot from that experience. We were two people in a show full of several thousand attendees. We came, we saw, we talked and then we left . . . For us, that was that.
And that’s when the emails and the phone calls and the invitations started coming. “We’re having a webinar!”, “We’re doing a luncheon in your town!”, “We’re offering new modules that we’ve stacked on top of the other ones… it’s all shiny and new and you MUST BE THERE to see it!!!”
Since we were relatively unimpressed with what we saw and were already well into the development of the BusyEvent Event Management Platform, we opted-out and took this one-time experience as a good dose of what not to do. Our event management clients were telling us what they wanted, didn’t like, wished they could have and we had already been building tools like this for over a decade as one-off software. The time was right for us to build an event platform.
But the lunch invitations kept coming. Even as we were launching Version 1 of BusyEvent and made no secret to who we were, nobody at the “we’ll invite you to a luncheon and show you our stuff” company had any tools or information to know if we were a qualified lead or not – so we’re still on the list today.
Last week, we received another email (the 4th in a period of 6 months) about another lunch and demo of their tools and that’s when we sat down and started doing some math. What did this one unqualified lead cost them and how many unqualified thousands more are rattling around in their system?
If they had just been able to sift through the thousands of contacts they gathered at the event we attended to find the 50-100 good and qualifiable leads it would have been more useful to them. What they do with the other 900 is up to them . . . so, here’s what we do:
Before Event Bookmarking, Sales and Marketing would have no way to measure a successful show other than the number of contacts they gathered – qualified or not, “just get me names”. Those really aren’t leads, but rather, names on a list. Then inside sales is incentivized to get people to come to the luncheon no matter what their level of interest. This occurs over and over until nobody knows where the leads came from or what money is best spent on Marketing. It’s the “brute force approach” and we believe that budgets will never be there for that, ever again.
What you’ll see by watching the 5-minute LIVE BeLinker Presentation is what we’ll address for every attendee; the actual measurement of ROI and the identification of which contacts are worth spending time and money on and converting into leads.
That’s why . . . rather than continuing to be part of the problem, we’re offering part of the solution.
Among other things, BeLinker solves the “We don’t do trade shows because there’s no value in them” problem, for exhibitors.
It’s a software and purpose-built hardware platform that combines Lead Management with Audience Response, Face-to-Face Social Networking and an online information source to extend a 3-5 day event into a 365 day year-round connection between attendees, vendors, speakers, sponsors and event managers.
So, feel free to download our ‘Green Friendly’ brochure and call us to discuss how to cut the cost of event management in half while getting quality event information as it happens.
A former teacher used to tell me, “Shy is a lie that people tell themselves so that they don’t have to do what they know they want to”.
As a generally introverted person who needs a bit of time to ‘warm up’, I used to hate being thrust into an unfamiliar social or professional situation. Hated it with a passion, avoided it at all costs.
Now, I’ll just bet that even though events seem to be an ideal breeding ground for the extrovert in all of us, there are still people that need some help, a bit of guidance, or the ability to get what they want, interact with who they’re interested in and learn – but all from a safe distance.
And that’s what we’ve been focusing on in the buildout of “The Thing“.
The reality of “Event Bookmarking” takes advantage of the 9 practices put forth in this excellent article by Rob May of the Business Pundit blog. In it, Rob talks about How To Network, if you’re an introvert.
Reading between the lines, event managers can learn alot about the kinds of systems, tools and support infrastructure that will help EVERYONE, including the introvert, realize maximum ROI from an event.
As Rob writes: “Connections make the world go round” and the successful event planner will help keep that world spinning by recognizing that these 9 simple ideas get introverts out of their own way:
To read more, visit: How to Network for Introverts and then once you do, “get out there”!
An Example of How to Integrate Twitter, Into an Event
As an events management company, we are focused on making every BusyEvent as ROI-rich as possible.
The question our event producer and meeting planner clients always ask is “What can BusyEvent do to help me communicate more effectively with every participant in a meaningful and targeted way and in real time?”
Which is, in essence, the same question event participants (attendees, sponsors, vendors and speakers) have been asking, “How can I be part of the conversation, meet the people I need to meet and get from the event what I’m looking for?”
As part of our Event Bookmarking system, we are including a Twitter-capability that provides everyone with the ability to efficiently and quickly communicate with each other and doing so without changing their innate behaviors.
Imagine, if you will, the following scenario:
During online registration, registrants are asked for their Twitter name (not their password) and are given the option to “follow” the event’s Twitter account. The opt-in capability gives registrants the control they need and the BusyEvent registration system handles all of the requests seamlessly through the Twitter API.
Pre-event, organizers heavily promote “Follow us on Twitter at www.twitter.com/NAMEOFEVENT”. They send out “here’s who just registered” messages, “here’s who’s been added to speak”, “special discounts for the first 100 people to Tweet us with [[message]]”, “only 5 rooms left at the event price of $xxx at the [[hotel]]”, “be sure to complete your PURLs”, etc…
Once onsite, the “follow us on Twitter” message is EVERYWHERE; on the check in kiosk screens, on the schedule section of every badge, on the event staff shirts and the ‘swag bags’, on the sponsor signage, etc….
By integrating Twitter, we create a private communiations channel that secures the conversation to the approved group. In this private channel, people can blast messages to anyone ‘following and being followed’ in the approved group in an ongoing conversation. And, this private channel isn’t restricted to people attending the event; it can also extend to the virtual participant.
For those that can’t attend, but want to keep up with the event and were approved to do so, we can integrate the Twitter stream with a live video stream to provide a ‘you are there’ experience (we saw this at DEMO using Facebook’s real-time chat feature). In the future, virtual attendance could be a revenue stream, as well.
For those that are attending and want to participate in a casual way, we can integrate Twitter with the BusyEvent Digital Signage System, and sniff the Tweets in this private channel, projecting those messages and that conversation broadly for attendees to view.
By Tweeting things like “checkin on Level 3 is still open”, “open bar from 7-8pm sponsored by [[name of sponsor]]”, “keynote by [[speaker]] is starting in the Grand Ballroom”, event managers are able to effectively and quickly communicate with every participant in a way that improves the overall event, in real-time.
To comunicate with each participant, Twitter can be integrated with the BusyEvent Communications Profile System to micro-target certain sub-groups of people, or even individuals, for highly personalized messaging like “Come to Booth 123 for more information on our e-waste program” targeted at CIO’s, or, “Mr. Jones, your boss is trying to find you!”
The opportunities are endless and the above examples are just a few ways that organizers can integrate Twitter into the BusyEvent system pre and during the event.
Once the event concludes, and to extend the effectiveness of the event into a person’s “real life”, Tweets can be sent to remind participants to visit their PURLs (where attendees can go to download presentations, see who ‘bookmarked’ them, learn more about the people they met, etc…. ), lost-and-found information, targeted sponsors/speaker messaging based on the sessions the person attended (not that they were signed up for, but those they actually attended), etc…
If it gets to be too much, the participant simply ‘opts-out’ and obviously, over time, the messaging from the producer diminishes until they spin up their event for the next year.
The best part of all is that now the organizers can be included in the conversation and take actions immediately, rather than waiting for things to bubble over, causing them to be in reactionary mode.
Plus, the organizers also are able to more evenly deploy their resources and proactively communicate what’s going on.
In all, Twitter is becoming a permanent element of the way we run events and combined with the BusyEvent Communications Tools, is an invaluable and cost-effective channel to connect event attendees, get them involved in the event, improve their overall experience and create a real-time communications channel for organizers.
Building the “THING” . . . It’s a lot of fun and we’re about ready to share it with the world . . . which is why we’re so excited.
Event management systems are generally built around solid, stable core code that has been tested over and over from every angle by all kinds of people. At least, that’s the way we’ve built BusyEvent.
Today, our Chief Architect, Director of Systems Development and all around good guy ran into my office and declared “WE’RE BUILDING THE THING!”. And from what I hear, that’s a pretty rare thing since most systems like ours are built incrementally, not by gigantic leaps and bounds ahead in thinking and capabilities.
With our investors fully behind what we’re doing, they’re encouraging us to continue pursuing our vision of what event management systems can be and so, “WE’VE BEEN BUILDING THE THING!”
This THING-building started in early 2008 when we began concepting and bringing to life our vision of what a better event on-site experience should be; one that is rich with opportunities, interaction, networking and information.
Since then, we’ve devoted a significant amount of time and effort to planning, concepting, preparing for and starting to code ‘The THING’ . . . and now, we’re almost ready to roll out the public beta.
So, what is this “THING”? It’s a software module that plug-and-plays with BusyEvent’s Core Platform enabling immediate and pertinent interaction between people, information and products.
By the end of March, we’re going to make our “THING” available for private beta testing to about 100 people. If you’re interested in helping us bring the THING to market, send an email to THING@BusyEvent.com .
Chuck Zettle asked a really good question today, on LinkedIn. What got me to stop and read it was the title: Ahh, Linked in . . Oh, and Facebook . . . Plaxo? No wait Twitter! Um, Myspace? YouTube! Naymz, Xing – AHHHHH!!!! Seems a bit overwhelming – what works for you?
And below, our response:
Chuck . . . what a GREAT title, about fell off my chair!
As a general philosophy, we look at all of these as communications channels which have their own strengths. And, much like I’ve heard all of my life, “pick something and pour your energies into it”, we’ve done that with the tools we use.
So, since this discussion is occurring on LinkedIn, I’ll share with you what our company does related to our social media focus and why we’re following the path I’ll describe, below.
Regarding general communications and out reach, we have two blogs:
1 – www.busyevent.com/blog focuses almost exclusively on items specific to our company. New product rollouts, “we’re hiring” announcements, general ideas, etc…
2 – http://busyevent.blogspot.com focuses on the events industry in general, and our general observations about it, the people in it and other industry specific topics. There may be some overlap from our company blog, but we try to keep them separated.
In both instances, our blogs are the ‘official and professional’ voice of the company. It’s written in a particular tone and focuses on specific items.
Our general outreach tool is Twitter. It’s the short blasting communications system that also is used to RSS the blogs plus, we have a Picture Of The Day (POTD) typically photos from events we’re running or clients we’re working with or sometimes a picture of the sunset. It’s definitely a more ‘personal and personality’ driven communications channel and offers immediate feedback unlike the blogs do.
Taken together, these two tools form the core platform of our social media outreach. But, as you’ll note, this is ‘outreach’ based and that then leads us to the ‘bidirectional’ tools we use.
LIVE Video streams are occurring at almost every event we manage as well as in our offices and even while we’re traveling from place-to-place. Sometimes these are password secured but usually, we’re live streaming in the open. Because the streaming video service we use has a chat feature, it’s fun to be able to share an event and get immediate conversations going. For some events, we’ve had as many as 200 people ‘viewing’ at once and the conversations were amazing. We also use video streaming when we conduct training as well as just turning on the cams and letting people ‘peer’ into our world on an any day basis.
Another 2-way system that we utilize are our Wiffiti tools but they’re more focused on at-event interactions. As such, while it’s a bidirectional’ tool, it’s only exposed to the people that are at an event and therefore has a limited audience. Take it for a spin at: http://www.tinyurl.com/busyevent-wiffiti
Finally, because of our industry, we participate in a variety of events industry specific networks, the best being Julius Solaris’ Events group on LinkedIn. Generally, this is a ‘push’ communications system for us, although, we’ve had good luck getting involved with conversations that have legs and we’ve learned alot from them.
So, because there are so many social networking tools out there, it’s easy to get lost in the menagerie but since we’re focused on a few and then really ‘work’ them, we’ve seen good general results.
Our next steps, and we’re actually in the process of hiring for that position right now, is to engage a PR/Writer/Social Media Pro ( http://www.busyevent.com/blog/?p=81 ) to increase our frequency and validity and perhaps spread our wings a bit into traditional media while keeping the core focus on the tools listed above.
For Immediate Release
St. Louis, MO | January 20, 2009: BusyEventTM, a leading provider of event management software and integrated on-site hardware systems announced today that it has been selected to join the Microsoft Bizspark program. Designed to accelerate the success of companies that have already shown great promise, BizsparkTM will provide BusyEvent with access to resources, software, mentoring, business opportunities and support through an ecosystem of Network Partners.
“We have already seen that being Microsoft-centric removes a significant sales-barrier for our company,” said CEO David Schenberg. “Being admitted to Bizspark deepens our commitment to the Microsoft tools that we have utilized to develop our event management Core Platform. Our acceptance into the Bizspark program gives us the ability to quickly access the time-tested software and cutting-edge thinking that is unique to Microsoft and we like to think BusyEvent, as well”.
With a leadership team that has more than 40 years of event management and software development experience, BusyEvent clients such as Domino’s Pizza, Ritz-Carlton, INCOMM, Maritz, Darden Restaurants, the Holocaust Museum and Learning Center and others rely on the solid and predictable performance of the BusyEvent platform and modules, all built using Microsoft tools.
About Microsoft’s Bizspark Program: Microsoft® BizSparkTM is a global program designed to help accelerate the success of early stage startups by providing key resources when they need it the most:
- Software. Receive fast and easy access to current full-featured Microsoft development tools, platform technologies, and production licenses of server products for immediate use in developing and bringing to market innovative and interoperable solutions.
- Support. Get connected to Network Partners around the world – incubators, investors, advisors, government agencies and hosts – that are equally involved and vested in software-fueled innovation and entrepreneurship who will provide a wide range of support resources.
- Visibility. Achieve global visibility to an audience of potential investors, clients and partners. As a Microsoft BizSpark member, companies tap into a rich, vibrant ecosystem of peers, partners and support resources around the globe, helping them grow and succeed. Microsoft BizSpark is the quickest way to get a Startup fired up. For more information, visit: http://www.microsoftstartupzone.com/BizSpark
About BusyEvent: BusyEventTM is a leading provider of event management software and integrated on-site hardware systems working to solve the needs of any business that manages meetings and events; from the frequent-and-small to the underserved large tradeshows. BusyEvent’s Software as a Service (SaaS) Core Platform is used to customize, communicate, manage, report and move people from invited to registered to paid to attendee and then survey and follow up along the way. Unlike other products that use a pay per head model, BusyEvent offers an entire suite of tools for one flat fee. For more information, visit: http://www.BusyEvent.com or follow on Twitter: @BusyEvent
I love to network. It’s part of my social DNA. And I’ve been gathering ideas on how to work a room from many years of social networking… I’m by no means a master of this list, but I aspire to the following:
1. People like to talk about themselves, so give them a chance and then listen carefully for how you can help them… if you can’t, then introduce them to someone who can. People really appreciate it when you introduce them to something that can help their career. And they will typically remember and speak highly of you.
2. If you’re doing the talking, make sure they REALLY appear interested. If not – STOP – ask a question and see if you can get them to engage you at a deeper level.
3. If you’re at a networking event prior to a meal, be aware who you are talking to in the 5-10 minutes leading up to the meal. There’s a high probability you’ll be sitting together. I met my spouse this way so I can tell you with great confidence that this is an important one!
4. Approach groups containing 3 people after observing them for a moment. While two of them are chatting to each other, the third person will usually start talking to you (and probably feel relieved since they were the “odd person out” in the group of three. By the same token, invite someone into your group to breath some new life into a discussion. Then politely excuse yourself if your ready to move on.
5. How do you answer when someone asks, “What do you do?” When someone asks you this question, use this simple formula: “Have you ever_____? Well, I ______?” For example, when people ask me what I do, I respond, “Have you ever attended a trade show or event and waited in a long line or participated in a bad lead management process? Well I help organizations to improve the event experience for attendees, vendors and sponsors so everyone gets something valuable for their time and money.” It shows you understand the problem and offer a solution. Bonus points if you stop to gather a personal story and respond to it.
6. How to handle business cards. Use two suit pockets or two compartments in your purse. Have your own cards in one pocket and use the other pocket to store cards you’ve received from other people. The benefit is you’ll never get confused and accidentally give out someone else’s card by mistake.
7. How to keep track of everyone you meet. Bring a pen. After meeting someone, make a note on the back of his or her card. In your note, write down any key points they’ve made or any way you can be of assistance to them. If you’ve committed to help someone with information, write it down on the card so you can follow up later.
8. Name dropping? Don’t do it unless the person you are naming would support you without hesitation. A wise person once said, “It isn’t who you know, its who knows you.” Impress the person you are speaking with by helping them with a problem or introducing them to a solution. Then eventually people will drop your name into conversation.
9. Give freely of your knowledge. Don’t give away your secret formula or next patent idea, but truly share your experience with those who seek it. Chances are if you give a taste of your wisdom to someone, they will return for something more meaningful. And that could be your next big opportunity.
10. Be patient, be relaxed, pause for reflection. People listen more intently to those who have less to say and appear to be really weighing their words. Someone who appears to be selling their agenda will find themselves speaking to people who are excusing themselves for a drink, another person or a plate of food. If they don’t offer for you to join them. Send them on their way with a smile and learn from it.
11. Don’t dwell too long. Don’t be a buzzing bee all over the flower patch, but also make sure you decide what your goal is as you speak to people. Set follow-up activities with each appropriate person (take business card notes) and you can both move on to the next opportunity to meet someone new. Body language will tell you a lot about when the time is right.
Erin Asks: Are online networking sites such as Linkedin positive or negative for the growth of the event industry?
BusyEvent Answers: Good technology adds powerful rewards when used to enhance something that is either already working well or could use a swift kick in the pants to get it moving.
LinkedIn is a great example of networking at a faster, more qualified pace. Now envision you are staring at a website for an upcoming trade show wondering, “Is this a show I’d like to invest my time and money into?” You notice a LinkedIn button on the site and upon clicking it, you see whom in your LinkedIn network is planning to attend. You search further to discover if you decide to attend, you’ll have a chance to put faces with names for a dozen people you’ve been keeping in touch with but have yet to meet.
What an excellent opportunity to bridge the gap from social networking to REAL networking! This is the type of emerging network that blends several ideas to make the process faster and more successful for everyone involved!
Apryl Asks: I am currently working on a meeting/convention planners publication and am in search of ways to recession-proof meetings and conventions.
BusyEvent Answers: Over the years we’ve experienced under economic pressure and a demand for greener meetings that planners, attendees and sponsors want to be able to extend a 2-4 day expo into lasting communications to get the most out of their investment.
Recession-proofing an event is a combination of offering attendees an experience they cannot find anywhere else, vendors high-quality opportunity tracking, sponsors a chance to get qualified exposure to their brands and a lower overall cost to operate an event for producers.
A recession will force people to be more selective of where they will invest their time and money. All parties involved will always need the expo experience to advance their success.
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