SSmall Event Organizer, Meet the Micro-Influencer

If you’re the organizer of a 50- or 60-booth trade show, what do you say when an exhibitor asks you what kind of media attention you’ll be able to get them?

Typically, there’s a lot of clearing the throat and changing the subject. After all, this is not International Comic-Con you’re running here.

You don’t have the star power to attract the attention of television and newspaper reporters. There will be no reality TV stars making show floor appearances. You don’t have anything a blogger would want to write about.

Or do you?

It’s true that the digital age of marketing has given rise to the celebrity blogger, the person who wanders around the world writing about what he or she observes for millions of faithful readers.

But the evolution of social media, with its infinite diversity, has introduced us to the “micro-influencer,” the blogger who has earned the trust of a small but passionate audience, the writer who can draw that audience’s attention to your event, and who would be flattered by an invitation.

Here’s what micro-influencers can offer even the smallest event and what they can do to deliver your event’s message to a further-flung audience.

First, engagement. Studies – and common sense — tell us that as a blogger’s number of followers rises, the likes and comments, the number of people paying close attention to what they’re writing, diminishes.

On the other hand, the micro-influencer of a smaller niche audience is “just like one of us,” can make a deeper personal connection and engage in a conversation with his or her followers, not just make readers aware of a brand.

Second, authenticity. Readers know when a message is insincere and are quick to reject it. The micro-influencer, who is on the ground writing, has that authentic voice. He or she is “just like one of us” and their insights can be trusted.

Third, affordability! How much would it cost you to get a celebrity or a high-profile speaker that you hope would draw some media attention to your show? And how many free passes to the show could you give to micro-influencers for the same amount of money?

Fine, you say, but where do these micro-influencers come from?

Look at your own social media activity. Who’s following you closely and frequently posting insightful comments?

In your own social media messages, use hashtags and keywords related to your industry. If you run a plastics show, for instance, try “#plasticsblogger” or “#plasticsgeek.” See who you hear from.

Roam around Google and look for the niche bloggers who are covering your show’s field of interest and your exhibiting companies.

Finally, there are influence-marketing tools and blogger networks out there. I’ll leave it to you to find the most responsible vendors you know to find them.

We all know digital tools can enhance events. We also know some of the technology with the greatest “wow” factor is not accessible to the smallest of shows.

But that doesn’t mean you can’t find a way to, here and there, take advantage of the ever-changing digital age.

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The 3 Event Trends That Matter Most

Very few of us, given the time to dawdle, can pass up those titles we run across on LInkedIn that lure us into opening articles like “The 10 Most Important Trends That Will Change Your Show in 2017” or “The 15 Trends Every Event Organizer Must Pay Attention to RIGHT NOW!”

Certainly, it is wrong to stick our heads in the sand about changes impacting the events industry, but constantly creating to-do lists of things we MUST do to keep our event businesses healthy can be exhausting.

I go to events of all sizes that are held for all kinds of reason. In the last two months, among others, I have spoken onsite to an organizer running a show for 60,000 attendees in a dynamic industry with the help of a large staff, and to an organizer of a conference for a nonprofit that attracted 200 at the most.

Both organizers feel they can barely keep up. Both say they have little time to think about introducing innovations into their events before jumping back on the treadmill of looming deadlines they must meet to prepare for the following year’s event.

You know you can’t do everything at once, so allow me to help you simplify. The three most significant trends every organizer, regardless of the size or nature of their event, must pay attention to are:

Engagement. A conference program loaded with three-person panels going through their PowerPoint slides doesn’t get it anymore. A massive exhibit hall with one 10×10 lined up after another will not satisfy either buyers or sellers. You must begin to experiment with new ways that your attendees can engage with your event’s content; with new opportunities for your exhibitors to viscerally demonstrate their products and services.

Personalization: People come to events to meet people who can help them, to find information they need and to see products and services that can improve their businesses or their lives.  But not everyone comes to meet the same people, find the same information or see the same products and services. What can you do to provide more unique opportunities to more subsets of your attendee base?

Technology: This can be and has been a sore point for organizers and in the past many have felt burned by vendors who have sold them on a technology that could either make their operations more efficient or provide a more positive experience for participants, with little or no guidance on how to take advantage of it. That is changing, vendors have begun to get the message, but many event organizers are still gun-shy. Just as is the case with consumer technology, i.e., smartphones, laptops, etc., technology is innovating and simplifying all the time. Don’t be afraid to get back in the game.

Michael Hart is an events consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-442-9654.

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Heard Enough Talk About TED Talks?

Even if you’ve never been to a TED conference, if you’re an event organizer, the phenomenon has changed your professional life — sometimes for the better, sometimes for the worse — and could change it even more, if you’re willing to risk it.

Having now lived with the TED phenomenon for about 10 years or so, when an attendee at a conference I’m associated with walks up to offer me some advice and starts with, “You know, at TED Talks….” I find it hard to not roll my eyes.

Never have so many had so much to say about an event so few have ever been to.

Still, the concept behind TED is a substantial one that is slowly beginning to transform the conference industry — again, sometimes for the better, sometimes for the worse.

The better: One piece of real information many people have connected to regarding TED is that there is an 18-minute limit on all presentations. That has forced those who organize conferences to realize they can’t sit three or four speakers behind a table in front of an audience, give them an hour and a half and a clicker for their slides, and expect a satisfactory result.

TED has helped many of us realize it doesn’t take that long to tell a good story or deliver a valuable lesson.

The trend is toward shorter conference sessions where fewer speakers — often only one — take a deep dive into a single subject before the attendees move on to their next deep, but quick, dive.

The worse: I can’t count on both hands the number of people in the last few years who have told me, “My goal is to do a TED Talk.”

The well-branded TED phenomenon has pushed us into the era of the “thought leader,” the person who is less interested in giving your conference attendees information they can use and more interested in evangelizing an idea, usually one they alone know can save the world.

It has created the speaker who has a “following,” who moves from conference to conference delivering the same presentation — albeit with a different clever title each time — and whose real ROI is a round of applause at the end and the opportunity to distribute their Twitter handle.

Meanwhile, the conference organizer is stuck with a crowd of attendees filling out post-event surveys a few days later who suddenly realize that, while they enjoyed the speakers’ performances, they can’t remember a single thing they learned at the event that will help their businesses.

The promise: What started out back in 1984 as a single conference for 800 invited guests…remains that, but it has spawned a never-ending string of TED-related channels that constantly reinforce the original brand.

Most of the 18-minute TED Talk presentations are available at ted.org, YouTube and other venues. There are thousands of TEDx Talks held by unaffiliated organizations, but under strict guidelines mandated by the original TED organization.

There are TED Books, TED blogs, TED Prizes, TED Fellows and, yes, countless opportunities to become TED’s marketing partner.

A little more than 10 years ago, after entrepreneur Chris Anderson bought TED from its founder, he declared it no longer a conference, but “ideas worth spreading.”

That’s his brand: “Ideas worth spreading.”

Why doesn’t the average Annual ABC Conference and Trade Show have “ideas worth spreading”? Why is access to ABC followers limited to three or four days the same month every year?

The promise that TED offers the events industry is the opportunity to expand its brands way beyond a mere conference into numerous paths for followers and community members to take that will allow them to spread their own ideas.

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Has Comic-Con Jumped the Shark?

For several years now, pundits like me have showered praise on the visionaries who mount events like International Comic-Con and SXSW.

A visit to this year’s Comic-Con in San Diego might introduce the hint of a suggestion that the popular culture extravaganza may have finally outgrown even its own image of itself.

What has always been notable about these events is that they do not just satisfy the attendees who are at the show, but create an environment in which attendees and media spread the message sponsors and exhibitors have throughout the world.

Long ago, studios and game makers started renting space in other non-Comic-Con venues, including hotels and restaurants, to display their products because there simply wasn’t enough room at the San Diego Convention Center.

This year, however, it seemed that some kind of critical mass was reached and the impression of many was that there was so much going on elsewhere that there was little need for rank-and-file attendees to pay the $220 registration fee.

If you wanted to experience a promotion for HBO’s “Westworld,” you had to take a 10-block walk away from the convention center (and plenty of fans did).

The same was true for fans of “Mr. Robot,” “Blade Runner,” “Game of Thrones,” “Pokemon” and dozens of others.

Chuck Rozanski of Mile High Comics told the Wall Street Journal he was abandoning his booth in the convention center exhibit hall after 44 years since his most devoted fans didn’t plan to be there anyway.

To be sure, the programming for the main event went on as always with fans waiting for hours to get into the highest-profile conference sessions. And I’m sure Comic-Con organizers had no problem meeting their financial goals.

However, I also know that each year now studios and game makers take a little longer and think a little harder before they make the decision about how much of their resources to commit to Comic-Con.

At what point do events like Comic-Con and SXSW lose the ability to accomplish the goals their stakeholders originally set out for them — including their financial goals?

What’s next for the events industry after Comic-Con?

Michael Hart is a conference content professional and business consultant who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart  or 323-441-9654.

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What the Clarion Deal Can Teach Association Event Organizers

The lesson may be

that there is plenty of value in events…but it must be tapped.

Private equity player Blackstone recently paid nearly $780 million for UK-based for-profit Clarion Events. Ten years ago, Veronis Suhler Stevenson bought Clarion for $155 million, then Providence Equity Partners paid $260 million for it two years ago.

Granted, competition in the private equity world is driving multiples up as they continue to take on investors who want to see their money put to work, but there’s a reason why Blackstone, with close to half a billion dollars under management, chose an event company.

Clarion

What’s the reason?

The tide may be turning in the digital assault on the marketing world. While CMOs still like to say they “measure” impact, Ad News recently pointed out that a 2-second view of a video on social media counts as a charge in the same way that a 30-second view of a traditional TV commercial does.

So, measure that.

Exhibit sales people – at least in the for-profit world – know this dirty little secret about social media marketing use it as ammunition.

What do exhibit sales people in the association world know?

That their members are unhappy. That their show floors are shrinking.

That their association boards lack the vision necessary to move their business models into the 21st century.

That they can deliver the content and the networking opportunities that their members and industry associates want…if only their leadership was as nimble as that in the for-profit world.

That they could enhance their events’ value to their association members five times over within 10 years, just as Clarion Events did for its investors.

Michael Hart is a conference content professional and business consultant who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-441-9654.

How Events Can Beat Digital Competitors at Their Own Game

You don’t need me to tell you how frustrating it is to have a potential exhibitor tell you they’re putting more of their marketing budget into digital channels and less into events – therefore, “Check with me next year.”
Nevertheless, we all know even a mediocre event can give marketers a few things they will never be able to get from the Googles, LinkedIns, Facebooks and Amazons of the world. Where we have failed is in communicating that value proposition.
Certainly, the ground has shifted over the last 15 or so years. In his July 15 Wall Street Journal article, Jonathan Taplin traces the path some of the mega-tech companies have taken over the past decade and a half and compares it to the paths our best-known creative industries have taken.
Google’s ad revenue has grown from $1.6 billion in 2000 to $79.4 billion last year.
LinkedIn hasn’t been around as long and is not nearly the monster Google is. But it went at lightning speed from generating $155 million in all of 2011 to $975 million in the first quarter of this year (coincidentally, its first full quarter as a Microsoft property).
Conversely, newspaper ad revenue dropped from $65.8 billion in 2000 to $23.6 billion in 2013, the last year figures were available. Sales of recorded music went from approximately $20 billion a year in 2000 to $8 billion last year.
What is the difference between these rising and falling industries?
Google and LinkedIn are technology platforms that collect and sell data. Newspapers and recording companies provide content. If balance sheets send messages, this one is simple: The platform providers, not the content providers, are making the money.
So what can you do to take advantage of this disruption? Make sure your exhibitors know you can provide the buyers they’re looking for in a way that a data-collecting platform can’t. Then secure those buyers by offering them content so compelling buyers-slash-attendees know your event is the only place this year they are going to get everything they need to run their businesses.
Tell everybody this is where they need to be for the latest information on their industry, the products and services they need right now to innovate their businesses, and the connections they must make to be successful.
Don’t be a platform! Be a community builder and content provider…then watch the rest unfold.
Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-394-0902.

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This Is What Keeps Trade Show Organizers Up at Night

We know the trade show industry is in great shape because CEIR and the trade show media keeps telling us it is, right?

According to CEIR, the first quarter of 2017 was up 1.6 percent over the same quarter a year ago. Revenue was up even more: 2.3 percent. And almost every week, our industry oracles reprint press releases telling us of another show that broke all previous records.

So why are you so nervous?

Is it because your traditional measurement tools no longer work? Is it because the sponsorship contracts and attendee registrations you used to expect six months out or two months out, or even two weeks out, are no longer there?

Many of you are reaching your attendance or revenue goals – eventually – but why does it seem so much harder than it used to? Why is it that you now only can relax on the last day of your event, take a deep sigh and say, “That was a close one”?

Before I started working with event organizers, I spent many years as a newspaper editor. Whenever we blew a deadline, it was almost always clear to me that it wasn’t because of something that happened in that last hour or two before a paper was supposed to go to press. It was because of something that did NOT happen 24 hours earlier.

Potential sponsors and, especially, potential attendees, have the luxury of time in a way they never have had before. They can wait until the last minute to decide whether they’ll participate in your show.

That doesn’t mean they aren’t paying attention to what you’re doing in the meantime. What you do six months or even 10 months out matters more now than it ever did, even though you don’t have the tangible proof that it does.

Potential attendees are looking at your site to see who your keynote speakers are – so you better have them in place early. They are looking to see who is going to be in the exhibit hall that they want to see.

And, as developments change the focus in their industry, they’re checking back to see if you’ll be there in two months or, sometimes, in two weeks, to explain it all to them.

You know there is an urgent need for your community to be at your event. Now tell your community that – and learn to live with those sleepless nights.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-394-0902.

 

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Why the Amazon-Whole Foods Hookup Doesn’t Bother the Smartest Event Organizers

News at the end of last week concerning the acquisition of Whole Foods by Amazon struck fear in the hearts of some trade show organizers. At least it did for those who have lived through the pain of industry consolidation before.

The theory is that, as big companies gobble up slightly less big companies, there are fewer and fewer exhibitors on the showfloor.

Indeed, it does seem like there are now two big companies – Amazon and Walmart – who are fighting tooth and nail for the opportunity to sell everything to everybody. What makes it interesting to watch is the fact that, while Walmart has worked hard and made enormous investments to move online, Amazon is now trying just as hard to be an online vendor in search of a piece of the brick-and-mortar market.

The conventional wisdom for obsessive show organizers is that big companies like this don’t need a trade show to look for products and services to sell: The one-time exhibitors will go straight to Walmart or Amazon instead. It is true that plenty of vendors are camped out in Bentonville, Ark., but I have indeed seen attendees at trade shows with the name “Walmart” on their badges.

With just the shows I have personal experience with, I’m thinking of events like Natural Products Expo, American International Toy Fair and ABC Kids Expo. All these are shows that make room on the floor for innovations in their industries and for start-ups with new products.

Go to Natural Products Expo on a regular basis and, with every visit, you’ll see a new trend in natural foods nobody had ever heard of the year before. The same with toys at International Toy Fair. This is where the Walmarts and Amazons of the world go to find out everything they don’t already know.

And what about the entrepreneurs who are constantly sussing out the latest technology or overnight phenomenon and building a show launch out of it, providing a platform for companies nobody knew existed. Remember a couple years ago when you heard about the first trade show focused on drones? Or how about a few years earlier, when International CES introduced the Internet of Things to the world, and I discovered a handful of smart event organizers had been launching conferences on the topic for years?

As global commerce continues to consolidate, there will be less and less room for lazy event organizers, and more and more opportunities for fast-thinking entrepreneurs.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-394-0902.

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8 Ways an Association Event Organizer Can Serve an Industry in Decline

Not every association event organizer gets to run International CES for the consumer technology industry.

Some of us – and you know who you are – manage events for trade associations whose industries have seen better days, industries that have hit an economic rough patch.

Budgets for association member companies are tight, sponsors ignore your voice mails, event attendance drops off and everybody you talk to is grouchy. What’s more, traditionally the annual convention and trade show has been the association’s cash cow and suddenly your president and board are looking to you to do even more to cover the deficit created by declining membership and dues revenue.

And your association has bylaws that say there will be an event every year – no matter what. What’s a flailing association event organizer to do?

  1. Knock off the self-pity. This isn’t about you, it’s about your association and its industry. There may never be a time when your association’s members need a quality event more. Turn your meetings into clearinghouses where attendees can get the information they need to improve their businesses and provide them a venue to interact with each other.
  2. Make your association leaders understand. This is a new paradigm for them too. Association presidents and boards can easily turn a crisis into an opportunity to tell members that “everything will be all right,” when it’s just not true. You must make them understand that this is the time to redouble your efforts to help your membership.
  3. Abandon the annual meeting. Diversification and shifting consumer trends are hitting many industry associations. Maybe a series of smaller events that cater to unique interests will better serve your industry than a one-size-fits-all annual blow-out.
  4. Give your members research they can use. Commission a high-profile industry research company to compile a report on where the industry is headed and what they can do to get there in one piece. Then make the presentation of that report the highlight of your event.
  5. Let people talk to each other. One of the worst parts of an industry downtrend is the feeling that you’re going it alone. Your attendees need those networking events and roundtable discussions now more than ever.
  6. Ditch the motivational keynote speaker. Especially if they’re a hired gun who knows nothing about your business. Instead, recruit one of your highest-profile industry leaders, the CEO of one of your top companies, to talk honestly about the situation and provide some perspective.
  7. Don’t be afraid to cut expenses. Now is not the time for a golf tournament at a PGA course in Arizona or Florida. Even if your attendees can get their bosses to sign off on the expense, it won’t look good to their shareholders. Stick to the low-cost meeting alternatives and, if you can, give your members the steepest discounts you can.
  8. Turn the crisis into a positive. Your industry will survive, in one form or the other, and, if it perceives that you stuck with it through thick and thin, you’ll have their loyalty for life.

Michael Hart is a consultant and business writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-394-0902.

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2 Ways Event Organizers Can Outperform GDP

The recent CEIR Index report on 2016 exhibition industry report was…meh.

The overall tradeshow industry growth for the year was 1.2 percent, down from 2.3 percent the year before. Gross domestic product growth for 2016, on the other hand, was 1.6 percent. The most discouraging analysis of this indicates it has been more than a decade since the factors measured by the CEIR Index routinely outperformed GDP. Meanwhile, marketing channels that directly compete with events continue to enter the arena.

CEIR economists predict stronger growth for the CEIR Index this year (2.5 percent) and even stronger growth in 2019 (2.8 percent). Their explanation is that they anticipate tradeshows in the heavy equipment and raw materials sectors will pick up – although I’m not sure I understand why they would.

At some point, event organizers will have to understand they are on their own when it comes to competing with digital marketing channels and they must offer both buyers and sellers something different than in the past – and many organizers are catching on.

The first element, for attendees, is engagement. Face it – if you haven’t already – your show is no longer the one place in the world where the industry professionals you serve can get information they need to do their jobs or news about new products. That’s what the Internet is for.

What the Internet cannot offer them is the ability to engage with each other in a meaningful way. The first time several years ago I saw a B-to-B event create a time slot for roundtables where attendees could sit down wherever they want and talk to each other, it sounded like a waste of time in a valuable event schedule. Who would just sit down and talk to a stranger?

And yet today you would be hard-pressed to find an organizer who’s thinking about the future of their show who doesn’t include a space for these roundtable discussions in their event.

The second element, for exhibitors, is more data on who is coming to your event. With enhanced data analytics, choosing a marketing channel to communicate with potential buyers is increasingly being commoditized. Marketers have the means to use numbers to find the most effective way to reach the people they want to communicate with.

So, do your part. Give them the attendee information you have; collect more of it if you need to; and make sure exhibitors and sponsors understand they can count on you to deliver to them the leads they want.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com.

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