The Inside Story on Virtual Events; Companies are Saving Millions and Driving Loyalty, Leads and Sales :The Inside Story on Virtual Events; Companies are Saving Millions and Driving Loyalty, Leads and Sales What are Virtual Events and How Can You Use Them to Drive Your Marketing and Sales—While Driving Costs Down


The Presenters :The Presenters Michael Doyle is Executive Director and Founder of Virtual Edge.org Eric Myers is the Director of Internet Marketing for Quest Software. Eric Biener is Vice President Business Development Nielsen Business Media Elliot Markowitz is the Editorial Director for Nielsen Business Media Webcasts/Digital Events


What Are Virtual Events? :What Are Virtual Events? A virtual event is an occurrence of people gathering together where some or all of the attendees are not physically in the same location but are connected in a common environment. The common environment might be one of many types but is usually enabled through the use of computers and the Internet.


Types of Virtual Events & Terms :Types of Virtual Events & Terms Virtual Trade Shows – presentations, exhibits, networking (2D/3D) Virtual Expo Virtual Job Fair Virtual Conferences – many types but generally for presentations (2D/3D) Webcasts – uses streaming technology to broadcast over the Internet Webinars – typically not streamed, often one way Virtual Meetings – many types and sizes but generally for collaboration may have presentation/whiteboard (2D/3D) Virtual World/Metaverse – simulated environment intended for its users to inhabit and interact via avatars (3D) Live – event runs at a specific time and date On-Demand – the content items available online and can be accessed when needed Live Simulated – prerecorded activities/sessions that are available to run at a specific time and date


A Three-Pronged Approach :A Three-Pronged Approach Lead Generation Awareness Thought Leadership Results: Each event has paid for itself several times over. Cost per raw inquiry is among the best of all lead generating activities. Better results using industry topics with broad appeal or specific product user groups.


Information Sources for Large Purchase Decisions Changing :Information Sources for Large Purchase Decisions Changing


Do’s & Don’ts :Do’s & Don’ts DO: DON’T: Beginning planning early Collect data Investigate using sponsors or partners to defray costs Plan on having enough staff for live interactions Simply replicate content the user can get on-demand anytime from your web site Just flog your product Be a time zone snob – be aware that users may not be in your time zone


Virtual Environment Planning :Virtual Environment Planning There are numerous approaches to providing digital relationship marketing strategy. Content development is at the core of these five steps. 1. Identifying the key opportunities and/or challenges in a business where digital event assets can provide a solution 2. Identifying the unmet needs and goals of the audience and exhibitors that most closely align with key business opportunities and/or challenges 3. Developing a vision around how the Virtual Environment will fulfill those business and customer needs, goals, opportunities and challenges 4. Prioritizing a set of initiatives which can deliver on this vision 5. Execution Eric Biener – Elliot Markowitz


Multi-Sponsored Virtual Environment :Multi-Sponsored Virtual Environment The Online marketplace of solutions for your Imaging needs Live online expo, conference, and e-commerce store delivering a wealth of photography and technology expertise Ideal solution for reaching a technically sophisticated audience that values peer-to-peer communication Genuine passion in photography for new product information and opportunities for skill enhancement PHOTOGRAPHERS’ VIRTUAL EXPO Over 18,000 registrants Average number of booths visited per attendee = 5 Number of 1-to-1 chats = over 2000 Number of webcasts launched = over 7,000 Number of documents opened = over 25,000 Webcast content delivered over two LIVE days Eric Biener – Elliot Markowitz


Custom Virtual Environment(Virtual Symposium) :Custom Virtual Environment(Virtual Symposium) Progressive Grocer – IBM Brought together top executives from IBM, industry experts such as Phil Lempert, the SupermarketGuru, Robert Garf, Vice President, Retail Strategies at AMR Research; and select IBM business partners Reduced the costs for attendees and exhibitors and yet, still provide all the benefits typically associated with a physical trade show Over 1000 opt-in registrants Single Sponsored – customized virtual environment IBM, IBM Partners and audience exchanged ideas, previewed state-of-the-art products and services, and participated in online presentations and discussions For IBM - high-impact turnkey approach to reaching buyers – at the right time, in an engaged environment, with the right message For Attendees - satisfied retail professionals demand for product knowledge by presenting multitudes of information and solutions in virtual "exhibition hall" and satisfied educational demand by producing on-line web seminar educational track Eric Biener – Elliot Markowitz