Face-to-Face Report : September 2009
CEIR Resources Available Free for ABM Members
New, simplified process provides easier access to must-have reports
As one of ABM’s recent initiatives to deliver valuable products and services to its members participating in the events space, the Association has partnered with the Center for Exhibition Industry Research (CEIR) to provide important, timely information on the world of face-to-face … all at no cost to ABM members.
The following resources are now available free from CEIR. Simply contact Kate Patton at k.patton@abmmail.com with your request(s), and the various reports will be sent to you directly.
- Effective Methods for Visitor Promotion (Part I: Exhibition Organizers)
- How Digital Marketing Affects Exhibition and Event Performance
- Looking Past the Recession: Exhibition Strategies for the Interim
- The Cost Effectiveness of Exhibition Participation
- The Effect of Economic Recessions on Exhibitions
ABM Executive Forum to Kick Off with Virtual Events Workshop
Early bird deadline less than one month away!
Mark your calendars: ABM’s 2009 Executive Forum is coming to New York City’s NYAS this November 3 & 4! With a dual focus on real solutions for today and real answers for tomorrow, this all-new program will teach you how to exceed the expectations of your customers – both marketers and end-users (readers, viewers, attendees).
On November 3, the conference kicks off with “Events in Transition – The 365-Day Tradeshow,” an interactive workshop on the business of virtual events. Led by John Failla, CEO of Tesoro Events and “Virtual Event Insights” blogger, the session will explore:
- which virtual event applications are most successful in delivering value to your audience,
- how to extend the reach of your event by leveraging digital tools, and
- best practices for launching your own virtual event.
Panelists include Eric Biener, VP of business development and network sales at Nielsen Business Media, and Bob Felsenthal, publisher of BtoB magazine.
The events workshop joins an impressive agenda and line-up of thought leaders. Among the speakers already confirmed are Steven Brill, Co-Founder, Journalism Online; Thomas Haas, CMO, Siemens; Michael Lonier, CIO, The Deal; and Michael Mandel, Chief Economist, BusinessWeek. Click here to view the full agenda.
Register now and take advantage of the special early bird registration rate, ending October 3. For sponsorship opportunities, please contact Jane O'Connor at j.oconnor@abmmail.com or 212-784-6367.
ABM's 2009 Executive Forum is sponsored by the Atlantic City Convention & Visitors Authority, Booz & Company, BPA Worldwide, CDS Global, Quebecor World, and Readex Research.
B-to-B Case Study Series Now Available Online
Featured study confirms power of hybrid events
ABM recently partnered with BtoB magazine to compile a series of case studies from previous BtoB coverage that showcases the strategies b-to-b media companies are utilizing to achieve their objectives.
While the complete series is available in the Research & Marketing section of ABM’s Web site, one case study, on Lightolier’s recent product launch, has been reproduced below to emphasize the power of hybrid events in both cost savings and valuable attendee experiences.
Objective
150-year-old lighting manufacturer Lightolier wished to introduce a new product in nine U.S. states simultaneously, while providing a valuable face-to-face experience for each customer and business partner in attendance.
Strategy
Lightolier enlisted digital marketing agency Cramer to help it build a hybrid event, where customers were hosted by members of the Lightolier sales team in nine cities while the company delivered a live product announcement via the Web.
The company’s president announced the launch of EXCEED, its new environmentally-friendly lighting design, and the company’s product manager moderated an interactive online Q&A. Top sales representatives at each location were present to provide a live demonstration of the product and conduct sales on-site.
Results
The combination of a live face-to-face event with a Web-based product launch resulted in significant cost savings for Lightolier as well as immediate sales of the new product.
* This is a summarized version of BtoB’s March 9, 2009 article, “Hybrid Event Brings Group Together Live and on Web.” For the full article, click here.
Tips for Virtual Event/Social Networking Decision-Making
With a wealth of management experience as both publisher and event organizer, John Failla, CEO of Tesoro Events, has become a leading authority on media brand development and launching events. As he continues to explore, study and evaluate emerging b-to-b media models, John recently launched a blog site, “Virtual Event Insights,” dedicated to the global advancement of knowledge on virtual events and virtual environments.
In his latest entry, John offers some advice for business media executives currently being “barraged by requests to fund new projects to create communities or launch virtual events when, very often, the business model or commercial prospects from such activities are unclear.”
Click here to read John’s advice for approaching these important decisions.
The Events Industry: The Opportunity for Sustained Growth
By any measure, the global events industry represents a significant and highly-attractive business opportunity:
- It is large – approximately $100 billion total revenue across the globe in 2007.
- It is growing – at an average of 6.2% globally since 2003 – and is forecasted to grow through 2011 at a nominal CAGR of 5.5%. Some international growth rates will touch 20%.
- It remains highly-fragmented – The world leader, Reed Exhibitions, holds no more than 7% share of the global market.
AMR International and DeSilva + Phillips see a number of developments in the events business which will continue to drive growth, profitability and value. Therefore, they’ve partnered to produce a white paper, complete with trends, business models and an outlook for the future.
Click here to access this important industry white paper.
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