Face-to-Face Report : January 2010

CEIR Research, Available Free for ABM Members,
Offers Valuable Event Insights and Information

Did you know?

• Among young professionals who have attended exhibitions in the past three years, nine in 10 say they are very or somewhat likely to attend an exhibition in the next two years, given the opportunity.
• 40% of corporate brand marketers and 31% of exhibition production marketers report using virtual events.
• Event activity sponsorship (16%) and speaking opportunities (16%), followed by e-mail marketing/advertising (14%), are the exhibition sponsorship options perceived as providing the greatest ROI.

These are just a few of countless significant findings from the Center for Exhibition Industry Research (CEIR), with whom ABM has partnered to provide members with important, timely information on the world of face-to-face – all at no cost.

ABM members from around the globe continue to take advantage of this exclusive opportunity … Have you?

Top-requested reports include "The Power of Exhibitions in the 21st Century," which offers a wealth of insight into how new generations of attendees want to connect, learn and network at events; "Effective Methods for Visitor Promotion," which analyzes the most and least effective tools for attracting visitors and reveals the average spending on pre- and post-exhibition promotion; "The Spend Decision," which evaluates the behaviors and opinions of marketing executives at mid to large sized organizations that use b-to-b exhibitions in their marketing mix; and "Digital + Exhibiting Marketing Insights 2009," a comprehensive analysis of the influence of digital media on the exhibition industry.

Contact Kate Patton with your request(s), and the research will be e-mailed to you directly.

Events Summit to Explore Virtual Event Models This March
Register now: Early bird rates end February 12!

Want to learn how to use virtual and face-to-face events to maximize your profitability?

ABM’s 2010 Events Summit, being held March 24 in New York City, is the only place where you can learn how virtual events are being integrated into all segments of the physical event market. With the support of SISO and IAEE, the Events Summit has become a unique, all-industry event, relevant for integrated b-to-b media companies as well as show organizers and managers. (Click here for video highlights from our 2009 Events Summit.) 

This cost-effective, half-day program will address opportunities for creating a blended event model, with an in-depth focus on:

• Using virtual tools and technologies to extend the reach and impact of your face-to-face events
• The keys to success in virtual event development and execution
• Best practices in attendee recruitment and retention
• Content development
• Blending the virtual and face-to-face event experience

You’ll also have the chance to network with industry leaders who are reshaping the event landscape, hear best practices, and gain valuable experience for executing your own event models.

Register by February 12 and save $50! The early bird rate is just $99 for ABM/IAEE/SISO members and $149 for non-members. Click here for more information or to register.

B-to-B Case Study Series, Now Categorized, Available Online
Featured study showcases John Deere’s
Grand CEBA Award-winning face-to-face campaign

ABM continues to expand its online series of case studies, showcasing the strategies b-to-b media companies are utilizing to achieve their objectives. The newly-categorized series now features case studies on events, integrated media, marketing and print media.
 
The latest addition, extracted from Adweek’s coverage of ABM’s 2009 Creative Excellence in Business Advertising (CEBA) Awards, explores how Grand CEBA Award-winner John Deere took its face-to-face campaign to the next level to generate major buzz around the unveiling of its 764 high-speed dozer.

Objective

Who says construction equipment can’t be cool? John Deere & Company sought to create major buzz around the unveiling of its 764 high-speed dozer, the category’s first new machine launch in 25 years. The company wanted to go beyond the traditional press conference to generate anticipation and excitement in its customers that rivaled the massive size and scope of the machine.

Strategy

Leading up to the unveiling of its high-speed dozer at the ConExpo trade show, John Deere partnered with agency Gyro:HSR to create an extensive PR campaign. In order to generate enough buzz to last until the launch, the campaign included several elements. First, email announcements were sent to all trade show registrants with images of the dozer covered in a tarp and teasing headlines, such as “The Shape of Things to Come.” Editors received an invitation to attend a closed-door press conference where they were given a VIP pass and admittance to a special viewing area at the ConExpo show. Finally, editors were told they could also register for a special, invitation-only press conference with John Deere senior executives, including its CEO. All marketing collateral featured images of the silvery, edgy tarp-covered dozer.

Results

John Deere set a new standard for business communication in the construction equipment industry. Approximately 2,000 people attended the trade show, with about 80 editors present, creating a standing-room-only crowd for the unveiling of the dozer. Customers at the event declared their desire for the machine and helped Deere staff secure more leads. Press reaction to the event was also extremely positive, including several trade magazine cover stories on the dozer and three segments on CNBC. John Deere and Gyro:HSR took their marketing to the next level, infusing serious attitude, energy and excitement around a new product launch, proving that construction equipment can be hip and edgy. 
 

B-to-B Marketers Plan Event Spending Increase … Will You Take Advantage? 

Of the 376 business-to-business marketers recently surveyed by BtoB magazine, almost 40% planned to increase their 2010 spending, despite the current economic conditions. 35% of those b-to-b marketers will be increasing their event spending this year … How will you capitalize on their plans?

The above is just an example of the many significant findings from ABM’s recently-produced sales tool, “The Importance and Value of B2B Advertising During Times of Economic Uncertainty,” which summarizes the wealth of data that has been accumulated over time. The data clearly demonstrates that companies who either steadily continued or aggressively increased their advertising experienced overall growth as well as continual growth past the period of economic uncertainty.

An updated version is now available here, with data for 2010, supplied by BtoB magazine.

Learn How to Improve the Impact of Your Events with Free ABM Resource

Through a new partnership with Vital Business Media’s eMedia Vitals, an online publication covering e-media strategies, ABM is proud to deliver the “ABM Vital Guide,” a free weekly newsletter containing high-quality, actionable content on the hottest digital media trends affecting the b-to-b industry. 

Each week, the ABM Vital Guide will tackle one specific digital media trend or product with the potential to dramatically influence members’ digital revenues. A recent issue provided resources to help marketing, sales and editorial teams improve the impact of their events. Whether you're hosting b-to-b webinars, virtual trade shows or local breakfasts, a blend of in-person and digital elements will help you create a winning formula.

Click here to view the ABM Vital Guide on Online Event Models, or here to subscribe.

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