the April 2009 Issue in PDF Format - Trade Show Executive

Faurot
options for using online technology in
place of internal databases for various
business functions. The Mobile Business
Conference and Expo will concentrate on
ways to put mobile communications to
work within a corporate environment.
Last year’s “unconference” format–
entire sessions taught by those who show
up–will return for Energy Camp to discuss
green IT methods that achieve greater
energy efficiency. In an “unconference”
session, people come to discuss
development ideas and trends, and listen
to peers’ expertise. Those who show up
suggest discussion topics and lead the
conversation if their topics are chosen.
“The people who attend come
despite not having a billed speaker,”
Faurot said. While that may be
disconcerting to those on the speaker
circuit, it’s a format that’s gaining ground
in some sectors–particularly emerging
sectors. “Those who don’t embrace it are
missing the boat,” Faurot said.
Organizers Confident About Quantity and
Quality of Buyers, Education Offerings
Regardless of final attendance
numbers, Faurot is confident that
exhibitors will reach qualified buyers
who typically come to Interop to learn
where the industry is headed and what
technologies can immediately help reduce
costs or increase revenue.
According to a report from the Center
for Exhibition Industry Research (CEIR)
released in January, data dating back
to the 1960s indicates that key buyers
continue to attend trade shows during
recessions, even if overall attendance and
the number of exhibitors shrinks. The
Lured by the Internet. TechWeb made significant use of the Internet to market the upcoming show to
prospective attendees. The campaign made use of popular social networking sites as well search engine
optimization to reach the tech-savvy community.
study also pointed out that the percentage
of attendees planning to buy products
as a result of exhibitions doesn’t change
significantly during recessions.
Faurot also thinks Interop has an
advantage with its educational offerings.
“The whole format is about educating
IT professionals on how to do their jobs
better,” he said.
Reaching Attendees Via the Internet
Organizers are proactively courting
prospective attendees with a variety of
approaches that include:
• A move away from direct mail as a
recruiting mechanism. “We shifted
our energies to online engagement,”
Faurot said. Those efforts include
Google search engine optimization, use
of AdWords and a presence on social
networks like Facebook that cost only
staff time to develop. Interop also built
its own fully functional social network
so that anyone involved with any
Interop show can connect to those who
attended, exhibited or presented at
other shows. (Interop Las Vegas is the
flagship event of a series of shows
also held in New York and Tokyo.
A new show in Mumbai is slated for
Fall.) “The important part is to raise
awareness and increase the take-away
value,” Faurot said.
• Reaching out to new sectors,
particularly in government and
healthcare. Faurot said the Obama
administration’s move to appoint a
Chief Technology Officer for the
Federal government bodes well for
that sector and sends a signal that
technology will play a critical role in
the new administration. Extra efforts
with the healthcare sector are related
to a renewed government interest
in funding improved databases for
medical records and other healthcarerelated
initiatives. “We’re doing more
specific outreach with those categories
for Interop and other new shows not
yet announced,” Faurot said.
• For those who still can’t make the show,
Interop will stage virtual events after the
show. Faurot said such events are good
for lead generation for vendors.
Continued on page 30
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