Hybrid Event Community Building Strategy a PCMA Webinar

Hybrid Event Strategy

Dana Freker DoodyVP, Corporate Communications

The Expo Group

Copyright 2012 THEEXPOGROUP

face to face online

online

Opportunity

online

A Hybrid Event

The Hybrid Event is the ultimate in convergence

20%

Average audience boost created by adding a virtual element.

Don’t be afraid

60%

Average percentage of people who are more inclined to attend in person after experiencing virtually.

Don’t be afraid

80%

Average percentage of people attending virtually who have NEVER been to the trade show in person.

Don’t be afraid

Don’t be afraid

100%

The commitment that must be made to retaining engagement.

Hybrids are fascinating

“Fascination is an intense emotional focus.

When customers are fascinated by you and your

message, they’re more likely to trust, believe, and respect

you.”

Start with strategy

What does your organization want to achieve?Gain new sponsorship

dollars.Drive revenues.

Market to new audiences.Create buzz.

Position as industry leader.Involve attendee’s staffs.

Widen reach of content.

Have more fun.

Objectives drive budget.

ASHE Connect Goals

•Increase brand awareness

•Reach constituency not present onsite

• Provide an arena for dialogue

•Position themselves as innovative, forward thinkers

ASHE Connect Goals Achieved

•92% found the experience beneficial to work.

• 57% had never been in person.

• 32% are MORE likely to attend next year.

•97% would recommend a virtual experience.

Moving into the “How”

• Content determination

• Marketing plans

• Physical and online environment

• Partner selection

• Manage expectations

#INZone

APWA Expo Microsite

APWA YouTube

Always think: WIIFM

What’s in it for me the organizer?

What’s in it for the attendee?

For the virtual attendee?

What’s in it for your marketing team?

For conference content directors?

Dana Freker Doodyis on Twitter @theexpogroup

Email [email protected]

Copyright 2012 THEEXPOGROUP