Web portals, what is that? Yahoo, AOL, Excite, Altavista, etc. are all web portals. How do they play in the tradeshows and events industry? The answer to this question will vary depending on your strategic plan for your association, or your event management or you b2b media product. All of this will also depend on your budget for online programs.
Can we create portals most definitely is that a goal we should have that will again depend on the size and scope of your events and your objectives.
You now need to look at how you obtain revenue online and also who you compete with online. Let's say you are the major vertical or horizontal event serving your customer base. You have a very solid f2f event.
It's growing everything is good, or it's suffering. Either way you need to look at these online opportunities for your business plan. The print media has taking a beating. I'm not going to call anyone particular group out, but just look at the newspaper industry and the effect of online news and search has had on their business revenue.
Now could this play out in the f2f arena still remains to be seen. However this new economy which no one knows how long it will last is having an effect on marketers. They want to reach their audience achieve a strong ROI at the most economical efficient way that they can.
Here's what alot of tradeshow and events have going for them as they explore the online model that they really should embrace instead of be in fear of.
1. We collect data
2. We serve and our recognized as a leader in the industry
3. We have two customers that pay to be part of our events.
5. We can take this f2f progam utilizing new techology and put it online.
6. Our customers invest their time and money for our events.
7. Our attendees are more qualified than any b2b product online.
8. We work with multiple groups in marketing and partnerships
9. Social media allows us to be f2f online.
10. How many models can say they have a f2f and a online matchmaking and search engine.
Search is huge, think Google, Bing etc. Do not underestimate search, seo, lead generation and online effectiveness. Also be very aware of how your demographics utlize tools such as laptops, wireless networks, smart phones and more. Also be aware of the next generation of buyers who live by the communication online.
If you think they are not ready to embrase go to youtube.com and search for a video on socialnomics. It's a little propaganda but the point is made loud and clear about online engagment.
Look at retail and see how much of that is now purchased online or researched online. Also do not underestimate the viral activity and potential of your group to encourgage others to engage you online and offline.
My point is portals are search, you need to play in this space for long term sustainable growth. If you cannot get their alone you may need to engage others to shoulder the burden.
With a portal I can be 365 for my customers. News, video, rss, search, education, R&D, white papers, social communities, sales, matchmaking, lead generation, seo, market penetration and more.
To me it's a no brainer. You can create a portal that can allow you to grow into ancillary markets, strengthen your markets and increase value and possibly offset the costs to produce by a new revenue stream.
Portals will take a commitment of resources staff and financial. However keep in mind you may see what you think is your competition out there now, but odds are you may miss out on someone that has the great idea and plan to access what your perceive to be your audience.
I'm not going to say it's going to replace f2f. Nor am I saying everyone should do it. I'm just telling you if you don't or cannot, mark my words someone may already be thinking about it.
Thanks for reading and I always look for input from everyone.
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