Technology marketing today - IT... · 2009-12-14 · ROI by Marketing Channel 7% 28% 12% 6% 7% 28% 7% 20% 14% 10% 6% 23% 7% 28% 9% 7% 8% 40% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

Tuesday , 10 November 2009

Erin Anderson

Director, Strategic Marketing

presented by

Copyright © 2009 GPJ All rights reserved

Technology marketing today:The change is digital.

2Copyright 2009 GPJ - All Rights Reserved

Agenda


• Change is here• Trends: Insights and observations• So, how are tech companies approaching events?• Case studies: how GPJ is currently working with IT clients• Summary: What now?

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3Copyright 2009 GPJ - All Rights ReservedCopyright © 2009 GPJ All rights reserved

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Change is Here


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The Economy


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• Recession in the digital age• Budget cuts• Travel cuts• Potential further economic turbulenceand downturns• Flu scare

“In January 2009, more than 76,000 job cuts wereannounced worldwide in a single day.” – Financial Times,Jan 2009

“In March of this year, the World Trade Organisation (WTO)predicted that global trade will plunge 9% this year – thesteepest drop since the second world war.” – TheEconomist, March 2009


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“Over 30% of respondents in a recent eMarket study forJapan, UK, Spain, and the US agreed that the mobilephone is an extension of their PCs/Laptops. 4% felt it wasa computer, while 22% felt their mobile device was both aphone and a computer.”

- eMarketer, March 2009

“In December 2008 , Eurostat reported that 60% of allhomes in the EU-27 countries had Internet access and48% had broadband. This equates to 4 in 5 homes withInternet access in the EU-27 having broadband. In 13 outof the EU-27 markets, over 50% of all homes hadbroadband - including the UK (62%), Germany (55%),and France (57%).”

-Eurostat, December 2008

Technology

“There are 1.6 billion people online worldwiderepresenting nearly 24% of the world’spopulation.”

- Internetworldstats.com, April 2009


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Two-thirds of theworld’s Internet

population are usingsocial networks or

micro-blogging siteslike Twitter

- Nielsen ratings 2009

Social MediaInfluence


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Newchallenges…

need new ideas andtools.


How is GPJ working with technologyclients?


So how are tech companiesapproaching events?




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Hybrid Virtual On-Demand

Physical + Virtual

Extend reach, spend, and duration

through virtual components

Virtual content may be delivered

Live or On Demand, and through

video or audio content

Use of virtual hybrid components

will vary depending upon physical

event activity and the event

Lifecycle stages (Pre-Event, During,

Post-Event)

Ability to leverage full range of

virtual content and media, as well

as virtual tradeshow / event

platforms

Virtual Only

100% virtual experience delivered

with a combination of individual

assets or through a virtual

tradeshow / event platform

To support and/or enable attendee

experiences not possible, feasible,

or prudent through a physical event

Virtual experience may be delivered

Live or On-Demand

Content may be extended to the

desktop or smart phone

Searchable and reusable content.

Maximize ability for attendee to find

and reuse content, thus driving

increased results.

Extends experience from event-to-

event.

Performance support tool to ensure

retention of messaging.

Ability to leverage full range of

virtual content and media, as well

as virtual tradeshow / event

platforms

Online EventVirtual Events: What are they?

Copyright 2009 GPJ - All Rights Reserved



So how are we working withtechnology clients?

Copyright 2009 GPJ - All Rights ReservedCopyright © 2009 GPJ All rights reserved

Challenge

• Internal sales meeting - 20,000 invites

• Need to cut costs

• Deal with Cisco induced travel ban

• Leverage Cisco technologies

• Need to update and educate

The numbers

• 90% cost savings

• Participants from 89 countries spanning 24time zones

• 88 hours of consecutive sessions crossing24 time zones

• More than 13,000 active players of the(ARG)

Cisco GSX

Alternate Reality Game (ARG) –The Threshold


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Micro Focus liveChallenge

• External customer event with only 33people registered to attend

• Need to update and recognisecustomer loyalty

• Recession and travel bans were thecore challenge

• Widen the attendee base

The numbers

• Registration exceeded by three timestarget• 3,251 views of on-demand sessions vsa target of 200• 11 times more white paper downloads• 98% strongly agreed they “understoodthe company direction”• 86% more likely to buy Micro Focusproducts after attending


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IBM IOD 2009

Challenge

IBM had two big business objectives: making sure theconference remained the flagship ‘go to’ event for Europe’s toptechnical and business leaders, practitioners and IBM’s businesspartners; and extending the IBM Information on Demandcommunity in EMEA.

Our end-to-end involvement drew on all GPJ’s services:marketing strategy, creative, event management and logistics,production, technology, registration, content and speakermanagement, sponsor management, networking receptions andevents.

the numbers

• 2,000 attendees

• Over 35 concurrent sessions

• Over 60 demos and solutions showcased

• Lead revenue target exceeded by 60%

• Positive social media responses of 83%

• 1,000+ tweets from the event, reaching more than 1 millionfollowers

• Over 90% of attendees said they’d attend again


All is not Lost: face-to-face stillmatters!


• Harvard Business Review Study – 2300subscribers

• “79% of respondents said that in-person meetingsare the most-effective way to meet new clients tosell business services and products”

• “Although technology is advancing to a pointwhere face-to-face communication is attainable bynot travelling, the side-networking, the sidebarmeetings, and the interactions are lost.”

• Harvard Business Review Study – 2300subscribers

• “79% of respondents said that in-person meetingsare the most-effective way to meet new clients tosell business services and products”

• “Although technology is advancing to a pointwhere face-to-face communication is attainable bynot travelling, the side-networking, the sidebarmeetings, and the interactions are lost.”

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ROI by Marketing Channel

7%

28%

12%

6%

7%

28%

7%

20%

14%

10%

6%

23%

7%

28%

9%

7%

8%

40%

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45

Direct mail

Web marketing

Public relations

Broadcast advertising

Print advertising

Event marketing

2008

2007

2006

Source: 2009 EventView 2009 Technology Report , Sponsored by GPJ, MPI and the EventMarketing Institute


Summary: What now?


• Times havechanged

• Be digitally ready

• Events still matter!!

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Tuesday , 10 November 2009


THANK YOU

Documents

Technology marketing today - IT... · 2009-12-14 · ROI by Marketing Channel 7% 28% 12% 6% 7% 28% 7% 20% 14% 10% 6% 23% 7% 28% 9% 7% 8% 40% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4