BtoB Media Business - February 2008 - (Page 21)

Events The next generation BY MATTHEW SCHWARTZ ‘Trade Show Executive’ and iCongo Live ready debut of Trade Show Executive I-Show D arlene Gudea, VP-publisher of Trade Show Executive, has “attended” her share of virtual trade shows in the last two years. During that period, b-to-b media companies have come to recognize the value of producing a fullblown event online that has all of the facets of a physical event. But Gudea wanted to take virtual events to another level. “Most publishers are doing virtual shows, but we wanted to create a rich directory that can run 365 days a year,” she said. Gudea’s idea will become a reality in September when the Trade Show Executive I-Show debuts. The virtual show, an interactive directory of resources and industry vendors, is being produced in concert with iCongo Live, which provides software for online events. A specific date for the show’s debut will be announced later this year. The show, or Web site, will have the look and feel of a physical trade show. “Exhibitors” will be arranged by category into one of seven halls, such as convention bureaus or service contractors. At press time, roughly 140 advertisers, including print advertisers from Trade Show Executive (a monthly with 5,200 circ.) and marketers from overseas, had signed on to where everything is trending—and interactive directories are the way to go.” Still, Gudea was quick to add that virtual trade shows are no substitute for face-toface events. “You can educate [visitors] in a different way and, in a virtual show, they don’t have to search around for information,” she said. participate in the event, Gudea said. Yves Daoust, exec VP of iCongo Live, said The Web site will include the Trade Show Lounge, featuring a chat room and archives the difference between an interactive direcfrom Trade Show Executive. It will also have tory and a virtual trade show is one of permaHot Dates, an advertising section where city nence. “It’s like a virtual briefcase in which convention centers can post (for a price) open- you can get information with a click and then download it,” he said. The number of virtual events grew 250% in 2007 compared with 2006, to 210 from 60, according to Unisfair Inc., which produces virtual events and virtual business environments. The average number of attendees per virtual event grew to 1,607 in 2007, from 1,222 in Darlene Gudea, VP-publisher, 2006, Unisfair said. Trade Show Executive Guy Piekarz, CEO of Unisings that have not yet been sold in their book- fair, stressed that when producing virtual ing schedules. The TSE Career Center will of- trade shows, b-to-b media companies have to keep their eye on the fundamentals. “When fer trade show executives job opportunities. The show will also feature live streaming you take virtual events to the b-to-b world, video from Trade Show Executive’s Gold you want to make sure it’s about the user expeAwards Gala, which will debut in tandem rience and not how ‘cool’ it looks,” said with the I-Show introduction in September. Piekarz, whose clients include Nielsen Co., “If done right, virtual trade shows can be Penton Media and TechTarget. “It has to be a new revenue stream and increase the loyal- nice and clean for the buyers; don’t dress up ty of readers,” Gudea said. “Print is still im- the avatars or do plug-ins. The easier it is to use, portant, but we’re all pressed for time so the more business opportunities” there will be having good, strong information online is for both exhibitors and attendees. EVENTS “If done right, virtual trade shows can be a new revenue stream and increase the loyalty of readers.” SHOW SPOTLIGHT 2008 PGA Merchandise Show Owner/producer: Reed Exhibitions What: PGA of America’s annual show for golf industry professionals, including manufacturers Where: Orange County Convention Center, Orlando, Fla. Date 2008: Jan. 17-19, 2008 Date 2007: Jan. 25-27, 2007 2008 floor space: 530,00 2007 floor space: 520,000 No. of attendees, 2008: 45,000 (estimated) No. of attendees, 2007: 45,019 No. of exhibitors, 2008: 1,250 No. of exhibitors, 2007: 1,250 Producer comment: “We used to say if you’re part of the golf industry, you need to be at the PGA Show. This year, we found this to be very true because everyone who is part of the golf industry seems to have been here. There was a genuine buzz of excitement throughout the show,” said Ed Several, VP-general manager of PGA Golf Exhibitions. “The 2008 PGA Merchandise Show has set the table for an exciting and successful year.” Exhibitor comment: “Our show traffic was extremely high the first day,” said Mike Pai, exec VP-marketing at Srixon Sports USA. “Overall, we wrote close to 40% more business this year at the show than we did in 2007.” Breakdown: Exhibitors saw healthy traffic at this well-established show. The schedule of events for the threeday show included product presentations, indoor and outdoor demonstrations, multiple fashion shows, designer panels, teaching clinics, education seminars, career workshops, industry awards and networking receptions. —Carol Krol mediabusinessonline.com | February 2008 | Media Business | 21 http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - February 2008

BtoB Media Business - February 2008
Contents
Upfront
Cover Story
Feature
Sales & Marketing
Events
Online
Production
Circulation
People
Benchmarks
Endnote

BtoB Media Business - February 2008