Online Expos, Reality TV,
& Radio Shows!
When Elsevier, a medical and science publisher based in Amsterdam, closes the third and final day of its Vaccine Virtual Congress at the Westin Boston Waterfront hotel tomorrow, the presenters will be able to field questions from researchers in Iran, while a scientist in China will be able to "virtually" walk the trade show floor and visit vendors' booths.
"People go to these meetings to meet other researchers," said Sharat Sharan, chief executive of ON24 Inc., a San Francisco company whose technology is making the virtual trade show possible. "I can't buy you a beer virtually, but clearly you can interact with other researchers."
Before releasing its Virtual Show technology three months ago, ON24 was already a leading webcast company. Its beefed-up product allows for more interactivity and better mimics the look and feel of actually attending a trade show. The product's release is well timed, as corporate travel budgets are being scaled back and the trade show industry takes a hit because of the economic recession.
Elsevier said it polled customers and found that 90 percent were likely to travel to two shows a year, such as this week's Boston conference, which is expected to draw 500 people. But if travel costs could be eliminated by making attendance at shows as easy as logging onto a desktop computer, the number of events Elsevier's customers said they would attend jumped to four.
This week's conference focuses on vaccines and infectious diseases. By opening the event to those who cannot travel to Boston, it is able to reach nearly 1,000 additional participants on six continents and in 51 countries, including Brazil, Cuba, India, Iran, South Africa, and Sudan.
The physical show opened yesterday. Tomorrow, the virtual portion opens. Online participants can sit in on presentations ranging from "The ferret and human models for influenza vaccine evaluation" to a session on health insurance. Virtual Show's interface has the appearance of a convention center, and an embedded video player allows viewers to see demonstrations, slide presentations, and other information speakers may use in their sessions. Other areas, including a resource center, will give users access to the latest information being presented at the show.
In all, six sessions, including two video programs, will be offered. Participants can also chat with other researchers, view research posters, and visit vendors. ON24 has customized the technology's 3D interface to have the look and feel of a hotel conference center, complete with a view of the Boston skyline outside a computer-generated window.
An added benefit of Virtual Show, Sharan said, is that the presentations can be archived online, making it possible for participants to virtually attend sessions that may be happening at the same time, or allow them to view part of a conference at a more convenient time.
"This almost gives you indefinite access to an infinite number of sessions," he said.
The Elsevier show is one of 25 that ON24 is hosting this year, with growth expected to continue next year - in part because of the uncertain economy and anticipation of more cuts in companies' travel budgets.
"I think the Virtual Show stuff we're talking about is just starting to get a lot of attention," Sharan said.
The survey, conducted jointly by Hearst Electronics Group and Goldstein Group Communications (GGC), was conducted via email during August and September, 2008 with b-to-b marketing executives throughout North America.
"This type of data reveals best practices among business marketers at a time of tremendous flux," said GGC President Joel Goldstein. "The sense of urgency to move to online marketing has been felt by leading marketing organizations for some time now, but the extent to which budgets have been re- defined is dramatic. While traditional media still play a role in building a balanced program, clearly online spending for webcasts, search engine marketing and generating online content are now seen as the primary drivers of branding and lead generation for most companies." Goldstein noted that it's likely the increased pressure for program measurability and accountability in 2009 budgets is also a factor in pushing programs to more online spending.
"The survey's goal was both simple and straightforward," said Hearst VP Publishing Director William Barron. "Identify how companies are allocating dollars, what's working and, most importantly, why. The most advanced marketers today build balanced programs that incorporate multiple points of contact with their targets, from print to online to shows to direct. The survey reinforced that budgeting shouldn't be a search for the 'magic bullet' but instead must follow a disciplined and proactive strategy."
While the survey queried marketing executives on sales channels strategies, barriers to growth, and other 2009 plans, the survey's main conclusions centered around budget patterns for marketing communications expenses.
"When web development, search engine marketing and webcasts are combined, marketers today are spending 47 percent of total budgets on online tactics," said Goldstein. "This includes online video and social media, which are very small portions of the budget today but are expected to grow rapidly during the next few years."
"Traditional media spending on print advertising is the single largest program in the budget for an important reason," notes Barron. "Research from all the main trade publishing companies, including Hearst, Reed and the online firm Techinsights, shows that prospects spend a majority of their time in print when researching products and suppliers. The key point for marketing today is that it is an 'AND' not 'OR' world, meaning that customers use both print and online tools."
Part of the reason marketers are so willing to devote such a large portion of their budgets to online may be tied to lead quality. The single best source of leads, they report, is their web site, at 24 percent, followed closely by search engines at 19 percent. While one might expect that high spending for online tactics would lead to strong lead quantity, this question dealt instead with a marketer's source of their BEST leads. Online and trade shows, at 15 percent, appear to be the most important sources of quality leads. "In this environment, many budget choices in 2009 will be based on what's 'nice to have' versus what we 'have to have.' Programs that are proven to generate the highest quality leads, and that are easiest to track to a lead or sales conversion, will end up as the winners," said Goldstein.
Search engine marketing currently consumes 11 percent of budgets, when including organic as well as pay-per-click programs. Barron notes the importance of building strong brands carries through to Google and Yahoo! initiatives as well. "The value of strong brand recognition can be found typically in your company's own server logs, the database that identifies what words or phrases people have typed in to Google or Yahoo! in order to find your site," he explains. "The dominant phrase is likely to be your company's own name or product names. While ideally you're building search engine visibility to reach new people who don't know you, the approach still must be centered around balanced brand-building so the market knows your name and you carry some level of visibility in your space."
Direct marketing is still a player in b-to-b spending, at 12 percent total, evenly split between email and direct mail marketing. Trade shows continue to represent a large portion of marcom budgets at 17 percent, Goldstein noted. "While trade shows are certainly among the most expensive tactics employed, and while shows have enjoyed a modest growth spurt from 2002 to 2007 in traffic and revenues, we had expected to see more trimming in that portion of the budget, as senior level executives and buying decision-makers continue to curtail their trade show attendance for many industries," he said.
Also in traditional marketing, a still robust 11 percent of budget is spent on print materials, meaning that most marketers have concluded they can't live by online pdfs of brochures and data sheets alone. Printers can take heart that marketers still see a role in printed literature and catalogs for the b-to-b sales process. "One of the other areas of inquiry is managing marketing on a global scale," said Goldstein. "Companies today are so tied to overseas markets, which presents a challenge to marketing executives who must coordinate a unified message worldwide. We wanted to measure whether decisions on messaging and budgeting remain with U. S. headquarters, or have dispersed to other areas of the world."
In this survey, two thirds of revenues come from outside North America for these companies, with 20 percent coming from Europe, and 19 percent from Asia. North America remains the center, though, for generating marketing materials and messaging: 42 percent report all creative originates at U. S. headquarters, while another 30 percent report these decisions are made "mostly" at U. S. headquarters. The pattern holds for budget and spending decisions as well, though slightly less so. Some 43 percent say budgeting decisions are made completely at U. S. headquarters, with another 20 percent saying "mostly" in the U. S.
For demographic purposes, 79 percent of survey respondents carried a marketing or sales title, with another 15 percent as CEO/President. One- quarter of survey respondents were from large corporations with revenues of $151 million or greater; nearly a third, or 31 percent, were from smaller marketers with annual revenues at $10 million or less.
The email survey was distributed to marketing executives and top management among North America electronic manufacturers and b-to-b executives during August and September, 2008. Survey data are based on 99 completed questionnaires.
For a white paper on 2009 Marketing Budget Best Practices, with results of the complete survey, contact Joel Goldstein, Goldstein Group Communications, at jgoldstein@ggcomm.com, or at 216-509-3119.
About Hearst Electronics Group
Hearst Electronics Group is the largest publisher of product information to the electronics industry. Its directories, e-newsletters, web sites, magazines, webcasts, inventory access tools, and databases are invaluable resources for engineers involved in product design. Hearst Electronics Group is part of Hearst Business Media (HBM), an operating group of the Hearst Corporation.
About Goldstein Group Communications
Goldstein Group Communications, a technology b-to-b agency, brings an unusual combination of corporate communications management and engineer-level writing capability to its national client roster. With deep experience in electronics and industrial markets, the agency is able to draw on its skills to articulate with impact and clarity the technical advantages its clients bring to their customers. Unlike other agencies, staff members for the most part have built their careers on the corporate side of the desk, rather than as agency executives, a perspective that results in a higher level of accountability and measurability in the agency's programs.
CONTACTS:
William Barron
VP Publishing Director, Hearst Electronics Group
516-227-1322
bbarron@hearst.com
Joel Goldstein
President
Goldstein Group Communications
jgoldstein@ggcomm.com
216-509-3119
Telephony's One-Day Virtual Show Features Interactive Webcasts to Help Telecom Service Providers Navigate Deep Packet Inspection
ON24, Inc. (http://www.ON24.com), the global leader in Webcasting and Virtual Events solutions, announced today that the company will host a Virtual Show for Penton Media's Telephony, on December 11, 2008 about Deep Packet Inspection (DPI).
The live, interactive virtual event, titled "Telephony University: Deep Packet Inspection," will provide a comprehensive look at how DPI's ability to inspect the packets of information that travel across the Internet can be a useful tool for targeted advertising while also providing better customer service.
Telecom service providers are seeking to enhance the value of broadband, provide greater security and use their network infrastructure more efficiently. In this one-day virtual trade show focused on DPI, Telephony will examine the regulatory, technology and services issues of DPI and demonstrate how DPI usage can benefit both service providers and consumers. "This virtual show was developed to bring together industry experts to address how telecom service providers can leverage DPI for their businesses," explained Carol Wilson, Editor-in-Chief of Telephony.
Accessible from any computer without having to download any proprietary software, the "Telephony University" virtual show will simulate a physical tradeshow. Attendees will watch live webcast presentations in the auditorium, visit sponsor booths in the exhibition hall, download white papers and collateral in the resource center, and network with industry peers in the communications center. "ON24 Virtual Show is a completely customizable, 3D environment designed to give attendees what they need, including powerful professional networking and an easy-to-navigate user interface, while providing publishers with deep insight into attendee behavior through our analytics and statistics dashboard," explained Denise Persson, Chief Marketing Officer, ON24.
"As an organization, our objective is to leverage digital technology to deliver timely and relevant editorial and educational content to our readership," stated Wilson. "Virtual events are a natural extension of our digital strategy and how our readers are accessing information online. We partnered with ON24 because of its extensive experience delivering highly interactive and engaging virtual events."
About Telephony
Telephony is the leading information source for all communications service providers: new and incumbent, wireline and wireless. Telephony delivers insightful coverage of the news, technologies and business strategies driving the telecom industry. Telephony gives telecom marketers the opportunity to reach a focused service provider audience through integrated marketing channels and custom opportunities. Whether in print, e-news, Webcasts, in person or online, Telephony delivers real-world intelligence the telecom industry depends on. Visit us online at www.telephonyonline.com.
About Penton Media, Inc.
Penton Media, Inc. is the largest independent business-to-business media company in the U.S., serving more than six million business professionals every month. The company's market-leading brands are focused on 30 industries and include 113 trade magazines, 145 Websites, 150 industry trade shows and conferences, and more than 500 information data products. Headquartered in New York City, the privately held company is owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP, and its co-investors. For additional information on the company and its businesses, visit www.penton.com
About ON24, Inc.
ON24, Inc. ( http://www.ON24.com) is the global leader of webcasting and virtual events solutions for demand generation and corporate communications. ON24 provides the most reliable and trusted solutions that enable organizations to plan, produce and deliver cost-effective online events, including lead generation webinars, virtual shows, internal communications, continuing professional education and executive announcements.
More than 700 global organizations in technology, publishing, life sciences, government, and financial services rely on ON24, including Business Objects, Cardinal Health, Cisco Systems, United Business Media, Credit Suisse, U.S. Department of Education, GE Healthcare, IBM, Motorola, National Science Foundation, Penton Media, and Samsung. ON24 is headquartered in San Francisco, with offices in Washington, D.C., New York, London and Beijing.
MEDIA CONTACTS:
Cece Salomon-Lee
ON24, Inc.
Phone: 415-369-8332
Email Contact
Bethany Weaver
Penton Media
Phone: (216) 931-9551
Email Contact
ON24, Inc.(http://www.ON24.com), the global leaderin Webcasting and Virtual Events solutions, announced today that thecompany will produce for the North American Publishing Company (NAPCO) avirtual trade show on email marketing and commerce. To be held November 13,the live, interactive event will be powered by ON24 Virtual Show, acompletely customizable virtual events venue designed for use in demandgeneration and corporate communications programs.
Attendees of NAPCO's"All About eMail Virtual Conference & Expo" will be able to accessthe show online from any computer platform, including Macintosh, withouthaving to download any proprietary software. Once inside, attendees willsee that the virtual conference resembles an actual trade show andincludes, for example, an auditorium for a keynote address and othereducational sessions delivered through ON24's reliable webcasting solution."With ON24 Virtual Show, the appearance of a virtual event is completelycustomizable and can resemble actual locations. We develop 3D renderingsbased on either artist sketches or photographs, which provides a uniquelook that reflects each company's brand and personal identity," explainedDenise Persson, ON24's CMO.
NAPCO selected ON24 Virtual Show because of ON24's reputation fordelivering quality virtual events that extend a company's brand awareness and generatequalified leads through comprehensive statistics and reporting.
ON24 provides the industry's most sophisticated reporting analyticsregarding attendees' activities, such as document downloads, averageviewing times, participation in discussions and responses to polls andsurveys. By incorporating ON24 Virtual Show into their digital eventmarketing initiatives, organizations can enhance brand awareness and obtaintangible results for their demand generationinitiatives.
"ON24 understands how to extend a company's online presence to improvebrand awareness while also expanding revenue opportunities," said AlexisLuciano, NAPCO Director of Marketing, Webinars and Paid Products. "Ourexhibitors and sponsors rely on us to provide innovative programs thatdrive ROI for their digital marketing programs. For our 'All About eMail'virtual conference, only ON24 provided us with an integrated virtual showsolution that combined the sophisticated virtual environment that wasaffordable, and our customers demand with the social networking featuresthat benefit our attendees."
NAPCO operates magazines, trade shows and online services in variousindustries, including printing and packaging, direct marketing, promotionalproducts, consumer electronics and publishing. Focusing on effectivemarketing strategies, tips and tactics, the "All About eMail VirtualConference & Expo" is presented by NAPCO's eM+C Magazine. For moreinformation about this virtual show, visit:http://vshow.on24.com/clients/vshow/napco/register.htm?partnerref=on24pr.
About NAPCO
Philadelphia-based North American Publishing Co. offers more than 15information-based print, digital and Internet products and produces leadingtrade expositions. NAPCO builds on 50 years of service to existing andemerging new markets in commercial printing and graphic arts, directmarketing, publishing, consumer electronics, and promotional products. Formore information about NAPCO, visit http://www.napco.com.
About ON24, Inc.
ON24, Inc. (http://www.ON24.com) is theglobal leader of webcasting and virtual events solutions for demandgeneration and corporate communications. ON24 provides the most reliableand trusted solutions that enable organizations to plan, produce anddeliver cost-effective online events, including lead generation webinars,virtual shows, internal communications, continuing professional educationand executive announcements.
More than 700 global organizations in technology, publishing, life sciences, government, and financialservices rely on ON24, including Business Objects, Cardinal Health,Cisco Systems, UBM Media, Credit Suisse, U.S. Department of Education, GEHealthcare, IBM, Motorola, National Science Foundation, and Samsung. ON24is headquartered in San Francisco, with offices in Washington, D.C., NewYork, London and Beijing.
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MEDIA CONTACTS:Cece Salomon-LeeON24, Inc.Phone: 415-369-8332Email ContactCurtis SparrerConnecting Point CommunicationsPhone: 415-442-4034Email Contact
The organizer of the Web's first virtual trade show for the manufacturing community ArriveNEWS, will showcase a number of manufacturers and suppliers of factory automation equipment, robotic systems and controls.
ArriveNEWS.com, The publisher of the International Industrial Trade Show (IITS), an on-line exhibition at http://www.ArriveNEWS.com/iits.html announced today it will exhibit a number suppliers offering a wide range of automation equipment such as factory industrial robots, conveyors, system integrators, automated welders, machine automation systems, machine controls, item separators, overhead conveying systems, automated bulk material handling equipment, custom robotic systems, control panels and allied products.
According to Maria Santos, spokeswoman for ArriveNEWS, the on-line trade show includes offerings for a large variety of automation equipment, systems, software and controls as well as system integrators from suppliers serving primarily but not limited to North American and European markets. Santos said companies that manufacturer factory automation equipment are invited to register as an exhibitor of the International Industrial Trade Show at no charge at http://www.worldwideindustrialmarketplace.com/freelisting.html.
"IITS offers a wide selection of automation equipment from suppliers of factory robots, assembly systems, conveyors and control panels to a broad range of automated welders, material lifts, item pickers, custom machine automation systems and other industrial automation equipment," says Santos. She added, "The International Industrial Trade Show is designed to bring together buyers and suppliers of factory automation equipment and other industrial goods and services."
According to Santos, IITS recently added 73 exhibitors to its online expo which was first introduced last January. ArriveNEWS, a division of the Industrial Leaders Group (ILG) also provides Open RFQs From Industrial Buyers on its Web site accessible through ILG's network at http://www.IndustrialLeaders.com/mfg.html. Santos said the site enables companies sourcing for automation equipment and other industrial products to submit RFQs directly to pre-screened suppliers in North America, Europe and Asia.
About ArriveNEWS
ArriveNEWS provides information, inside news and independent reviews on various industrial fairs, trade shows and exhibitions held in national and international markets for manufacturing, industrial and construction professionals at http://www.ArriveNEWS.com
This press release was issued through IndustrialPR. For more manufacturing and engineering news go to http://www.industrialpr.net
Held at the Los Angeles Convention Center here in sunny California, ITEXPO West, brought to you by the Technology Marketing Corporation of Norwalk, Connecticut, is one of the IP communications industry’s longest-running expo/conferences. TMC
continues to flourish in an era that has seen the demise of its competitors.
Even so, all is not sweetness and light for the high-tech expo/conference business. Major economic pressures continue to burden both exhibitors and attendees, which makes ITEXPO’s success all the more remarkable.
Perhaps it’s our energetic exhibit hall pulsating with solutions for enterprises, SMBs, government agencies, non-profits, resellers, developers, carriers and service providers.
Or perhaps it’s the quality of our attendees, a gathering of the world’s buyers, sellers, resellers, investors and manufacturers, who enthusiastically forge new relationships and close deals.
Whatever the source of its success, ITEXPO West — and its sister show ITEXPO East — continue serve as a great watering hole on the vast savanna that is today’s telecom marketplace.
This year, expect a torrent of press announcements, online articles by TMCs editorial staff and blogging by a full spectrum of people, both experts and non-experts, spewing forth news and opinion all over the blogosphere. (At least you can say that we’re very accommodating to everybody!)
I’ve been reporting on telecom since 1994, and I must admit that the technology now appearing is finally giving full credence to that old shopworn term, “convergence”. Hardware technologies are converging, differing applications are being “glued together” into useful unified communications suites and mash-ups, rich feature sets previously available only to major corporations can now be enjoyed by SMBs and even projected to run on mobile devices.
The world is changing rapidly, and organizations worldwide must invest in this technology and use it religiously if they hope to remain viable. That’s why thousands of people convene each year on ITEXPO West at the Los Angeles Convention Center. Hope to see you there too.
Richard Grigonis is Executive Editor of TMC's IP Communications Group.
