ARCHIVE - The Changing Face of Face-to-Face Marketing

August 28, 2008 In Archives By Advent

Fly Fishing Advice for Marketers

WHY YOU SHOULD MARKET THROUGH THE TOUGH TIMES

Wanaka, NZ

One reason Paul caught more fish than anyone else was that he had his flies in the water more than anyone else. "Brother," he would say, "there are no flying fish in Montana. Out here, you can′t catch fish with your flies in the air."

-Norman Maclean, A River Runs Through It

I am loath to add more.  Dear old 14^th century logician, William Ockham might argue that this quote is sufficient to explain why companies should market through tough times citing his famous razor which dictates that the simplest explanation is best.  But cavalier as ever, I′ll flirt with danger and sally forth into the fray of explication at the perilous risk of violating the law of parsimony with zealous hopes of imparting clarity and depth of understanding unattainable by brevity.  Yet fear not for I will sacrifice neither succinctness nor lucidity upon an alter of superfluous fluff.

Harvard Business School professor, John Quelch, advises companies how to market through the tough times.  He urges companies to maintain marketing spending.  "This is not the time to cut advertising." While other brands are slashing budgets and circling the wagons against recession, brands that increase marketing during a recession can increase their market share and their return on investment for a lower cost than during good times.  Now is when you can negotiate and lock in favorable rates with companies eager for your business.  The fears of timid consumers are assuaged by the reassuring visible presence of strong brands.  When that presence takes the form of direct marketing the sales impact is immediate.

It is well documented that face-to-face marketing is the most memorable form of marketing.  Though the cost per touch is high, it is not as high as you might think.  A study released by the Event Marketing Institute reports that of consumers who reported a positive experience, 98% will recommend you and over half will tell at least 4 people.  Ideally those people would then tell others and quickly one exposure has turned into many.   Word-of-mouth is the most trusted source of information for consumers.  The value of experiential marketing makes it a great buy during slow times.

The myriad of variables that affect trout behavior is daunting.  Location, depth, water color, structure, time of day, amount of sunlight, season, hatch, fishing pressure, presentation, mending, fly choice, leader length, taper, and dumb luck all play a major part.  Catching consumers is no different.  There are a million variables and options.  If your head is swimming, one thing remains clear: if what you are doing is not working, then try something else.  I′ve heard insanity defined as "doing the same thing over and over and expecting different results."  Be creative.

In your office, you will not increase sales by sitting next to the phone.  Answering the phones faster is not a viable strategy.  Remember, you′ll only catch fish if you fly is in the water and your sales will only increase if you focus on marketing.

Related

Marketing Your Way Through a Recession - John Quelch

Grow your business in spite of the slowing economy - Rhonda Abrams

Marketing in a Slow Economy - Bill Taylor

August 27, 2008 In Archives By Advent

What path do your customers walk?

What kind of first impression does your space make when a customer visits your organization for the first time? Every second is valuable in making an impact - from the time they arrive to when they walk out your door. Think about the first time you walked into Starbuck’s… you smelled the coffee aroma, you heard the cheerful barista calling out custom orders, you saw patrons sipping their beverage while reading the morning news or meeting with friends; and of course there was the Starbuck’s color scheme, logo, décor, retail offerings and furnishings… that is the Starbuck’s experience. It is the unique Starbuck’s “brand”.

What message does your organization’s space communicate? Do your customers know who you are and what you do by simply walking into your space?

What about the actual path your client walks from the front door of your office to your conference room? This is a prime opportunity to show off your organization’s accomplishments, your values, your people and their commitment to excellence. Why not set a positive tone for the meeting before it even begins?

At Advent, we utilize “brand spaces” treatments to work with clients to align a physical space with the message they want to communicate internally and externally. Every treatment is as custom and unique as the message it conveys.

Mars Petcare, headquartered in Cool Springs, TN, wants their visitors to know that pets are their priority; that is their message. Visitors are greeted by the most important customers of all – pets!

Lipscomb University wants to communicate how important the students are to the University. In this walk path in the admissions building, photos of students line the walls displaying various activities and areas of engagement. The framed pieces have changeable graphics for easy updating.

Before even entering the front door of the Healthways headquarters, the organization demonstrates its history of accomplishments with stepping stones on the path to the front door. Each is a milestone of success inlaid in the concrete – what a great way to introduce Healthways to a new visitor!

Branding your space supports three key marketing objectives – differentiaion, consistency and communication. This opportunity to make a great first and lasting impression can differentiate you from your competitor and create brand awareness not only to visitors but also internally to staff and employees.

How could an employee not remember Mars Petcare’s values when they are greeted with them each time they step off the elevator to enter the office? How about the happy pet welcoming them to work each morning? (This pet actually belongs to a Mars Petcare employee.)

What is your organization’s story? What do you want visitors and clients to know about you? What are your company’s accomplishments? Does your space communicate why and how you are different from your competitors? Let your space speak. It could communicate the unique message that the greatest sales pitch can’t express!

August 21, 2008 In By Advent

Green Event Inspiration: Jack Johnson on Tour

Major events are notoriously eco-unfriendly affairs.  Here is some inspiration from Jack Johnson to green up your events.

Singer-songwriter, Jack Johnson, was reared with a surfboard under his arm and sand between his toes on the paradisiacal North Shore of Oahu, Hawaii.  While most of us are lucky just to have a backyard, his backyard was the world′s most famous wave, Banzai Pipeline.  When the waves turned into enormous crashing monstrosities they would rattle his bedroom windows at night while he dreamed of becoming a professional surfer.  No doubt, a childhood spent in intimate communion with nature′s own playground has inspired his zeal for protecting the environment.

When not wearing board shorts he is wearing a t-shirt and jeans and rarely incarcerates his feet within shoes′ restrictive confines.  His mannerisms are relaxed.  And his humility is accentuated by his unassuming nature and complimented by his laid-back demeanor.  But don′t let his chilled-out surfer dude persona fool you.  He is motivated.  The pro surfing gig didn′t work out and now, at age 33, he is a multi-platinum selling mega-star who has sold millions of albums.  He has turned his boundless passion and knack for success towards reducing his impact on the environment.  And that′s a daunting mission for a singer on tour.  "We started doing shows in 1998, first in clubs, then in theaters, then in amphitheaters.  And one day, you look around, and you realize there are trucks and buses and the tour has a pretty large carbon footprint" (Fast Company).

Music industry events are notoriously high impact affairs.  Huge, grumbling trucks and tour buses guzzle gas and spew pollutants as they roar from city to city. Masses of fans drive from miles away to stand in long lines for food and drinks that are also shipped in from far away, produced wastefully, and wrapped in plastic containers, great heaping mountains of which will be around for their great-grandchildren′s great-grandchildren.  And its not just music industry events: business events, festivals, fund raisers, rallies, and trade shows are all traditionally big wasters.  Jack Johnson is trying to change that in several profound ways.  Importantly, his efforts help create and support the emerging green market which creates more options and opportunities for other companies.  Here are some of the things he is doing:

Green Band Actions on Tour:

• Providing on-site water stations, waste management, and recycling services.
• Utilizing reusable water bottles that can be refilled on-site.
• Fueling tour vehicles and/or generators with sustainable biodiesel
• Offering eco-friendly tour merchandise
• Selecting environmentally-conscious travel and hotel options.
• Procuring locally grown and organic foods for backstage catering
• Offsetting all remaining CO2 emissions from the tour and for each night′s show using a unique CO2 Offset Strategy.
• Encouraging fans to join in

For the Fans:

• There is a CO2 offset purchase option when you purchase your tickets.
• They can Explore videos by local non-profits on the All At Once site and Jack Johnson will donate $1 per view to those organizations through his new charity, the Johnson Ohana Charitable Foundation.
• All At Once Volunteer Calendar: to help fans get involved.
• The Village Green located at the show offers a forum for non profits.
• Usually there′s VIP parking for carpools and hybrid vehicles.
• Donations to the local non-profits at the show and online will be matched by Jack′s new charity (up to $2,500 US dollars).

(for the complete list visit http://www.jackjohnsonmusic.com/home )

Notably, he is using his fame as a platform and his show as a forum to encourage and educate his fans to be more eco-friendly.  And it certainly doesn′t hurt brand Jack Johnson.  He gains respect, credibility, and free press (like this article) through his environmentally responsible behavior.

Mellow tones and upbeat beats flow from his guitar like the rhythm of rolling waves crashing on the North Shore beaches he calls home.  His voice is smooth and inviting as glassy face of impossibly blue 6 foot waves that march in orderly lines towards right-hand point breaks.  His environmentally responsible actions benefit the nature he loves and are a great inspiration and guide to event organizers, providers, marketers, and exhibitors who are looking to reduce their environmental impact and make their events green.

RELATED ARTICLES

Swell Guy - Outside Magazine

Green Grow the Rockers - Fast Company

Backstage with Green Rocker Jack Johnson - Focus Earth

Artist Biography - Billboard.com

ADVENT GREEN EVENT ADVICE

Green Display Booth - Teresa Drozak

10 Tips For an Eco-Friendly Trade Show - Bill Taylor

Advent leads from the forefront of the cutting edge modern marketing industry by fueling events with the power of brand.  Advent is committed to social and environmental responsibility.  For more, check out Advent′s GREENmark or go to www.adventresults.com.

In By Advent

Green Event Inspiration: Jack Johnson on Tour

Major events are notoriously eco-unfriendly affairs.  Here is some inspiration from Jack Johnson to green up your events.

Singer-songwriter, Jack Johnson, was reared with a surfboard under his arm and sand between his toes on the paradisiacal North Shore of Oahu, Hawaii.  While most of us are lucky just to have a backyard, his backyard was the world′s most famous wave, Banzai Pipeline.  When the waves turned into enormous crashing monstrosities they would rattle his bedroom windows at night while he dreamed of becoming a professional surfer.  No doubt, a childhood spent in intimate communion with nature′s own playground has inspired his zeal for protecting the environment.

When not wearing board shorts he is wearing a t-shirt and jeans and rarely incarcerates his feet within shoes′ restrictive confines.  His mannerisms are relaxed.  And his humility is accentuated by his unassuming nature and complimented by his laid-back demeanor.  But don′t let his chilled-out surfer dude persona fool you.  He is motivated.  The pro surfing gig didn′t work out and now, at age 33, he is a multi-platinum selling mega-star who has sold millions of albums.  He has turned his boundless passion and knack for success towards reducing his impact on the environment.  And that′s a daunting mission for a singer on tour.  "We started doing shows in 1998, first in clubs, then in theaters, then in amphitheaters.  And one day, you look around, and you realize there are trucks and buses and the tour has a pretty large carbon footprint" (Fast Company).

Music industry events are notoriously high impact affairs.  Huge, grumbling trucks and tour buses guzzle gas and spew pollutants as they roar from city to city. Masses of fans drive from miles away to stand in long lines for food and drinks that are also shipped in from far away, produced wastefully, and wrapped in plastic containers, great heaping mountains of which will be around for their great-grandchildren′s great-grandchildren.  And its not just music industry events: business events, festivals, fund raisers, rallies, and trade shows are all traditionally big wasters.  Jack Johnson is trying to change that in several profound ways.  Importantly, his efforts help create and support the emerging green market which creates more options and opportunities for other companies.  Here are some of the things he is doing:

Green Band Actions on Tour:

• Providing on-site water stations, waste management, and recycling services.
• Utilizing reusable water bottles that can be refilled on-site.
• Fueling tour vehicles and/or generators with sustainable biodiesel
• Offering eco-friendly tour merchandise
• Selecting environmentally-conscious travel and hotel options.
• Procuring locally grown and organic foods for backstage catering
• Offsetting all remaining CO2 emissions from the tour and for each night′s show using a unique CO2 Offset Strategy.
• Encouraging fans to join in

For the Fans:

• There is a CO2 offset purchase option when you purchase your tickets.
• They can Explore videos by local non-profits on the All At Once site and Jack Johnson will donate $1 per view to those organizations through his new charity, the Johnson Ohana Charitable Foundation.
• All At Once Volunteer Calendar: to help fans get involved.
• The Village Green located at the show offers a forum for non profits.
• Usually there′s VIP parking for carpools and hybrid vehicles.
• Donations to the local non-profits at the show and online will be matched by Jack′s new charity (up to $2,500 US dollars).

(for the complete list visit http://www.jackjohnsonmusic.com/home )

Notably, he is using his fame as a platform and his show as a forum to encourage and educate his fans to be more eco-friendly.  And it certainly doesn′t hurt brand Jack Johnson.  He gains respect, credibility, and free press (like this article) through his environmentally responsible behavior.

Mellow tones and upbeat beats flow from his guitar like the rhythm of rolling waves crashing on the North Shore beaches he calls home.  His voice is smooth and inviting as glassy face of impossibly blue 6 foot waves that march in orderly lines towards right-hand point breaks.  His environmentally responsible actions benefit the nature he loves and are a great inspiration and guide to event organizers, providers, marketers, and exhibitors who are looking to reduce their environmental impact and make their events green.

RELATED ARTICLES

Swell Guy - Outside Magazine

Green Grow the Rockers - Fast Company

Backstage with Green Rocker Jack Johnson - Focus Earth

Artist Biography - Billboard.com

ADVENT GREEN EVENT ADVICE

Green Display Booth - Teresa Drozak

10 Tips For an Eco-Friendly Trade Show - Bill Taylor

Advent leads from the forefront of the cutting edge modern marketing industry by fueling events with the power of brand.  Advent is committed to social and environmental responsibility.  For more, check out Advent′s GREENmark or go to www.adventresults.com.

August 20, 2008 In By Advent

Advent makes the Inc. 5000 list

Inc.com announced Advent as a member of its Inc. 5000 list which was released today and tracks rapidly growing companies and identifies what they do and why they are growing.  This year′s list measures revenue growth from 2003 through 2006 of privately held and independent U.S. based companies.  Advent also garnered a no. 24 ranking in the Top 50 Businesses in Nashville-Davidson-Murfreesboro, TN.

Inc. 5000 credits Advent′s success to its leadership in the rapidly growing area of multi-sensory marketing through design and installation of "experiential marketing" displays for trade show exhibits, events, and office environments.  It also notes Advent employees′ propensity for fun.  The company even condones elaborate practical jokes.

So here is a big unapologetic pat on the back to the entire Advent team for all the creativity and sweat that went into winning a spot as one of The Fastest Growing Private Companies in America.

August 13, 2008 In Archives By Advent

History Taps the Power Experiential Marketing: Gettysburg′s New Battle Plan

The park has spared no ingre­di­ents cook­ing up a fine expe­ri­en­tial dish for hun­gry con­sumers. Mul­ti­me­dia and tech­nol­ogy have been lever­aged into mak­ing the park more attrac­tive. They′ve made good use of star power. You might rec­og­nize voice-overs by Mor­gan Free­man and Sam Water­ston. They have replaced heavy con­tent laden exhibits with music and visu­ally stim­u­lat­ing exhibits.

August 8, 2008 In By Advent

Definition of Immersive Marketing

"If you build it they will come." - Field of Dreams

Immersive marketing is the heir apparent to the experiential marketing and customer exposure management philosophies.  The obvious implication of ‘immersive marketing′ is that it completely envelops consumers in the brand.  But what does that mean practically?  Shar Van Boskirk of Forrester Marketing Research defines immersive marketing as "a cohesive and all-encompassing experience across any channel where the customer is." This definition is a good jumping off point for our discussion and offers some buoyancy.

In order for this to be a useful definition (like a useful brand) it must differentiate itself from close cousins like experiential marketing.  Boskirk is right to point out the "cohesive and all-encompassing nature" of immersive marketing.  There is more of a focus on broadening the experience beyond the experience to include pre-sale, during-the-sale, and even heavy post-sale engagement.  A successful immersive engagement goes beyond providing a single, memorable experience in such a way that the brand becomes a part of the consumer′s lifestyle.  If you can excuse the negative connotation, we could say that it achieves a cultish following.

A more subtle distinction is the degree to which the audience is engaged.  Engagement is the crux of experiential marketing.  Immersive marketing trends show a focus on challenging the audience and spurring an even more intense fluid, dynamic, two-way flow.  A call to action is a vital ingredient to any immersive marketing campaign.

Immersive marketing does not follow an inside-out approach to selling.  Traditional forms of marketing tend to shout at customers and achieve interruption.  Think about it.  Say you are watching Saved by the Bell.  Zack is about to ask Kelly to the dance and at the towering zenith of suspense... Will she say yes?  Will she go with Slater instead?  Just when you can take any more of the sweaty palmed, knee quaking crescendo of adolescent tension and doubt, what happens?  Laundry detergent.  A laundry detergent add interrupts your television show with a vain hubristic play for your attention.  Immersive marketing takes more of a concierge type role.

We all know about "passive aggressive" but what about "aggressively passive." Immersive marketing campaigns are distinctly passive.  Friendly, inviting environments invite a passerby to step into a retail store instead of screaming at him to do so.  Rather than following loud instructions the consumer is subtly encouraged to take a proactive first step and thus open floodgates the kind two-way fluid interaction that brand managers dream about.  A successful passive approach does not just happen.  Marketers must be extremely aggressive in their passive approach.  Diligent work with designers, architects, and brand managers is what achieves and subtly seductive brand space.  Intense screening and education will provide you with a smiling, helpful, and approachable front line staff.

With a focus on aggressively differentiating your brand to be more passive and inviting you can achieve great results and higher ROI.  Immersive marketing seeks to engage audiences through fluid interaction and engagement that exceeds the experience itself.   If you do these things, "People will come, Ray.  People will most definitely come" (Field of Dreams).

Related Articles:

The Future: Immersive Marketing by Shar Van Boskirk

Can "Immersion Marketing" Save Marketing From Itself? by Graham Hill

Immersive Marketing: Challenge Your Audience by Bill Taylor

Advent leads from the forefront of the cutting edge modern marketing industry by fueling brands with the explosive power of immersion.  Advent creates an emotional bond with audiences by leveraging the unrivaled effectiveness of experiential marketing through targeted events, engaging exhibits, and branded spaces.  High impact and high touch strategies mark Advent′s creative advantage and have helped rapidly expanding brands communicate messages that gain immediate and lasting resonance with consumers.  For more, please visit www.adventresults.com.

August 7, 2008 In By Advent

The Changing Face of Face-to-Face Marketing

Generational trends are transforming business

The experts weigh in: John Kilmetis, Phil Goodman, and John Roberson discuss the future of trade shows

The face of America is changing.  It is getting younger.  The mighty ranks of the Baby Boomer generation are dwindling against the rising tide of their children, the Echo Boomers, also called Generation Y.   Historically, trade shows were the primary tool used by businesses for sharing information, networking, gaining industry specific education, and staying up-to-date.  Many executives continue to cling to this obsolete, Precambrian vision of tradeshows and refuse to believe the world could be anything but flat.  The old, content laden, information driven philosophy is dying a painful (and painfully boring) death.

Enter generation Y.  Generation Y includes those of us born between 1977 and 1994, are just turning 30, and in seven years we will inherit the earth and constitute a majority of the population.   And, hold on to your seats... because these new boomers are beginning to take the reins and steer corporations from administrative and leadership roles (check out the cnn.com blog ‘young people who rock).  This changing of the guard means changing the way we do business.

In a recent interview with Smart Meetings magazine, Phil Goodman, President and CEO of Generation Transitional Marketing, describes the different psyche displayed by generation Y.  "They like one-on-one personal communication."  "They are basically more optimistic than Gen X; they like challenges.  You don′t command them, you collaborate with them.  They want a work/life balance."  He also describes Gen Y as self-inventive team members who often get bored in meetings (Read the Article).

As a member of the up and coming generation I resent the conception that Generation Y "gets bored in meetings" and that we have somehow devolved from upright humans into hunched creatures sporting casual short sleeves and even shorter attention spans.  Taking advantage of a 20 minute layover in a bustling international airport, I chewed on the mildly bitter notion.  Meanwhile, I glanced up at CNN playing on the flat screen above me, checked the text messages, voice mails, and missed calls on my Blackberry, turned on my iPod, connected wirelessly on my laptop, instant messaged a friend in New Zealand, and began pulling up research for an article.  And it hit me.  Maybe Phil Goodman was right.  We do interact with the world differently.  Trade Shows will have to change too.

THE OLD SCHOOL    

In his article, "Trade Show Reality: ‘This is This,′" featured in Motivational Strategies magazine, Jim Kilmetis pines over the bygone glorious trade show days of yore when the isles were all carpeted with golden fleece and packed with eager, party-going attendees who toted heavy purses and fat budgets that burst at the seams and overflowed with sparkling gems.  His lamentations include several observations that help explain the shifting focus of tradeshows.  By his account, trade shows were the main source of up-to-date information, the main source of continuing education for a specific industry, and an invaluable method of relationship building.  As Kilmetis hints, this type of trade show is in its death throws.

As for the out dated notion that trade shows are the main source of up-to-date information - forget it.  A trade show maybe a good place to launch a new product, but to say that you need to fly across country to hear about it is just shy of ludicrous.  The amount of information and the ease with which it can be obtained via internet is staggering.  In a historical context, there is no parallel.  Many grad students never even visit a library.  I would venture that given a computer, an internet connection, and five minutes most 12 year olds could find something as inane and obscure as an up-to-date population estimate of Timbuktu, Mali.  It should not be a problem then, finding specs on the new iPhone or Toyota Prius. Today there is a vastly expansive sea of continuously updated content that exists, quite literally, at our fingertips.

There is more damning news for trade shows.  The days of cheap travel have "vanished like a fart in the wind" (Shawshank Redemption).  Soaring gas prices do not equal happily soaring jets.  "Jet fuel prices have changed the whole business model, so we don′t have any history to draw on here," said Joe Schwieterman, a Transportation expert at DePaul University.  A report by CNNMoney.com reports that many airlines are facing bankruptcy (read the article).  And with bankruptcy looming dark on the horizon, airlines are looking for ways to pass those costs on to the customers.  American Airlines and United Airlines have both implemented extra surcharges for previously free services like checked baggage.  Southwest had hoped to make it through 2008 without significant price increases but has been forced to concede to the mounting pressure of rising fuel costs (read the article).  Schwieterman concludes that, "at some point, air travel will just have to be 20% more expensive."  What does all this mean for trade shows?  The costs of rocketing fuel prices will cut deeply into already tightening travel budgets.

What about Kilmetis′ assertion that trade shows are an invaluable method of relationship building?  He points out, "Today′s younger generation is far more comfortable building relationships through e-mail, instant messaging, text messaging, facebook, etc, etc, etc."  Our networks are increasingly being bound by the invisible chords of cyberspace and cell phone frequencies.  Face-to-face is facing steep competion.

The prognosis for trade shows seems dire at first glance.  Vital signs are failing and the old prescriptions don′t work.  The remedy is not more of the same.  Companies must adapt to survive.  However, the new face of trade shows is not bad news: its just new news.  And new news is fantastic news for companies looking to reposition themselves at the pinnacle of their industry.

THE NEW NEWS   

People don′t need to go to trade shows for updated information.  True.  Thankfully though, there is a big ‘but.′  The ‘but′ is that companies still need to an exciting way to release information.  An internet release of a PFD file is about as sexy as kissing your grandma.  Posting the specs on the imposing 6,262 cc V12 Ferrari FXXis well and good, especially for analytical engineering types.  But the majority of the population is not aroused or emotionally engaged by numbers.  Instead, they are turned on by the FXX′s cherry paint, deep contours, smooth curves, and the guttural growl that revs into an 8,500 rpm scream.  Though technologically enthralled as the echo boomers may be, first hand experience of a product confers knowledge and understanding that transcends factual data.  This experiential advantage is denied websites and afforded to trade shows and other industry specific events.  It is irreplaceable.

Rising travel costs and tightening budgets does not mean you should stop marketing ("Marketing in a Slow Economy").  If fuel is a resource in short supply, then efficiency is a boundless renewable resource.  In Buzzmarketing, author Mark Hughes, discusses the necessity to create ‘buzz′ around your product.  You need to do things to get people talking.  He cites studies that conclude word-of-mouth marketing is the most trusted form of advertising in our marketing saturated society.  Even better news is that word-of-mouth can be achieved for free.  Live events like trade shows offer a face-to-face high-impact touch point to begin a ripple effect that can spread far beyond the initial contact.  A study by the Event Marketing Institute describes 3 zones of influence created by events:

• Attendee Zone: it includes visitors, viewers, engagers, and leads.
• Influence Zone: it includes people who heard about the event second hand and is, on average, 4 times the number of the Attendee Zone.
• Viral Zone: it includes all people touched by word-of-mouth, web, and viral influence and is 10 times larger than the Influence Zone.

Focus on spreading the impact of your event far beyond the event itself to achieve maximum marketing efficiency and make up for rising costs.  If attendance at a trade show is low, it does not necessarily follow that the number of people touched by the trade show is also low.

David Clayton has been a critical observer and student of social networking behavior of the Echo Boomers′ collegiate lives as they move on towards the professional world.  He is Director of Campus Ministries at Lipscomb University and has offered some insights into broad the effects of virtual networking.  "It has changed the way we build relationships."  But has it changed for the better?

"Our fascination with technology has actually brought us to the point where we are trading in real relationships for artificial ones. I remember walking into one of our dorms this year and there were 15 guys in the computer lab, everyone of them chatting with someone on Facebook, yet no one was speaking to each other... We have traded in what is real for that which is not."

This is why states that Generation Y is "the loneliest generation."  There exists a dearth of intimacy.  Banking, work, chatting, and even dating can all be done online.  And if you didn′t mind ordering in everyday, you would never even have to leave your cave.  But as in the Plato′s allegory of the cave (The Republicbk. VII, 516b-c) offers some hope for marketing events.  Once someone has entered the light of day, he will not want to return to the dark illusionary world of a cave in which everyone has created their own realities.  Developing face-to-face personal business relationships at trade shows lends a sense of intimacy, trust, and emotional connection not offered by detached virtual relationships.

THE VISION

John Roberson, president of Advent, a marketing firm based in Nashville, Tennessee reveals his vision for the new trade show model that maintains focus on the unparralelled effectiveness of face-to-face.  A staffed trade show exhibit used to exist by itself as a perfectly sound marketing strategy.  "The traditional trade show model is too passive," states Roberson.  "You have so many ways to get connected."  Roberson advises that rather than viewing the internet and technology as an enemy, instead we need to embrace that technology and aggressively target Generation Y.  Technology and virtual communication can be used in conjunction with traditional face-to-face approaches to create a seamless harmony.

"The event has become ‘the middle.′  It is only a part of an overall strategy," states Roberson.  Pre-show touch points should include emails, texts, and blogs in addition to traditional mailers.  The oft neglected post-show follow ups are a vital component of maximizing your ROI.  Videos, pictures, and promos from the event can all be sent via email and all make memorable impressions on the attendees.

Regardless of the advantages of getting virtually connected, Roberson is clear: "Its all about face-to-face."  The event or the trade show itself is the crowning capstone of the overall strategy.  "Face-to-face marketing is the most effective form of marketing out there," says Roberson.  Don′t believe him?  A study released by UCLA states that an astonishing 93 percent of communication effectiveness is determined by non-verbal cues (read the About.com article).  That means that anytime you text, email, or instant message you are losing a devastating 93 percent of your effectiveness.  That face-to-face interaction is what will stir the emotions and loyalty of your audience.  It is the same tool that will increase the effectiveness of your event and spread the impact far beyond that initial contact.

An article on by Paul Gillan of Exhibitor Online compliments Roberson′s philosophy.  He writes, "Blogs and podcasts won′t detract from or compete with your events.  In fact, these online juggernauts can give your marketing efforts a serious cyber boost - at little or no cost to you." (Read the article.)  He discusses how O′Reilly Media posted content from their Emerging Technology conference.  Detractors complained that attendance and ticket sales would suffer.  But event marketers rejoice!  Low and behold, the opposite was true.  Actual attendance rose significantly and overall exposure to the event grew exponentially due to the internet′s massive virtual audience.

The trade show is not dead.  Face-to-face marketing remains the paragon of efficacy.  But it must change in order to fulfill the needs of a new generation.  There is an encroaching wave of short attention spanned, tech loving Echo Boomers sweeping towards the business world.  In order for event marketing and trade shows to survive these new conditions, they cannot duck-dive under the wave.  It is not a passing fad.  Instead, marketers must drop headlong into the curl and ride it all the way in.

For more information on tradeshows and experiential marketing, visit our blog at www.adventresults.com.