As publisher events originally scheduled for the first and second quarters of 2020 migrate to a fall season already packed with existing conferences and trade shows, preserving original attendee and sponsorship budgets is no sure thing.
"Start communicating to replace the information flow. You could take some of the seminars that were going to be presented at the show, the educational tracks, get them videotaped and release them drop by drop throughout the course of the year, and have people who would have been buying booths sponsor them through your media."
That quote comes from an article last week by media consultants John French and Jim Elliott titled A World Without Trade Shows. There have been a lot of suggestions the last couple weeks on how best to replace revenue from events in the upcoming months, and we will be focusing on many of those here.
Here are three ideas—two directly bring in revenue and one brings in leads that lead to revenue (pitching a Writers Guidebook and, commendably in 2018, a book on crisis management):
Recognition initiative. Putman Media puts on an annual Influential Women in Manufacturing Program. The 2018 version won a ...
I just listened to an excellent webinar from a company called MCI USA titled "COVID-19: Communicate Empathically, Plan Strategically," with Brittany Shoul speaking from a sales and partnerships viewpoint, and Rachel Dillion on member services.
It was fairly basic but in a good way—meaning that they clearly laid out positive strategies for working with your audiences at this special time. Here are some key takeaways.
Focus on the gap methodology. The plans that we all put in place two weeks ago aren't the plans today. And who knows what the future will bring. Focus on the middle. Our key stakeholders are experiencing a level of uncertainty that we're all experiencing. There's a place now between the current state (unarguably not great) and the future state. Make the most of the time now.
Have conversations with your customers. Shoul and Dillon said that the natural inclination at this time might be to withdraw, but ...
I peeked into Education Week's Online Summit last week and was very impressed. Halfway through they already had almost 1,000 live attendees and 550 comments! It took place on a platform called Brazen, that's usually associated more with virtual career fairs. But it works very well for their summits which are centered around text-based chats with editorial staff—and experts in the K-12 world—and entering various "reporter" or "sponsor" rooms.
"Brazen has been with us since the beginning of our online summits," Matthew Cibellis, director of programming for live and virtual events for Education Week, wrote to me today. "That's because we were already using them for our online job fairs. The price tag back then was too high, and we didn't have sufficient job fair sponsorship to merit keeping them. But my production director asked me to meet with them to discuss how versatile it could be for more content-driven meet-ups. Brazen only convinced me when I st ...
Whether you cancel or postpone an event should be "based on the information you have today. You have to look to your customers," said Alicia Evanko, executive vice president, Travel Group Global Events, Northstar Travel Group, during a webinar Thursday on Coronavirus and Your Events: How to Make Decisions that Protect Your Business and the Safety of Your Staff. (Members can watch the webinar or download a written transcript here.)
"For us our final decision to postpone our May event was customer feedback. You want to plan these things now. Because come the fall, everyone is moving their events. You want to get out ahead. Any event in May or June, it's a tough call... You have to consider who your audience is, how big your event is and if you want to keep it in the same calendar year. The sooner you get there the better."
Even in the couple days since that webinar, May events seem more fleeting. Evanko offered an example of an event that they wanted to m ...
As Education Week gears up for another Online Summit this afternoon—with more than 2000 registrants signed on—it is clear now that, knowingly or not, the publisher was amazingly prescient in starting these in 2018.
Last month, legal publisher ALM introduced Legal Radar, a “first-of-its-kind website and app” that uses artificial intelligence and natural language generation to offer faster and more personalized user experiences.
My colleague Matt Kinsman recently asked Alanna Young, president of Technomic, a provider of primary and secondary market information and advisory services to the food industry—and a division of Connectiv member Winsight—what's different between running a data business and a media business? She had been Winsight's chief operating officer and is a veteran of Hanley Wood's Metrostudy data business
"All content is not the same," she continued. "How the content is produced and packaged is not the same. The media audience is coming for news, journalism and insights. People who come for data are looking for more context, translation, instruction and actionable insight. The type of people who run content for media and those who run content for data are different and they have different skillsets. For data, you have to be skilled in research methodology and analytics.
"One of lessons we learned early on is, we thought we could just merge ...
By Abe Peck, Director of Business-To-Business Communications, Professor Emeritus in Services, Medill School at Northwestern
Linda Thomas Brooks, former CEO of the Magazine Publishers Association, has joined Connectiv as interim Managing Director. Brooks will oversee day-to-day activities, help develop the strategic plan, and assist the association in identifying potential acquisition targets for growth.