PCMA, UBM Studios and VEI Reveal Work-Related Uses of Events, Expositions and Virtual Engagements in New SurveyAttendees' Business Motivations and Social Behavior Similar for In-Person and Online EventsJul 18, 2011 PLEASANTON, Calif. and CHICAGO, July 18, 2011 /PRNewswire/ -- The Professional Convention Management Association (PCMA), UBM Studios (a UBM company), and the Virtual Edge Institute (VEI) today released a joint report, "Business Motivations and Social Behaviors for In-Person and Online Events," revealing the business motivations and social behaviors of attendees and exhibitors when participating in physical and online events. Instead of a "virtual versus face-to-face approach," the survey sought to understand how digital technologies can be best used within the framework of a work environment. The report answered questions regarding in-person and online events – why individuals attend these events, what business goals are being achieved and how are they engaging within these environments. The full report is available at: http://bit.ly/pmksCr. (Photo: http://photos.prnewswire.com/prnh/20110718/NY36080 ) "Too often the argument centers on how face-to-face or virtual best delivers on an event experience for delegates. This survey demonstrates that there are significant similarities, as well as fundamental differences in the experience and the results regardless of format," explained Michael Doyle, executive director of VEI. "This report will help the events and meeting industry to look at the combined effect of wrapping a digital event strategy around physical events and meetings; thereby increasing the overall value beyond the sum of the parts." Business Motivations and Social Behavior Similar for In-Person and Online Events The report surveyed 479 marketing and event professionals to establish a baseline on the work-related uses of events, expositions and virtual engagements within corporations, associations and other organizations. One of the significant findings demonstrated that 'why people attended an event' and 'their social behaviors when at the event' were similar whether in-person or online. According to Deborah Sexton, President and CEO of PCMA, "Rather than focusing on how in-person and online events differ, this represents a tremendous opportunity for meeting and event practitioners and virtual event vendors to come together on common ground. By working together, we can move the conversation forward to provide a richer experience that engages the visual and auditory senses, drives desired actions within the event, and ultimately delivers definitive business results."
Align Marketing Objectives with Attendee Motivations & Behaviors Whether an in-person or online event, individuals attend conferences and tradeshows for the same primary reason – content. By understanding the audience needs and experience, marketers can best leverage virtual, not as an online product brochure or duplicate website, but rather as an extension of the tradeshow or conference experience though not a substitute. "Virtual events can compliment an organization's marketing and business objectives while also expanding the overall audience experience," stated Kate Spellman, President, UBM Studios. "This requires rethinking marketing, engagement and content strategies to better align with audience expectations and needs."
Methodology The online survey was conducted amongst 479 North American respondents during May of this year, with two iPads as an incentive. Before commencing the survey, respondents reviewed the definition of a virtual engagement in written form and had the option of viewing a short video demonstrating several examples of virtual environments. View the definition and access related images and infographic at http://bit.ly/orAAVt. To download a copy of the "Business Motivations and Social Behavior for In-Person and Online Events" report, go to http://bit.ly/pmksCr. About Professional Convention Management Association The Professional Convention Management Association (PCMA) is the source for education, professional resources and advocacy for the meeting, convention and exhibition industry. Founded in 1957, PCMA represents more than 6000 meeting management professionals from associations, non-profit organizations, corporations, independent meeting planning companies, multi-management firms, and association executives who recognize the importance of meetings to their organization. PCMA provides members with the tools they need to succeed as meeting professionals and to promote the value of the industry to their organizations and the general public. Headquartered in Chicago, PCMA has 17 chapters throughout the United States, Canada and Mexico. For additional information, please visit the PCMA Web site at pcma.org. About UBM Studios UBM Studios leads the industry in world-class user engagement for virtual environments, social networking and gaming. A global marketing service, UBM Studios delivers content, audience and in-depth analytics driving deeper award-winning user engagement paired with vision, process and execution. About The Virtual Edge Institute The Virtual Edge Institute is an organization dedicated to advancing the development and adoption of digital event and meeting technology and best practices for collaboration and marketing. Founded in 2008 by Michael Doyle, the Institute does this by supporting and contributing research, education, thought leadership, promotion, and professional networking. Learn more at http://www.virtualedgeinstitute.com. Media Contacts SOURCE UBM Studios; Professional Convention Management Association; Virtual Edge Institute |