Nielsen Business Media's Photo District News Has another Virtual Hit on Their Hands
The highly successful launch of a new virtual trade show featured over 15,000 registrants and was run on the ON24 Virtual Show platform. According to Eric Biener, Nielsen Business Media Vice President of Business Development, and someone we have interviewed here at Virtual Edge, "There is genuine passion in photography for new product information and opportunities for skill enhancement. The ON24 Virtual Show platform provides an ideal environment for our pre-determined key performance indicators, offering a perfect pairing of brand and audience."
The new virtual meeting has already proven to be hugely successful with exhibitors and attendees. As the 15,000 plus attendees spent lots of time with exhibitors (averaging over 5 booth visit per attendee) and opened more than 22,000 documents and viewed about 7,000 webcasts.
The PDN Photographers' Virtual Show featured a robust program with many panel discussions and online presentations. The online trade show, to be held again June 11th, is free for professional and advanced amateur photographers. The online conference sessions are also free. The first virtual show was held May 21st, and provided attendees with the opportunity to visit virtual booths, receive one-on-one support and assistance, and evaluate and purchase the latest photography equipment.
The show's unique format, consisting of two events held two weeks apart, makes it possible for PDN to customize virtual show content for different target audiences. While the first show was designed for professional photographers, the second show is being marketed to "prosumers," serious consumers who are interested in new technologies and equipment. With its proximity to Father's Day, the second show will feature "a major e-commerce component -- attendees will be able to buy equipment right in the virtual booths," Biener explained. "As a result, this show isn't just a communication device. This is truly a 360-degree opportunity, leading all the way to the end transaction."
Biener, however, measures success in terms of user satisfaction. "If you focus on the user experience, everything else falls into place. It was the excitement of the user experience that really sent the first show to the next level." He added that a virtual show is an ideal solution for reaching a technically sophisticated audience that values peer-to-peer communication and information-sharing. "The positive, real-time comments on Twitter, the feedback from exhibitors, the message board activity in the virtual lounge -- they all demonstrated that we created a very successful playground for these people."
The new virtual meeting has already proven to be hugely successful with exhibitors and attendees. As the 15,000 plus attendees spent lots of time with exhibitors (averaging over 5 booth visit per attendee) and opened more than 22,000 documents and viewed about 7,000 webcasts.
The PDN Photographers' Virtual Show featured a robust program with many panel discussions and online presentations. The online trade show, to be held again June 11th, is free for professional and advanced amateur photographers. The online conference sessions are also free. The first virtual show was held May 21st, and provided attendees with the opportunity to visit virtual booths, receive one-on-one support and assistance, and evaluate and purchase the latest photography equipment.
The show's unique format, consisting of two events held two weeks apart, makes it possible for PDN to customize virtual show content for different target audiences. While the first show was designed for professional photographers, the second show is being marketed to "prosumers," serious consumers who are interested in new technologies and equipment. With its proximity to Father's Day, the second show will feature "a major e-commerce component -- attendees will be able to buy equipment right in the virtual booths," Biener explained. "As a result, this show isn't just a communication device. This is truly a 360-degree opportunity, leading all the way to the end transaction."
Biener, however, measures success in terms of user satisfaction. "If you focus on the user experience, everything else falls into place. It was the excitement of the user experience that really sent the first show to the next level." He added that a virtual show is an ideal solution for reaching a technically sophisticated audience that values peer-to-peer communication and information-sharing. "The positive, real-time comments on Twitter, the feedback from exhibitors, the message board activity in the virtual lounge -- they all demonstrated that we created a very successful playground for these people."
Tags: eric biener, nielsen business media, photo district news
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