B-to-B Events

For years, the conventional strategy for photo activations was to use them to create a draw to the footprint at a trade-show booth or consumer event, and then invite attendees to take a branded photo, either with a kiosk interaction or with the help of a brand ambassador-photographer. Now, with ever more sophisticated cameras and ubiquitous Wi-Fi and cellular service, some brands are escaping the footprint and seeking out consumers on the go.

In a high-tech world, the last of the low-tech event sectors is plugging in.

Event staffing has for years been a rather “hands-on business” in which third-party brand ambassador providers recruit and manage staffers for the agencies that work directly with brand clients. These staffing partners relied on a mix of phone, fax and email, and in many cases recruited B.A.’s using classified ads.

When the economy took a turn for the worse, many companies began taking a hard look at virtual environments as an alternative to live events, or at least as a part of the package. But if the down economy hadn’t been enough to convince companies about the benefits of virtual, the Icelandic volcano Eyjafjallajökull that erupted unexpectedly this spring and caused air travel to come to a halt because of a menacing ash cloud served as yet another reminder.

As part of an effort to educate older consumers about Connected Care, the nation’s first telehealth network, UnitedHealth Group brought its 18-wheel Connected Care mobile clinic to the AARP Orlando@50+ national convention and expo held earlier this month. The stop was the latest in a national mobile tour that launched in 2009 and has visited state capitols, customer locations and industry events.

Event marketers are known for their ability to take an idea from concept to execution quickly. However, even they agree the turnaround times are getting tighter as program time frames continue to shrink. Are shaky budgets delaying sign-off on program costs? Is technology fueling the last-minute frenzy? Or, is it just the new speed of business?