How to Leverage an Online Community for Year-Round Engagement
October 29, 2019
Trade shows and events have long been the premiere place to engage audiences, connect with constituents and develop meaningful relationships with other industry professionals. The face-to-face aspect of events can’t be replaced, but event engagement is traditionally limited to the actual on-site activities. That begs the question, how can you create an event that doesn’t end on the final day of the show? An online community can help you do just that.
An event-based community gives event organizers, attendees, exhibitors and sponsors a place to centralize their communication during the offseason. Let’s explore some of the opportunities it presents for a show.
Audience Interests, Trends and Industry Updates
The exhibitors and attendees at your show have a deep knowledge of topics within their industry verticals. Facilitating conversation within your online community helps you stay on top of these trends and share your expertise. You’ll be able to create your own discussion topics and posts to drive conversation while engaging directly with your event audience.
The best part about your event community is your members. With the ability to assign levels to different community members, community managers can create member moderators that continue the discussion throughout the year. For example, moderators can maintain discussions on how to maximize booth visibility, activations to entice attendees or topics that are related to your specific industry. Having a pulse on the concerns and questions posed by members of your community will allow you to make informed decisions about the future of various industry verticals.
Increased Sponsor Visibility and Revenue
With an online community, sponsor visibility is extended to your online platform. Not only do your existing sponsors enjoy more opportunities to connect with your audience directly, you have additional sponsorships to sell. New digital advertising opportunities enable a new source of bottom line revenue and sponsors are treated to year-round visibility with your audience.
Consider how you might leverage digital packages on your community platform to generate additional revenue or maximize the value in existing sponsorship levels.
New Attendee and Exhibitor Promotion
No one knows the value of your show better than your exhibitors and attendees. They’re the boots on the ground and among your best resources for attracting new audience members to your show. The online event community creates a direct connection between your current audience and the prospective newcomers.
As a product consultant with Personify, Benjamin works closely with our Personify Community solution to build, maintain and engage online communities with members and constituents from associations, events and nonprofits around the United States.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
Add new comment