The document discusses how technology is extending innovation from physical trade shows to digital platforms and the cloud. It covers how the cloud, mobile, social media, and e-commerce are enabling trade show organizers to provide digital marketplaces and engage attendees beyond the physical event. Benefits include expanding the market globally, reducing costs, and providing a year-round engagement with buyers and sellers.
How Technology is Extending Innovation from the Trade Show Floor to the Cloud
1. How Technology is
Extending Innovation from
the Trade Show Floor
to the Cloud
2/26/15 #tradeshowcorner | balluun.com/iaee 1
2. Jennifer Vanderarend
Digital Marketing Manager
at Balluun
@jvanderarend
Larry Chao
Vice President of Marketing
at Balluun
@lpchao
Presenters
2/26/15
Join the conversation or ask any questions with #tradeshowcorner
#tradeshowcorner | balluun.com/iaee 2
3. • B2B SaaS startup founded in 2009
– Offices in Silicon Valley, New York City, and Zurich
• Trade show partner and technology provider of
social commerce with digital marketplaces
– Visit http://www.balluun.com for more info
• Currently powering the largest B2B networks in
industries like fashion, toys, e-cigarettes, spa and
wellness, and licensing
Balluun Introduction
2/26/15 #tradeshowcorner | balluun.com/iaee 3
5. Events Spending and Digital
2/26/15
Source: Forrester/DMA 2014 North American Digital
Marketing Online Survey, Forrester’s Q4 2014 North
American B2B Marketing Budget Online Survey
#tradeshowcorner | balluun.com/iaee 5
6. tech trends = b2b opportunities
6
Social Networking
Social connections, communities and communication
In consumer driving enterprise adoption
Mobile
Mobile devices with location-based services driving
commerce in physical and digital worlds
Technology Trends Today
Cloud
Enterprise security and manageability concerns
driving software-as-a-service adoption
e-Commerce
Analytics of networks driving product
merchandising, recommendations, and transactions
2/26/15 #tradeshowcorner | balluun.com/iaee 6
7. How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
Cloud
Mobile
Social
e-Commerce
2/26/15 #tradeshowcorner | balluun.com/iaee 7
8. “The cloud, simply refers to software and services that
run on the Internet instead of your computer. Apple
iCloud, Dropbox, Netflix, Amazon Cloud Drive,
Flickr, Google Drive, Microsoft Office 365,
Yahoo Mail – those are all cloud services.
There are many advantages to using the cloud. Since
the videos, photos, documents, games, and other
software that lives in the cloud are available on any
device with an Internet connection, you can access
your stuff from anywhere.”
What is the cloud?
2/26/15 #tradeshowcorner | balluun.com/iaee 8
9. • Aggregate supply and demand
• Expand the market globally
• Reduce transaction costs
• Create new profit opportunities
• Provide abundance of information or
create targeted communication
• Year round availability and relevance
Benefits of Digital for Trade Shows
2/26/15 #tradeshowcorner | balluun.com/iaee 9
13. • High Adoption
– SaaS applications are available from any computer or any device
at any time from anywhere
• Lower Initial Costs
– Subscription based instead of license fees means lower initial
costs; having the SaaS provider manage the infrastructure
means lower IT costs for hardware, software, and people
• Painless Upgrades
– SaaS provider manages all updates, upgrades, and availability
and there are no patches for customers t download or install
• Seamless Integration
– Scale with a multi-tenant architecture or integrate with API’s
Benefits of Cloud Software
2/26/15 #tradeshowcorner | balluun.com/iaee 13
14. • Custom deployment
– More customizable
– Have to be product
manager and engineer
• SEO, interfaces, features
and functions
– Long term commitment
– “Building an exhibition hall”
• Software-as-Service
(SaaS)
– Quicker and cheaper to
implement
– Don’t need to worry about
hosting, deploying,
managing
– More flexibility
– “Renting a exhibition space”
Build or Buy
2/26/15 #tradeshowcorner | balluun.com/iaee 14
15. • Technical Criteria:
– Multi-tenancy support
– Supportability and
manageability
– Data integration support
– Data analytics and
reporting
– Scalability and Security
– Overall technical
architecture
• Business Criteria:
– Total cost of ownership
– Ease of use – UI
– References for
deployments
– Time to market
– Business terms
– Vendor risk
– Strategic alignment with
needs
Cloud Partner Evaluation Criteria
2/26/15 #tradeshowcorner | balluun.com/iaee 15
16. • Digital delivery of software-as-a-service that will run
smoothly, guaranteed
– Secure, data hosting and management of domain
– Platform includes web and mobile clients
– Continuous updates to your digital marketplace
– E-mail notifications for transactions and engagement
• Staffed to support your digital marketplace
– Single point of contact thru dedicated account manager
– Project management for deployment and launch
– Comprehensive customer service
– Technology and social marketing consulting
Cloud benefits with Balluun 365
2/26/15 #tradeshowcorner | balluun.com/iaee 16
18. How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
Cloud
Mobile
Social
e-Commerce
2/26/15 #tradeshowcorner | balluun.com/iaee 18
19. Mobile versus Desktop Traffic
2/26/15
Source: CNN, Enders Analysis, SimilarWeb
Mobile devices accounted for 55% of Internet usage
in the United States in January [2014]. Apps made up
47% of Internet traffic and 8% of traffic came from
mobile browsers, according to data from comScore,
cited Thursday by research firm Enders Analysis. PCs
clocked in at 45%.
#tradeshowcorner | balluun.com/iaee 19
20. 68 mobile
technology
startups
have a
valuation of
$1 billion or
more
Mobile Factoids
2/26/15
Source: Venture Beat
Revenue from
the mobile
internet will top
$700 billion
annually by 2017
$500 billion in e-
commerce
revenue will
come from
mobile by 2017
The top 5 mobile
startups account
for 70% of the
valuation
Google Play store
accounts for 20%
of overall
downloads; iOS
accounts for 17%
Mobile growth will surge at least 3x the next 2 years
Asia will
account for
almost half
of the mobile
commerce
total by 2017
The top 1%
grossing apps
have 35 times
more sessions
per day and 20
times the
customer lifetime
value
$32 billion was
invested in mobile
tech companies in
2014
#tradeshowcorner | balluun.com/iaee 20
21. • Technologies:
– Tablets and Phones
– Cameras
– RFID
– NFC
– QR Codes
– iBeacons
• Usages:
– Communicating with
partners
– Calendaring and preparing
for meetings
– Finding booths
– Presenting information to
customers
– Taking or transmitting orders
– Processing and fulfilling
orders
Mobile at Trade Shows
2/26/15 #tradeshowcorner | balluun.com/iaee 21
22. • Mobile traffic and sales surged across e-retail, with 45% of all online
traffic to retail web sites and apps coming from smartphones and
tablets between Nov. 1 and Dec. 31, a year over year increase of
25.5%
• Mobile-optimized sales and data speeds are two major reasons
mobile commerce grew this season.”
• Amazon reports a whopping 60% of its online traffic this season
stemmed from smartphones and tablets. The e-tailer also says sales
via its smartphone app doubled in 2014.
• 9/10 mobile searches lead to action – over half lead to purchase
• Of wholesale businesses investing in the next 12 months, 61% will
invest in mobile solutions according to the distribution monitor
Mobile Commerce
2/26/15
Source: Amazon, Bizrate Insights, Forrester,
IBM, Ipsos, LinkedIn, Microsoft
#tradeshowcorner | balluun.com/iaee 22
23. • Responsive web design is an approach
to web design with a strong emphasis
on image viewing experience to make
reading easier and minimize:
– Resizing, panning, and scrolling for
“simpler” navigation.
• Considerations include font size, fluid
images, and layout
User Experience: Responsive Design
2/26/15 #tradeshowcorner | balluun.com/iaee 23
26. How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
Cloud
Mobile
Social
e-Commerce
2/26/15 #tradeshowcorner | balluun.com/iaee 26
27. Reasons for Participating in Shows
2/26/15
Source: BtoB Magazine
#tradeshowcorner | balluun.com/iaee 27
28. 46% say
social
media
enhanced
their
productivity
Social Factoids
2/26/15
Source: Financial Time, DemandGen report,
Amazon, Forrester, LinkedIn, Microsoft
Within 5 years,
sales via social
commerce is
expected to
reach $30 billion
40% of accounts
and 8% of
messages on
social media
sites are spam
9/10 of B2B
buyers say when
they are ready to
buy they will find
sellers
58% of B2B
buyers and sellers
engage with peers
online and 48%
follow industry
conversations
Over 750 million follow a brand online
70% of adult social networkers shop online
79% of online
shoppers spend
50% of their
online shopping
time researching
products
53% of active
adult social
networkers
follow a
brand
94% of SMB’s use
social media as a
marketing tool
49% use social
media to keep
abreast of last
industry news and
best practices
#tradeshowcorner | balluun.com/iaee 28
29. • Customers prefer a catered buying
experience
– 45% of online shoppers are more likely to shop
on sites offering personalized
recommendations
• 93% of shoppers’ buying decisions are
influenced by social media
• 53% of people on twitter recommend
products in their tweets
• 90% of consumers trust peer
recommendations
• Only 14% trust advertisements
Social Commerce
2/26/15
Source: Qualman
#tradeshowcorner | balluun.com/iaee 29
30. • Build meaningful relationships
• Remain on top of industry news and best
practices
• Generate content ideas and become more
productive
• Increase efficiency by reach targeted buyers
and sellers
Why is Social Important?
2/26/15 #tradeshowcorner | balluun.com/iaee 30
32. • Build more meaningful relationships
– Find, target and interact with buyers through
messaging and social feeds
– Open new customer touch points with existing
buyers
• Non-attending employees from attending companies
• Increase market exposure
– Discover audiences in new geographies
– Lead generation through trade show attendee list
– Analytics on similar profiles
• Promote product with lower costs through
social feeds
– Easily receive feedback
– Product catalog can be made available any time,
anywhere
Social for Trade Shows
2/26/15 #tradeshowcorner | balluun.com/iaee 32
33. • Engagement reports
– Traffic, Clicks
• Find buyers and sellers
– Search by title
– Search by industry
– Search by company
• Social allows smarter lead generation
– Exact information to target people who are
relevant
– Don’t waste time or impressions
Lead Generation with Social
2/26/15 #tradeshowcorner | balluun.com/iaee 33
34. • Connecting on social networking
outpulls e-mail and phone calls by a 7
to 1 ratio
• Using the same message sent on a
social networking platform had a 300%
better response rate than the exact
same message on e-mail
Benefits of Social Networking
2/26/15
Source: LinkedIn
#tradeshowcorner | balluun.com/iaee 34
35. Balluun 365 Social Profiles
• Both company and
individual user profiles
• Localization options
for both the Site and
Content
2/26/15 #tradeshowcorner | balluun.com/iaee 35
36. Balluun 365 Social Networking
• Business-to-business
connectivity at the
company and user
level
• Interactive social feed,
including:
– Twitter Integration
– URL Display
– Comment and Like
– Embedded Videos
2/26/15 #tradeshowcorner | balluun.com/iaee 36
37. How to Technology is Extending Innovation
from the Trade Show Floor to the Cloud
Cloud
Mobile
Social
e-Commerce
2/26/15 #tradeshowcorner | balluun.com/iaee 37
38. • In 2015, total retail in US is expected to
increase by 4.3%. e-Commerce is
expected to increase by 14.2%
• B2B e-Commerce is expected to grow at
an annual estimated rate of 19%
• Over $270,000 is spent online every
minute
• Buyers expect digital
– 43% prefer to shop online
– 29% made their last purchase online
e-Commerce factoids
2/26/15
$263
BILLION
$1
TRILLIONB2B eCommerce
B2C eCommerce
Source: Amazon, Bizrate Insights, Forrester,
IBM, Ipsos, LinkedIn, Microsoft
#tradeshowcorner | balluun.com/iaee 38
39. • Marketplace always open with digital
– Company and product information available
24/7/365
– Accessible from anywhere through web and
mobile application
• Sell and transact before, during, and after
the show
– Digital minimizes errors versus pen and paper
– Orders can come at any time from anywhere
• Track business in real-time
– Integration with ERP/CRM
Benefits of e-Commerce
2/26/15 #tradeshowcorner | balluun.com/iaee 39
40. Balluun 365 Storefront
• Wholesale sellers and
trade show exhibitors can
create their own digital
storefront, including:
– Company Showroom
– Filter Functions
– Brand Presentation
– Product Overview
2/26/15 #tradeshowcorner | balluun.com/iaee 40
41. Balluun 365 Showcase
• Wholesale sellers and
trade show exhibitors
can showcase and
share detailed product
information including:
– Description
– Pricing
– Details
– Images
– Thumbnails
2/26/15 #tradeshowcorner | balluun.com/iaee 41
42. • Trade show
attendees and
wholesale buyers
can create a digital
purchase order
and submit to
exhibitors/sellers
on the digital
marketplace
Balluun 365 Purchase Order
2/26/15 #tradeshowcorner | balluun.com/iaee 42
43. • Enhance and extend the trade show
experience
• Robust simplicity and a focused user
experience
• Help people connect and communicate
in a scalable manner
• Smooth integration to the
wholesale process
Digital Solution Requirements
2/26/15 #tradeshowcorner | balluun.com/iaee 43
44. • Visit balluun.com/iaee and sign up for
trade show industry news, insights, and
our latest product updates
Sign Up for Industry News and Insights
http://balluun.com/iaee
2/26/15 #tradeshowcorner | balluun.com/iaee 44
45. • For more information or support, please contact us
at:
– E-mail: marketing@balluun.com
– Phone: +1-877-280-7222
– Social:
• Twitter: @balluun
• Facebook: balluunmarketplace
• LinkedIn: balluun-inc
• Google Plus: +Balluun
• YouTube: balluuninc
– Web: http://www.balluun.com/resources
Balluun Marketing Team
2/26/15 #tradeshowcorner | balluun.com/iaee 45
46. Digital Marketplaces for Trade Shows
www.balluun.com/iaee
2/26/15 #tradeshowcorner | balluun.com/iaee 46