Category Archives: 360° attendee experiences

Before, during and after the event, offline as well as online: Seeing the event through the eyes of the attendee and maximizing their experience is fundamental for organizers.
Vor, während und nach einer Veranstaltung, offline als auch online: Organisatoren müssen einen Event mit den Augen des Teilnehmers sehen und deren Erlebniswert maximieren.

A pretty cool tool for discussions at your event – The throwable mike!

Did you ever look for a smart way to get your conference delegates involved in the q+a session after a presentation? The typical roaming hostesses carrying the stage mikes are not really ideal, and I always felt kind of sorry for the ushers…

Here’s a pretty nice tool that will bring fun to the event, too. The Catchbox!

I want one!

(p.s.: I don’t get paid by the guys from Finland to write this ;-)

What do you think?

Is classic event PR work dead?

…or has it become a waste of time and resources?

6069859969_e9ac79240b(pic: Flickr, by Rosa Say)

Having worked in the media industry from 2004 until 2012, I have experienced that the prevalent topic at any of those media conferences is: the decline of print media, along with the need for publishers to cut costs, which they do in editorial staff, which again leads to less circulation.

A vicious cycle…

But, first of all, what do I mean by “classic event PR work“? Well, sure you can argue what “classic” might mean in that context, but let me put it like this: All PR activities by event organizers aimed at placing your messages in traditional media outlets. Daily press, trade press, radio, television and of course the online portals of those media players.

Hoping for your messages to be featured and then (positively) received by your target groups, with the jounalists in their traditional roles as gate keepers for information and curators of what the readers may be interested in.

Quality jounalism of the old days, as we (used to) know it.

Typical activities would be

  • press releases sent out to a press distribution list
  • interview placement and jounalist relations
  • provision of electronic press kits (EPK, usually raw material) for downloading
  • press conferences

Online PR in my book would primarily be bypassing the traditional channels, spreading and seeding your word about your event and its content on social channels like Youtube, FB, Twitter, your own blog, via blogger relations, fora and “earned” media.

Now, the simple answer to this blog’s question is: You have to do both!

However, since I assume most of my readers will not avail themselves of unlimited resources in their PR departments, what is the ideal balance between traditional and what I call online PR?

Some aspects that speak for classic PR

  • credibility is still very high with traditional media. This may differ, though, depending on your industry. The influence of fashion bloggers has been skyrocketing, and it wouldn’t be very clever to neglect them. In other industries, though, trade press is still in the lead. You’ll have a tough time establishing your conference or trade show without media support.
  • an article in one of the national newspapers still amazes people. Funny that even onliners get a sparkle in their eyes when they see themselves in print, right?
  • TV is great for cool products, like shiny new tv sets, mobile phones, cars of course
  • Exhibitors expect a comprehensive and professional media and PR plan when you market your trade show.

Aspects in favour of online PR are

  • You keep better control of your messages and the environment in which they appear (e.g. your blog design, which groups and fora you choose to seed your content)
  • You can measure the impact directly by all kinds of KPIs – usually, you don’t have that with traditional (mass) media
  • You get direct feedback from your core audience
  • the pendulum will move towards this kind of conversation anyway, so the earlier you start comforting yourself with this environment, the better it is

Paul Steiger, founder of Pro Publica and previous editor-in-chief of the Wall Street Journal said in a recent article in the German news mag DER SPIEGEL: “The internet has destroyed the old business model, even though it is still alive“.

What is your opinion on this? Should event, conference and trade show marketers focus more on online PR and social media rather than “good old” journalist relations? Look forward to your comments and discussions!

Viral Youtube marketing for a leisure activity show in Vienna

This is a pretty cool marketing activity that the agency Ogilvy & Mather has created for a trade show in Vienna. The viral video with more than 88.000 views and vast coverage on traditional media both in Germany and Austria suggests that some guys climbed the Zugspitze (Germany’s highest mountain) only to steal the tip of it! Thus, making the mountain one meter smaller.

On the first show day, the video was released on Youtube and went viral. Second day, the “tip” has been displayed at the show in Vienna, and after 3 show days, the secret was revealed – because obviously, the stealing of the tip was fake!

Congratulations to the Reed Messe Vienna PR and advertising teams and to the agency for this idea.


5 tips how to use Vine for events, conferences and trade shows

It is one of those crazy success stories: Born in June 2012, acquired by Twitter in October 2012, and now it is April 2013 and the hype around Vine peaks!


What is this all about?

Vine is a smartphone app that allows the users to edit, publish and embed short 6-sec videos on various social platforms. Doesn’t sound spectacular, does it?

Still, there were many attempts so far to bring social video to a next level, most of which have failed. With Vine, it could be different, as the early indicators show. In February, Vine went up to # 97 in the AppRank, while other services like Socialcam went down. Click on the image below to get more stats from


As the BBC put it, “What would be agonisingly boring for three minutes, or even 30 seconds, on YouTube is an entirely different proposition at six seconds.” The strong backing from the mother Twitter will push the service quite significantly.

And of course the first events are quickly jumping on the opportunity to test what Vine can do to create a buzz around the show!

No big surprise that SXSW is once again among the first to tap into the potential. Here’s some interesting Vines from SXSW visitors that have been featured on Mashable, like the one with Danny Boyle and the Grumpy Cat!

So, what’s in it for events and conferences?

Provided you have a social media savvy and enthusiastic audience (well, who wouldn’t these days? ;-) ), here’s some tips on what Vine could do for you.

1. Viral marketing

Due to the viral nature of Vines, brands and marketing agencies around the world are busily creating 6 sec videos. Here’s the chance to create an elevator pitch for your show with the potential to be widely shared.

2. Present your team It adds a personal touch to present your team members and contacts on the web. Why not do it with a 6 sec vid rather than a static pic?

3. Engage your audience Encourage your participants to create Vines during the event using the event hashtag, and then share them on a screen in the lobby or another suitable place on the showfloor. Like this:

4. Prepare your attendees

Here’s how the George Washington University educated the attendees at the Spring Career Fair about how to best prepare for the show:

5. Pre-trade show marketing: Product previews in 6 seconds

Ask your exhibitors to share Vines about upcoming products. They’ll not be revealing too much, but they can generate interest in what is there to see at the show!

I am sure there is no limit to creative usage. Have you experimented with Vine already? Have you come across nice stuff produced around events? Feel free to share it here!

spring Messe Management sucht neue Mitarbeiter! spring is recruiting!

Wir sind auf Expansionskurs und suchen neue Mitarbeiter, die uns dabei unterstützen. Derzeit haben wir eine Reihe von Jobs ausgeschrieben, darunter

  • Business Development Manager
  • Digital Marketing Manager
  • Messe-Projektleiter

Ferner suche ich Leute in den Bereichen Presse und Grafik. Eine komplette Übersicht findet Ihr hier:

Kennt Ihr jemanden? Bei Interesse stehe ich gern zur Verfügung!



Our company is expanding and we are looking for new team members that support us. Currently, we have a number of open positions, among which

  • Business Development Manager
  • Digital Marketing Manager
  • Project Manager Trade Shows

Furthermore, I am looking for staff in the press and graphics department. You’ll find the complete overview at (job posts in German language)

Do you know anyone? Don’t hesitate to contact me for any questions!

New assignment since 1 January 2013

Dear readers,

First of all, I’d like to wish you all the best for 2013! I hope you had a good start of the year.

Since 1 January 2013, I pursue a new assignment – of course in the events and trade show arena.

I left the media industry with mixed emotions, having run conferences and trade shows for that sector during the past eight years. The media (and particularly the news media sector where I was active) is a very special community, although quite a bit challenged currently.

I’ll most probably miss the international flavor of that industry, and also of the company that I was working for. I was privileged enough to work with a bunch of great and inspiring colleagues from around the globe.

So, now for something completely different.

Well, actually, it does not feel like this, really. springlogo

spring Messe Management is a private trade show and congress organizer, specialized in human resource management, recruiting and public sector events. The current portfolio encompasses events in Vienna, Moscow, Budapest, Cologne, Hamburg and Stuttgart, staged by a multi-national team of approx. 40 very dedicated and capable employees.

In July 2012, the company was acquired by Deutsche Messe AG, the organizers of CeBIT and HANNOVER Fair, among others. As the new MD of spring, I have been assigned with the task of growing the business particularly in the recruiting area – something I really look forward to!

From time to time, I’ll keep you updated here on new developments and interesting projects. Should you be active in any of these areas, please do not hesitate to contact me – maybe we’ll find interesting ways to cooperate.