©2009 Professional Convention Management Association

To Hybrid or Not Hybrid, That is the Question!

©2009 Professional Convention Management Association

Michael McCurry, CMPStrategic Account Manager, Experient

2011 PCMA Chairman, Social Media Advisory Board

2010 GMC PCMA Immediate Past President

©2009 Professional Convention Management Association

My Personal Side

• Father of Two Awesome Children• Singer/Songwriter/Musician• Writer/Blogger• Harley Rider• Professional Sports Fan• Foodie – Love to Cook• The Movies!

©2009 Professional Convention Management Association

Today’s Agenda

• What is a Hybrid Event?• Storytelling – A Hybrid Event Case Study• Should Your Event be Hybrid -- The

Litmus Test

©2009 Professional Convention Management Association

Definition of Hybrid Event:

Online (remote) and face2face event attendees and presenters connecting with one another utilizing one or more technology components.

©2009 Professional Convention Management Association

A Hybrid Event Case Study

Greater Midwest Chapter, PCMA2009 September Educational Event

©2009 Professional Convention Management Association

2009 GMC Chapter Strategic Focus

• Sustain or Increase Professional Planner Attendance at Events

• Events Access increased across entire six-state chapter region

• Create opportunities to attract new members• Establish GMC as technology and education

innovation leader

©2009 Professional Convention Management Association

The Solution: A Hybrid Event

• Live Streaming Webcast of entire event

• Back Channel Twitter Stream allowing interaction before, during and after the event.

• Twitter moderator to field questions for Presenter

• Pods created in Five states for group remote viewing.

©2009 Professional Convention Management Association

Nearly Doubled Audience Sizefrom 220 to 400+

©2009 Professional Convention Management Association

Now that’s what I call ROI!

Perception:Members100% Added value to my

membership100% Would like to do it againNon-Members78% I’m now more inclined to

attend a PCMA event or join the association

©2009 Professional Convention Management Association

Now that’s what I call ROI!

Satisfaction:“Did this event help you connect to

PCMA members?” (Scale of 1-5) 36% Come to think of it, I guess so

(Level 4) 64% Yes! Thanks for increased

networking opportunity (Level 5)= 100% SATISFIED!!

©2009 Professional Convention Management Association

Litmus Test: To Hybrid or Not Hybrid?

• Are there attendees that may not attend your event due to their own financial, geographic or scheduling constraints?

• Will Hybrid components extend the reach of your event to potential customers not available through other marketing channels?

• Would your organization benefit from greater customer loyalty, by offering them alternative conference access options aligned with their current needs?

©2009 Professional Convention Management Association

Everyone Wins With Hybrid Events

•Increased Event Attendance•Enhanced Member Value•Enhanced Market Exposure•Business Growth for All

©2009 Professional Convention Management Association

Please Connect With Me

Michael McCurry - @MichaelMcCurry (Twitter)

Blog: http://www.michaelmccurry.net/

Email: mike.mccurry@experient-inc.com

©2009 Professional Convention Management Association

THANK YOU!