In recent years,
Green Line Strategies LLC has emerged as a leading champion of virtual trade shows for associations looking to reach new markets, better serve their existing members, and open up significant new revenue streams. Under the leadership of Principal
Herman Baumann, the Illinois-based firm provides association executives and their staff with training and the 6Connex software platform to move their trade shows into the virtual world.
During a recent interview with Bottom Line Briefing, Baumann stated, "My primary customer segment is associations, and associations have had a double whammy in the down economy. Those that rely on member dues have been under pressure -- particularly the professional associations where the employer in the past may have paid the dues, they may not be paying the dues now. Also, sponsorship and advertising budgets have taken big cuts in the economy. There have been a lot of challenges. To survive, organizations have had to increase the value they provide both to members and to 'funders' so that they can maintain their market share or take market share away from their less capable competitors."
This is where virtual trade shows factor in. More and more exhibitors are encouraging the Internet-based events because they are so cost efficient. Baumann stated, "With virtual trade shows, the technology has gotten to the point where you can do just about anything online that you can do at a traditional trade show. Actually, you can do some things better. For example, if you are an exhibitor, you have a limited budget. Out of that budget, you have to get room, board, travel, staff time, entertainment costs, off-line meetings with your companion companies -- it costs an awful lot to have a booth at a show. There is the cost of the booth, then you have to ship the booth, and so forth. If I am trying to maximize my budget, I am going to minimize the shows I am not confident in. So, I may reduce the number of shows. But if I can do an online trade show with an organization and kick their tires and all it costs me is the price of a booth, I’ll do it! Then, if it works, I’ll probably show up at your traditional trade show."
He added, "Most people are concerned that a virtual trade show will undercut their traditional trade show. In many cases, the opposite is true. Another plus with virtual trade shows is you have low risk. You don’t have to worry about natural or man-made disasters. There are fewer financial burdens you have to worry about, like room blocks, leasing meeting halls, and so forth. Marketers are really calling out for these things, because they are cost-effective and it also makes their traditional shows more effective. It becomes a win-win for everybody."
In particular, attendees with limitations on time and funds benefit from an opportunity to attend your show. "What it does," Baumann notes, "is provide a reason for people who don’t have the time or financial capabilities to attend your traditional trade show to attend your virtual show. It also adds value to an organization because it provides another big touch point throughout the year for members to interact within the context of your association."
Some might think that opening an association’s trade show to global attendees will have its share of cultural challenges. Language is not one of them. "Our virtual show facilitates interaction among participants because it instantly translates 11 languages into each other. There are tools that will show you who is around you, whether you are on the exhibit floor or at a live event or wherever. You can invite people to chat with you and it doesn’t matter what country they are from. You can comment on the speaker or on the presentation, you can ask questions, you can answer them. You can do it all in your native language and everyone else is doing the same thing in their native language, and you’re interacting. It’s pretty cool. If you are an exhibitor and you have an international audience, you can ask a question in English and the persons from China, Germany, Korea, and France all receive the question in their native language. When the person from China responds, the exhibitor gets the response in English. Those from Korea, France, and Germany get the response in their native languages."
In the past, bandwidth has also been a problem. Not anymore. Baumann declares, "We have the bandwidth to provide multiple live events going on at the same time, all the streaming media anyone wants to have, there is a virtually unlimited number of booths you can have, and there is virtually unlimited number of attendees that you can have. We have the scalable bandwidth to handle it all. We can branch it down for a smaller organization. Or, we can ratchet it up for a giant organization."
Baumann began his professional life as a journalist. He was editor and managing editor of Chicago Suburban Times Newspapers for a decade. The association world eventually beckoned. Baumann is credited with starting the American Hospital Association's (AHA's) first sponsorship department. In addition, he helped AHA and its 15 affiliated organizations develop their own sponsorship functions.
Over the years, he has gained extensive experience helping associations generate non-dues revenue and balancing the needs of members and "funders." In addition to more than a decade working for associations, Baumann has worked extensively in the health care, technology, and publishing fields. Baumann concluded, "I pull all of those together into a different perspective that helps me really look at overall systems and processes and products within an organization to help maximize their revenue. I love problem solving, and I especially love innovating."
