Issue link: https://tradeshowexecutive.epubxp.com/i/107551
FE ATU R E 6 Continued from page 49 annually," said Sandra Toms LaPedis, corporate and experiential marketing, RSA. "We have three people who are dedicated to working with the program committee to develop the content for the show." While most of the presenters use PowerPoint presentations, RSA also likes to experiment with diferent session formats. "Our goal is to drive interaction during sessions, and delivery of content is key," said Toms LaPedis. For example, RSA has held mock trials where they brought in actual trial judges and attorneys. In addition, RSA has tested pecha kucha (PK), a presentation format that is based on 20 images for 20 seconds each. It's a format that makes presentations concise and keeps things moving at a rapid pace. "It's a more entertaining format," she said. "But you have choose strong speakers who can handle this format." Toms LaPedis says RSA tries to limit the number of panel presentations. "Tere are pros and cons for panels," she said. "Some can be good, but many can be very boring, especially if all of the panelists agree. We are going for the Jerry Springer moment. It's much more interesting and engaging if there's some serious debate or arguments." To facilitate discussion during panel sessions, RSA chooses two speakers on opposite sides of an issue and a moderator. "Sometimes we ask the speakers to switch sides and make a case for the opposing view," said Toms LaPedis. "We want to be unpredictable. It makes attendees pay attention." Reach Sandra at (408) 326-4553 or sandra@rsa.com Market Your Show Using Personalized Videos To promote Intersection 2012 — which includes Te Great American Trucking Show, Commercial Vehicle Outlook Conference, Construction Symposium and Pro Pickup Truck Expo — RandallReilly developed personalized videos to promote the event to both attendees and exhibitors. On the attendee side, show organizers created videos for specifc industry segments and types of attendees. Prospective attendees in the company's database received videos that greeted them by name and walked them through the benefts of the event. "Te videos were interactive," said Alan Sims, vice president/executive director, events, Randall-Reilly. "Based on the viewer's response, the video created a personalized experience based on the attendee's interest — whether it was educational content, networking, new products, the exhibit hall or registration. Te videos could be as short as a two minutes or as long as 12 minutes." Te events attract both executives and small business owners. "We had to speak their language during the scripting process," said Sims. "We have a diferent tone for each audience." Te videos were sent via email, and there were links to the Based on the viewe video created a person based on the attendee's it was educational conten products, the exhibit hall Alan Sims, VICE PRESIDENT / OF EVENTS, RANDA 50 February 2013 | Trade Show Executive