Issue link: https://tradeshowexecutive.epubxp.com/i/107551
videos in print and online ads, as well as direct mail. Real Time Content, a division of Randall-Reilly, developed a proprietary platform that includes a live dashboard and back-end analytics. "Show organizers can see who watched, responded and registered," said David Schwartz, vice president of sales and marketing, Real Time Content. "Te system generates email alerts based on interactions." For example, the system will send a follow-up email to users who didn't fnish viewing the video, welcome them back and pick up where they lef of. "About 10,000 visitors that saw the virtual presenter," said Sims. "Half watched the presentation for at least 3 minutes. Of those, 79% registered. Te good news: A majority of those had never registered before." 7 Reach Alan at (205) 248-1339 or ASims@ randallreilly.com; David at (704) 845-1030 or dschwartz@realtimecontent.com Develop a Comprehensive, Long-Term Sustainability Plan A few years back, the National Association for the Specialty Food Trade Inc. (NASFT) established a food donation program, food composting, er's response, the nalized experience interest — whether nt, networking, new l or registration. EXECUTIVE DIRECTOR ALL-REILLY sustainable transportation and biodegradable bags. In 2012, the association decided to take a more comprehensive approach as sustainability and social responsibility issues kept coming up during the group's visioning process. "Rather than adding one-of programs to be a greener show, we decided to take a step back in 2012 and really understand our impacts and opportunities holistically," said Chris Nemchek senior vice president, sales & exhibitions, NASFT. Te association hired Greenview, a sustainability consulting frm that specializes in the hospitality industry, to assess the footprint of its Winter Fancy Food Show in San Francisco and its Summer Fancy Food Show in Washington, DC (which is moving to New York in 2013). In 2012, the shows were audited, and Greenview manned a sustainability resource booth at the each show to conduct surveys with exhibitors and attendees and create awareness for the group's existing sustainability programs. Greenview found that 42% of exhibitors were using compostable serveware, and 51% of exhibitors participated in the food donation program. "We thought that our food donation program was successful because we were taking lefover food and delivering it to those communities, but there was so much more waste that we didn't even realize," said Nemchek. In fact, 130,000 pounds of total waste Fancy Shirts. Sunny yellow was the color of the day for not quite all of the volunteers who took part in the food donation program at the Summer Fancy Food Show. Along with supplying T-shirts, the NASFT is collecting data to help guide the donation program and other sustainability efforts. went to a landfll afer the Winter Fancy Food Show in San Francisco in 2012. "For many shows, waste minimization and diversion are the biggest issues," said Eric Ricaurte, Founder, Greenview. For this year's Winter Fancy Food Show, NASFT and Greenview worked with the Moscone Center to determine what they could do to optimize the waste stream by separating waste. "We sat down with the convention center to come up with a waste plan and created a written document that we can both follow," said Ricaurte. "We are setting a baseline in 2013, so we will be able to track the data going forward," said Ricaurte. "Everyone claims to be green. To make your claims credible, you need to track performance data so you have numbers to back up your claims." Once the baseline is established, NASFT and Greenview will develop specifc goals and timelines. "It requires an investment now, but we hope there will be cost savings down the road," said Nemchek. Reach Chris at (646) 878 0123 or cnemchek@NASFT.org ; Eric at (202) 470-1094 or eric@gviewadvisors.com www.TradeShowExecutive.com | February 2013 51