Issue link: https://tradeshowexecutive.epubxp.com/i/84572
POWER LUNCH Continued from page 30 BOB: Which brings us to RSNA Virtual Connect; what do you offer in this virtual space? TOM: We inaugurated this virtual event last year and are currently expanding it. Te basics are that exhibitors can post en- hanced listings with product details, vid- eos, downloadable information, etc. Many presentations and sessions are streamed live during the week and the entire content is available on demand. Tere are also chat rooms. We are doing more live streaming of key sessions this year. In 2011, over 3,500 people from all over the world attended Virtual Connect and we hope to increase this number significantly in 2012. POWER LUNCH SNAPSHOT TOM SHIMALA Career Path: y 1990 to present: Radiological Society of North America, Oak Brook, IL Director of Exhibits, Meetings Department y 1986 to 1990: Chicago Dental Society, Chicago, IL Director of Advertising, Marketing & Exhibits y 1978 to 1986: American Dental Association, Chicago, IL Advertising Representative y 1977 to 1978: McMillan Publishing, New York, NY Advertising Midwest Representative Professional Affiliations: y HCEA (Healthcare Convention Exhibitor Association) – active member (since 1998) y MATSO (Major American Trade Show Organizers) – active member since 1999, currently on Board of Directors (since 2007) y Meeting Net.com – named "Innovator of Trade Shows" (2009) y McCormick Place Labor Relations Committee member (since 2004) Education: Indiana State University, Terre Haute, IN Bachelor of Science degree 32 October 2012 | Trade Show Executive BOB: What are the RSNA Bistros and how did they come about? TOM: Te consistent feedback from our exhibitors and attendees was not positive about the show's food offerings, so in 2007, we teamed with an ex-employee of the McCormick Place food service to create a bistro in each of our halls. We offer varied hot buffet menus each day that are healthy and appeal to all our audience segments. Tables can be reserved by exhibitors and plenty of other seating is available. Te in-house food service company keeps the prices moderate. And we use constant feedback from our stakeholders to choose future menu items. BOB: In 2010, RSNA won the "Trade Show Executive Gold 100 Award for the Highest Economic Impact," leapfrogging over shows with a larger attendance, be- cause you were able to prove that your at- tendees are bigger spenders. Other cities are undoubtedly vying for the chance to host your event. Have you thought about moving your meeting to another city? TOM: We're always exploring this option, but with our event requirements, there are only two other domestic destinations suit- able. We are on very good terms with the key people from Orlando and Las Vegas, but at the moment, there are no plans to move the RSNA Scientific Assembly. BOB: Everyone faces struggles on the job at one time or another. What was your big challenge, and how did you overcome it? TOM: (laughing) My biggest challenge came right aſter I joined RSNA: the anchor exhibitors were never happy with their placement on the show floor. To solve this age-old problem, we devised a simple rotation plan for these 16 top exhibiting companies, so that they have a different location within each of our three halls every year. Since they know their location for the following year, their suppliers and partners can rent space near them. BOB: That's a unique solution. Tell me about your show's use of social media — is that now integral to all your show engagement strategies? TOM: Social media is a huge part of the RSNA experience, not only during the annual meeting week but throughout the year. We keep our fans and followers abreast of upcoming deadlines and offerings, as well as posting tips for international attendees. Users also look to RSNA's Facebook page and Twitter feed as "the" places to get their questions answered immediately. During the meeting, users count on the RSNA Twitter feed for up-to-the-minute up- dates on everything from educational offerings to great dining experiences. BOB: What are some of your recent inno- vations to keep the show floor buzz going? TOM: For starters, RSNA's Facebook page now has a "sister site" for Chinese audi- ences. It has been up for about a month and already has 400 fans. During the an- nual meeting week, we have one full-time staffer to manage our social media onsite, along with several others from marketing, IT, and the Daily Bulletin team. All of them contribute to the "conversation," engag- ing fans in trivia and photo contests with prizes and giveaways. All of this goes on alongside the meaningful conversations about their meeting experience. BOB: What about RSNA Mobile Connect? TOM: It's designed to help physicians and others get the most out of their mobile devices. It is located in the Services Pavilion in McCormick Place and trained experts can field any questions about mobile technology. RSNA Mobile Connect visitors meet with staff members for RSNA-specific questions or with tech SPONSORED BY