The decision to begin a US roll-out follows the success of Penton’s UK programme of online trade shows, which began with Content Management 365, and has since included events covering Accounting and Finance, iSeries and Service Management.
The Web Marketing Group uses its proprietary software to design and build 3D ‘virtual’ replicas of Penton physical shows, and then relies on digital marketing techniques to drive visitors to them. The details of visitors who register their interest are delivered to stand holders as qualified prospects.
As with physical shows, once they have registered and entered the show, visitors can tour stands, compare products, ‘collect’ brochures, and ‘attend’ seminars.
The first US show, Power Design 365, covers every aspect of the power element of electronics, including issues such as AC/DC conversion, rectification, continuous power supply, and load balancing. The second, Embedded Design 365, will cover discreet component issues ranging from fuzzy logic to programmable memory.
Rapid growth for the Web Marketing Group is also expected to stem from the Harrogate company’s launch of new product channels; including WebSeminars (virtual conferences and meetings), and WebTrafficker (an end-to-end digital marketing package). A VIP telemarketing service was introduced earlier in the year to add a telephone-based second tier of qualification to the leads.
Penton is one of the world’s most diversified business-to-business media groups. Its portfolio includes market-focused magazines, trade shows and conferences, and online media. The sectors it serves include aviation; design/engineering; electronics; food/retail; government/compliance; Internet/information technology; leisure/hospitality; manufacturing; mechanical systems/construction; natural products; and supply chain.