September 2005
The allure of the B2C event market
Case Study: Ziff Davis Media used its IT expertise and B2B event experience to launch DigitalLife 2004, a consumer technology event, earning it EXPO’s Best New Consumer Show Award for 2005. Find out how they signed major technology companies and drew 25,000 attendees to this first-time event.

By Dawn J. Grubb



When Microsoft and other large business technology companies announced plans to target consumers four years ago, Monica Vila took notice. As Vice President of Event Marketing at Ziff Davis Media and Show Manager for DigitalLife 2004, Vila understood the dynamics of the industry: After all, Ziff’s consumer technology group was thriving, and the company already published two magazines, PC Magazine and Sync, with a technology focus.

Tech marketers were in for a bumpy transition. The complexity of their products and the vast array of choices consumers faced made building brand loyalty a challenge. So Vila saw a need and an opportunity to use Ziff’s experience with business-to-business events to help key accounts get the face-to-face interaction that turns noncommittal shoppers into loyal customers. Launching a technology show that manufacturers, consumers and retailers would embrace seemed a logical evolution.

“If someone wakes up to a Sony alarm clock and turns on their Sony TV, you want that person to think Sony when it’s time to buy a digital camera. Anyone selling to consumers needs a brand relationship with them, but there wasn’t a venue,” says Vila. “We knew we could give them an event where they could talk directly with consumers and develop successful relationships.”

Industry market research showed the facts were on her side. According to an October 2003 survey of 800 U.S. consumers conducted by Jack Morton Worldwide, experiential marketing — at events where consumers interact directly with products and sales reps — is very effective at building brand recognition and driving fast purchase response for a variety of products. For example, 62 percent of men and 53 percent of women indicated that experiential marketing would be extremely or very influential in their decision-making when shopping for computers, software and related equipment.

All Vila had to do was persuade industry leaders to buy in. “People had enough evidence of failures, but we convinced them that this was going to be different and successful,” says Vila. “Being able to promise this to our partners despite what we were seeing in the market says a lot about Ziff’s credibility.”

Vila was right on. With the promise “We are your market,” DigitalLife 2004 exceeded projections and earned top nods as EXPO’s Best New Consumer Show Award winner in 2005. Find out how they signed major technology companies and drew 25,000 attendees to this first-time event.

Selling the concept
One challenge the team faced was getting exhibitors to commit. For example, big names such as Intel, Dell, Microsoft and Toshiba expressed interest early, but it wasn’t until Best Buy signed on in February 2004 as title sponsor that Vila really knew the show was on the right track. Best Buy promoted the show through signage in 35 stores in the Northeast, as well as with fliers, passes and customer newsletters. In addition, Best Buy Rewards Program members received e-mail offers and complimentary show passes with special access to VIP areas and keynote speakers.

Having a proven business relationship with vendors played a key role in getting companies on board, says Vila. “We needed partnerships to validate who we were. So we approached the market as, ‘You know us and already do business with us. Here’s a new concept. What do you think?’” It was a smart approach that yielded lots of helpful feedback from companies about what they wanted out of a consumer technology show. Vila’s team incorporated this feedback when creating the media kit and other show materials.

“When they saw their input, they knew we were serious about helping them reach consumers and said yes,” says Vila. “We wanted the commitment of the retail industry who’d be doing the transactions. Our goal was to define the digital lifestyle for consumers and boost vendors’ holiday sales by giving consumers a chance to test new gadgets before they hit stores.”

Once Microsoft signed on in March 2004, four other bellwether accounts — Motorola, Toshiba, Intel and XM Satellite — followed suit at monthly intervals. The partnerships helped lend clout to the show and encouraged others to participate, says Vila. Google sponsored a K-12 educational event and grabbed attention with its elaborate booth, which was constructed with help from LEGO. Google and TiVo were among the companies that launched new products during DigitalLife 2004, adding excitement and buzz to the show.

Building buzz and credibility
Ziff announced its plans for the show in November 2003 and launched in October 2004. Vila and her team had about 12 months to plan, sell and organize the event. She credits their success to Ziff Davis’ “deep resources.” For example, the company’s creative team pulled together the show’s brand identity, which was incorporated into all promotional and sales materials. And Ziff’s public relations group pitched in to solicit press and celebrities — such as rapper Ludacris, New York Giants players Michael Strahan and Kurt Warner, “Sopranos” star Michael Imperioli and interior designer Vern Yip from “Trading Spaces” — to help create a buzz. Vila says choosing New York City as the show location was also a big buzz generator.

“New York is an incredible venue to launch an event because of its diversity and demographics — it’s the buzz culture,” says Vila. “We felt, to really provide a buzz for our partners’ brands, New York’s energy was unmatchable.”

To help lend an objective, credible voice to the show and address attendees’ questions and concerns, Vila relied on the editorial teams of Ziff Davis’ publications. Take the show’s popular Digital Village exhibit. Staffed by 65 editors and lab technicians from PC Magazine, the Digital Village showcased technology in three real-life settings: a living room, home office and dorm room. Consumers could see how the technology integrated into their daily lives, and editors were on hand to answer questions.

“It offered a neutral environment in which consumers could learn about the technology without pressure from salespeople,” says Vila. “And the editors received firsthand input from readers on issues facing them today.” The names of sponsors who had products featured in the Digital Village were displayed on signage, and editors pointed out brands when discussing various products with attendees.

In another popular exhibit, the staff of ExtremeTech magazine ran a test lab on high-definition televisions and was available to discuss features and options with attendees who were shopping for an HDTV. Both exhibits helped build brand recognition and a comfort level with technology among consumers, says Vila.

Targeting key audiences
DigitalLife 2004 was created to reach passionate consumers who love technology — early adopters, Netgeners (13- to 18-year-olds), gamers, innovators and evangelists (those who were searching for the next breakthrough to try, buy, use and show off). To reach these consumers, Vila created a marketing campaign that consisted of direct mail; print and radio advertising; fliers, posters, complimentary passes and other promotional signage distributed by sponsors; e-mail blasts and Web promotions, such as being featured on AOL’s City Guide for New York; special invitations, free passes and discounted tickets for groups; and media recognition (five broadcasters aired live during opening day).

Another major bonus of having Ziff’s backing was its far-reaching database filled with 4.5 million names of technology-inclined people. Vila says it was critical in helping to reach the target audience, which she broke down into three types of consumers:

1. The newbies — those just starting out testing technology.

2. The intermediate adopters — those who are good, active users but want to learn more.

3. The pro-sumers — the most important group, those who want the latest, greatest in next-generation technology.

After taking advantage of in-house resources, Vila and her team forged partnerships with key media and area organizations to reach two important groups: women and Netgeners. For example, they partnered with Cosmopolitan and Cosmo Girl! to reach women of all ages. Cosmo had a lounge at DigitalLife 2004 where magazine staffers offered advice for a digital makeover. The publication also sponsored a couple of programs aimed at easing women’s discomfort with technology and offering gift ideas for the upcoming holiday season.

“Cosmo is a savvy marketer and will announce a really cool program this year; it doesn’t just talk makeup and relationship advice,” says Vila. “We knew we had to reach a large number of women, because a pro-sumer will fall in love with a TV, but it won’t be purchased if it doesn’t look good in the living room or the woman doesn’t like it.”

In addition, Vila worked with the New York Board of Education to bring in 1,200 students and their chaperones for Education Day. They received free one-day passes and a complimentary lunch and were treated to sessions dedicated to topics of interest to them. For example, Google sponsored a program designed to teach students how to study better using its search tools. “Afterward, the kids hit the show floor and got a chance to play with technology. This group is very influential in home technology purchases, so our partners were glad to see them,” says Vila.

Gauging success
After the show ended, Vila and her team took a breather to gauge the numbers and assess their success. They were pleased with the results:

• They had promised exhibitors 350 to 400 media members, but more than 600 industry analysts and members of the press — from The New York Times to The Wall Street Journal to Spike TV — came to cover the event.

• They had projected between 700 and 800 retailers, but 1,200 participated in the show.

• They had hoped 25,000 consumers would attend, and they hit the mark. However, actual attendance may have been higher: A real estate show and music event were going on simultaneously at the Javits Center, and Vila allowed those shows’ attendees entrance — but she didn’t track the numbers. 

• Of the 114 sponsors and exhibitors, 90 percent re-signed for DigitalLife 2005 during the event.

“I remember the first day and seeing the energy and interaction on the show floor and knew it would be a success,” recalls Vila. “We were over capacity on Saturday, and the fire marshal made us close our doors. People were lined up outside waiting to come in. It was amazing.”

Despite these impressive numbers, Vila wishes she had done even more for the inaugural show. For example, she says it was a mistake to limit their media partners to Ziff publications and Cosmo. “I really didn’t think about it until two weeks out when we had more magazines wanting in. I remember thinking, ‘Gosh, we missed an opportunity here — we could have done more,’” she says. “Next time we’ll have a broader representation of the media world.”

Her biggest challenge, she says, was convincing exhibitors and sponsors that DigitalLife 2004 was indeed an opportunity they didn’t want to miss. Proving a need and ROI is a key for any show — whether it’s consumer or trade. “You can’t come out with something that looks and smells like a traditional event — that just won’t work. You have to be unique,” warns Vila. “Show them that a new thing is a good thing and turn your innovation into an opportunity for others.”