New Business (to Business) Models
In planning the interactivity conference, Cygnus at first thought understanding technology was what its target audience cared about. After careful research and consultation, however, it found that the technology itself was not the problem, it was how to connect technologies and stakeholders to better function in the global food supply chain.
Whether in the B-to-B or consumer space, media companies that are really growing are becoming community focused, Bianchi says. Smart companies are developing targeted products based on a thorough understanding of these discrete communities.
"If you have good data and can ask good questions of the right demographic, then you have your attendee list," he notes. "You can take your data and lay it against the questions you've asked and the interviews you've done. If the community is there, you can use that data to invite that community to your live event, then go to a sponsor and say, 'I have 300 people who really care about this type of product, do you want to sponsor that?' They are going to say yes because its like shooting fish in a barrel for them."
"People like to be around other people like themselves," he adds. "It gives advantage to your career in a B-to-B environment. "Fifteen years ago I was getting Trade Show Week and read it cover to cover. Now I'm looking for that info on the Internet. But what can't be done on the Internet is walking across the room and walking up to a president of a company and shaking their hand and talking for five minutes." PE