CNTV Teams with International Wooodworking Fair to Harness Power of Live Streaming from Showfloor

January 23, 2017

Want to take your trade show and turn it into a compelling, not-to-miss industry event? Try strapping a few live action cameras to some of your attendees, let them loose on the showfloor, live stream their experiences on Facebook and voila – you’ve not only given your at-home audience a glimpse of what they’re missing, you’ve also turned your event into a cutting-edge attendee marketing machine!

One Atlanta-based trade show did exactly that, and with overwhelmingly positive results.

As a biennial trade show and conference for the woodworking, design, and material processing industry, the International Woodworking Fair (IWF Atlanta) isn’t a stranger to harnessing the latest video and social media technology to drive participation and increase engagement before, during and after the event.

For its 2014 show, IWF partnered with CNTV, a media company specializing in conventions, trade shows, exhibitions, events and conferences, to help launch its IWF TV YouTube video campaign, which ended up amassing over 500,000 views and almost two million impressions.

But for IWF 2016, held Aug. 24-27 at the Georgia World Congress Center, IWF Vice President of Sales and Marketing Jim Wulfekuhle wanted to find something new to help build on the success and momentum of IWF TV.

Since the event draws a strong regional and drive-in audience, Wulfekuhle began looking for a new technology platform that would not only capture the excitement of the trade show floor but also lure in last-minute decision makers to the event.

“Around a month out from the show I decided at three in the morning (that we would) put GoPro (cameras) on four buyers and business owners at the trade show,” Wulfekuhle said. “That led to discussions with CNTV, who we were already using for the second time, which led to (the idea of using) Facebook live.”

For those unfamiliar with Facebook Live, this live video streaming service allows users to instantly broadcast live videos from their mobile devices to their Facebook news feeds.

With just weeks to go until IWF 2016, CNTV got busy bringing Wulfekuhle’s idea to fruition.

“CNTV’s team has produced thousands of hours of live broadcasts, so it was a natural fit for us to help IWF TV extend its video marketing presence via Facebook Live,” Greig Powers, COO of CNTV said.

He added, “While we’ve created many live programs for a variety of clients over time, what was different about this project was the idea of visually bringing in a buyer’s point of view while also taking advantage of the built-in audience Facebook ‘likes’ provide.”

Using GoPros strapped to the chests of four buyers, CNTV broadcasted multiple views of the business owners walking the showfloor, visiting booths, engaging in conversations with exhibitors and trying out a range of products and services.

After working a little editing magic, CNTV then broadcast the footage on IWF’s Facebook page, giving viewers an authentic, first-person view of the IWF trade show experience.

“While many people can create a live Facebook stream from their phone, what’s evident is that professional touches (improve) the viewer experience and reflection on the brand,” Powers said.

To ensure reliability and quality, CNTV’s behind-the-scenes video team used professional equipment and television broadcasting techniques to ensure a valuable and authentic viewing experience, including:

·      Multiple camera views

·      On-screen text for higher engagement

·      Audio quality not possible with a cell phone microphone

·      Coaching of on-camera buyers to increase their on-screen effectiveness 

·      Content plan development and timeline to assure show objectives are met

·      Possibility of streaming to multiple platforms (such as YouTube)

·      Use of recording for other uses (i.e. playback in hotels, shuttles, convention center monitors) 

“The end result, from a show marketing perspective, is that viewers found out what they’re missing if they, too, are not on the trade show floor,” Powers said.

He continued, “We believe this led to some professionals who were within a reasonable distance of Atlanta to attend the show last-minute. It will also generate buzz for the next IWF Atlanta and created content that can be used year-round.”

IWF’s digital marketing strategy appears to be paying off. Ranked as IWF’s largest show since 2008, the 2016 event saw a 19 percent rise in attendance compared to its 2014 event, with 17,125 attendees and 1,079 exhibitors spanning 532,565 net square feet of exhibit space.

According to Wulfekeule, IWF will once again partner with CNTV for its 2018 show and has plans to use 360 live cameras to further enhance the event’s robust video and live streaming efforts.

So why should more show organizers consider harnessing the power of social media and live streaming for their events?

“Social channels are such a powerful tool for marketing events, and Facebook places a huge emphasis on live content,” Powers said. “Live streams are prioritized to the top of users’ feeds, and on top of that, creating live broadcasts leverages the ‘likes’ that event organizers work so hard to grow year-round.”

He continued, “Previously, the most common way to live stream required a new audience each time to arrive at a certain time and web page. With Facebook, the audience is already established and we can deliver the live content directly to an app that tens of millions of users already have. Live content also adds spontaneity and authenticity to event marketing, which younger audiences crave.”

IWF Atlanta will return to the Georgia World Congress Center Aug. 22-25, 2018. 

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact