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BREAKING NEWS & VIEWS
Martha Stewart Virtualizes the Wedding ExpoFriday, October 16, 2009 Ooh, how exciting, a wedding! And you say it is online? Hmm. How does that work? Taking a page (or two) from the b2b publishing industry, Martha Stewart Living Omnimedia is planning a virtual wedding expo for November 14-15. The magazine brand Martha Stewart Weddings is hosting the digital Luxury Wedding Expo right in your browser window. Registered visitors will enter an online space with virtual booths, manned by live company representatives, wedding experts and resources. More than 20 vendors are already listed in the exhibit hall, including Celebrity Cruises, Crate and Barrel and Taylor Creative. Top-level sponsors include Macy’s, Jared and WE tv. There will be live chats with magazine editors and experts. The main exhibit hall will include Wedding 101 video on the key topics of wedding planning. The live events and chats will be held during daytime hours on Nov. 14-15 on the site. Much of the Expo material, however, will be available on demand at the site through Feb. 28, 2010. A special issue of Martha Stewart Weddings, “Destination Weddings & .jpg) Dream Honeymoons,” will appear at the same time in November and help the magazine celebrate its 15th anniversary. The MSLO wedding franchise includes its online home, the goods collection at Macy’s and an upcoming series of branded travel packages in partnership with Sandals and Beaches Resorts.Virtual events have enjoyed a banner year in the b2b space, where the trade conference market has receded in the face of slashed travel budgets and dwindling sponsor support. For b2b publishers, webinars and virtual trade shows have been part of a growing lead generation business. Increasingly, we have been hearing publishers on the consumer side talk about lead-gen programs as well. In order to attend the MSLO wedding expo, users must register and give up contact information and the timeline for their wedding plans. Virtual events give vendors the opportunity to harvest leads and measure very precisely the impact of their booth buy. In the coming months look for more publisher programs that try to identify users based on specific, immediate purchasing interests. In the overall shift of media spending from advertising to marketing, lead-gen is one of the most promising models for consumer brands. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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