The IEEE MTT-S International Microwave Symposium (IMS) Exhibition – the show covering radio frequency, microwave, millimeter wave, and THz frequency technologies – hosts approximately 600 exhibitors and 10,000 engineers annually.
At the 2013 event in Seattle, planners used a secret weapon to turn the normally introverted attendees into social media mavens.
Implementing a two-fold strategy
Louisville, Colo.-based MP Associates, the firm charged with managing the IMS exhibition, developed a social media strategy for the event. The cornerstone of the plan involved getting the visiting engineers to learn how to use social media while not having to use their own social media accounts to do it. They also had another goal. “We had run out of sponsorships and were looking for other opportunities for companies to sponsor,” says MP’s Amanda Scacchitti, the meeting planner in charge of IMS’ marketing and promotion.
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