Yesterday’s announcement by UBM that they will leverage the comatose Comdex brand as a virtual event is a brilliant piece of strategy. The move provides further proof that UBM is on the cutting edge of understanding how to utilize virtual events to serve market segments that may no longer be viable for physical events.
Mark you 2012 calendar for the following prediction, yes you heard it here first. Tesoro Events predicts that UBM will utilize Comdex virtual as a vehicle to organize the core market originally served by the Comdex brand and by 2012 UBM will be producing both physical and virtual events under the Comdex brand.
They will have successfully utilized virtual events as a tool for repositioning and relaunching Comdex. It gets event better, if it doesn’t work out, their downside exposure is a fraction of what it would have cost to relaunch the brand with a physical event from the start.
My only criticisms, they may want to use someone in the welcome video on their website (http://comdexvirtual.com/index.php) that the target audience will relate to more closely and the twitter feed shouldn’t be up until it is feeding real comments.