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Economy drives interest in more complex virtual events.

Publication: B to B
Publication Date: 09-MAR-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Economy drives interest in more complex virtual events.(B to B Special Report: Event Marketing)(Conference news)

Article Excerpt
Byline: CHARLOTTE WOOLARD

Novell markets by the numbers. So last fall, when registration for the software company's annual BrainShare conference lagged expectations, the company conducted a poll of past participants.

"Their interest in our products and solutions was high, but some were reluctant to spend money on travel,'' said Phil Juliano, VP-global brand management and corporate communications. "The number signing up was significantly down. Many businesses have pulled in the reins.''

The technology company responded with an announcement that it would cancel the March conference, which last year drew 5,500 participants and 65 exhibitors. In its place, Novell promised to roll out a series of initiatives, including road shows, online training and virtual conferences.

"Sometimes when you have a slowing economy, it gives...

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