Launch.It – a centralized news source for your event
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Already signed the largest international tech show in the world – not bad for a beta site

Photo Credit: PR

Photo Credit: PR

The conference industry belongs to that rare breed of win/win/win typed products and services, primarily because what it pedals is not a tangible thing to hold up in your hand and subject it to the personal tastes of others, but rather because what it offers is opportunity itself – and who doesn’t like an opportunity. Promoters get paid, exhibitors get their platform and the attendees get eyeballs on virgin appearances of the latest and greatest for what’s just over the horizon in their industries.

The problem with creating win/win/win’s is that it takes effort and coordination on everyone’s part. Given that promoter, exhibitor and attendee, each have something the other one wants, each have to pull their own weight ensure that everyone walks away from the event feeling they gained something valuable.

Find your center

Launch.It beta is looking to tackle this issue by creating a single platform for all content creators to publish their event-centric material on. Promoters, exhibitors, news agencies, PR professionals, and brands can promote and socialize their content for a given event, all in the same digital space. The value of such a platform is self evident. Promoters will have a far easier time coordinating the promotional side of an event featuring scores of exhibitors and service providers and hundreds to thousands of attendees, if they can do so from one location. Exhibitors can forgo the fancy PR firms if they so choose, and they no longer have to wait for an overextended promoter to tell them what to post, when and where. Attendees will obviously appreciate a single go-to source for all they need to know about the conference they plan on attending.

Launch.It recently launched themselves in May of 2012. So far they’ve managed to sign The International CES, one of the largest tech shows put on the world over, as well as the AEM (association of equipment manufacturers) show, the 2nd largest show in the US, according to the company. Not bad for a beta site, however Launch.It is not alone in this space. They join several other trendy startups, mostly of the mobile persuasion, like Bizzabo and Zwoor to name but a few. Their mobile competition tends to sport a more ‘social network for events’ kind of feel. Launch.It, on the other hand, is looking to be a digital news brochure for events, which carries a more proffesional or official air to it. Where the mobile players might fair better in the expanding market of niche, small time events like meet-ups and tweet-ups, Launch.It seems to have a stronger appeal for the ‘big time’ – CES being a case in point. But that the world in general is going the way of mobile is undeniable, and Launch.It should definitely consider exploring this space if they want to compete long term, as the other event apps are surely exploring theirs.

Launch.It was founded by father and son team, Brian and Trace Cohen in 2012. The company is self funded to this point and operates out of its offices in NY,NY.

(Update: Co-founder Trace Cohen has since contacted me and informed me that they’ve been in contact with mobile event companies like Bizzabo, Coreapps and A2Z to discuss cooperative relationships where Launch.It would provide more core content for the mobile platforms and would receive greater mobile based distribution in return.)  

 

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Avi Schneider

About Avi Schneider


Global editor and writer for Geektime, author of the book ‘How To Fight For Your Goals: Social Combat Theory’ and the SocialCombatMedia.wordpress blog, founder of Cluboom and former senior writer for Blonde 2.0. Schneider is an orthodox Jew, husband, father, martial artist, writer, speaker – overall Jack of all trades and a master of jack (but working on it).

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  • Thank you Avi for a great article! The event industry is so interesting and dynamic with lots of potential to become content producers from all the exhibitors and partners news they have.

    We’ve spoken with most of the mobile app providers and are huge on partnerships to provide them with our content to enhance their offerings. There are a lot of win/win/win scenarios 🙂

    Trace Cohen, Founder of Launch.it