Adding Value With a Visiting Professor If your events draw more than one vendor, consider offering your site visitors multiple expert opinions.

We all know that one of the major reasons people attend technology meetings is to network with others who may be working on similar problems or using similar technologies. So why not provide another avenue for them to get that networking value anytime from your Web site? Here's an idea one of my clients is implementing.

This technique, which we've dubbed the Visiting Professor Forum (VPF), may not be useful for meetings centered around a particular vendor, because it may be redundant to what that vendor is doing on its own site. But for those who work with multiple vendors, the VPF not only provides extra value to site visitors, it might also give you a new revenue source.

More than Summaries I'll assume that your site contains some type of product forum or catalogue of vendors, including summary information about each product or service. VPF allows you to step beyond offering summary information by creating a forum where visitors pose questions directly to experts in the field who have used a particular company's products or services.

In a VPF, any participating vendor would select one or more key representatives in their field, i.e., programming team leaders, R&D managers, industry-recognized consultants, etc., who are not on the payroll of the vendor. These experts (the Visiting Professors) would be available to field questions about particular technologies.

Participanting vendors probably will want the VPF to have a moderator to route and consolidate questions, and post answers. My client also chose to keep all questions private until answered. All questions and answers will be archived in a searchable directory after they are answered.

Of course, vendors can do this themselves on their own sites, and some do. But the advantage of offering a VPF on your meeting site is that anyone interested in your field of technology can go to a central location to find answers from a wide range of vendors, even posing the same question to a number of Visiting Professors representing different vendors.

Value for All Sides Vendors get value from the VPF for several reasons: First, they can choose their own experts, thereby ensuring that the Visiting Professor will be well-versed in the vendor's offerings. In many bulletin board discussions, companies have little or no control over what respondents say, and anyone with an ax to grind can rant on and on. The VPF ensures companies that their offerings will be fairly represented.

Second, they get their experts in front of an online audience that may not visit vendors' Web sites. If your current site audience is large (i.e. more than 10,000 visitors per month) this kind of increased visibility should be very attractive.

Visitors gain value because the Visiting Professor carries more independent credibility than a vendor company spokesperson or tech support employee. And site visitors can ask several experts the same question. Since the answers to all questions are archived and searchable, visitors can get a substantial amount of information from independent sources, all available in the central location of your Web site.

The technology to support a VPF is very straightforward, but the financial side is less clear. Setup costs and ongoing administration costs should be fairly low, even if you choose a moderated VPF. Pricing to participating vendors, however, is completely dependent upon the size your audience. If you have the audience, then you should be able to set a price that covers your costs plus a reasonable margin and that still delivers substantial value to your vendors and site visitors.