Sharing Successful Strategies for Association and Independent Show Producers

Key Findings fromAttendee Acquisition and

Exhibit Sales Roundtables

Sam Lippman President, Lippman Connects

Agenda• Introduction

• About Attendee Acquisition Roundtable (AAR) & Exhibit Sales Roundtable (ESR)

• Attendee Acquisition Roundtable Key Findings

• Exhibit Sales Roundtable Key Findings

• Questions

About AAR and ESR

Established 2011 2012

Attendance 18 attendees3 times a year

18 attendees3 times a year

Purpose • Event marketers focus on ways to find, attract, and retain quality attendees

• Tracks lifecycle of attendees

• Identifies new prospects and rebuilds lists

• Boosts conversion rates

• Exhibit/sponsorship sales & service professionals share best practices

• Benchmarks exhibit pricing, space assignment, and sponsorships

Key Findings

Attendance

6/2012 1/2013 4/2013

Increased 67% 50% 67%

Same 17% 27% 25%

Decreased 16% 23% 8%

AAR Surveys

Pricing6/2012 1/2013 4/2013

Full Conference

Increased 45 38 27

Same 55 62 64

Decreased 0 0 9

Expo Only

Increased 10 0 20

Same 90 82 80

Decreased 0 18 0

AAR Surveys

Marketing Budget • 67% of marketing spend same 2012 to 2013

• 16% of event budget for attendee marketing

• Spent per new attendee $56 – 200

• Spent per attendee $27 - 140

• Breakdown of marketing budget

– 25% direct mail

– 16% email marketing

– 16% social media and technology

Data from Attendee Acquisition Best Practices Survey by JJK

Collaboration• Empower “multipliers”

– Cooperate with competitors

– Exhibitors and speakers

– Convention Bureaus

– Media, bloggers

– LinkedIn Group Managers

We have annual marketing strategic planning meetings with staff and

suppliers/contractors:

• Yes – 29%

• No – 64%

• Starting one this year – 7%

Poll Results

Break Down Silos • Strategic Planning Meetings

– Annual

– Sign non-disclosure agreements

– Marketing agency, registration/mobile app companies, general service contractor and bureau to brainstorm

– 25% bring staff/suppliers together to discuss marketing plans

Data from AAR 2012 and 2013

Social Media and Technology• Use technology to improve experience

– 74% mobile apps

– 67% social media

– 67% in-house video production staff

– 52% full time dedicated staff for social media

– 40% train exhibitors to use social media

– 16% marketing budget for social media and technology

Data from Attendee Acquisition Best Practices Survey (2013) by JJK and AAR 2012 and 2013

We have a full time staff person dedicated to attendee recruitment/sales:

• Yes – 20%

• No – 75%

• Planning to add this position – 4%

Poll Results

Attendee Recruitment• Similar level/responsibility as exhibit sales

• Travel budget

• Staff rewarded for attendee prospecting/sales

• Pay reps to sell registrations

Key Findings

NSF and Companies2/2012 9/2012 3/2013

Net Square Feet

Increased 45% 45% 50%

Same 15% 25% 33%

Decreased 40% 30% 17%

Exhibiting Companies

Increased 55% 55% 70%

Same 20% 10% 15%

Decreased 25% 35% 15%

ESR Surveys

Sponsorships Sales

Total Sales

61% Increasing

27% Same

12% Decreasing

Data from Attendee Acquisition Best Practices Survey by JJK

Exhibit Sales • Awareness of Reed’s Choice Exhibit Pricing

• Sell multiple price points - smaller than 8’x10’

• Applying/qualifying to exhibit

• Space application

– Who not next to = hot lead

– Who do you want to see for attendee marketing

– What do want to accomplish to measure ROI

Exhibit Sales• Prospecting vs Selling (Hunters & Farmers)

• Proactive servicing of exhibitors

• Packages

– Reveal cost of everything

– Include marketing services

– Multiple packages at various price points

Sponsorship /Sales Trends • Pattern interrupt – free burritos & Godiva

• Increase retention with service/education

• Time-limited special pricing/discounts

• Offer sponsorships same time exhibit is sold

• Incentivizing entire staff for leads

• Reveal who bought sponsorships

Do you offer a match-making/appointment setting

service:

• Yes – 29%

• No – 44%

• Considering it – 12%

Poll Results

Match-making / Appointments

Data from Attendee Acquisition Best Practices Survey by JJK

Offer Services Yes No

2011 36% 64%

2012 47% 53%

2013 58% 42%

Match-making / Appointments

Data from Attendee Acquisition Best Practices Survey by JJK

Very / somewhat effective for exhibitors

2011 51%

2012 34%

Sponsorship Successes• Customized offer to their target audience(s)

• Exclusive top-to-top networking

• Digital, video, apps and technology

• Semi and non-endemic sponsors

• Sponsor keynote, track and/or sessions

• New inventory & multiple low cost options

Sales Successes• Product categorize exhibit floor

• Pavilions – international, technology, etc.

• Educate exhibitors = increased ROI + retention

• Targeted proposals from sales – data heavy

• Work other shows with your editor

• Theaters, pavilions, web sites &video walls featuring new products and first time exhibitors