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Add More Muscle to Your Exhibition:Best Practices from ECEF
Sam Lippman, Founder and President, Lippman ConnectsLori Anderson, President/CEO, International Sign AssociationVinnie Polito, Managing Director, VP International
• Identify growth opportunities
• Develop strategies to keep your exhibition fresh and relevant
• Explore how to upgrade and reorganize staff for the continued success of your event
Learner Outcomes:
• Self-introductions
• Audience demographics polling
• Innovative exhibit space pricing
• Acquiring attendees
• Identifying and retaining top performers
Agenda
• 35 years producing exhibitions, conferences, forums, and roundtables
• Produced International CES, GRAPH EXPO, and PRINT
• Consults in strategic planning, management, and marketing
• Facilitates board meetings; user groups; and attendee and exhibitor focus groups
• Produce by-invitation events for the exhibition and convention industry
Sam Lippman Founder and President Lippman Connects
Show Name Attendance Purpose200 industry executives annually
• Exclusively for independent and association executives
• Focuses on increasing revenue and the relevance of events
16 attendees 3 times a year
• Show managers with at least 125,000 net square feet of exhibit space
• Exchanges best practices for large shows
18 attendees 3 times a year
• 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
18 attendees 3 times a year
• Exhibit sales and service managers share sales technique
• Benchmarks exhibit pricing, space assignment, and sponsorships
Lippman Connects Events
• CEO International Sign Association since 2004
• Society of the Plastics Industry 1990 – 2004
• Hill staff
• Public school teacher
• BS and MS from University of MarylandLori Anderson
President/CEOInternational Sign Association
• 20+ years in the events business
• Founder/Managing Director of VP International
• IAEE Past Chair, member PCMA, MATSO and SISO
• Senior VP Reed Exhibitions
• Vice President Ziff Davis/COMDEX
• August 2012 – Purchased Marketing Design Group
Vinnie PolitoManaging DirectorVP International
Innovative Exhibit Space Pricing
ECEF 2012 On-site Polling Results
• How do you set nsf pricing for your next show?
We do not raise prices
We increase based on what the market will bear
We increase consistent with the cost of living
We raise prices $1.00 each year
11%
71%
10%
8%
ECEF 2012 Pulse
• 56% of organizers open to the following exhibit space pricing:18% - Charge based on different sections of the floor
15% - Offer multi-year contracts
10% - Change based on when the space is paid for
10% - Reduce net square foot charge the more space purchased
2% - Charge based on performance
45% - Other
Reed’s “Choice Exhibitor Pricing”
• Gives customers different prices based on location and timing
• Recognizes locations are valued differently by customers
• Offering “Choice Pricing” changed how Reed Exhibitions:– Design floor plans– Price floor plans – Forecast budgets – Consult, more than sell, to customers
Exhibit Space Pricing
• Top exhibitor program
• Special events for top buyers and sellers
Acquiring International and Domestic Attendees
ECEF 2012 On-site Polling Results
• For your events in the U.S., what percent of attendees come from outside of the U.S.?
Not Applicable
16% and higher
11 to 15%
6 to 10%
Up to 5%
0% 5% 10% 15% 20% 25% 30%
6%
26%
18%
25%
25%
ECEF 2012 Pulse
• 42% are exhibiting in overseas events to attract offshore audiences to their U.S. events
• Annual spend on marketing to attract overseas attendees (2011 compared to 2012)
25% more10% moreSame as 201110% less
International Marketing: Best Practices
Website Integration International Brochure Advertising Participation at Foreign Trade
Events E-mail Blasts Press and Buyer Relations International Marketing Partners International Buyer Program
Domestic Marketing: Best Practices
• Persona research
Status Quo- Jim
Meet Jim. Jim runs a small sign shop. He’s not keen about new trends or the latest “hot” idea.. He is interested in talent management education and training younger employees. He attends one conference per year, primarily as a vacation. He is concerned with the proximity of the conference and prefers that the conference be held in a more central location, ideally close to his home.
“I don’t have time to get away. I only have a few employees. But when I do get to an ISA Expo, I like to make it a vacation!” Motivators
• Less interested in current trends or educational sessions• Attends to get time away/or vacation• Likes hands-on approach when looking at new products
Expo Needs and ISA Performance (participants only)
Top Reasons to Attend Need Strength ISA Performance
Relevant exhibitors High High
Vacation destination Average Average
Hands-on activities on show floor Average Low
Show Disposition
• Satisfaction with last ISA Expo – Average• Likelihood to attend 2013 – Low
Background Facts
• Skews Baby Boomer (75%); Male (86%)• Small business owner (1-5 employees)• Low tech usage (low Internet and app usage)• High school education• Traditional, loyal to prods/suppliers• Likes NASCAR, riding motorcycles
Most relevant exhibitors• Components• Equipment
Time on exhibit floor• Visits to learn about new
prods but doesn’t do much research ahead of time.
• Walks floor but with minimal vendor interaction
Meet Rebecca. Rebecca owns a small sign shop but is looking to take her business to the next level. She is really interested in learning about new trends and business management practices. She enjoys learning from her peers and from ISA Expo’s educational sessions. Rebecca can’t afford to go to ISA every year but would if she could.
“I enjoy taking risks, and my gut tells me that new technologies will change my world. I come to ISA Expo to see these new technologies.” Motivators
• Mid-size business owner looking to grow• Networking with peers/experts, at show and on exhibit
floor• Values information on trends, business management• Interested in getting involved, being on committees
Show Disposition
• Satisfaction with last ISA Expo – Very high• Likelihood to attend 2013 – Very high
Background Facts
• Baby Boomer skews Millennial (35%) and female (31%)• Small-mid size business owner (6-20 employees)• College degree• Persona with the largest ISA membership• High technology comfort, uses Twitter, Facebook• Also attends other trade shows• Risk taker, opinion leader, creative, life long learner,
sensitive
Change Agent -- Rebecca
Time on exhibit floor• Talk with new, current
vendors and plans her show ahead of time
• Attends networking events
• Hands on with new prods
Most relevant exhibitors• Printing• Sign components• Graphic design
software
Expo Needs and ISA Performance (participants only)
Top Reasons to Attend Need Strength ISA Performance
Latest traditional technology High High
Networking opportunities High Average
Education High Very High
Cost High Average
Identifying and Retaining Top Performers
ECEF 2012 On-site Polling
• Which departments are most in need of staff upgrades?
Other
Conference programming
Exhibit & sponsorship sales
Attendance acquisition
Social media/internet marketing
0% 10% 20% 30% 40% 50%
4%
13%
17%
19%
46%
Staffing for Success
• Empower staff
• Set tone and get out of the way
• Change things up
• Laugh—a lot!
Thank you
For more information, please contact:
• Sam Lippman [email protected]
• Lori Anderson [email protected]
• Vinnie Polito [email protected]
