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This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.
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Exhibition Industry Trends
August 26, 2014
• 37 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 industry
Sam Lippman Founder and President
Lippman Connects
Agenda
• Strategy
• Attendee Acquisition
• Exhibits and Sponsorships
Strategy
• Build a year-round community
• Develop a “mobile first” mindset– Marketing
– Content
– Transactions
Strategy
• Storytelling
• Create end-to-end experiences
• Remove obstacles and objections
Strategy
• Encourage cooperation and collaboration
• CES rule: 3 innovations annually
• Leverage the news
Strategy
• Roaming, rotating or stationary
• Co-locations
2011 2012 2013 2014
19% 25%13%
20%
15%
19%28%
24%
New Co-location Plans
Likely Very Likely
Source: ECEF Pulse 2014
Strategy – Education
• Shorter sessions
• Gamification
• Diversify speakers
• Dovetail with attendee targeting
• Connect to the exhibit floor
Attendee Acquisition
Promotion Spending and Revenue
Average Range%ChangeYr to Yr
Attendee Promotion Spending $380,000 $5K - $3.2M +10%
Promotion Spending per Attendee
$30.70 $2.68 - $88.64 +3%
% of Total Event Direct Costs Represented by Attendee Promotion
13% 2% - 41% +3%
Total Revenue $6,800,000 $280K - $42M +6%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Attendee Marketing Budget Use
Other*
Marketing Automation
Guerilla Marketing
Mobile Marketing
Marketing Research
Travel to Register
SEO/Paid Search
Radio/TV Ads
PR
List Purchases
Social Media
Telemarketing
Digital Ads
Print Ads
Direct Mail
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
7%
1%
2%
2%
2%
3%
3%
4%
4%
5%
5%
6%
6%
10%
20%
20%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
* Includes web development,design, creative
Most Effective Budget Allocations
Provides Best ROI
• Direct Mail
• Telemarketing
Provides Worst ROI
• Print Ads
• Social Media
• List Purchases
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Resources Used for Lists
Internal Databases
80%
New List Sources
20%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Outside Lists
Other
Data.com
Dunn & Bradstreet
Hoovers
Online Publication Lists
List Broker
Print Publication List
Exhibitor List
Partner List
Association Membership List
0% 10% 20% 30% 40% 50% 60% 70%
11%
2%
6%
7%
15%
23%
24%
34%
42%
46%
48%
66%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Social Media Use
Other
YouTube
0% 10% 20% 30% 40% 50% 60% 70%
15%
38%
51%
63%
66%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Multipliers: Identify & Empower
• Exhibitors
• Allied associations
• Speakers
• Media
Increased Net Attendance
Weather
Competition
Industry Consolidation
Consumer Trends
Event Timing
Industry Trends
Event Location
Economic Conditions
Marketing Plan/Tactics
0% 10% 20% 30% 40% 50% 60%
5%
5%
5%
10%
13%
30%
40%
40%
48%
Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%).
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Decreased Net Attendance
Competitive Pressure
Weather
Competition from Other Events
Consumer Trends
Event Timing
Industry Consolidation
Marketing Plan/Tactics
Industry Trends
Event Location
Economic Conditions
0% 10% 20% 30% 40% 50% 60%
0%
0%
5%
10%
10%
19%
24%
29%
43%
48%
Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%).
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Top 5 Changes to Increase Attendance
Strategies and Tactics (44%) More targeted marketing (4), New/revised lists (3)
Education Programs (38%) Expanded (8), CEUs (2)
Branding (28%) Consistency (2), New logo (2), Renamed the event (2)
Exhibitor Tools (26%) Exhibitor passes/VIP (7), Incentive programs to use (2)
Onsite Amenities (21%) Cyber cafes (3), free Wi-Fi
Numbers in parentheses indicate number of mentions in follow-up comments
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Added Matchmaking
No66%
Yes34%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Matchmaking Effectiveness
For Attendees
For Exhibitors
19%
15%
38%
25%
29%
35%
9%
20%
5%
5%
Very Effective Somewhat Effective Undecided Not Very Effective Not at All Effective
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
Exhibit and Sponsorship Sales
Pricing
Percent Who Do Not Change Exhibit Price Year to Year
55%
If Exhibit Price Increased, Average Change Year to Year
+2%
Percent Who Do Not Change Sponsorship Price Year to Year
77%
If Sponsorship Price Increased, Average Change Year to Year
+2%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
Key Exhibit Sales Metrics
Average Exhibitor Retention Year to Year 80%
Average Net Profit 42%
Percent of Total Revenue Provided by Exhibit Space Sales
66%
Percent of Total Revenue Provided by Sponsorship Sales
16%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
Differentiated Pricing
Not Using or Planning to Use; 64%
Currently Using; 24%
Planning to Use; 11%
Not Aware of Practice; 1%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
Effective Sponsorships
• Mobile Apps
• Digital Platforms (including listings, video, dedicated emails)
• Yearlong social media exposure
• Education stage and classes on show floor
• Wi-Fi splash screen and charging kiosk logo
• Café/Restaurant
• Bag inserts with exhibitors’ materials
• Bathroom door clings
• Hotel sponsorship (elevators, door drops, key cards, etc.)
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
Data for Exhibitor ROI
Attendee demographics
Attendee purchase plans/ buying influence for specific products
Analysis of total leads gathered at the event
Attendee traffic patterns
Sales conversion research
Exhibit performance studies for anchor/ bell weather exhibitors
Third-party industry research by analysts
86%
74%
53%
38%
33%
31%
23%
Rated Extremely/Very Effective
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)