Attend Trend 2005 - SISO 1 AttendTrend ® 2005 Update Key Elements of Successful Marketing Plans

Attend Trend 2005 - SISOAttend Trend 2005 - SISO 11

AttendTrendAttendTrend®® 2005 Update2005 Update

Key Elements of Key Elements of Successful Successful

Marketing PlansMarketing Plans

22Attend Trend 2005 - SISOAttend Trend 2005 - SISO

AttendTrendAttendTrend®® A Study of Attendance Marketing PracticesA Study of Attendance Marketing Practices

This projectThis project is an ongoing study of marketing is an ongoing study of marketing within the exhibition industry. within the exhibition industry.

The research study is conducted annually by The research study is conducted annually by Jacobs Jenner & Kent Market Research and Jacobs Jenner & Kent Market Research and Frost Miller Group.Frost Miller Group.

The current study was conducted in November The current study was conducted in November 2005 via telephone interviews among 500 event 2005 via telephone interviews among 500 event organizers throughout the US and Canada.organizers throughout the US and Canada.


AttendTrendAttendTrend®® A Study of Attendance Marketing Practices A Study of Attendance Marketing Practices

Participation was at the highest level: Participation was at the highest level: President/CEO/Owner/Executive DirectorPresident/CEO/Owner/Executive Director Show Director/Group Show DirectorShow Director/Group Show Director Operations Director/VP/ManagerOperations Director/VP/Manager Marketing Director/CMO/VP/ManagerMarketing Director/CMO/VP/Manager

Both Associations and Independent Show Organizers Both Associations and Independent Show Organizers participated.participated.

This presentation highlights Independent Show This presentation highlights Independent Show Organizers’ marketing practices.Organizers’ marketing practices.


AttendTrendAttendTrend®®What’s the relevance to What’s the relevance to mymy

marketing plan?marketing plan?

We believe organizers can chart a course to superior We believe organizers can chart a course to superior results by studying the best marketing practices, results by studying the best marketing practices, strategies and tactics of successful shows.strategies and tactics of successful shows.

Understand industry-wide practices—the good and not-so-goodUnderstand industry-wide practices—the good and not-so-good

Benchmark your effortsBenchmark your efforts

Keep pace with changeKeep pace with change

Abandon worn-out activities and embrace new ones in your programAbandon worn-out activities and embrace new ones in your program


Key FindingsKey Findings


Since the 2003 benchmark study, exhibition industry attendance can be characterized as becoming:

- More stable in 2003

- Recovering in 2004

- Continuing to grow

through 2005

Exhibition Industry Report Card(Attendance)

43%

60%61%

64%

31%

28%

33%

24%

26%

12%

6%12%

0%

10%

20%

30%

40%

50%

60%

70%

Growing Same Declining

200320042005Independent Total


Location Of EventsLocation Of Events[Independent Shows][Independent Shows]

98% 100% 96%

10% 14%25%

8% 13% 14%

0%

20%

40%

60%

80%

100%

2003 2004 2005

United States

International

Canada


Size Of Event (NSF)Size Of Event (NSF) [Independent Shows][Independent Shows]

18%16% 24%14% 28%

28%

15%

15%14%

28%32%

25%

32%36%

39%

0%

10%

20%

30%

40%

50%

60%

<25k 25k - 49.9k 50k - 99.9 100k - 249.9k 250k >

200320042005


Marketing ChallengesMarketing Challenges [Independent Shows][Independent Shows]

2004 2005

1- Reaching VIP’s/power buyers 1- Increasing first -time attendees

2- Increasing international attendees

2- Increasing international attendees

3- Reaching buying teams 3- Reaching VIP’s/power buyers

4- Increasing first -time atte ndees 4- Increasing response rates

5- Increasing response rates 6- Getting attendees’ attention

6- Getting attendees’ attention 6- Reaching buying teams

7- Increasing qualified attendees 7- Increasing qualified attendees

8- Increasing repeat attend ees 8- Increasing repeat attendees

9- Converting pre -registrants 9- Converting pre -registrants

10- Travel after 9/11 10- Concerns about traveling

1010

Internal Operations ChallengesInternal Operations Challenges [Independent Shows][Independent Shows]

Improving ROI in marketing (2004) 2.94 3.57 (2005)(2005)

Measuring marketing effectiveness 2.87 3.04

Measuring ROI in marketing 2.80 3.29

Increasing the role/payoff of Web site 2.70 2.96

Assessing the “value” of attendees 2.67 2.52

Integrating marketing efforts 2.65 2.61

Improving customer service/personalization 2.63 2.61

Implementing e-marketing 2.61 2.38

Exploiting marketing technology 2.56 2.89

Monitoring the marketing process 2.56 2.87

Building/reinforcing a brand 2.48 2.63

Applying best practices 2.31 2.46

Learning from past failures/successes 2.11 2.04


Emphasis Placed on Emphasis Placed on Internal Marketing IssuesInternal Marketing Issues

[Independent Shows][Independent Shows]

2005 Growing Shows(Mean 5 high)

2005 Shrinking shows

Better understanding of attendees/audience research

4.25 3.23

Better overall strategy 3.87 3.33 Better marketing integration 3.48 3.33Better creative design 3.44 2.67Better cooperation from trade magazine publishers

3.35 2.67

Better cooperation from exhibitors 3.33 2.67Better e-marketing 3.26 3.00Better outside expertise 2.91 2.67


Marketing/Promotion SpendingMarketing/Promotion Spending[Independent Shows][Independent Shows]

Overall, 49% of Overall, 49% of shows indicate shows indicate they have they have increased their increased their marketing and marketing and promotional promotional budgets in the budgets in the past year, i.e. past year, i.e. advertising, advertising, printing, direct printing, direct mail, etc.mail, etc.

47%

41%

12%

49%

47%

4%

0% 20% 40% 60%

2004

2005

Decreased Budget

Same Budget

Increased Budget


Spending by Show GrowthSpending by Show Growth[Independent Shows][Independent Shows]

Growing shows Growing shows generally indicate generally indicate they have they have increased their increased their marketing budget marketing budget in the past year.in the past year.

Shrinking shows Shrinking shows have primarily have primarily decreased decreased marketing marketing budgets.budgets.

57%

38%

5%

2%

43%

55%

-10% 10% 30% 50% 70%

ShowsGrown

ShowsShrunk

Decreased Budget

Same Budget

Increased Budget


Marketing Budget – Per AttendeeMarketing Budget – Per Attendee[Independent Shows][Independent Shows]

SHOW MARKETING AND PROMOTION BUDGET PER ATTENDEE

(Based on Mean Calculations) 2004 2005

Shows Less than 25,000 NSF $26 $30

25,000 – 49,999 NSF $16 $18

50,000 – 99,999 NSF $34 $33

100,000 – 249,000 NSF $80 $79

250,000 or more NSF $52 $51

On average, the cost to obtain an attendee varies by On average, the cost to obtain an attendee varies by the size of the event, but it is not proportionate to the the size of the event, but it is not proportionate to the

actual NSF.actual NSF.


Cost To Acquire One AttendeeCost To Acquire One Attendee [Independent Shows][Independent Shows]

$18.10 $18.20

$32.15$33.05

DecliningShows

GrowingShows

By: Change In Attendance

2004 2005 20022004

2005


How do these all fit together?How do these all fit together?

Special Special PromotionsPromotions

Special Special PromotionsPromotions

DiscountsDiscountsDiscountsDiscounts

Relationship Relationship MarketingMarketing

Relationship Relationship MarketingMarketing

ResearchResearchResearchResearchDB MarketingDB MarketingDB MarketingDB Marketing

Exhibitor Exhibitor PromotionsPromotionsExhibitor Exhibitor

PromotionsPromotions

Marketing Plan

E-mail E-mail MarketingMarketing

E-mail E-mail MarketingMarketing

PRPRPRPR Direct MailDirect MailDirect MailDirect Mail

Web AdvertisingWeb AdvertisingWeb AdvertisingWeb Advertising

TelemarketingTelemarketingTelemarketingTelemarketing


Marketing Vehicles Being UsedMarketing Vehicles Being Used[Independent Shows][Independent Shows]

2005Growing Shows

2005Shrinking Shows

E-mail marketing 95% 91%

Direct mail 96% 98%

Special promotions/discounts 89% 56%

Relationship marketing 89% 60%

Web advertising 87% 85%

Exhibitor sponsored promotions 65% 30%

Public relations 83% 64%

Marketing research 78% 52%

Targeted (database) marketing 83% 55%

Telemarketing 54% 46%

Outside marketing firms 43% 10%


Marketing Mix Used By Organizers [Independent Shows][Independent Shows]

The The emphasis emphasis which which growing growing shows shows place on place on specifically specifically directed, directed, special special programs is programs is much much higher than higher than that of that of declining declining showsshows..

89%

60%65%

30%

96% 98% 95% 91%

83%

55%

TargetedMarketing

e-MarketingDirect mailExhibitorSponsored Promotions

RelationshipMarketingProgams

Growing Declining


Relationship Marketing ProgramsRelationship Marketing Programs [Independent Shows][Independent Shows]

47%

42%

39%

36%

46%

32%

67%

29%

36%

18%

67%

56%

60%

8%

62%

56%

64%

33%

26%

Co-Located Shows

Coupon Specials

Orientation

Matching Services

VIP Services

Team Meeting Space

Education Creds

Travel & lodging points

Concierge

Money-back Guarantee

Cheaper Reg.

GrowingShows

ShrinkingShows


Start Of Pre-Show MarketingStart Of Pre-Show Marketing

11%

7%5%

20%

53%

15%10%

13%

31%

36%

10% 7%11%

39%

32%

18+ months 12+ months 6+ months 3+ months 1+ months

200320042005


Start Of Pre-Show MarketingStart Of Pre-Show Marketing(Industry Wide Growing & Shrinking Shows)(Industry Wide Growing & Shrinking Shows)

9%

43%

35%

9%4%

8%

47%

15% 15% 15%

18+ months 12+ months 6+ months 3+ months 1+ months

Growing

Shrinking


Best Promise To Motivate AttendanceBest Promise To Motivate Attendance

68%71%

48%

24%41%

14%

41%

8% 23%

10%8%

2004 2005

DiscountsNew suppliersCurrent suppliers

EducationNetworkingNew Learnings


Goal In Using E-MailGoal In Using E-Mail

To generate leads and produce pre-registrations 78%

To communicate with attendees and produce pre-registrations

78%

To produce pre-registration by past attendees & “hot” lists

74%

To communicate with attendees and produce leads 60%

To generate new leads from “prospecting” lists 56%

To communicate with pre-registered attendees 50%


Difficulties of E-Mail MarketingDifficulties of E-Mail Marketing(Mean score 5 high)(Mean score 5 high)

Finding reliable e-lists 3.83

Identifying the best messages, copy or design 3.58

High bounce-back due to bad addresses 3.31

High block-rate due to spam blockers 2.90

Tracking response 2.89

Legislative restrictions or regulations 2.62

Dealing with attendees’ ill-will toward spam 2.58

Testing e-mail campaigns 2.50

Identifying the best days and times to transmit blasts 2.49

Finding reliable e-mail service vendors 2.28

Managing in-house e-lists 2.23


E-mail Tracking Tools UsedE-mail Tracking Tools Used

55%

33%

18%

6%

19%

0%

10%

20%

30%

40%

50%

60%

Web trafficreports (In-

house)

Web trafficreports

(External)

E-mailanalyticsreports

(External)

Other Don't trackresponses


Use of Blogs in MarketingUse of Blogs in Marketing

19%

8%

14%

18%

0% 5% 10% 15% 20% 25% 30% 35%

Growing Shows

Shrinking Shows

Use Blogs Plan to use Blogs


Key LearningsKey Learnings


SummarySummaryThe good news – attendance continues to The good news – attendance continues to increase.increase.The size (NSF) of the largest events and The size (NSF) of the largest events and smaller events have had great increases.smaller events have had great increases.The first time attendee has become the key The first time attendee has become the key target of event marketers.target of event marketers.The greatest internal operations challenge The greatest internal operations challenge is still understanding measurement (ROI).is still understanding measurement (ROI).Growing shows have a different marketing Growing shows have a different marketing plan than shrinking shows. plan than shrinking shows.


How Should I Adjust How Should I Adjust MyMy Marketing Plan? Marketing Plan?

Test alternate formulas for/measures of Test alternate formulas for/measures of marketing ROImarketing ROI

Survey, survey, survey your audienceSurvey, survey, survey your audience

Strengthen relations with industry Strengthen relations with industry publishers publishers

Test a few new targeting strategies (such Test a few new targeting strategies (such as segmenting multi-buyers and VIPs)as segmenting multi-buyers and VIPs)

Expand your customer loyalty programsExpand your customer loyalty programs


How Should I Adjust How Should I Adjust MyMy Marketing Plan? Marketing Plan?

Assure your positioning resonates with first-time Assure your positioning resonates with first-time attendeesattendeesCreate high-value education to attract first-time Create high-value education to attract first-time attendeesattendeesIntegrate your direct and Web marketing with Integrate your direct and Web marketing with other activities:other activities:

Special promotionsSpecial promotionsExhibitor-sponsored promotionsExhibitor-sponsored promotionsPublic relationsPublic relations

Begin promoting attendance 1 year out with Begin promoting attendance 1 year out with reemphasis at 6 monthsreemphasis at 6 months

3131

AttendTrendAttendTrend®® 2005 Update2005 Update

Documents

Attend Trend 2005 - SISO 1 AttendTrend ® 2005 Update Key Elements of Successful Marketing Plans