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IAEE MATSO Council Welcome
Chris Nemchek
Senior Vice President
Specialty Food Association, Inc.
Chair, IAEE Matso Council
Facilitator
Brian Casey, CEM
President & CEO
CEIR
Sam Lippman
President
Lippman Connects
Joe Federbush
VP Sales & Marketing
Exhibit Surveys
Speakers
• Joe Federbush, VP – Sales and Marketing, Exhibit Surveys
• Sam Lippman, President, Lippman Connects
Agenda
• Large Show Event Profile
• Exhibit and Sponsorship Sales
• Attendee Acquisition
• Challenges
• Co-locations
• International Expansion
Large Show Event Profile
Source: Large Show Practices Study (Spring 2014)
Average Range% Change
Yr to Yr
AttendanceTotal 27,700 1,700 – 130K +4%
Net Attendance 2 17,345 1,400 – 65K +3%
Percent of International Attendees 16% 1% - 60% +10%
Percent of First Time Attendees 26% 0% - 60% +1%
ExhibitorsNumber of Exhibiting Companies 905 137 – 2,700 +6%
Number of Attendees per Exhibitor 20 3 - 68 +2%
Large Show Event Profile
Source: Large Show Practices Study (Spring 2014)
Average Range% Change
Yr to Yr
Attendee Promotion SpendingAttendee Promotion Spending $372,000 $7.5K- $2.3M +18%Promotion Spending per Attendee $24.11 $2.68 - $55.70 +10%Percent of Total Event Direct Costs represented by Attendee Promotion
10% 3% - 25% +8%
RevenuePrice Per Square Foot $27.97 $14 to $44 +2%
Total Revenue $10,830,000 $563K - $42M +7%
Exhibit and Sponsorship SalesBest Practices
• Start a “Figure 8” sales program
• Get more out of space applications
• Identify sponsors for “Sold” sponsorships
• Give bonus priority points for rebooking onsite
Ways to Prove Exhibitor ROI
• Attendee demographics
• Leads/traffic generated
• Analytics, data, post show reports
• Testimonials from sponsoring exhibitors
• Event prospectus
Attendee Acquisition – Best Practices
• Digital remarketing
• Turn first-timers into fans
• "Reasons to Attend" prominent on home page
• Leverage exhibitors’ competitive spirit
Attendee Acquisition Budget Allocations
Provides Best ROI
• Direct Mail
• Telemarketing
Provides Worst ROI
• Print Ads
• Social Media
• List Purchases
Challenges
• Bringing more attendees to the show
• Enhancing & personalizing attendee experience
• Keeping satisfied exhibitors
• Controlling costs
• Outgrowing facilities
Co-location Usage
49%
34%
17%
No, not interested in co-locations atthis time
Yes currently co-locating with otherevent(s)
No, but considering co-locating inthe near future
Source: Large Show Practices Study (Spring 2014)
Key Metrics for Successful Co-locations
• Last ditch effort or true fit?
• Revenue/ROI - for both show mgmt. and exhibitors
• Attendees – do they mesh?
• Increased exhibitors’ leads vs decrease in booth sales
• Satisfaction & Value – for both attendees and exhibitors
Key Metrics for Successful Co-locations
• Case Study: Recent co-location of major construction & remodeling shows– 81% of attendees found the co-location to be extremely or very
valuable
– Show A: 51% will return next year as a result of the co-location
– Show B: 65% will return next year as a result of the co-location
– Huge success in cross-over traffic and value to exhibitors
Interest in International Events
57%
17%
11%
9%
6%
Not interested
Considering in the near future
Currently produce international versions of event
Currently produce a version(s) of my event as a
Discontinued international event
Source: Large Show Practices Study (Spring 2014)
co-located event
Questions?
For more information, contact:
Joe Federbush [email protected]
Sam Lippman [email protected]
Please Complete Your Evaluations Available on the Show App
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