ATTENDANCE MARKETING IN A SLOW ECONOMY

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ATTENDANCE MARKETING IN A SLOW ECONOMY

  1. 1. <ul><li>ATTENDANCE MARKETING IN A SLOW ECONOMY </li></ul><ul><li>Presented by </li></ul><ul><li>Stephanie Selesnick, CEM, President, International Trade Information Inc. </li></ul><ul><li>CAEM, Deerhurst Resort, June 16, 2009 </li></ul>
  2. 2. Pop Quiz <ul><li>True or False: </li></ul><ul><li>1. Exhibitors are the most important people in my tradeshow/consumer show </li></ul><ul><li>2. Exhibitors don’t have any responsibility to help promote the show and they won’t even if we give them the tools </li></ul><ul><li>3. The internet and all of it’s tools is the ONLY way to bring in qualified buyers </li></ul>
  3. 3. Buyers are the key to the success of an exhibition. <ul><li>How do you get them to attend and make purchases in such a volatile market? </li></ul><ul><li>Who comes first - the exhibitor or the attendee - and why? </li></ul><ul><ul><li>The attendee </li></ul></ul><ul><ul><li>Without the QUALIFIED attendee, there is no show “next time” </li></ul></ul><ul><ul><li>Attendee advisory boards/focus groups </li></ul></ul>
  4. 4. Make the Attendees’ experience EASY <ul><li>Defining Easy! </li></ul><ul><li>1. Signage is clear </li></ul><ul><li>2. Registration form is easy to complete and doesn’t take an hour (but does ask for key demographic information) </li></ul><ul><li>3. Venue and city are appropriate for the industry </li></ul><ul><li>4. Show hours are appropriate for the industry and the city/venue/time of year (start times???) </li></ul><ul><li>5. Education is free, those sessions that are paid are QUALITY </li></ul>
  5. 5. The Qualified Attendee <ul><li>There are 3 types: </li></ul><ul><li>a. New </li></ul><ul><li>b. Repeat </li></ul><ul><li>c. The one who doesn’t come and should (the biggest part of your pool) </li></ul>
  6. 6. Why attend? <ul><li>CEIR - top reasons people attend tradeshows: </li></ul><ul><ul><li>1. Find new stuff </li></ul></ul><ul><ul><li>2. Comparison shopping </li></ul></ul><ul><ul><li>3. Networking </li></ul></ul><ul><ul><li>4. Education </li></ul></ul><ul><li>Do you offer these things? </li></ul>
  7. 7. How to find and market to the qualified attendee pool: <ul><li>EXHIBITORS </li></ul><ul><li>a. They know who their biggest clients and potential clients are </li></ul><ul><li>b. Have the most up-to-date databases </li></ul><ul><li>c. Letters personally inviting them to the show from your organization’s head honcho </li></ul><ul><li>d. Make it easy for them to send out publicity </li></ul>
  8. 8. How to find and market to the qualified attendee pool: <ul><li>2. Social media - permission based but doesn’t hit the “older” folks </li></ul><ul><ul><li>a. LinkedIn </li></ul></ul><ul><ul><li>b. Twitter </li></ul></ul><ul><ul><li>c. Blogging </li></ul></ul><ul><ul><li>d. Texting </li></ul></ul><ul><ul><li>e. Show Website - content is KING </li></ul></ul>
  9. 9. How to find and market to the qualified attendee pool <ul><li>“ Tweaking” tried and true methods to keep the attendees coming to your show. </li></ul><ul><li>a. Emailing </li></ul><ul><ul><li>use the “from” line as a marketing tool! </li></ul></ul><ul><li>b. Print - the Brochure - can you make it smaller? </li></ul><ul><li>c. The return of the dreaded fax </li></ul><ul><li>d. Telemarketing </li></ul><ul><li>e. Advertising via the web and print </li></ul>
  10. 10. Attendee Marketing <ul><li>KEY: Do not be the organization whose emails/texts and other “important missives” hound potential AND registered attendees to the point of “delete” </li></ul><ul><ul><li>If it’s more than once a week - STOP!!! </li></ul></ul><ul><ul><ul><li>This means you! </li></ul></ul></ul>
  11. 11. KEY BUYER PROGRAMS: <ul><li>1. Determining who the VIP’s are </li></ul><ul><ul><ul><li>The top 20% buy 80% </li></ul></ul></ul><ul><li>2. Inviting them: </li></ul><ul><ul><li>a. concept of invitation in the rest of the world = organizer pays! </li></ul></ul><ul><ul><li>b. the invitation itself - how to send it </li></ul></ul><ul><li>3. Confirming their participation - the do’s and don’ts </li></ul>
  12. 12. Hosted Buyer Models: <ul><li>1. Hosting the airfare, hotel and conference </li></ul><ul><li>Pitfall: Making sure they attend </li></ul><ul><li>2. Partial hosting model </li></ul><ul><li>a. conference </li></ul><ul><li>b. trade show </li></ul><ul><li>c. hotel/airfare </li></ul><ul><li>3. Get exhibitors to sponsor? </li></ul>
  13. 13. On Site - how to ensure the VIP Experience <ul><li>Dedicated Registration Line </li></ul><ul><li>VIP Buyer Lounge and other amenities </li></ul><ul><ul><li>a. make sure the gatekeeper is on your staff, not a volunteer or temp </li></ul></ul><ul><li>Badges - to give a VIP ribbon or not? </li></ul><ul><li>Other ideas??? </li></ul>
  14. 14. Pop Quiz - Answers <ul><li>True or False: </li></ul><ul><li>1. Exhibitors are the most important people in my tradeshow/consumer show - False </li></ul><ul><li>2. Exhibitors don’t have any responsibility to help promote the show and they won’t even if we give them the tools - False </li></ul><ul><li>3. The internet and all of it’s tools is the ONLY way to bring in qualified buyers - false </li></ul>
  15. 15. <ul><li>Attendee Marketing in </li></ul><ul><li>a Down Economy </li></ul><ul><li>Stephanie Selesnick, CEM </li></ul><ul><li>President, ITI, Inc. </li></ul><ul><li>www.internationaltradeinformation.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Tel: +1.818.591.2255 </li></ul>

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