7 Ways to Increase Quality Attendance
Key Findings from the Attendee
Acquisition Roundtable (AAR)
INTRODUCTIONS
Sam Lippman
President, Lippman Connects
Jamie Reesby
Show Director, Access Intelligence
Christian Piencka
Ma...
AGENDA
I. Self-Introductions
II. Attendee Acquisition Best Practice Study
III. Research
IV. Maximizing Data
V. Performance...
ATTENDEE TRENDS
# of Attendees

2011

2012

2013

Growing

39%

64%

52%

Staying the Same

32%

28%

33%

Declining

29%
...
MARKETING SPEND

16%
of overall event
budget committed
to attendee
marketing and
promotion

$27 - $140
Marketing Spend/ At...
RESEARCH: WHAT ROLE DOES IT PLAY

1%

34%

Marketing
promotion
budget
allocated to
marketing
research

Perceive
marketing
...
MAXIMIZING DATA
Collecting
• Registration Data
• Primary Research
• Secondary Research
• Website Date

Utilizing
• Creatin...
DATABASES
• Common Challenges
• 40/40/20 Rule
• Potential Opportunities
IS IT WORKING?
• Tools for Measurement
• Evaluating Performance

• Testing & Optimization
MULTIPLIERS: IDENTIFYING AND EMPOWERING THEM
• Exhibitor Partnership Programs
• VIP Programs

• Speaker/Committee Viral Pr...
NEW MEDIA & TECHNOLOGIES
• Social Media
• Mobile Apps &
Responsive Websites
• Emerging Tools
THE NEXT GENERATION
ENGAGE Millennials

CLOSE the gap
QUESTIONS?
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7 Ways to Increase Quality Attendance

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Using Exhibitor Partnership Programs, Speaker/Committee Viral Programs and VIP programs can help increase your show attendance. This presentation highlights new ideas to capture and retain quality attendees.

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7 Ways to Increase Quality Attendance

  1. 1. 7 Ways to Increase Quality Attendance Key Findings from the Attendee Acquisition Roundtable (AAR)
  2. 2. INTRODUCTIONS Sam Lippman President, Lippman Connects Jamie Reesby Show Director, Access Intelligence Christian Piencka Manager of Marketing Analytics, MDG
  3. 3. AGENDA I. Self-Introductions II. Attendee Acquisition Best Practice Study III. Research IV. Maximizing Data V. Performance Measurement VI. Multipliers VII. New Media & Technologies
  4. 4. ATTENDEE TRENDS # of Attendees 2011 2012 2013 Growing 39% 64% 52% Staying the Same 32% 28% 33% Declining 29% 8% 15% – “JJ&K Attendee Acquisition Study”
  5. 5. MARKETING SPEND 16% of overall event budget committed to attendee marketing and promotion $27 - $140 Marketing Spend/ Attendee $56 - $200 Marketing Spend/ NEW Attendee – “JJ&K Attendee Acquisition Study”
  6. 6. RESEARCH: WHAT ROLE DOES IT PLAY 1% 34% Marketing promotion budget allocated to marketing research Perceive marketing research as threat or challenge 30% Never conduct audience research – “JJ&K Attendee Acquisition Study”
  7. 7. MAXIMIZING DATA Collecting • Registration Data • Primary Research • Secondary Research • Website Date Utilizing • Creating Personas • Targeted Messaging • Media Planning • Campaign Timing
  8. 8. DATABASES • Common Challenges • 40/40/20 Rule • Potential Opportunities
  9. 9. IS IT WORKING? • Tools for Measurement • Evaluating Performance • Testing & Optimization
  10. 10. MULTIPLIERS: IDENTIFYING AND EMPOWERING THEM • Exhibitor Partnership Programs • VIP Programs • Speaker/Committee Viral Programs
  11. 11. NEW MEDIA & TECHNOLOGIES • Social Media • Mobile Apps & Responsive Websites • Emerging Tools
  12. 12. THE NEXT GENERATION ENGAGE Millennials CLOSE the gap
  13. 13. QUESTIONS?
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