Strengthen Your Show

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Lippman Connects presents research on attendee acquisition and exhibit sales challenges and trends in this report. The presentation covers match-making and impact on sales, international marketing, and what's working in exhibit and sponsorship sales. View this presentation for benchmarking information, event trends and peer-to-peer learning.

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  • Implemented to combat flawed model:All space is not equalBest space sold at lowest pricesLess desirable space at higher pricesChanging sales staff mindset:Customers are willing to pay more for what they wantCustomers value choices Price sensitive exhibitors glad to trade off location for lower pricePriority point system - weighted to reward longevitySpecial services/benefits to anchor exhibitorsParticipation in Trade Show Advisory board – only strategic input
  • Strengthen Your Show

    1. 1. Strengthen Your Show Action Items from Lippman Connects Events NYIAEE Chapter March 12, 2013 Sam Lippman President Lippman Connects
    2. 2. • Introductions • Exhibition Industry Challenges • Trends • Questions • Attendee Acquisition • Questions • Exhibit Sales • Questions Agenda
    3. 3. • 36 years producing exhibitions, conferences, forums, a nd 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
    4. 4. Sharing successful strategies The platform to increase exhibit and sponsorship sales The meeting for large show managers Find. Attract. Retain. Grow
    5. 5. Show Name Attendance Purpose 200 industry executives annually • Exclusively for independent and association executives • Focuses on increasing revenue and the relevance of events 18 attendees 3 times a year • Event marketers focus on ways to find, attract, and retain quality attendees • Tracks lifecycle of attendees • Identifies new prospects and rebuilds lists • Boosts conversion rates 18 attendees 3 times a year • Exhibit sales and service managers share sales technique • Benchmarks exhibit pricing, space assignment, and sponsorships 16 attendees 3 times a year • Show managers with at least 125,000 net square feet of exhibit space • Exchanges best practices for large shows Lippman Connects Events
    6. 6. Exhibition Industry Challenges
    7. 7. Exhibit Sales Challenges Five of top six threats are exhibitor-related: 1. M&A reducing exhibitor base 2. Exhibitors downsizing exhibit space 3. Exhibitors downsizing sponsorships 4. International exhibitors unable to get in the U.S. 5. Exhibitors cancelling booths Source: ECEF 2012 Pulse
    8. 8. Attendee Acquisition Challenges 1. Mobile marketing 2. Segmentation 3. Social media marketing 4. Marketing research 5. List acquisition Source: Jacobs Jenner & Kent 2012 Attendee Acquisition Roundtable Study
    9. 9. Trends
    10. 10. Trends: The Changing Event Model • Challenges and Opportunities – Hosted buyer programs – Co-locations – Niche events – Hybrid/virtual events – Exhibitors hosting private events – Match-making
    11. 11. Trends: Technology • Matchmaking/Scheduling being used by 47% of organizers • Effectiveness of these programs 23% 23% 35% 19% 18% 31% 35% 16% Not very effective Undecided Somewhat effective Very effective Exhibitors Attendees Source: ECEF 2012 Pulse
    12. 12. Trends: Exhibit Space Pricing • 56% of organizers open to the following pricing: 18% - Charge based on floor location 15% - Offer multi-year contracts 10% - Charge based on when payment received 10% - Reduce nsf charge the more nsf purchased 2% - Charge based on performance 45% - Other Source: ECEF 2012 Pulse
    13. 13. Reed’s “Choice Exhibitor Pricing” • Different prices based on location and timing • Recognizes exhibitors value locations differently • Offering “Choice Pricing” changed how Reed: – Designs floor plans – Prices floor plans – Forecasts budgets – Consult, more than sell, to customers Source: ECEF 2012 Keynoter Nancy Walsh, Reed
    14. 14. Attendee Acquisition
    15. 15. Attendance at Shows Increased 50% Stayed the Same 27% Decreased 23% Source: 1/24/13 AAR
    16. 16. Attendee Acquisition Successes • All departments & suppliers create marketing plan • VIP buyers, alumni and first time attendee programs • Empower “multipliers” to promote - CVB, exhibitors, speakers, media, bloggers, LinkedIn Group leads • Launch mobile app with logistics info earlier • Offer personal incentives to increase early registrations • “Recycle your badge and register for the next Show” • 40/40/20 rule • Full time attendee recruitment staff
    17. 17. ECEF 2012 On-site Polling Results • For your events in the U.S., what percent of attendees come from outside of the U.S.? 6% 26% 18% 25% 25% 0% 5% 10% 15% 20% 25% 30% Not Applicable 16% and higher 11 to 15% 6 to 10% Up to 5% Source: ECEF 2012 On-site Polling
    18. 18. International Marketing • 42% are exhibiting in overseas events to attract offshore audiences to their U.S. events • Annual spend on marketing to attract overseas attendees (2011 compared to 2012) 25% more 10% more Same as 2011 10% less Source: ECEF 2012 Pulse
    19. 19. International Marketing Techniques Participation in overseas events Press and buyer relations International marketing partners International Buyer Program (DOC) Multiple languages on website Translated direct mail In country advertising E-mail blasts
    20. 20. Exhibit Sales
    21. 21. ECEF 2012 Polling Results Which of the following do you think is top mind for exhibitors? 2% 21% 31% 46% 0% 10% 20% 30% 40% 50% Cost shifing from show management to exhibitors Cost of exhibiting continually increasing Show management providing measurement tools/data Creating compelling experiences for attendees Source: ECEF 2012 On-site Polling
    22. 22. Anchor Exhibitor Expectations • Allow exhibitors use of proprietary measurement and lead gathering systems • Real time confirmation of basic registration data • Registration systems work with current tools • Will not exhibit in any show that doesn‟t encourage measuring return on investment Source: ECEF 2012 Jeffery Masters, Philips Healthcare
    23. 23. Sponsorship Successes • Advertising in video loops of industry leaders • Theaters, pavilions, web sites and video walls featuring new products and first time exhibitors • Sponsor keynote, track and/or sessions • New technology services: – Mobile apps – Cyber cafes – Charging stations – E-mail blasts
    24. 24. Sales Successes • Educate exhibitors to increase their ROI • Create targeted proposals from sales staff (not generic prospectus from marketing) • Work other shows with your editor • Indicate who purchased „sold‟ products • Prove ROI of sponsorships – on-site and after
    25. 25. Sales Successes • Use survey data to craft sales message • Create reasons to engage throughout the year • Connect with multiple decision makers • Constantly re-book • Generate 80% of revenue from 20% of clients • Design features/displays on the exhibit floor
    26. 26. For more information Sam@LippmanConnects.com (703) 979-4904 www.LippmanConnects.com

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