Using Data to Power Exhibition Sales and Attendee Marketing
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1) The document discusses how event organizers can use data to improve exhibition sales and attendee marketing. It describes case studies of how the National Confectioners Association and ASIS International have used data analytics. 2) The NCA analyzed trends in buyer registrations, revenues, and records from 2011-2015. ASIS examined exhibition revenue, exhibitors, and square footage from 2009-2014. 3) The presentation recommends that event organizers prioritize their goals, establish performance benchmarks, and implement targeted marketing based on data about past attendees and exhibitors.
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Using Data to Power Exhibition Sales and Attendee Marketing
- 1. USING DATA TO POWER EXHIBITION SALES AND ATTENDEE MARKETING MARCH 11, 2016 Bear Analytics: Confidential Materials
- 2. 2Bear Analytics: Confidential Materials Jenn Ellek Sr. Director Trade Marketing and Communications, National Confectioners Association Mary Higham Manager, Exhibits & Sponsorships ASIS International Moderated by: Joe Colangelo CEO & Co-Founder Bear Analytics #EventData
- 3. #EventData 85% 74% 65% 44% 38% 9% We look at high- level stats (eg: attendees, revenue) after each show cycle We use our past attendee data to segment our event marketing We use event registration data and trends to make marketing decisions leading up to our event We analyze our year-to-year exhibitor or attendee churn We know which companies send the most attendees to our event We don't analyze our event data You use data!
- 4. 62% 41% 38% 32% 24% 12% Our event data is too fragmented Our team lacks the skills to analyze event data to the level we need We don't have the time to analyze event data We don't have the budget to support data analysis projects or additional employees Our event data is too dirty to yield useful insights We do not face any hurdles Data Hurdles #EventData
- 5. #EventData Available today at www.BearAnalytics.com Top 250 US Trade Shows Exhibition, Attendee, and Industry filters Performance metrics on density & benchmarking
- 6. 6Bear Analytics: Confidential Materials The Situation
- 7. 7Bear Analytics: Confidential Materials Meet Jenn Ellek Sr. Director Marketing and Communications Tasked with increasing buyers’ attendance at Sweets & Snacks Expo #EventData Meet Mary Higham Manager, Exhibits & Sponsorships, ASIS Tasked with identifying exhibiting companies to target for the ASIS Exhibition.
- 8. 8Bear Analytics: Confidential Materials The NCA Breakdown 2011-2015 ~73% Verification rate #EventData +1.3% CAGR in Buyer Registrations +4.5% CAGR in Registration Revenues $1M+ Registration Revenue 14,560 Number of Companies 29,711 Registration Records
- 9. -5.0% records per year CAGR 9Bear Analytics: Confidential Materials -1.0% Exhibition Records The ASIS Breakdown 2009-2014 #EventData 500+ of exhibiting companies annually $XX.XM Exhibition Revenue 3,894 Exhibitors -3.5% exhibition square footage NSF CAGR
- 11. 11Bear Analytics: Confidential Materials The Attending Persona #EventData 15% International 85% Domestic 39% of all attending buyers are first-timers annually 4,096 individuals who registered but never attended 7% of attendees attended 4 or 5 of the years
- 12. 0 200 400 600 800 1,000 1,200 Onsite 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 NumberofRegistrants Weeks Out 2011 2012 2013 2014 2015 Registrants by Weeks Out 12Bear Analytics: Confidential Materials Years 2012 and 2015 saw great spikes between weeks 5 and 7 leading up to the event. 2011 saw a big spike a bit earlier between 6 and 9 weeks out. 13.3 wks 25% 7.5 wks 50% 3.9 wks 75%
- 13. Shifting the ”Late Reg Curve” 13Bear Analytics: Confidential Materials #EventData
- 14. 14Bear Analytics: Confidential Materials #EventDataTelephone Recruitment
- 15. 15Bear Analytics: Confidential Materials
- 16. 16Bear Analytics: Confidential Materials Exhibitor Loyalty #EventData 11% International 89% Domestic 116 Number of companies that abandoned and were recaptured 61% Of the exhibition revenue is from the most loyal companies 16% Of attending companies are the most loyal companies
- 17. 17Bear Analytics: Confidential Materials Exhibitors per Year 727 667 692 643 602 563 0 100 200 300 400 500 600 700 800 2009 Anaheim 2010 Dallas 2011 Orlando 2012 Philadelphia 2013 Chicago 2014 Atlanta NumberofRecords CAGR (5.0%)
- 18. 18Bear Analytics: Confidential Materials Mapping Out Exhibitors Domestic ASIS Exhibiting Companies #EventData
- 19. 19Bear Analytics: Confidential Materials The Action
- 20. 20Bear Analytics: Confidential Materials #EventDataWhere to Start? NCA’s Priorities One-Time Registrants
- 21. 21Bear Analytics: Confidential Materials #EventDataWhere to Start? NCA’s Priorities 2015 First TImers 39%
- 22. Humanize Your Marketing 22Bear Analytics: Confidential Materials
- 23. 23Bear Analytics: Confidential Materials The Results
- 24. 24Bear Analytics: Confidential Materials 1. Prioritize your priorities – having a roadmap 2. Confirm & establish event performance benchmarks – good gut check! 3. Easily implemented & strategically aligned marketing vision
- 25. 25Bear Analytics: Confidential Materials Jenn Ellek Sr. Director Trade Marketing and Communications, National Confectioners Association Mary Higham Manager, Exhibits & Sponsorships ASIS International Joe Colangelo CEO & Co-Founder Bear Analytics #EventData Questions?