How To Revive A Trade Show In Trouble

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Presentation by Dave Martin, VP Marketing & Content, Electronic Retailing Association about how the Electronic Retailing Association turned around it's troubled annual conference and grew it by 32% in 2009.

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How To Revive A Trade Show In Trouble

  1. 1. How to Revive a Trade Show in Trouble June 14, 2010 11:45 am Dave Martin Electronic Retailing Association www.asaecenter.org Connecting Great Ideas and Great People
  2. 2. Agenda  Direct-to-Consumer Marketing  The Problem  The Solution  The Results  New in 2010 www.asaecenter.org
  3. 3. Direct-to-Consumer Marketing  But wait there’s more…  Use of moving image and audio to elicit a direct response/purchase  TV, Online, and Radio  1984 first infomercial  2000s - growth of retail  $330 billion industry  Pitchmen TV show www.asaecenter.org
  4. 4. ERA Member Companies www.asaecenter.org
  5. 5. www.asaecenter.org
  6. 6. ERA Members  High level of professionalism  Love to have fun  Love glitter  See and be seen  Secretive  Eccentric  Entrepreneurial  Outspoken  Consummate networkers  Celebrities www.asaecenter.org
  7. 7. THE PROBLEM www.asaecenter.org
  8. 8. What was Wrong? Listening tour 1. Dying Show – no fun, no pride, unprofessional, bad image for industry 2. Exhibitors unhappy with “dead” show floor 3. Angry partners & sponsors (hotel rates) 4. Attendee revenue decrease of 11% in 2008 5. “Barnacles” a major problem 6. Six month planning cycle 7. Marketing challenges 8. Rise of for-profit competitor (Response Expo) www.asaecenter.org
  9. 9. Marketing Prior to 2009  Marketing creative done in-house  Unprofessional  Simplistic use of print and email  Done sequentially and too late  No social media  Messaging focused on show features not attendee benefits www.asaecenter.org
  10. 10. Marketing Prior to 2009 www.asaecenter.org
  11. 11. Marketing Prior to 2009 www.asaecenter.org
  12. 12. Marketing Prior to 2009 www.asaecenter.org
  13. 13. Marketing Prior to 2009 www.asaecenter.org
  14. 14. Marketing Prior to 2009 www.asaecenter.org
  15. 15. THE SOLUTION www.asaecenter.org
  16. 16. Strategy 1. New team 2. Re-name and re-brand the show 3. Multi-modal marketing campaign 4. Bring more people under tent  New pricing model  New features on show floor 5. Pump up the fun 6. Expand audience thru partnerships www.asaecenter.org
  17. 17. New Team  Raise the bar  New show director/head of Sales  New head of Marketing  New head of Finance www.asaecenter.org
  18. 18. New Name  Frank Strategic Marketing  Brand show separately  Show bigger than association  “ERA Annual Convention” = old school  Direct-to-consumer instead of electronic retailing  2009 ERA D2C Convention www.asaecenter.org
  19. 19. New Logo www.asaecenter.org
  20. 20. New Look and Feel  Print ad sets foundation  Professional  Clean  Simple  Serious  Create a buzz www.asaecenter.org
  21. 21. Print Ad www.asaecenter.org
  22. 22. MULTI-MODAL MARKETING CAMPAIGN www.asaecenter.org
  23. 23. Multi-Modal Campaign  Print ad  News Releases  Website  Sneak Peek Webinar  Blog  Social Media  Promo Video  Twitter  Direct Mail  Facebook  LinkedIn  Email  Video bloggers  Telemarketing www.asaecenter.org
  24. 24. Multi-Modal Campaign  Launched registration on May 15 (4 months)  Target Audiences  C-level (primary target)  International  Alumni  Other: women, media buyers, finance  House database of 32,000 www.asaecenter.org
  25. 25. Campaign Messaging The ONE Show Attendee Exhibitor  Networking  Access to retailers  Business development  Build your brand  Learn from industry  Develop leads & close leaders the deal www.asaecenter.org
  26. 26. Multi-Modal Campaign  Example: Early Bird Deadline (July 1) 1. Weekly emails starting in early June 2. Telemarketing campaign June 24 – July 1 3. Early Bird postcard mailer (dropped June 1) 4. Print ad in June issue of Electronic Retailer magazine 5. Blog posts (D2C show blog) 6. News Releases 7. Twitter tweets with link to website 8. Facebook fan page update (via Twitter) 9. LinkedIn event update www.asaecenter.org
  27. 27. Website www.asaecenter.org
  28. 28. Promo Video www.asaecenter.org
  29. 29. Direct Mail www.asaecenter.org
  30. 30. Virtual Brochure Virtual Brochure http://www.magazooms.com/labs/index.php?mzID=80710131333 www.asaecenter.org
  31. 31. Email Campaign  New email engine (Blue Hornet)  Attendee campaign (acquisition & retention)  Exhibitor & Sponsor campaign  House list of 32,000 (12,000)  73 emails between May 15 and Sept 30  Attendee: 12% open rate, 10% click-thru  Exhibitor: 18% open rate, 13.5% click-thru www.asaecenter.org
  32. 32. Email Campaign Exhibitor/Sponsor Attendee www.asaecenter.org
  33. 33. Telemarketing Campaign  Barter deal with ERA member  Two Campaigns  Early Bird (late June)  Early September (final push)  Scripts for members and non-members  2,500 calls made for each campaign www.asaecenter.org
  34. 34. MORE PEOPLE UNDER THE TENT www.asaecenter.org
  35. 35. Barnacles, Scabs, and Outboarders  Major problem  Culture of barnacles  “Circle Bar”  Meetings in hotel suites  Show of 5,000 with only 2,500 registered www.asaecenter.org
  36. 36. New Pricing Model  FREE & low-cost Show Floor Only Pass  Huge RISK  Very difficult to model  Many guest passes in 2008  Cut registration revenue target by 50%  Simplified attendee options  2008: 7 options  2009: 2 options www.asaecenter.org
  37. 37. New Features on Show Floor  Meeting room suites  Free networking lunch  New Product Showcase  D2C Catwalk  Pitchmen duels  Education sessions www.asaecenter.org
  38. 38. Pitchmen Duels www.asaecenter.org
  39. 39. D2C Catwalk www.asaecenter.org
  40. 40. Partnerships  INPEX – inventor organization (+125 attendees or 4%)  Pitchmen TV show auditions (+250 attendees or 8%)  PrimeImage Media (video) www.asaecenter.org
  41. 41. PUMP UP THE FUN www.asaecenter.org
  42. 42. D2C Live Stage www.asaecenter.org
  43. 43. D2C Live Stage www.asaecenter.org
  44. 44. D2C Live Stage www.asaecenter.org
  45. 45. Awards Gala Glitz www.asaecenter.org
  46. 46. Awards Gala Glitz www.asaecenter.org
  47. 47. THE RESULTS www.asaecenter.org
  48. 48. The Results  Attendance  32% increase in attendees (3,200 total)  73% above registration revenue goal  $350k budget and $600k actual  39% first time attendees  47% non-members  12% international attendees  5% increase in exhibitors  Show floor “alive”  Exhibitor on-site re-book 70% www.asaecenter.org
  49. 49. Attendee Survey Results  65% rated “Very Good” or “Excellent”  60% show communications “Excellent”  80% plan to attend next year  50% more than 4 hours on show floor  Net Promoter Score of 25.1%  Best is 50-80%  Avg. is 5-10%  Apple 77% www.asaecenter.org
  50. 50. Marketing Budget for D2C  Marketing Budget $75k  Design  Attendee brochure $6,750  Ad campaign $5,500  Postcard $3,250  Website $6,500 Total $22,000  Video $4,000 www.asaecenter.org
  51. 51. New for 2010  Revised look and feel  Feb 1 launch (Super Early Bird)  New hotel - The Wynn Las Vegas  Sponsored “D2C Circle Bar”  Exhibitor Invites  Database Clean-Up = cost savings ($15k)  25th Anniversary Pavilion  Stats so far very encouraging www.asaecenter.org
  52. 52. 2010 Campaign D2Cshow.org www.asaecenter.org
  53. 53. SUMMARY www.asaecenter.org
  54. 54. How to Revive a Trade Show 1. New team 2. Re-name and re-brand the show 3. Multi-modal marketing campaign 4. Bring more people under tent  New pricing model  New features on show floor 5. Pump up the fun 6. Expand audience thru partnerships www.asaecenter.org
  55. 55. Contact Information Dave Martin Vice President Marketing & Content Electronic Retailing Association dmartin@retailing.org @davemartin15 703-841-1751 DirtyMartiniBlog.com www.asaecenter.org

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