Convene Live Presents: If My Growing Event Could Talk - Leveraging Data for Success
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PCMA Chicago, January 11-14 2015
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Convene Live Presents: If My Growing Event Could Talk - Leveraging Data for Success
- 2. Convene Live Presents: If My Growing Event Could Talk - Leveraging Data for Success Jeremy Figoten, CAE Senior Vice President of Meetings, Communications, and Sales Joe Colangelo CEO Bear Analytics
- 3. Learner Outcomes o Recognize the power of data analysis and how it can benefit organizations of all sizes o Apply these marketing, pricing, and growth strategies in the context of your own meetings and events o Discover how an organizational data map can pave the way to making your event data work for you
- 6. Jeremy Figoten Senior Vice President! Meeting, Sales, and Communications! Oversees a portfolio of NAA events – including budgeting revenue, and marketing! Over 15 years of event & association management experience!
- 7. Topline Stats o Largest NAA event! o 8,000+ attendees! o 400+ Exhibitors! o Annual event rotation:! Las Vegas 2015! o Registration fees from $475 - $1,100! o Over 30% growth in full paid attendance from 2013 - 2014! o 70+ education sessions!
- 9. How is your event moving?! Event Revenue Stream! Event 1! Event 2! Attendee Registration! Exposition or Exhibition! Sponsorship!
- 10. NAA Event Summary! Event Revenue Stream! NAA Education Conference! NAA Student Housing Conference! Attendee Registration! REALLY! Growing! Declining! Exposition or Exhibition! Growing! Growing! Sponsorship! Growing! Flat!
- 11. National Apartment Association Education Conference & Exposition Performance
- 12. 0! 2,000! 4,000! 6,000! 8,000! 10,000! 2009! 2010! 2011! 2012! 2013! 2014! NAA Conference Attendance 24% Growth in 2014! Attendees!
- 13. 2,199 575 343 234 355 0! 500! 1,000! 1,500! 2,000! 2,500! 1 Year! 2 Years! 3 Years! 4 Years! 5 Years! 2013 2012 2011 2010 2009 MVCs! MVC = most valuable company! 59%! New segments?! Marketing channel?! NAA Company Loyalty
- 14. $0.0 $1.0 $2.0 $3.0 $4.0 $5.0 1 Year! 2 Years! 3 Years! 4 Years! 5 Years! Millions! 45%! MVCs! Resulting Revenue By Loyalty
- 15. Loyalty! Recency! Spend! Level of Engagement! Lead Scoring and Personas
- 16. Loyalists (MVCs)! NAA’s revenue base! Keep top of mind! Largest competition likely the state events! Intermittent attendance! Focus for growth! Conversion to groups! Price incentives ! Get them in earlier! “One and done”! Use low cost reach: Email marketing and Twitter! Talk about what’s new/ different! Leverage partners! Fast growing segments | New orgs & people annually | Pipeline strength ! NAA Event Personas
- 17. Strategic Pillars of Growth
- 18. NAA Strategic Initiatives o Understand your audience o Engagement and exposure vs. revenue o Be everything to everybody
- 19. The Approach Group Bundling! Innovative Sponsorship! Analytics and Lead Scoring! Creating consumption based pricing models to facilitate larger participation by our most loyal contingencies! Created a new sponsorship plan (NAA 360) designed to drive year-long participation and engagement for the sponsor! Identification of most loyal attendees, historic retention rates, and lead scoring of prospects!
- 21. Sponsors! Event ! Registration! Members! Exhibitors! Publications! Marketing Prospects! Education! Social! Media! Committees! Where Does Your Organizational Data Live?
- 22. SPOILER ALERT: Data is Not Perfect
- 23. 28,000+ registrations! 900,000+ data points! 3,700+ companies! NAA Data Map (2009-2014)
- 24. What Does It Take?
- 25. Data can be…! o Expensive o Hard to do o Time consuming o Overrated o Intimidating
- 26. Jeremy’s Takeaways ① Be fearless – really look at your data. Data doesn’t lie ② Target marketing and personalization is key to identifying with your attendees ③ Stop | Listen | Learn = no need to reinvent the wheel ④ Capital investment is affordable ⑤ Answers questions your event survey can’t
- 27. Questions?
- 28. Thank you for participating! " Please complete your session evaluation in the mobile app." Did you scan your badge? This is for CEU credits and also helps PCMA develop education for YOU.