Convention Industry Trends 2014
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This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.
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Convention Industry Trends 2014
- 2. Exhibition Industry Trends August 26, 2014
- 3. • 37 years producing exhibitions, conferences, forums, and 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. Agenda • Strategy • Attendee Acquisition • Exhibits and Sponsorships
- 5. Strategy • Build a year-round community • Develop a “mobile first” mindset – Marketing – Content – Transactions
- 6. Strategy • Storytelling • Create end-to-end experiences • Remove obstacles and objections
- 7. Strategy • Encourage cooperation and collaboration • CES rule: 3 innovations annually • Leverage the news
- 8. Strategy • Roaming, rotating or stationary • Co-locations 19% New Co-location Plans Likely Very Likely 25% 13% 20% 15% 19% 28% 24% 2011 2012 2013 2014 Source: ECEF Pulse 2014
- 9. Strategy – Education • Shorter sessions • Gamification • Diversify speakers • Dovetail with attendee targeting • Connect to the exhibit floor
- 11. Promotion Spending and Revenue Average Range %Change Yr to Yr Attendee Promotion Spending $380,000 $5K - $3.2M +10% Promotion Spending per Attendee $30.70 $2.68 - $88.64 +3% % of Total Event Direct Costs Represented by Attendee Promotion 13% 2% - 41% +3% Total Revenue $6,800,000 $280K - $42M +6% Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 12. Attendee Marketing Budget Use 7% 1% 2% 2% 2% 3% 3% 4% 4% 5% 5% 6% 6% 10% 20% 20% * Includes web development, design, creative 0% 5% 10% 15% 20% Direct Mail E-Mail Print Ads Digital Ads Telemarketing Social Media List Purchases PR Radio/TV Ads SEO/Paid Search Travel to Register Marketing Research Mobile Marketing Guerilla Marketing Marketing Automation Other* Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 13. Most Effective Budget Allocations Provides Best ROI • E-mail • Direct Mail • Telemarketing Provides Worst ROI • Print Ads • Social Media • List Purchases Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 14. Resources Used for Lists Internal Databases 80% New List Sources 20% Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 15. Outside Lists 11% 2% 7% 6% 15% 24% 23% 34% 46% 42% 48% 66% 0% 10% 20% 30% 40% 50% 60% 70% Association Membership List Partner List Exhibitor List Print Publication List List Broker Online Publication Lists LinkedIn Facebook Hoovers Dunn & Bradstreet Data.com Other Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 16. Social Media Use 15% 38% 51% 66% 63% 0% 10% 20% 30% 40% 50% 60% 70% Twitter Facebook LinkedIn YouTube Other Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 17. Multipliers: Identify & Empower • Exhibitors • Allied associations • Speakers • Media
- 18. Increased Net Attendance 5% 5% 5% 13% 10% 30% 40% 40% 48% 0% 10% 20% 30% 40% 50% 60% Marketing Plan/Tactics Economic Conditions Event Location Industry Trends Event Timing Consumer Trends Industry Consolidation Competition Weather Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%). Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 19. Decreased Net Attendance 0% 0% 5% 10% 10% 19% 24% 29% 43% 48% 0% 10% 20% 30% 40% 50% 60% Economic Conditions Event Location Industry Trends Marketing Plan/Tactics Industry Consolidation Event Timing Consumer Trends Competition from Other Events Weather Competitive Pressure Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%). Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 20. Top 5 Changes to Increase Attendance Strategies and Tactics (44%) More targeted marketing (4), New/revised lists (3) Education Programs (38%) Expanded (8), CEUs (2) Branding (28%) Consistency (2), New logo (2), Renamed the event (2) Exhibitor Tools (26%) Exhibitor passes/VIP (7), Incentive programs to use (2) Onsite Amenities (21%) Cyber cafes (3), free Wi-Fi Numbers in parentheses indicate number of mentions in follow-up comments Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 21. Added Matchmaking No 66% Yes 34% Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 22. Matchmaking Effectiveness Very Effective Somewhat Effective Undecided Not Very Effective Not at All Effective 15% 19% 38% 25% 29% 35% 9% 20% 5% 5% For Exhibitors For Attendees Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
- 23. Exhibit and Sponsorship Sales
- 24. Pricing Percent Who Do Not Change Exhibit Price Year to Year 55% If Exhibit Price Increased, Average Change Year to Year +2% Percent Who Do Not Change Sponsorship Price Year to Year 77% If Sponsorship Price Increased, Average Change Year to Year +2% Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
- 25. Key Exhibit Sales Metrics Average Exhibitor Retention Year to Year 80% Average Net Profit 42% Percent of Total Revenue Provided by Exhibit Space Sales 66% Percent of Total Revenue Provided by Sponsorship Sales 16% Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
- 26. Differentiated Pricing Not Using or Planning to Use, 64% Not Aware of Practice, 1% Planning to Use, 11% Currently Using, 24% Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
- 27. Effective Sponsorships • Mobile Apps • Digital Platforms (including listings, video, dedicated emails) • Yearlong social media exposure • Education stage and classes on show floor • Wi-Fi splash screen and charging kiosk logo • Café/Restaurant • Bag inserts with exhibitors’ materials • Bathroom door clings • Hotel sponsorship (elevators, door drops, key cards, etc.) Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
- 28. Data for Exhibitor ROI 86% 74% 53% 38% 33% 31% 23% Attendee demographics Attendee purchase plans/ buying influence for specific products Analysis of total leads gathered at the event Attendee traffic patterns Sales conversion research Exhibit performance studies for anchor/ bell weather exhibitors Third-party industry research by analysts Rated Extremely/Very Effective Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
- 29. Questions? For more information, contact: sam@lippmanconnects.com
Editor's Notes
- Sam….
- Sam gives overview
- NABShow constant struggle to evalaute value as we are pushing upper limits of price points. Looking at other options beyond just NSF rates to generate revenue.
- NAB has a healthy retention rate during on-site space sales, but through organic growth and retention sales another 500+ companies are sold through out the year.
- I can share our case study experience.
- We work with Skip Cox in particular to do variations of Sales Conversion studies for top exhibitors.