This document discusses how the 2016 Sweets & Snacks Expo addressed challenges of expanding exhibit space which risked lowering attendee density. They partnered with Bear Analytics to conduct a data audit of 5 years of registration information to discover new target audiences. Through segmented, customized marketing messages to groups like loyal attendees and past registrants, they were able to achieve a 10% jump in registrations, maintaining quality attendees through targeted marketing powered by behavioral data and audience intelligence. This resolved the issue of expanding exhibitor space while growing overall attendance.

1. 2016 Sweets & Snacks Expo
Growing Registration –
case study
Jenn Ellek CMP, Sr. Director, Trade Marketing & Communications,
National Confectioners Association
Analytics Partner:
Bear Analytics

2. o More than 17,000+ qualified
professionals attend with global
participation from 90 countries.
o Total of 750+ exhibiting
companies display more than 4
acres of candy and snacks.
o Innovations awards reveal the top
innovative items across nine
different categories.
o 20 years of steady yet growth
managed growth
o Sold out hall for past two shows.
o Customer counts remain on level
and higher than average customer
satisfaction reports.
o More revenue needed to fund
industry efforts on policy issues.
SSE Overview SSE Overview

3. In 2015, the Expo Committee addressed the 200+ exhibitor
wait list. New companies wanted in. Attendees want to see
“new” at shows not the same companies. More revenue
needed to fund association efforts.
We had maxed out our floorplan and available space at
McCormick’s West hall. We had nowhere to expand to.
Attendee registration remained flat the past year.
.
Challenges

4. Committee agreed to address the need to expand exhibit
space and opened a new hall adjacent to the West hall.
The total show floor space grew to more than four acres and
exhibitor space increased to 22% but….
Decision made..

5. Attendee show floor density would dip into the danger zone
by adding a second hall.
Exhibit Floor show growth demanded an aggressive 10%
+ attendee growth in 2016. Growth from 2011-2015 was
~1% a year on average.
.
Unintended Consequences

6. Extensive show research finds when exhibitor growth exceeds attendee
growth, lowering show floor density, events may risk decline
SSE
Exhibitors
+22%
SSE
Customers
+1%

7. The proof is in the data...
“Effective marketing is 10% the message, 10% the offer and
80% the quality of your lists.” – Larry Wilson
We decided to look inward and have nearly 40,000 points of
past attendee data analyzed by Bear Analytics. From there
we would zero in on key segments and talk to each segment
in their own “voice”.
But we only had NINE months until the 2016 event!
How to grow attendance?

8. Dirty Data
No Time!
Didn’t know what to look for
Needed to move fast
Bear Analytics to the rescue…

9. After Bear Analytics conducted a total data audit of five
years of registration information. Target audiences were
discovered and marketed to with segmented, custom
messages. A sampling of new audiences we targeted:
• The loyalists - Attended for past 4-5 shows
• The “one and done” individuals – registered but did not attend
• Companies who registered but never attended (1700+)
• Drive-in’s and shoulder states – marketing message
• People TOTALLY new to us who have never attended (via
telemarketing efforts) – “First Time Free” offer
Data review outputs..

10. Approach

11. Identify those registrants
who are MOST LIKELY to
convert & targeting NEW
areas of opportunity.
Targeted marketing by
engagement score &
BEHAVIORAL intelligence.
Segmented our prospects
into behaviorally similar
groups - who we talked to
with a TAILORED voice.
Providing the
marketing brains
with what they
need to succeed.

12. Results

13. o 10% jump in registrations from 2015 to 2016 (no/low
growth from 2013-2015)
o Consistent buyer verification rate – still maintained quality
attendees
o Transforming mass marketing into transformable micro-
conversions. Powered by enhanced audience
engagement:
o Better open rates
o Higher click through rates
“Mass Marketing is dead –
micro marketing is the future.”

14. Be Aggressive
with Goals