Hear from attendee marketing veterans on what's working in content marketing, turning attendees into fans and other trends to increase quality attendance at your next event. This presentation was provided at IAEE Expo! Expo! 2014.

1. Increase Quality Attendance at
Your Next Show
Strategies from Attendee Acquisition
Roundtables & Exhibit Surveys Data

2. Moderated By:
• Sam Lippman, President, Lippman Connects
Panelists:
• Joe Federbush, VP – Sales and Marketing, Exhibit Surveys
• Leana Salamah, Senior Director – Convention Marketing,
Communications & Programming, National Restaurant
Association

3. Agenda
• Introduction
• Marriage of Marketing and Programming
• Segmented Marketing as a Trend
• Content Marketing
• Integrated Marketing
• Best Take-Aways from AAR

4. Attendee Promotion Spending Overview
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%
Percent of Total Event Direct Costs
Represented by Attendee Promotion
13% 2% - 41% +3%
Source: Attendee Acquisition Metrics and
Practices Study (Winter 2014)

5. Marriage of Marketing and Programming
• Evolution from programming to marketing
• 47% of marketing departments involved in content (AAR On-
site Polling 2013)
• Know what attendees want and deliver targeted education
and exhibitors
• Why it makes sense

6. Targeted/Segmented Marketing Increases Attendance
• Personalize the experience
• Beyond demographics - Adding persona/psychographics

7. Content Marketing
• Another instance of programming and marketing synergy
• We’re already content developers for our events; the new
charge is to do that all year long
• Requires an “Editor in Chief” – this may be a full-time position
or part time

8. Content Marketing
What Works
• Fun pieces – “National
Pickle Day”
• Curated content on a
common topic
• Guest articles from industry
experts
What Doesn’t Work
• Selling within content
• Charging for content

9. Social Media in Content Marketing
15%
38%
51%
63%
66%
Measures of Success
Twitter Followers (8), registration (2)
Facebook Likes (9), registration (3)
LinkedIn
Group members (3),
registration (3), Followers (2)
YouTube Views (11)
Other
Use blogs (2),Flickr, Pinterest,
Instagram, Google+, online
community, show app; measure
with views, clicks
Newer
Marketers* are
more likely to
use LinkedIn
(63%)
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

10. Matchmaking
For Exhibitors
For Attendees
15%
19%
25%
38%
35%
29%
20%
9%
5%
5%
Very effective Somewhat Effective Undecided
Not Very Effective Not at All Effective
33% have added a match-
making/scheduling
program to connect
attendees and exhibitors
Source: Attendee Acquisition Metrics and
Practices Study (Winter 2014)

11. Integrated Marketing

12. Integrated Marketing

13. Best Marketing Take-Aways from AAR
• Digital remarketing
• Turn first-timers into fans
• "Reasons to Attend" prominently
displayed on home page
• Leverage exhibitors’ competitive spirit

14. Questions?
For more information, contact:
Joe Federbush joe@exhibitsurveys.com
Sam Lippman sam@lippmanconnects.com
Leana Salamah lsalamah@restaurant.org