1) The document discusses how event organizers can use data to improve exhibition sales and attendee marketing. It describes case studies of how the National Confectioners Association and ASIS International have used data analytics. 2) The NCA analyzed trends in buyer registrations, revenues, and records from 2011-2015. ASIS examined exhibition revenue, exhibitors, and square footage from 2009-2014. 3) The presentation recommends that event organizers prioritize their goals, establish performance benchmarks, and implement targeted marketing based on data about past attendees and exhibitors.

1. USING DATA TO POWER EXHIBITION
SALES AND ATTENDEE MARKETING
MARCH 11, 2016
Bear Analytics: Confidential Materials

2. 2Bear Analytics: Confidential Materials
Jenn Ellek
Sr. Director Trade Marketing and Communications,
National Confectioners Association
Mary Higham
Manager, Exhibits & Sponsorships
ASIS International
Moderated by:
Joe Colangelo
CEO & Co-Founder
Bear Analytics #EventData

3. #EventData
85%
74%
65%
44%
38%
9%
We look at high-
level stats (eg:
attendees,
revenue) after
each show cycle
We use our past
attendee data to
segment our event
marketing
We use event
registration data
and trends to
make marketing
decisions leading
up to our event
We analyze our
year-to-year
exhibitor or
attendee churn
We know which
companies send
the most
attendees to our
event
We don't analyze
our event data
You use data!

4. 62%
41% 38% 32%
24%
12%
Our event data is
too fragmented
Our team lacks
the skills to
analyze event
data to the level
we need
We don't have
the time to
analyze event
data
We don't have
the budget to
support data
analysis projects
or additional
employees
Our event data is
too dirty to yield
useful insights
We do not face
any hurdles
Data Hurdles #EventData

5. #EventData
Available today at www.BearAnalytics.com
Top 250 US Trade
Shows
Exhibition, Attendee,
and Industry filters
Performance metrics
on density &
benchmarking

6. 6Bear Analytics: Confidential Materials
The Situation

7. 7Bear Analytics: Confidential Materials
Meet Jenn Ellek
Sr. Director Marketing and Communications
Tasked with increasing buyers’ attendance at
Sweets & Snacks Expo
#EventData
Meet Mary Higham
Manager, Exhibits & Sponsorships, ASIS
Tasked with identifying exhibiting companies to
target for the ASIS Exhibition.

8. 8Bear Analytics: Confidential Materials
The NCA Breakdown 2011-2015
~73%
Verification
rate
#EventData
+1.3%
CAGR in Buyer
Registrations
+4.5%
CAGR in
Registration
Revenues
$1M+
Registration Revenue
14,560
Number of Companies
29,711
Registration Records

9. -5.0%
records per
year CAGR
9Bear Analytics: Confidential Materials
-1.0%
Exhibition
Records
The ASIS Breakdown 2009-2014 #EventData
500+
of exhibiting
companies annually
$XX.XM
Exhibition Revenue
3,894
Exhibitors
-3.5%
exhibition
square footage
NSF CAGR

10. 10
Why Data Driven?

11. 11Bear Analytics: Confidential Materials
The Attending Persona
#EventData
15%
International
85%
Domestic 39%
of all attending buyers are
first-timers annually
4,096
individuals who registered
but never attended
7%
of attendees attended 4
or 5 of the years

12. 0
200
400
600
800
1,000
1,200
Onsite
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
NumberofRegistrants
Weeks Out
2011
2012
2013
2014
2015
Registrants by Weeks Out
12Bear Analytics: Confidential Materials
Years 2012 and 2015 saw great spikes between weeks 5 and 7 leading up to the event. 2011 saw a big spike a
bit earlier between 6 and 9 weeks out.
13.3 wks
25%
7.5 wks
50%
3.9 wks
75%

13. Shifting the ”Late Reg Curve”
13Bear Analytics: Confidential Materials
#EventData

14. 14Bear Analytics: Confidential Materials
#EventDataTelephone
Recruitment

15. 15Bear Analytics: Confidential Materials

16. 16Bear Analytics: Confidential Materials
Exhibitor Loyalty
#EventData
11%
International
89%
Domestic
116
Number of companies that
abandoned and were
recaptured
61%
Of the exhibition revenue is from
the most loyal companies
16%
Of attending companies are the
most loyal companies

17. 17Bear Analytics: Confidential Materials
Exhibitors per Year
727
667 692
643
602
563
0
100
200
300
400
500
600
700
800
2009
Anaheim
2010
Dallas
2011
Orlando
2012
Philadelphia
2013
Chicago
2014
Atlanta
NumberofRecords
CAGR (5.0%)

18. 18Bear Analytics: Confidential Materials
Mapping Out Exhibitors
Domestic ASIS Exhibiting Companies #EventData

19. 19Bear Analytics: Confidential Materials
The Action

20. 20Bear Analytics: Confidential Materials
#EventDataWhere to Start?
NCA’s Priorities
One-Time
Registrants

21. 21Bear Analytics: Confidential Materials
#EventDataWhere to Start?
NCA’s Priorities
2015 First
TImers
39%

22. Humanize Your Marketing
22Bear Analytics: Confidential Materials

23. 23Bear Analytics: Confidential Materials
The Results

24. 24Bear Analytics: Confidential Materials
1. Prioritize your priorities –
having a roadmap
2. Confirm & establish event
performance benchmarks –
good gut check!
3. Easily implemented &
strategically aligned marketing
vision

25. 25Bear Analytics: Confidential Materials
Jenn Ellek
Sr. Director Trade Marketing
and Communications,
National Confectioners
Association
Mary Higham
Manager, Exhibits &
Sponsorships
ASIS International
Joe Colangelo
CEO & Co-Founder
Bear Analytics
#EventData
Questions?