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8 Ways to Increase Quality
Attendance at Your Next Event
June 17, 2014
INTRODUCTIONS Kimberly
Hardcastle-
Geddes
Marketing Design
Group
David Saef
Global
Experience
Specialists
Steve Suhm
Assoc...
I am:
A. Meeting Planner / Event Producer / Exhibit
Manager
B. Event Marketer (Responsible for Audience
Generation)
C. Sup...
My event is:
A. Medical / Scientific
B. Professional
C. Business to Business
Experience in Events:
A. 0 – 2 years
B. 3 – 6 years
C. 7 – 15 years
D. More than 15 years
1. Telling Stories
1. Telling Stories
• Use characters with which your audience will
identify
• Tell the truth
• Illustrate your event’s UVP
...
2. Content Marketing
2. Content Marketing: Stay Relevant Year-
round
• You may already have the content
• Data Collection Key
• Tools
– SEM
– S...
3. Personalization
3. Personalization
• Mine Your Data
• Establish Clear Segments
• Develop Targeted Messaging
• Consider Best Communication ...
4. Website Traffic = Event Traffic
=
• Use long-tail keywords
• Focus on valuable content
• Create an industry blog
• Engage your experts
• Link to others
• Do...
5. Email Deliverability and Open Rates
5. Email Deliverability and Open Rates
• Don’t underestimate the importance of
“FROM”
• Clean house!
• Ask permission. Ask...
6. Facilitating Word of Mouth
6. Facilitating Word of Mouth
• Remember WHY people share
• Be creative
• Market to PEOPLE, not businesses
• Show them tha...
7. Relationships (VIP Hosted & First-time)
Buyers)
7. Find your VIPs and Treat them like VIPs
• Data mining the key targets
• Develop a VIP / First-timer offer
• Use old sch...
8. Multipliers (exhibitors, media,
associations)
Multipliers
• Speakers (social media, networks)
• Exhibitors (Invites, blog posts, infographics)
• Media (list rentals, em...
Attendee Promotion Spend
Average Range % Change Yr
to Yr
Attention Promotion Spending $380,000 $5k - $3.2m +10%
Promotion ...
Marketing Budget Allocations
Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman ...
Kimberly Hardcastle-Geddes
Marketing Design Group
kimberly@marketingdesigngroup.com
Sam Lippman
Lippman Connects
sam@lippm...
8 Ways to Increase Quality Attendance at Your Next Event
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8 Ways to Increase Quality Attendance at Your Next Event

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Increase attendees at your next conference or trade show by following these simple rules: Don't Go Quiet, Market to People, Not Businesses and remember that Website Traffic = Event Traffic, so invest in your site. This presentation, facilitated by Sam Lippman, and presented by Marketing Design Group, GES and Association of Equipment Manufacturers at Association Forum's Annual 2014 Conference is full of expert tactics for increasing qualified buyers at your event.

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8 Ways to Increase Quality Attendance at Your Next Event

  1. 1. 8 Ways to Increase Quality Attendance at Your Next Event June 17, 2014
  2. 2. INTRODUCTIONS Kimberly Hardcastle- Geddes Marketing Design Group David Saef Global Experience Specialists Steve Suhm Association of Equipment Manufacturers Sam Lippman Lippman Connects
  3. 3. I am: A. Meeting Planner / Event Producer / Exhibit Manager B. Event Marketer (Responsible for Audience Generation) C. Supplier / Contractor D. Work for a venue / facility / hotel / destination E. Other
  4. 4. My event is: A. Medical / Scientific B. Professional C. Business to Business
  5. 5. Experience in Events: A. 0 – 2 years B. 3 – 6 years C. 7 – 15 years D. More than 15 years
  6. 6. 1. Telling Stories
  7. 7. 1. Telling Stories • Use characters with which your audience will identify • Tell the truth • Illustrate your event’s UVP • Target your stories • A testimonial is not a story • Illustrate results
  8. 8. 2. Content Marketing
  9. 9. 2. Content Marketing: Stay Relevant Year- round • You may already have the content • Data Collection Key • Tools – SEM – Social – Email – Retargeting
  10. 10. 3. Personalization
  11. 11. 3. Personalization • Mine Your Data • Establish Clear Segments • Develop Targeted Messaging • Consider Best Communication Channels • Deliver Timely, Relevant Messages • Focus on WIFM
  12. 12. 4. Website Traffic = Event Traffic =
  13. 13. • Use long-tail keywords • Focus on valuable content • Create an industry blog • Engage your experts • Link to others • Don’t go quiet 4. Website Traffic = Event Traffic
  14. 14. 5. Email Deliverability and Open Rates
  15. 15. 5. Email Deliverability and Open Rates • Don’t underestimate the importance of “FROM” • Clean house! • Ask permission. Ask permission. • Become a SAFE SENDER • Provide great content • Customize • Keep in touch • Manage your reputation carefully
  16. 16. 6. Facilitating Word of Mouth
  17. 17. 6. Facilitating Word of Mouth • Remember WHY people share • Be creative • Market to PEOPLE, not businesses • Show them that they aren’t alone • Give them valuable, sharable content • Tell stories
  18. 18. 7. Relationships (VIP Hosted & First-time) Buyers)
  19. 19. 7. Find your VIPs and Treat them like VIPs • Data mining the key targets • Develop a VIP / First-timer offer • Use old school B2B approaches to deliver offer
  20. 20. 8. Multipliers (exhibitors, media, associations)
  21. 21. Multipliers • Speakers (social media, networks) • Exhibitors (Invites, blog posts, infographics) • Media (list rentals, email blasts, swaps) • Reciprocal associations (regional, local, etc.) • Bloggers • Social media (Linked/Facebook ads, groups)
  22. 22. Attendee Promotion Spend Average Range % Change Yr to Yr Attention Promotion Spending $380,000 $5k - $3.2m +10% Promotion Spending per Attendee $30.70 $2.68 - $88.64 +3% % Total Event Direct Costs represented by Attendee Promotion 13% 2% - 41% +3% Total Revenue $6,800,000 $280k - $42m +6% Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects
  23. 23. Marketing Budget Allocations Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects * Other includes Web develop, design (3 mentions), Creative (3 mentions) 4% 5% 5% 6% 6% 10% 20% 20% 0% 5% 10% 15% 20% 25% Public Relations List Purchases Social Media Telemarketing Digital Ads Print Ads E-Mail Direct Mail 7% 1% 2% 2% 2% 3% 3% 4% 0% 5% 10% 15% 20% 25% Other* Mktg Automation Guerilla Mktg Mobile Mktg Mktg Research Travel to Register SEO/Pd Search Radio/TV Ads
  24. 24. Kimberly Hardcastle-Geddes Marketing Design Group kimberly@marketingdesigngroup.com Sam Lippman Lippman Connects sam@lippmanconnects.com David Saef GES MarketWorks dsaef@ges.com Steve Suhm Association of Equipment Manufacturers Ssuhm@aem.org CONTACTS

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