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Attendee Acquisition
Presentation to
Friday, February 12, 2016
Agenda
• Introduction
• Attendee Marketing Trends
• Marketing Benchmarks
• Media Spending
• Exhibitor Co-op Programs – Par...
Margaret
Core
Vice President,
Events
Food Marketing
Institute
• 30+ years in events
• CES, GRAPH EXPO and PRINT
• President, Lippman Connects
Events
ECEF
Attendee Acquisition Roundtabl...
Audience Data
• Event producers
• Event marketers
• Suppliers/venues/destinations
• 5 years or less experience
• 6 to 10 y...
Marketing Trends
• Research-driven marketing
• Target marketing
• Exhibitor co-marketing programs
• Social media marketing...
Example of Target Marketing – Develop Personas
Event Marketers New Skill Set & Tools
DashboardsTiming
Campaigns
Marketing Benchmarks
Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
Attendee Marketing Spending is
Increasing Faster than Event Revenue
Source: Attendee Acquisition Metrics and Practices Stu...
Two-Thirds Plan to Spend
More on Social Media
Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
Large Shows Point the Way in eMarketing
67%
63%
42%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Social Media Digital Marketing ...
Exhibitor Co-op Marketing
Programs are Growing
46%
54%
Almost half are introducing new
exhibitor co-marketing programs
New...
Exhibitor Programs to Increase Attendees
• Free/discounted customer invitations
• More attendee education by exhibitors
• ...
Attendee Acquisition/Marketing Trends
Hands on Learning Opportunities
One-on-One pre arranged meetings
Ability to discuss ...
Partners in Promotion – Exhibitor
Promotional Programs
Traditional Tactics
• Exhibitor postcards
• Invitations
• Discount ...
1. Dashboards Tracking Advocate Activity
2. Customized Digital Collaterral
Vendors We Recently Evaluated for Partner in
Promotions Program Tools
• Event Farm
• Friend Buy
• Ambassador
• Amplifinity...
New 2016 Tools for our PIP Program
• A branded landing page and custom code for
each exhibitor that most exhibitors and
at...
Showcase Exhibitor Photos
Multipliers: Identify & Empower
Go beyond exhibitors:
• Speakers
• Cooperate with competitors
• Evangelists, consultants,
...
Content Marketing Excels at Branding
Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
• Discover Trends • Do Business • Experience Innovation
Questions?
For more information, contact:
mcore@fmi.org
sam@lippmanconnects.com
Attendee Acquisition - IAEE February 2016 DC Luncheon
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Attendee Acquisition - IAEE February 2016 DC Luncheon

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Margaret Core of the Food Marketing Institute and Sam Lippman of Lippman Connects share tips for increasing attendance at your next event including hiring staff with marketing analytics knowledge, how to take advantage of word of mouth marketing and more.

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Attendee Acquisition - IAEE February 2016 DC Luncheon

  1. 1. Attendee Acquisition Presentation to Friday, February 12, 2016
  2. 2. Agenda • Introduction • Attendee Marketing Trends • Marketing Benchmarks • Media Spending • Exhibitor Co-op Programs – Partners in Promotion • Identifying Multipliers • Content Marketing Metrics • Summary
  3. 3. Margaret Core Vice President, Events Food Marketing Institute
  4. 4. • 30+ years in events • CES, GRAPH EXPO and PRINT • President, Lippman Connects Events ECEF Attendee Acquisition Roundtable Exhibit Sales Roundtable Large Show Roundtable Services Meeting Facilitation Management Consulting Speaker Sam Lippman
  5. 5. Audience Data • Event producers • Event marketers • Suppliers/venues/destinations • 5 years or less experience • 6 to 10 years experience • 11 to 15 years experience • Over 16 years experience
  6. 6. Marketing Trends • Research-driven marketing • Target marketing • Exhibitor co-marketing programs • Social media marketing • Match-making programs Sources: Large Show Metrics Report (2015) & Large Show Roundtable
  7. 7. Example of Target Marketing – Develop Personas
  8. 8. Event Marketers New Skill Set & Tools DashboardsTiming Campaigns
  9. 9. Marketing Benchmarks Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
  10. 10. Attendee Marketing Spending is Increasing Faster than Event Revenue Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
  11. 11. Two-Thirds Plan to Spend More on Social Media Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
  12. 12. Large Shows Point the Way in eMarketing 67% 63% 42% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% Social Media Digital Marketing Email SEO/Paid Search Large Shows Planning to Increase Source: Large Show Metrics Report (2015)
  13. 13. Exhibitor Co-op Marketing Programs are Growing 46% 54% Almost half are introducing new exhibitor co-marketing programs New Programs No Change Source: Large Show Metrics Report (2015)
  14. 14. Exhibitor Programs to Increase Attendees • Free/discounted customer invitations • More attendee education by exhibitors • Incentive-based programs • VIP one-on-one meetings • Co-op marketing toolkit • Leverage exhibitors’ competitive spirit Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
  15. 15. Attendee Acquisition/Marketing Trends Hands on Learning Opportunities One-on-One pre arranged meetings Ability to discuss common issues Offer Engagement!
  16. 16. Partners in Promotion – Exhibitor Promotional Programs Traditional Tactics • Exhibitor postcards • Invitations • Discount Codes • Customizable htmls • Banner ads • Jpeg for exhibitor use New Tactics • Outreach Incentives Tools that make use of digital touches: • Embedded code with discounts • Pre Populated Reg info- PURLs • Make use of exhibitor innovation - photos
  17. 17. 1. Dashboards Tracking Advocate Activity 2. Customized Digital Collaterral
  18. 18. Vendors We Recently Evaluated for Partner in Promotions Program Tools • Event Farm • Friend Buy • Ambassador • Amplifinity • Feathr
  19. 19. New 2016 Tools for our PIP Program • A branded landing page and custom code for each exhibitor that most exhibitors and attendees are familiar with and comfortable using. • A streamlined referral offer and tools • The ability to embed a super pixel on FMI Connect event website (similar to inserting code for tracking site traffic via Google analytics) in order to analyze site engagement and report on it in a way that is useful for event organizers
  20. 20. Showcase Exhibitor Photos
  21. 21. Multipliers: Identify & Empower Go beyond exhibitors: • Speakers • Cooperate with competitors • Evangelists, consultants, recruiters • Bureaus, universities and business groups • Media, bloggers • LinkedIn group members
  22. 22. Content Marketing Excels at Branding Source: Attendee Acquisition Metrics and Practices Study (Winter 2015)
  23. 23. • Discover Trends • Do Business • Experience Innovation
  24. 24. Questions? For more information, contact: mcore@fmi.org sam@lippmanconnects.com

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