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Sharing Successful Strategies for Association and Independent Show Producers

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Through live event research with event marketers and exhibit and sponsorship sales and service professionals, this document presents statistics on attendee pricing, social media planning, marketing and sales staffing, and exhibit sales. Organizations who produce conventions can use this presentation for benchmarking statistics, trend insights and peer-to-peer learning.

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Sharing Successful Strategies for Association and Independent Show Producers

  1. 1. Key Findings from Attendee Acquisition and Exhibit Sales Roundtables Sam Lippman President, Lippman Connects
  2. 2. Agenda • Introduction • About Attendee Acquisition Roundtable (AAR) & Exhibit Sales Roundtable (ESR) • Attendee Acquisition Roundtable Key Findings • Exhibit Sales Roundtable Key Findings • Questions
  3. 3. About AAR and ESR Established 2011 2012 Attendance 18 attendees 3 times a year 18 attendees 3 times a year Purpose • Event marketers focus on ways to find, attract, and retain quality attendees • Tracks lifecycle of attendees • Identifies new prospects and rebuilds lists • Boosts conversion rates • Exhibit/sponsorship sales & service professionals share best practices • Benchmarks exhibit pricing, space assignment, and sponsorships
  4. 4. Key Findings
  5. 5. Attendance 6/2012 1/2013 4/2013 Increased 67% 50% 67% Same 17% 27% 25% Decreased 16% 23% 8% AAR Surveys
  6. 6. Pricing 6/2012 1/2013 4/2013 Full Conference Increased 45 38 27 Same 55 62 64 Decreased 0 0 9 Expo Only Increased 10 0 20 Same 90 82 80 Decreased 0 18 0 AAR Surveys
  7. 7. Marketing Budget • 67% of marketing spend same 2012 to 2013 • 16% of event budget for attendee marketing • Spent per new attendee $56 – 200 • Spent per attendee $27 - 140 • Breakdown of marketing budget – 25% direct mail – 16% email marketing – 16% social media and technology Data from Attendee Acquisition Best Practices Survey by JJK
  8. 8. Collaboration • Empower “multipliers” – Cooperate with competitors – Exhibitors and speakers – Convention Bureaus – Media, bloggers – LinkedIn Group Managers
  9. 9. We have annual marketing strategic planning meetings with staff and suppliers/contractors: • Yes – 29% • No – 64% • Starting one this year – 7%
  10. 10. Break Down Silos • Strategic Planning Meetings – Annual – Sign non-disclosure agreements – Marketing agency, registration/mobile app companies, general service contractor and bureau to brainstorm – 25% bring staff/suppliers together to discuss marketing plans Data from AAR 2012 and 2013
  11. 11. Social Media and Technology • Use technology to improve experience – 74% mobile apps – 67% social media – 67% in-house video production staff – 52% full time dedicated staff for social media – 40% train exhibitors to use social media – 16% marketing budget for social media and technology Data from Attendee Acquisition Best Practices Survey (2013) by JJK and AAR 2012 and 2013
  12. 12. We have a full time staff person dedicated to attendee recruitment/sales: • Yes – 20% • No – 75% • Planning to add this position – 4%
  13. 13. Attendee Recruitment • Similar level/responsibility as exhibit sales • Travel budget • Staff rewarded for attendee prospecting/sales • Pay reps to sell registrations
  14. 14. Key Findings
  15. 15. NSF and Companies 2/2012 9/2012 3/2013 Net Square Feet Increased 45% 45% 50% Same 15% 25% 33% Decreased 40% 30% 17% Exhibiting Companies Increased 55% 55% 70% Same 20% 10% 15% Decreased 25% 35% 15% ESR Surveys
  16. 16. Sponsorships Sales Total Sales 61% Increasing 27% Same 12% Decreasing Data from Attendee Acquisition Best Practices Survey by JJK
  17. 17. Exhibit Sales • Awareness of Reed’s Choice Exhibit Pricing • Sell multiple price points - smaller than 8’x10’ • Applying/qualifying to exhibit • Space application – Who not next to = hot lead – Who do you want to see for attendee marketing – What do want to accomplish to measure ROI
  18. 18. Exhibit Sales • Prospecting vs Selling (Hunters & Farmers) • Proactive servicing of exhibitors • Packages – Reveal cost of everything – Include marketing services – Multiple packages at various price points
  19. 19. Sponsorship /Sales Trends • Pattern interrupt – free burritos & Godiva • Increase retention with service/education • Time-limited special pricing/discounts • Offer sponsorships same time exhibit is sold • Incentivizing entire staff for leads • Reveal who bought sponsorships
  20. 20. Do you offer a match- making/appointment setting service: • Yes – 29% • No – 44% • Considering it – 12%
  21. 21. Match-making / Appointments Data from Attendee Acquisition Best Practices Survey by JJK Offer Services Yes No 2011 36% 64% 2012 47% 53% 2013 58% 42%
  22. 22. Match-making / Appointments Data from Attendee Acquisition Best Practices Survey by JJK Very / somewhat effective for exhibitors 2011 51% 2012 34%
  23. 23. Sponsorship Successes • Customized offer to their target audience(s) • Exclusive top-to-top networking • Digital, video, apps and technology • Semi and non-endemic sponsors • Sponsor keynote, track and/or sessions • New inventory & multiple low cost options
  24. 24. Sales Successes • Product categorize exhibit floor • Pavilions – international, technology, etc. • Educate exhibitors = increased ROI + retention • Targeted proposals from sales – data heavy • Work other shows with your editor • Theaters, pavilions, web sites &video walls featuring new products and first time exhibitors

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