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Key Findings from the Large Show Practices Study and Roundtable 2014

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Get tips for improving exhibitor ROI, learn attendee acquisition best practices, co-location results and other large show trends and challenges. This presentation was provided at IAEE Expo! Expo! 2014 to large show managers.

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Key Findings from the Large Show Practices Study and Roundtable 2014

  1. 1. IAEE MATSO Council Welcome Chris Nemchek Senior Vice President Specialty Food Association, Inc. Chair, IAEE Matso Council
  2. 2. Facilitator Brian Casey, CEM President & CEO CEIR Sam Lippman President Lippman Connects Joe Federbush VP Sales & Marketing Exhibit Surveys
  3. 3. Speakers • Joe Federbush, VP – Sales and Marketing, Exhibit Surveys • Sam Lippman, President, Lippman Connects
  4. 4. Agenda • Large Show Event Profile • Exhibit and Sponsorship Sales • Attendee Acquisition • Challenges • Co-locations • International Expansion
  5. 5. Large Show Event Profile Source: Large Show Practices Study (Spring 2014) Average Range % Change Yr to Yr Attendance Total 27,700 1,700 – 130K +4% Net Attendance 2 17,345 1,400 – 65K +3% Percent of International Attendees 16% 1% - 60% +10% Percent of First Time Attendees 26% 0% - 60% +1% Exhibitors Number of Exhibiting Companies 905 137 – 2,700 +6% Number of Attendees per Exhibitor 20 3 - 68 +2%
  6. 6. Large Show Event Profile Source: Large Show Practices Study (Spring 2014) Average Range % Change Yr to Yr Attendee Promotion Spending Attendee Promotion Spending $372,000 $7.5K- $2.3M +18% Promotion Spending per Attendee $24.11 $2.68 - $55.70 +10% Percent of Total Event Direct Costs represented by Attendee Promotion 10% 3% - 25% +8% Revenue Price Per Square Foot $27.97 $14 to $44 +2% Total Revenue $10,830,000 $563K - $42M +7%
  7. 7. Exhibit and Sponsorship Sales Best Practices • Start a “Figure 8” sales program • Get more out of space applications • Identify sponsors for “Sold” sponsorships • Give bonus priority points for rebooking onsite
  8. 8. Ways to Prove Exhibitor ROI • Attendee demographics • Leads/traffic generated • Analytics, data, post show reports • Testimonials from sponsoring exhibitors • Event prospectus
  9. 9. Attendee Acquisition – Best Practices • Digital remarketing • Turn first-timers into fans • "Reasons to Attend" prominent on home page • Leverage exhibitors’ competitive spirit
  10. 10. Attendee Acquisition Budget Allocations Provides Best ROI • E-mail • Direct Mail • Telemarketing Provides Worst ROI • Print Ads • Social Media • List Purchases
  11. 11. Challenges • Bringing more attendees to the show • Enhancing & personalizing attendee experience • Keeping satisfied exhibitors • Controlling costs • Outgrowing facilities
  12. 12. Co-location Usage 49% 34% 17% No, not interested in co-locations at this time Yes currently co-locating with other event(s) No, but considering co-locating in the near future Source: Large Show Practices Study (Spring 2014)
  13. 13. Key Metrics for Successful Co-locations • Last ditch effort or true fit? • Revenue/ROI - for both show mgmt. and exhibitors • Attendees – do they mesh? • Increased exhibitors’ leads vs decrease in booth sales • Satisfaction & Value – for both attendees and exhibitors
  14. 14. Key Metrics for Successful Co-locations • Case Study: Recent co-location of major construction & remodeling shows – 81% of attendees found the co-location to be extremely or very valuable – Show A: 51% will return next year as a result of the co-location – Show B: 65% will return next year as a result of the co-location – Huge success in cross-over traffic and value to exhibitors
  15. 15. Interest in International Events 57% 17% 11% 9% 6% Not interested Considering in the near future Currently produce international versions of event Currently produce a version(s) of my event as a Discontinued international event Source: Large Show Practices Study (Spring 2014) co-located event
  16. 16. Questions? For more information, contact: Joe Federbush joe@exhibitsurveys.com Sam Lippman sam@lippmanconnects.com
  17. 17. Please Complete Your Evaluations Available on the Show App #expoexpo

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