Niche Events

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Niche Events

  1. 1. Targeted Niche Events Give you Wings Sam Lippman President Lippman Connects
  2. 2. • Introductions • Be Relevant • Convert Attendees to Evangelists • Delight Sponsors • Questions Agenda
  3. 3. • 36 years producing exhibitions, conferences, forums, a nd roundtables • Produced International CES, GRAPH EXPO, and PRINT • Consults in strategic planning, management, and marketing • Facilitates board meetings, user groups, and attendee and exhibitor focus groups • Produce by-invitation events for the exhibition industry Sam Lippman Founder and President Lippman Connects
  4. 4. Sharing successful strategies The platform to increase exhibit and sponsorship sales The meeting for large show managers Find. Attract. Retain. Grow
  5. 5. Show Name Attendance Purpose 200 industry executives annually • Exclusively for independent and association executives • Focuses on increasing revenue and the relevance of events 18 attendees 3 times a year • 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 18 attendees 3 times a year • Exhibit sales and service managers share sales technique • Benchmarks exhibit pricing, space assignment, and sponsorships 16 attendees 3 times a year • Show managers with at least 125,000 net square feet of exhibit space • Exchanges best practices for large shows Lippman Connects Events
  6. 6. Be Relevant
  7. 7. Relevant • After 36 years, now an overnight success • I am my target audience • Lippman Connects events lead by example • Just say “no” • Committed to building/protecting my brand
  8. 8. • Introduce new topics for the industry • Highlight best practices and efficiency tools Highlight Emerging Trends
  9. 9. Convert Attendees to Evangelists
  10. 10. Unique Selling Proposition I am the FACE and BRAND of my business
  11. 11. Timeline 2000 2001 2002 2003 2004 2005 2006 2007
  12. 12. Timeline 2008 2009 2010 2011 2012 2013 2014 2015
  13. 13. Attendee Acquisition - IMC • Attend and speak at events • Articles and webinars • Partner with Participating Publications • Personal lunches, telephone calls and emails • Engage Evangelists • LinkedIn Contacts and Groups • Video summary and testimonials
  14. 14. Attendee Acquisition - IMC • Emails cross-promote other events – 10 sent for ECEF – 3 each sent for Large Show, Attendee Acquisition and Exhibit Sales Roundtables – 3 promoting Lippman Connects 2013 Calendar of Events – Personal emails from me Total = 40 per year
  15. 15. Attendee Acquisition - Ads • ECEF has 8 media partners – international, national and regional • Roundtables have 1 exclusive media partner • Roundtables have regional print advertising
  16. 16. National Publication Ad • Cross-promotion of events • Maintain “face of the brand” • Consistency of format
  17. 17. Regional Publication Ad
  18. 18. E-mail Promotion • Marketing for qualified LSR prospects • Cross-promotion of all events
  19. 19. Event Calendar • Cross-promotion of all events • Resulted in six registrations for ESR
  20. 20. Number of ECEFs Attended (during 10 year anniversary) 32% 26% 26% 16% First time Two times 3-5 times 6+ times ECEF Attendee Loyalty
  21. 21. Delight Sponsors
  22. 22. Personal Invitations • Category exclusivity • Waiting list for events and categories • No offer/pricing online • Encourage white papers/customers as speakers • Build sponsor support before launch
  23. 23. Load the Deck • 4 attendees for every 1 sponsor • Roster with photos sent in advance • Welcome Reception • Assigned seating for lunch • Personal call afterwards – “How to improve ROI”
  24. 24. • Recognize sponsors before, during, and after event • Websites, emails, news releases and flyers • Video screens, notebooks and signs • From the stage • Summary video and testimonials Feel the Love
  25. 25. Sponsor Loyalty 2001: 13 sponsors 2012: 27 sponsors Host cities booked through 2015, 5 sponsors each 6 sponsors each 6 sponsors each Re-up rate average: 78% Re-up rate average: 85% 75% retention rate since March 2011 100% retention rate since January 2012 Sold out in two categories Exclusive sponsors same for 12 editions (since January 2010)
  26. 26. For more information Sam@LippmanConnects.com (703) 979-4904 www.LippmanConnects.com

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