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Sam lippman Attendee Acquisition Research
The document outlines strategies for attendee acquisition presented by Sam Lippman at ECEF 2016, highlighting the primary challenges in growing attendance and the spending priorities of event organizers. Key findings include the trend of decreasing attendance despite marketing efforts, the effectiveness of digital remarketing, and the implementation of new programs to incentivize exhibitors. The document also discusses industry benchmarks and the support of senior management for new marketing initiatives.
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Sam lippman Attendee Acquisition Research
- 1. Attendee Acquisition SuccessStrategies ECEF 2016 1 Attendee Acquisition Sam Lippman President, Lippman Connects Agenda • Data Sources • #1 Challenge • Industry Benchmarks • Spending Priorities • Management Priorities • Summary Format Facilitated by Sam Lippman Who Attends 25 Executives, Directors, Managers, and Professionals responsible for Attendee Marketing Content • Sharing Best Practices • Discovering Fresh Techniques • Comparing Acquisition Strategies • Exploring Exclusive Research
- 2. Attendee Acquisition SuccessStrategies ECEF 2016 2 Data Sources Growing Attendance is the #1 Challenge 35% 39% 57% Attracting Millennials Proving Exhibitor ROI Growing Attendance 2016 ECEF Pulse Attendance Acquisition 2016 Performance Benchmarks On Average • Spend $308,561 (exclusive of staff costs) • 14% of event expense • Cost per attendee is $32.66 • 22 attendees per exhibiting company 2016 Benchmarks & Trends in Attendee Acquisition
- 3. Attendee Acquisition SuccessStrategies ECEF 2016 3 Attendance Growth Trend 8% 3% 7% 10% 37% 32% 35% 32% 55% 65% 58% 58% 2013 2014 2015 2016 Number of Attendees Decreasing Stay the Same Growing 2016 ECEF Pulse Most Cited Reasons for Attendee Growth 47% 48% 51% 60% 67% More Exhibitors Improved Email Content Used More Social Media Better Marketing Campaign Improved Email Targeting 2016 Benchmarks & Trends in Attendee Acquisition 1 in 5 Raising Exhibits-Only Price 17% 1% 62% 20% Free Decreased Stay the Same Increase 12% Average Price Rise 2016 Benchmarks & Trends in Attendee Acquisition
- 4. Attendee Acquisition SuccessStrategies ECEF 2016 4 1 in 3 Raising Full Conference Price 2016 Benchmarks & Trends in Attendee Acquisition 9% 1% 58% 32% Not Offered Decreased Stay the Same Increase 8% Average Price Rise 86% Implementing New Exhibitor Programs to Increase Attendance 12% 21% 23% 37% 47% Incentivizing Exhibitors to Share Their Lists Incentivizing Exhibitors to Co- Promote Facilitating Exhibitor-Prospect Meetings Increasing Presentations by Exhibitors Free/Discounted Passes 2016 Benchmarks & Trends in Attendee Acquisition 5 Most Widely Implemented Programs Attendance Marketing Spending Trend 5% 6% 2% 33% 43% 45% 62% 51% 53% 2014 2015 2016 Decreased Remained the Same Increased 2016 ECEF Pulse
- 5. Attendee Acquisition SuccessStrategies ECEF 2016 5 Most Attendee Budget Increases are 10% or Less 3% 8% 14%13% 11% 13% 84% 81% 73% 2014 2015 2016 >15% 11-15% <11% 2016 ECEF Pulse Where Marketers Are Spending More 1% 3% 3% 34% 39% 57% 64% 57% 39% Digital Marketing Social Media Email Marketing Decrease Stay the Same Increase 75% of Independents 53% of Independents 51% of Independents 2016 Benchmarks & Trends in Attendee Acquisition Digital Remarketing/Retargeting Gains Favor Definition: Using automated tools to reengage visitors/customers based on recent interactions with your brand 6% 43% 33% 6% 12% Stopped using Currently using Consider using soon No interest Not aware 54% of Independents 39% of Associations 2016 Benchmarks & Trends in Attendee Acquisition
- 6. Attendee Acquisition SuccessStrategies ECEF 2016 6 86% Say Remarketing/Retargeting is Effective 2016 Benchmarks & Trends in Attendee Acquisition 27% 57% 14% How Effective? Very/Extremely Somewhat Not Very/Not at All 24% of Independents 72% of Associations 1 in 5 Planning to Add Marketing Staff 2016 ECEF Pulse NO 36% YES 64% Attendee Marketing 34% Other 66% Plans to Hire POLL: Do you have full-time staff dedicated to attendee recruitment/sales? 1. Yes 2. Starting this year 3. No
- 7. Attendee Acquisition SuccessStrategies ECEF 2016 7 POLL: Do you hold an annual strategic marketing meeting with staff and partners? 1. Yes 2. Starting this year 3. No Perception Gap: Support for New Attendee Marketing Initiatives 2016 ECEF Pulse 90% 9% 1% 73% 22% 5% Extremely/Very Supportive Somewhat Supportive Not Very/Not at All Supportive Senior Management Attendee Acquisition Team