Key Findings fromAttendee Acquisition and
Exhibit Sales Roundtables
Sam Lippman President, Lippman Connects
Agenda• Introduction
• About Attendee Acquisition Roundtable (AAR) & Exhibit Sales Roundtable (ESR)
• Attendee Acquisition Roundtable Key Findings
• Exhibit Sales Roundtable Key Findings
• Questions
About AAR and ESR
Established 2011 2012
Attendance 18 attendees3 times a year
18 attendees3 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
Key Findings
Attendance
6/2012 1/2013 4/2013
Increased 67% 50% 67%
Same 17% 27% 25%
Decreased 16% 23% 8%
AAR Surveys
Pricing6/2012 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
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
Collaboration• Empower “multipliers”
– Cooperate with competitors
– Exhibitors and speakers
– Convention Bureaus
– Media, bloggers
– LinkedIn Group Managers
We have annual marketing strategic planning meetings with staff and
suppliers/contractors:
• Yes – 29%
• No – 64%
• Starting one this year – 7%
Poll Results
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
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
We have a full time staff person dedicated to attendee recruitment/sales:
• Yes – 20%
• No – 75%
• Planning to add this position – 4%
Poll Results
Attendee Recruitment• Similar level/responsibility as exhibit sales
• Travel budget
• Staff rewarded for attendee prospecting/sales
• Pay reps to sell registrations
Key Findings
NSF and Companies2/2012 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
Sponsorships Sales
Total Sales
61% Increasing
27% Same
12% Decreasing
Data from Attendee Acquisition Best Practices Survey by JJK
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
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
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
Do you offer a match-making/appointment setting
service:
• Yes – 29%
• No – 44%
• Considering it – 12%
Poll Results
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%
Match-making / Appointments
Data from Attendee Acquisition Best Practices Survey by JJK
Very / somewhat effective for exhibitors
2011 51%
2012 34%
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
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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