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7 Ways to Increase Quality Attendance Key Findings from the Attendee Acquisition Roundtable (AAR)

7 Ways to Increase Quality Attendance

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Using Exhibitor Partnership Programs, Speaker/Committee Viral Programs and VIP programs can help increase your show attendance. This presentation highlights new ideas to capture and retain quality attendees.

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Page 1: 7 Ways to Increase Quality Attendance

7 Ways to Increase Quality Attendance

Key Findings from the Attendee Acquisition Roundtable (AAR)

Page 2: 7 Ways to Increase Quality Attendance

INTRODUCTIONS

Sam Lippman

President, Lippman Connects

Jamie Reesby

Show Director, Access Intelligence

Christian Piencka

Manager of Marketing Analytics, MDG

Page 3: 7 Ways to Increase Quality Attendance

AGENDA

I. Self-Introductions

II. Attendee Acquisition Best Practice Study

III. Research

IV. Maximizing Data

V. Performance Measurement

VI. Multipliers

VII. New Media & Technologies

Page 4: 7 Ways to Increase Quality Attendance

ATTENDEE TRENDS

# of Attendees 2011 2012 2013

Growing 39% 64% 52%

Staying the Same 32% 28% 33%

Declining 29% 8% 15%

– “JJ&K Attendee Acquisition Study”

Page 5: 7 Ways to Increase Quality Attendance

MARKETING SPEND

Marketing Spend/ Attendee

Marketing Spend/ NEW Attendee

$27 - $140

$56 - $200

16% of overall event

budget committed to attendee

marketing and promotion

– “JJ&K Attendee Acquisition Study”

Page 6: 7 Ways to Increase Quality Attendance

RESEARCH: WHAT ROLE DOES IT PLAY

1% 34% 30%Perceive

marketing research as

threat or challenge

Never conduct audience research

Marketing promotion

budget allocated to marketing research – “JJ&K Attendee Acquisition Study”

Page 7: 7 Ways to Increase Quality Attendance

MAXIMIZING DATA

Collecting• Registration Data• Primary Research• Secondary Research• Website Date

Utilizing• Creating Personas • Targeted Messaging• Media Planning• Campaign Timing

Page 8: 7 Ways to Increase Quality Attendance

DATABASES

• Common Challenges

• 40/40/20 Rule

• Potential Opportunities

Page 9: 7 Ways to Increase Quality Attendance

• Tools for Measurement

• Evaluating Performance

• Testing & Optimization

IS IT WORKING?

Page 10: 7 Ways to Increase Quality Attendance

MULTIPLIERS: IDENTIFYING AND EMPOWERING THEM

• Exhibitor Partnership Programs

• VIP Programs

• Speaker/Committee Viral Programs

Page 11: 7 Ways to Increase Quality Attendance

NEW MEDIA & TECHNOLOGIES

• Social Media

• Mobile Apps & Responsive Websites

• Emerging Tools

Page 12: 7 Ways to Increase Quality Attendance

THE NEXT GENERATION

ENGAGE Millennials

CLOSE the gap

Page 13: 7 Ways to Increase Quality Attendance

QUESTIONS?