Increase Quality Attendance at Your Next Show

Strategies from Attendee Acquisition Roundtables & Exhibit Surveys Data

Moderated By:• Sam Lippman, President, Lippman Connects

Panelists:• Joe Federbush, VP – Sales and Marketing, Exhibit Surveys• Leana Salamah, Senior Director – Convention Marketing,

Communications & Programming, National Restaurant Association

Agenda• Introduction• Marriage of Marketing and Programming• Segmented Marketing as a Trend• Content Marketing• Integrated Marketing• Best Take-Aways from AAR

Attendee Promotion Spending Overview

  Average Range% Change Yr to Yr 

Attendee Promotion Spending $380,000 $5K- $3.2M +10%

Promotion Spending per Attendee $30.70 $2.68 - $88.64 +3%

Percent of Total Event Direct Costs Represented by Attendee Promotion

13% 2% - 41% +3%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Marriage of Marketing and Programming• Evolution from programming to marketing• 47% of marketing departments involved in content (AAR On-

site Polling 2013)• Know what attendees want and deliver targeted education

and exhibitors• Why it makes sense

Targeted/Segmented Marketing Increases Attendance• Personalize the experience• Beyond demographics - Adding persona/psychographics

Content Marketing• Another instance of programming and marketing synergy• We’re already content developers for our events; the new

charge is to do that all year long• Requires an “Editor in Chief” – this may be a full-time position

or part time

Content Marketing

What Works• Fun pieces – “National

Pickle Day”• Curated content on a

common topic• Guest articles from industry

experts

What Doesn’t Work• Selling within content• Charging for content

Social Media in Content Marketing

15%

38%

51%

63%

66%

Measures of Success

Twitter Followers (8), registration (2)

Facebook Likes (9), registration (3)

LinkedIn Group members (3), registration (3), Followers (2)

YouTube Views (11)

Other

Use blogs (2),Flickr, Pinterest, Instagram, Google+, online community, show app; measure with views, clicks

Newer Marketers* are more likely to use LinkedIn (63%)

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Matchmaking

For Exhibitors

For Attendees

15%

19%

25%

38%

35%

29%

20%

9%

5%

5%

Very effective Somewhat Effective Undecided

Not Very Effective Not at All Effective

33% have added a match-making/scheduling program to connect attendees and exhibitors

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Integrated Marketing

Integrated Marketing

Best Marketing Take-Aways from AAR• Digital remarketing• Turn first-timers into fans• "Reasons to Attend" prominently

displayed on home page• Leverage exhibitors’ competitive spirit

Questions?For more information, contact:

Joe Federbush joe@exhibitsurveys.comSam Lippman sam@lippmanconnects.comLeana Salamah lsalamah@restaurant.org