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Strengthen Your ShowAction Items from Lippman Connects Events
NYIAEE ChapterMarch 12, 2013
Sam Lippman
President
Lippman Connects
• Introductions
• Exhibition Industry Challenges
• Trends
• Questions
• Attendee Acquisition
• Questions
• Exhibit Sales
• Questions
Agenda
• 36 years producing exhibitions, conferences, forums, and 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
Sharing successful strategies
The platform to increase exhibit and sponsorship sales
The meeting for large show managers
Find. Attract. Retain. Grow
Show Name Attendance Purpose200 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
Exhibition Industry Challenges
Exhibit Sales Challenges
Five of top six threats are exhibitor-related:
1. M&A reducing exhibitor base
2. Exhibitors downsizing exhibit space
3. Exhibitors downsizing sponsorships
4. International exhibitors unable to get in the U.S.
5. Exhibitors cancelling booths
Source: ECEF 2012 Pulse
Attendee Acquisition Challenges
1. Mobile marketing
2. Segmentation
3. Social media marketing
4. Marketing research
5. List acquisition
Source: Jacobs Jenner & Kent 2012 Attendee Acquisition Roundtable Study
Trends
Trends: The Changing Event Model
• Challenges and Opportunities – Hosted buyer programs– Co-locations– Niche events– Hybrid/virtual events– Exhibitors hosting private events– Match-making
Trends: Technology• Matchmaking/Scheduling being used by 47% of organizers• Effectiveness of these programs
Not very effective
Undecided
Somewhat effective
Very effective
23%
23%
35%
19%
18%
31%
35%
16%
Exhibitors Attendees
Source: ECEF 2012 Pulse
Trends: Exhibit Space Pricing
• 56% of organizers open to the following pricing:18% - Charge based on floor location
15% - Offer multi-year contracts
10% - Charge based on when payment received
10% - Reduce nsf charge the more nsf purchased
2% - Charge based on performance
45% - Other
Source: ECEF 2012 Pulse
Reed’s “Choice Exhibitor Pricing”
• Different prices based on location and timing • Recognizes exhibitors value locations differently • Offering “Choice Pricing” changed how Reed:
– Designs floor plans– Prices floor plans – Forecasts budgets – Consult, more than sell, to customers
Source: ECEF 2012 Keynoter Nancy Walsh, Reed
Attendee Acquisition
Attendance at Shows
Increased 50%
Stayed the Same 27%
Decreased 23%
Source: 1/24/13 AAR
Attendee Acquisition Successes
• All departments & suppliers create marketing plan• VIP buyers, alumni and first time attendee programs• Empower “multipliers” to promote - CVB, exhibitors,
speakers, media, bloggers, LinkedIn Group leads • Launch mobile app with logistics info earlier • Offer personal incentives to increase early registrations• “Recycle your badge and register for the next Show” • 40/40/20 rule• Full time attendee recruitment staff
ECEF 2012 On-site Polling Results
• For your events in the U.S., what percent of attendees come from outside of the U.S.?
Not Applicable
16% and higher
11 to 15%
6 to 10%
Up to 5%
0% 5% 10% 15% 20% 25% 30%
6%
26%
18%
25%
25%
Source: ECEF 2012 On-site Polling
International Marketing
• 42% are exhibiting in overseas events to attract offshore audiences to their U.S. events
• Annual spend on marketing to attract overseas attendees (2011 compared to 2012)
25% more10% moreSame as 201110% less
Source: ECEF 2012 Pulse
International Marketing Techniques
Participation in overseas events Press and buyer relations International marketing partners International Buyer Program (DOC) Multiple languages on website Translated direct mail In country advertising E-mail blasts
Exhibit Sales
ECEF 2012 Polling Results
Which of the following do you think is top mind for exhibitors?
Cost shifing from show man-agement to exhibitors
Cost of exhibiting continually increasing
Show management providing measurement tools/data
Creating compelling experiences for attendees
0% 10% 20% 30% 40% 50%
2%
21%
31%
46%
Source: ECEF 2012 On-site Polling
Anchor Exhibitor Expectations
• Allow exhibitors use of proprietary measurement and lead gathering systems
• Real time confirmation of basic registration data• Registration systems work with current tools• Will not exhibit in any show that doesn’t
encourage measuring return on investment
Source: ECEF 2012 Jeffery Masters, Philips Healthcare
Sponsorship Successes
• Advertising in video loops of industry leaders• Theaters, pavilions, web sites and video walls
featuring new products and first time exhibitors• Sponsor keynote, track and/or sessions• New technology services:
– Mobile apps– Cyber cafes– Charging stations– E-mail blasts
Sales Successes
• Educate exhibitors to increase their ROI • Create targeted proposals from sales staff (not
generic prospectus from marketing)• Work other shows with your editor• Indicate who purchased ‘sold’ products • Prove ROI of sponsorships – on-site and after
Sales Successes
• Use survey data to craft sales message• Create reasons to engage throughout the year• Connect with multiple decision makers• Constantly re-book• Generate 80% of revenue from 20% of clients• Design features/displays on the exhibit floor
For more information
(703) 979-4904
www.LippmanConnects.com
