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Increase attendees at your next conference or trade show by following these simple rules: Don't Go Quiet, Market to People, Not Businesses and remember that Website Traffic = Event Traffic, so invest in your site. This presentation, facilitated by Sam Lippman, and presented by Marketing Design Group, GES and Association of Equipment Manufacturers at Association Forum's Annual 2014 Conference is full of expert tactics for increasing qualified buyers at your event.
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8 Ways to Increase Quality Attendance at Your Next Event
June 17, 2014
INTR
OD
UCT
ION
SKimberly
Hardcastle-Geddes
Marketing Design Group
David Saef
Global Experience Specialists
Steve Suhm
Association of Equipment
Manufacturers
Sam Lippman
Lippman Connects
I am:
A. Meeting Planner / Event Producer / Exhibit Manager
B. Event Marketer (Responsible for Audience Generation)
C. Supplier / ContractorD. Work for a venue / facility / hotel /
destinationE. Other
My event is:
A. Medical / Scientific
B. Professional
C. Business to Business
Experience in Events:
A. 0 – 2 years
B. 3 – 6 years
C. 7 – 15 years
D. More than 15 years
1. Telling Stories
1. Telling Stories
• Use characters with which your audience will identify
• Tell the truth• Illustrate your event’s UVP• Target your stories• A testimonial is not a story • Illustrate results
2. Content Marketing
2. Content Marketing: Stay Relevant Year-round
• You may already have the content• Data Collection Key• Tools – SEM– Social– Email– Retargeting
3. Personalization
3. Personalization
• Mine Your Data• Establish Clear Segments• Develop Targeted Messaging• Consider Best Communication Channels• Deliver Timely, Relevant Messages• Focus on WIFM
4. Website Traffic = Event Traffic
=
• Use long-tail keywords• Focus on valuable content• Create an industry blog • Engage your experts• Link to others• Don’t go quiet
4. Website Traffic = Event Traffic
5. Email Deliverability and Open Rates
5. Email Deliverability and Open Rates
• Don’t underestimate the importance of “FROM”
• Clean house! • Ask permission. Ask permission. • Become a SAFE SENDER • Provide great content• Customize• Keep in touch• Manage your reputation carefully
6. Facilitating Word of Mouth
6. Facilitating Word of Mouth
• Remember WHY people share • Be creative • Market to PEOPLE, not businesses • Show them that they aren’t alone• Give them valuable, sharable content • Tell stories
7. Relationships (VIP Hosted & First-time) Buyers)
7. Find your VIPs and Treat them like VIPs
• Data mining the key targets
• Develop a VIP / First-timer offer
• Use old school B2B approaches to deliver offer
8. Multipliers (exhibitors, media, associations)
Multipliers
• Speakers (social media, networks)• Exhibitors (Invites, blog posts, infographics)• Media (list rentals, email blasts, swaps)• Reciprocal associations (regional, local, etc.)• Bloggers• Social media (Linked/Facebook ads, groups)
Attendee Promotion Spend
Average Range % Change Yr to Yr
Attention Promotion Spending $380,000 $5k - $3.2m +10%
Promotion Spending per Attendee
$30.70 $2.68 - $88.64 +3%
% Total Event Direct Costs represented by Attendee Promotion
13% 2% - 41% +3%
Total Revenue $6,800,000 $280k - $42m +6%
Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects
Marketing Budget Allocations
Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects
* Other includes Web develop, design (3 mentions), Creative (3 mentions)
Public Relations
List Purchases
Social Media
Telemarketing
Digital Ads
Print Ads
Direct Mail
0% 5% 10% 15% 20% 25%
4%
5%
5%
6%
6%
10%
20%
20%
Other*
Mktg Automation
Guerilla Mktg
Mobile Mktg
Mktg Research
Travel to Register
SEO/Pd Search
Radio/TV Ads
0% 5% 10% 15% 20% 25%
7%
1%
2%
2%
2%
3%
3%
4%
Kimberly Hardcastle-GeddesMarketing Design Group
Sam LippmanLippman Connects
David SaefGES [email protected]
Steve SuhmAssociation of Equipment Manufacturers
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