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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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7 Ways to Increase Quality Attendance
Key Findings from the Attendee Acquisition Roundtable (AAR)
INTRODUCTIONS
Sam Lippman
President, Lippman Connects
Jamie Reesby
Show Director, Access Intelligence
Christian Piencka
Manager of Marketing Analytics, MDG
AGENDA
I. Self-Introductions
II. Attendee Acquisition Best Practice Study
III. Research
IV. Maximizing Data
V. Performance Measurement
VI. Multipliers
VII. New Media & Technologies
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”
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”
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”
MAXIMIZING DATA
Collecting• Registration Data• Primary Research• Secondary Research• Website Date
Utilizing• Creating Personas • Targeted Messaging• Media Planning• Campaign Timing
DATABASES
• Common Challenges
• 40/40/20 Rule
• Potential Opportunities
• Tools for Measurement
• Evaluating Performance
• Testing & Optimization
IS IT WORKING?
MULTIPLIERS: IDENTIFYING AND EMPOWERING THEM
• Exhibitor Partnership Programs
• VIP Programs
• Speaker/Committee Viral Programs
NEW MEDIA & TECHNOLOGIES
• Social Media
• Mobile Apps & Responsive Websites
• Emerging Tools
THE NEXT GENERATION
ENGAGE Millennials
CLOSE the gap
QUESTIONS?
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