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Targeted Niche Events Give you Wings
Sam Lippman
President
Lippman Connects
• Introductions
• Be Relevant
• Convert Attendees to Evangelists
• Delight Sponsors
• 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
Be Relevant
Relevant
• After 36 years, now an overnight success• I am my target audience• Lippman Connects events lead by example• Just say “no”• Committed to building/protecting my brand
• Introduce new topics for the industry• Highlight best practices and efficiency tools
Highlight Emerging Trends
Convert Attendees to Evangelists
Unique Selling Proposition
I am the FACE and BRAND of my business
Timeline
2000
2001
2002
2003
2004
2005
2006
2007
Founding o
f Company
(Integra
ted Show M
anagement
and Mark
eting)
First event - LSR
First
ECEF
Added 2nd LSRs/y
ear
Added 3 rd LSRs/year
Timeline
2008
2009
2010
2011
2012
2013
2014
2015
Year 1
2 - Change
name
to Lippman
Connects
Year 1
0 - Use
subject
line “S
am
Lippman Announce
s…”
First ESR
First AAR
Produce 10 events
Added 3 rd LSRs/year
Attendee Acquisition - IMC
• Attend and speak at events• Articles and webinars• Partner with Participating Publications• Personal lunches, telephone calls and emails• Engage Evangelists• LinkedIn Contacts and Groups • Video summary and testimonials
Attendee Acquisition - IMC
• Emails cross-promote other events– 10 sent for ECEF– 3 each sent for Large Show, Attendee Acquisition and
Exhibit Sales Roundtables– 3 promoting Lippman Connects 2013 Calendar of
Events – Personal emails from me
Total = 40 per year
Attendee Acquisition - Ads
• ECEF has 8 media partners – international, national and regional
• Roundtables have 1 exclusive media partner • Roundtables have regional print advertising
National Publication Ad
• Cross-promotion of events
• Maintain “face of the brand”
• Consistency of format
Regional Publication Ad
E-mail Promotion
• Marketing for qualified LSR prospects
• Cross-promotion of all events
Event Calendar
• Cross-promotion of all events
• Resulted in six registrations for ESR
Number of ECEFs Attended (during 10 year anniversary)
32%
26%
26%
16%
First timeTwo times3-5 times6+ times
ECEF Attendee Loyalty
Delight Sponsors
Personal Invitations
• Category exclusivity• Waiting list for events and categories• No offer/pricing online• Encourage white papers/customers as speakers• Build sponsor support before launch
Load the Deck
• 4 attendees for every 1 sponsor • Roster with photos sent in advance• Welcome Reception• Assigned seating for lunch• Personal call afterwards – “How to improve
ROI”
• Recognize sponsors before, during, and after event• Websites, emails, news releases and flyers• Video screens, notebooks and signs• From the stage• Summary video and testimonials
Feel the Love
Sponsor Loyalty
2001: 13 sponsors2012: 27 sponsors
Host cities booked through 2015,5 sponsors each
6 sponsors each 6 sponsors each
Re-up rate average:78%
Re-up rate average:85%
75% retention rate since March 2011
100% retention rate since January 2012
Sold out in two categories
Exclusive sponsors same for 12 editions (since January 2010)
For more information
(703) 979-4904
www.LippmanConnects.com
