This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.
3. • 37 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
11. Promotion Spending and Revenue
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%
% of Total Event Direct Costs
Represented by Attendee
Promotion
13% 2% - 41% +3%
Total Revenue $6,800,000 $280K - $42M +6%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
12. Attendee Marketing Budget Use
7%
1%
2%
2%
2%
3%
3%
4%
4%
5%
5%
6%
6%
10%
20%
20%
* Includes web
development,
design, creative
0% 5% 10% 15% 20%
Direct Mail
E-Mail
Print Ads
Digital Ads
Telemarketing
Social Media
List Purchases
PR
Radio/TV Ads
SEO/Paid Search
Travel to Register
Marketing Research
Mobile Marketing
Guerilla Marketing
Marketing Automation
Other*
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
13. Most Effective Budget Allocations
Provides Best ROI
• E-mail
• Direct Mail
• Telemarketing
Provides Worst ROI
• Print Ads
• Social Media
• List Purchases
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
14. Resources Used for Lists
Internal
Databases
80%
New List
Sources
20%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
15. Outside Lists
11%
2%
7%
6%
15%
24%
23%
34%
46%
42%
48%
66%
0% 10% 20% 30% 40% 50% 60% 70%
Association Membership List
Partner List
Exhibitor List
Print Publication List
List Broker
Online Publication Lists
LinkedIn
Facebook
Hoovers
Dunn & Bradstreet
Data.com
Other
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
16. Social Media Use
15%
38%
51%
66%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Twitter
Facebook
LinkedIn
YouTube
Other
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
18. Increased Net Attendance
5%
5%
5%
13%
10%
30%
40%
40%
48%
0% 10% 20% 30% 40% 50% 60%
Marketing Plan/Tactics
Economic Conditions
Event Location
Industry Trends
Event Timing
Consumer Trends
Industry Consolidation
Competition
Weather
Organizers who held their show in rotating
cities whose net attendance increased cited
“Event Location” as a primary reason (71%).
Organizers who held their show in rotating
cities whose net attendance decreased also
cited “Event Location” as a primary reason
(63%).
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
19. Decreased Net Attendance
0%
0%
5%
10%
10%
19%
24%
29%
43%
48%
0% 10% 20% 30% 40% 50% 60%
Economic Conditions
Event Location
Industry Trends
Marketing Plan/Tactics
Industry Consolidation
Event Timing
Consumer Trends
Competition from Other Events
Weather
Competitive Pressure
Organizers who held their show
in rotating cities whose net
attendance increased cited
“Event Location” as a primary
reason (71%). Organizers who
held their show in rotating cities
whose net attendance decreased
also cited “Event Location” as a
primary reason (63%).
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
20. Top 5 Changes to Increase Attendance
Strategies and Tactics (44%) More targeted marketing (4), New/revised
lists (3)
Education Programs (38%) Expanded (8), CEUs (2)
Branding (28%) Consistency (2), New logo (2), Renamed
the event (2)
Exhibitor Tools (26%) Exhibitor passes/VIP (7), Incentive
programs to use (2)
Onsite Amenities (21%) Cyber cafes (3), free Wi-Fi
Numbers in parentheses indicate number of mentions in follow-up comments
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
21. Added Matchmaking
No
66%
Yes
34%
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
22. Matchmaking Effectiveness
Very Effective Somewhat Effective Undecided Not Very Effective Not at All Effective
15%
19%
38%
25%
29%
35%
9%
20%
5%
5%
For Exhibitors
For Attendees
Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)
24. Pricing
Percent Who Do Not Change Exhibit Price
Year to Year
55%
If Exhibit Price Increased, Average Change
Year to Year
+2%
Percent Who Do Not Change Sponsorship
Price Year to Year
77%
If Sponsorship Price Increased, Average
Change Year to Year
+2%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
25. Key Exhibit Sales Metrics
Average Exhibitor Retention Year to Year 80%
Average Net Profit 42%
Percent of Total Revenue Provided by
Exhibit Space Sales
66%
Percent of Total Revenue Provided by
Sponsorship Sales
16%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
26. Differentiated Pricing
Not Using or
Planning to
Use, 64%
Not Aware of
Practice, 1%
Planning to
Use, 11%
Currently
Using, 24%
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
27. Effective Sponsorships
• Mobile Apps
• Digital Platforms (including listings, video, dedicated emails)
• Yearlong social media exposure
• Education stage and classes on show floor
• Wi-Fi splash screen and charging kiosk logo
• Café/Restaurant
• Bag inserts with exhibitors’ materials
• Bathroom door clings
• Hotel sponsorship (elevators, door drops, key cards, etc.)
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
28. Data for Exhibitor ROI
86%
74%
53%
38%
33%
31%
23%
Attendee demographics
Attendee purchase plans/ buying influence
for specific products
Analysis of total leads gathered at the event
Attendee traffic patterns
Sales conversion research
Exhibit performance studies for anchor/ bell
weather exhibitors
Third-party industry research by analysts
Rated Extremely/Very Effective
Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)
NABShow constant struggle to evalaute value as we are pushing upper limits of price points. Looking at other options beyond just NSF rates to generate revenue.
NAB has a healthy retention rate during on-site space sales, but through organic growth and retention sales another 500+ companies are sold through out the year.
I can share our case study experience.
We work with Skip Cox in particular to do variations of Sales Conversion studies for top exhibitors.