8 Ways to Increase Quality Attendance at Your Next Event
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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
- 1. 8 Ways to Increase Quality Attendance at Your Next Event June 17, 2014
- 2. INTRODUCTIONS Kimberly Hardcastle- Geddes Marketing Design Group David Saef Global Experience Specialists Steve Suhm Association of Equipment Manufacturers Sam Lippman Lippman Connects
- 3. I am: A. Meeting Planner / Event Producer / Exhibit Manager B. Event Marketer (Responsible for Audience Generation) C. Supplier / Contractor D. Work for a venue / facility / hotel / destination E. Other
- 4. My event is: A. Medical / Scientific B. Professional C. Business to Business
- 5. Experience in Events: A. 0 – 2 years B. 3 – 6 years C. 7 – 15 years D. More than 15 years
- 7. 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
- 9. 2. Content Marketing: Stay Relevant Year- round • You may already have the content • Data Collection Key • Tools – SEM – Social – Email – Retargeting
- 11. 3. Personalization • Mine Your Data • Establish Clear Segments • Develop Targeted Messaging • Consider Best Communication Channels • Deliver Timely, Relevant Messages • Focus on WIFM
- 12. 4. Website Traffic = Event Traffic =
- 13. • 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
- 14. 5. Email Deliverability and Open Rates
- 15. 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
- 16. 6. Facilitating Word of Mouth
- 17. 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
- 18. 7. Relationships (VIP Hosted & First-time) Buyers)
- 19. 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
- 20. 8. Multipliers (exhibitors, media, associations)
- 21. 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)
- 22. 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
- 23. 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) 4% 5% 5% 6% 6% 10% 20% 20% 0% 5% 10% 15% 20% 25% Public Relations List Purchases Social Media Telemarketing Digital Ads Print Ads E-Mail Direct Mail 7% 1% 2% 2% 2% 3% 3% 4% 0% 5% 10% 15% 20% 25% Other* Mktg Automation Guerilla Mktg Mobile Mktg Mktg Research Travel to Register SEO/Pd Search Radio/TV Ads
- 25. Kimberly Hardcastle-Geddes Marketing Design Group kimberly@marketingdesigngroup.com Sam Lippman Lippman Connects sam@lippmanconnects.com David Saef GES MarketWorks dsaef@ges.com Steve Suhm Association of Equipment Manufacturers Ssuhm@aem.org CONTACTS
Editor's Notes
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
- … start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …