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.

1. 7 Ways to Increase Quality Attendance
Key Findings from the Attendee
Acquisition Roundtable (AAR)

2. INTRODUCTIONS
Sam Lippman
President, Lippman Connects
Jamie Reesby
Show Director, Access Intelligence
Christian Piencka
Manager of Marketing Analytics, MDG

3. AGENDA
I. Self-Introductions
II. Attendee Acquisition Best Practice Study
III. Research
IV. Maximizing Data
V. Performance Measurement
VI. Multipliers
VII. New Media & Technologies

4. 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”

5. MARKETING SPEND
16%
of overall event
budget committed
to attendee
marketing and
promotion
$27 - $140
Marketing Spend/ Attendee
$56 - $200
Marketing Spend/ NEW Attendee
– “JJ&K Attendee Acquisition Study”

6. RESEARCH: WHAT ROLE DOES IT PLAY
1%
34%
Marketing
promotion
budget
allocated to
marketing
research
Perceive
marketing
research as
threat or
challenge
30%
Never conduct
audience
research
– “JJ&K Attendee Acquisition Study”

7. MAXIMIZING DATA
Collecting
• Registration Data
• Primary Research
• Secondary Research
• Website Date
Utilizing
• Creating Personas
• Targeted Messaging
• Media Planning
• Campaign Timing

8. DATABASES
• Common Challenges
• 40/40/20 Rule
• Potential Opportunities

9. IS IT WORKING?
• Tools for Measurement
• Evaluating Performance
• Testing & Optimization

10. MULTIPLIERS: IDENTIFYING AND EMPOWERING THEM
• Exhibitor Partnership Programs
• VIP Programs
• Speaker/Committee Viral Programs

11. NEW MEDIA & TECHNOLOGIES
• Social Media
• Mobile Apps &
Responsive Websites
• Emerging Tools

12. THE NEXT GENERATION
ENGAGE Millennials
CLOSE the gap

13. QUESTIONS?