Get tips for improving exhibitor ROI, learn attendee acquisition best practices, co-location results and other large show trends and challenges. This presentation was provided at IAEE Expo! Expo! 2014 to large show managers.

2. IAEE MATSO Council Welcome
Chris Nemchek
Senior Vice President
Specialty Food Association, Inc.
Chair, IAEE Matso Council

3. Facilitator
Brian Casey, CEM
President & CEO
CEIR
Sam Lippman
President
Lippman Connects
Joe Federbush
VP Sales & Marketing
Exhibit Surveys

5. Speakers
• Joe Federbush, VP – Sales and Marketing, Exhibit Surveys
• Sam Lippman, President, Lippman Connects

6. Agenda
• Large Show Event Profile
• Exhibit and Sponsorship Sales
• Attendee Acquisition
• Challenges
• Co-locations
• International Expansion

7. Large Show Event Profile
Source: Large Show Practices Study (Spring 2014)
Average Range
% Change
Yr to Yr
Attendance
Total 27,700 1,700 – 130K +4%
Net Attendance 2 17,345 1,400 – 65K +3%
Percent of International Attendees 16% 1% - 60% +10%
Percent of First Time Attendees 26% 0% - 60% +1%
Exhibitors
Number of Exhibiting Companies 905 137 – 2,700 +6%
Number of Attendees per Exhibitor 20 3 - 68 +2%

8. Large Show Event Profile
Source: Large Show Practices Study (Spring 2014)
Average Range
% Change
Yr to Yr
Attendee Promotion Spending
Attendee Promotion Spending $372,000 $7.5K- $2.3M +18%
Promotion Spending per Attendee $24.11 $2.68 - $55.70 +10%
Percent of Total Event Direct Costs
represented by Attendee Promotion
10% 3% - 25% +8%
Revenue
Price Per Square Foot $27.97 $14 to $44 +2%
Total Revenue $10,830,000 $563K - $42M +7%

9. Exhibit and Sponsorship Sales
Best Practices
• Start a “Figure 8” sales program
• Get more out of space applications
• Identify sponsors for “Sold” sponsorships
• Give bonus priority points for rebooking onsite

10. Ways to Prove Exhibitor ROI
• Attendee demographics
• Leads/traffic generated
• Analytics, data, post show reports
• Testimonials from sponsoring exhibitors
• Event prospectus

11. Attendee Acquisition – Best Practices
• Digital remarketing
• Turn first-timers into fans
• "Reasons to Attend" prominent on home page
• Leverage exhibitors’ competitive spirit

12. Attendee Acquisition Budget Allocations
Provides Best ROI
• E-mail
• Direct Mail
• Telemarketing
Provides Worst ROI
• Print Ads
• Social Media
• List Purchases

13. Challenges
• Bringing more attendees to the show
• Enhancing & personalizing attendee experience
• Keeping satisfied exhibitors
• Controlling costs
• Outgrowing facilities

14. Co-location Usage
49%
34%
17%
No, not interested in co-locations at
this time
Yes currently co-locating with other
event(s)
No, but considering co-locating in
the near future
Source: Large Show Practices Study (Spring 2014)

15. Key Metrics for Successful Co-locations
• Last ditch effort or true fit?
• Revenue/ROI - for both show mgmt. and exhibitors
• Attendees – do they mesh?
• Increased exhibitors’ leads vs decrease in booth sales
• Satisfaction & Value – for both attendees and exhibitors

16. Key Metrics for Successful Co-locations
• Case Study: Recent co-location of major construction &
remodeling shows
– 81% of attendees found the co-location to be extremely or very
valuable
– Show A: 51% will return next year as a result of the co-location
– Show B: 65% will return next year as a result of the co-location
– Huge success in cross-over traffic and value to exhibitors

17. Interest in International Events
57%
17%
11%
9%
6%
Not interested
Considering in the near future
Currently produce international versions of event
Currently produce a version(s) of my event as a
Discontinued international event
Source: Large Show Practices Study (Spring 2014)
co-located event

18. Questions?
For more information, contact:
Joe Federbush joe@exhibitsurveys.com
Sam Lippman sam@lippmanconnects.com

19. Please Complete Your Evaluations
Available on the Show App
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