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Niche Events
- 1. Targeted Niche Events Give you Wings Sam Lippman President Lippman Connects
- 2. • Introductions • Be Relevant • Convert Attendees to Evangelists • Delight Sponsors • Questions Agenda
- 3. • 36 years producing exhibitions, conferences, forums, a nd 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
- 4. Sharing successful strategies The platform to increase exhibit and sponsorship sales The meeting for large show managers Find. Attract. Retain. Grow
- 5. Show Name Attendance Purpose 200 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
- 6. Be Relevant
- 7. 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
- 8. • Introduce new topics for the industry • Highlight best practices and efficiency tools Highlight Emerging Trends
- 9. Convert Attendees to Evangelists
- 10. Unique Selling Proposition I am the FACE and BRAND of my business
- 13. 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
- 14. 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
- 15. Attendee Acquisition - Ads • ECEF has 8 media partners – international, national and regional • Roundtables have 1 exclusive media partner • Roundtables have regional print advertising
- 16. National Publication Ad • Cross-promotion of events • Maintain “face of the brand” • Consistency of format
- 18. E-mail Promotion • Marketing for qualified LSR prospects • Cross-promotion of all events
- 19. Event Calendar • Cross-promotion of all events • Resulted in six registrations for ESR
- 20. Number of ECEFs Attended (during 10 year anniversary) 32% 26% 26% 16% First time Two times 3-5 times 6+ times ECEF Attendee Loyalty
- 22. Delight Sponsors
- 23. 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
- 24. 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”
- 25. • 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
- 26. Sponsor Loyalty 2001: 13 sponsors 2012: 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)
- 27. For more information Sam@LippmanConnects.com (703) 979-4904 www.LippmanConnects.com