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.
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