Sam lippman Attendee Acquisition Research
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Attendee acquisition trends presentation based on research conducted by Exhibit Surveys and Lippman Connects of show marketers.
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Sam lippman Attendee Acquisition Research
- 1. Attendee Acquisition Success Strategies ECEF 2016 1 Attendee Acquisition Sam Lippman President, Lippman Connects Agenda • Data Sources • #1 Challenge • Industry Benchmarks • Spending Priorities • Management Priorities • Summary Format Facilitated by Sam Lippman Who Attends 25 Executives, Directors, Managers, and Professionals responsible for Attendee Marketing Content • Sharing Best Practices • Discovering Fresh Techniques • Comparing Acquisition Strategies • Exploring Exclusive Research
- 2. Attendee Acquisition Success Strategies ECEF 2016 2 Data Sources Growing Attendance is the #1 Challenge 35% 39% 57% Attracting Millennials Proving Exhibitor ROI Growing Attendance 2016 ECEF Pulse Attendance Acquisition 2016 Performance Benchmarks On Average • Spend $308,561 (exclusive of staff costs) • 14% of event expense • Cost per attendee is $32.66 • 22 attendees per exhibiting company 2016 Benchmarks & Trends in Attendee Acquisition
- 3. Attendee Acquisition Success Strategies ECEF 2016 3 Attendance Growth Trend 8% 3% 7% 10% 37% 32% 35% 32% 55% 65% 58% 58% 2013 2014 2015 2016 Number of Attendees Decreasing Stay the Same Growing 2016 ECEF Pulse Most Cited Reasons for Attendee Growth 47% 48% 51% 60% 67% More Exhibitors Improved Email Content Used More Social Media Better Marketing Campaign Improved Email Targeting 2016 Benchmarks & Trends in Attendee Acquisition 1 in 5 Raising Exhibits-Only Price 17% 1% 62% 20% Free Decreased Stay the Same Increase 12% Average Price Rise 2016 Benchmarks & Trends in Attendee Acquisition
- 4. Attendee Acquisition Success Strategies ECEF 2016 4 1 in 3 Raising Full Conference Price 2016 Benchmarks & Trends in Attendee Acquisition 9% 1% 58% 32% Not Offered Decreased Stay the Same Increase 8% Average Price Rise 86% Implementing New Exhibitor Programs to Increase Attendance 12% 21% 23% 37% 47% Incentivizing Exhibitors to Share Their Lists Incentivizing Exhibitors to Co- Promote Facilitating Exhibitor-Prospect Meetings Increasing Presentations by Exhibitors Free/Discounted Passes 2016 Benchmarks & Trends in Attendee Acquisition 5 Most Widely Implemented Programs Attendance Marketing Spending Trend 5% 6% 2% 33% 43% 45% 62% 51% 53% 2014 2015 2016 Decreased Remained the Same Increased 2016 ECEF Pulse
- 5. Attendee Acquisition Success Strategies ECEF 2016 5 Most Attendee Budget Increases are 10% or Less 3% 8% 14%13% 11% 13% 84% 81% 73% 2014 2015 2016 >15% 11-15% <11% 2016 ECEF Pulse Where Marketers Are Spending More 1% 3% 3% 34% 39% 57% 64% 57% 39% Digital Marketing Social Media Email Marketing Decrease Stay the Same Increase 75% of Independents 53% of Independents 51% of Independents 2016 Benchmarks & Trends in Attendee Acquisition Digital Remarketing/Retargeting Gains Favor Definition: Using automated tools to reengage visitors/customers based on recent interactions with your brand 6% 43% 33% 6% 12% Stopped using Currently using Consider using soon No interest Not aware 54% of Independents 39% of Associations 2016 Benchmarks & Trends in Attendee Acquisition
- 6. Attendee Acquisition Success Strategies ECEF 2016 6 86% Say Remarketing/Retargeting is Effective 2016 Benchmarks & Trends in Attendee Acquisition 27% 57% 14% How Effective? Very/Extremely Somewhat Not Very/Not at All 24% of Independents 72% of Associations 1 in 5 Planning to Add Marketing Staff 2016 ECEF Pulse NO 36% YES 64% Attendee Marketing 34% Other 66% Plans to Hire POLL: Do you have full-time staff dedicated to attendee recruitment/sales? 1. Yes 2. Starting this year 3. No
- 7. Attendee Acquisition Success Strategies ECEF 2016 7 POLL: Do you hold an annual strategic marketing meeting with staff and partners? 1. Yes 2. Starting this year 3. No Perception Gap: Support for New Attendee Marketing Initiatives 2016 ECEF Pulse 90% 9% 1% 73% 22% 5% Extremely/Very Supportive Somewhat Supportive Not Very/Not at All Supportive Senior Management Attendee Acquisition Team