Attendee acuqisition and retention tips from the Attendee Acquisition Roundtable (AAR), RSNA and SmithBucklin

1. Leading Edge Attendee
Acquisition Strategies
Jennifer Divelbiss, Director Marketing, Radiological
Society of North America
Amy Goetz, Senior Director, Marketing and
Communications, SmithBucklin Corporation
Sam Lippman, President, Lippman Connects

2. Agenda
• Welcome
• Introductions
• Identify New Markets
• Attendee Retention
• Questions

3. Sam provides executive level consulting to the
convention and exhibition industry in the areas
of strategic planning, marketing and
management. He is also a trained facilitator
who helps event producers, venues and cities
understand their market position and
determine their future plans. Prior to staring
Lippman Connects, Sam was the Vice
President of GASC producing GRAPH EXPO
Sam Lippman and PRINT; the Staff Vice President producing
Founder & CES and Manager of the National Computer
President
Conference. Sam started his career with GES
Lippman Connects
in 1977, producing shows in Chicago, Detroit
and New York City.

4. Lippman Connects Events

5. Find. Attract. Retain. Grow.

6. • 20+ years strategic planning,
marketing and communications in
industries including:
Healthcare | Higher Education
Financial Services | Airlines
Real Estate
• Conferences/Tradeshows/Events
• Customer/Member acquisition and
Jennifer Divelbiss retention
Director - Marketing • Market research and analytics
Radiological Society of • Web development, social media,
North America (RSNA) online and e-communications
• Brand recognition and creative
services
• Public and community relations
and corporate communications
• Joined RSNA in 2010

7. • 25+ years conference/education
marketing and communications,
public relations and publishing
• Joined SmithBucklin in 1996
• Has served 30+ association clients
– America’s Beauty Show
– Mid American Horticultural Trade Show
– The Car Wash Show
– American Society for Bone & Mineral
Amy Goetz Research
Senior Director – SIGGRAPH (Computer Graphics)
Marketing & Communications
SmithBucklin Corporation • Corporate Events
– Hewlett Packard
– Sterling Software/Sterling Commerce

8. Indentify New Markets
• International Market Research
• In-country Partners
• Identify New Markets
• Exhibitors Partners

9. Identify New Markets
– AAR Poll: 62% have international
partners & 33% hire experts in new
areas to attract new attendees.
– Jacobs Jenner & Kent Poll: 50%
research prospects at least yearly &
79% research attendees at least
yearly. 33% of show managers provide
match-making programs.

10. Attendee Retention
• Corporate VIP Program
• Mobile Connect
• Audience Gaming

11. Attendee Retention
– AAR Poll: 38% have social media
lounge on the floor; 7% have attendee
loyalty program; 46% have VIP buyers
program.
– Jacobs Jenner & Kent Poll: 67% not
use match-making; 53% use mobile
app year round within the year;
currently 3% of marcom budget.

12. Questions?