Increase attendees at your next conference or trade show by following these simple rules: Don't Go Quiet, Market to People, Not Businesses and remember that Website Traffic = Event Traffic, so invest in your site. This presentation, facilitated by Sam Lippman, and presented by Marketing Design Group, GES and Association of Equipment Manufacturers at Association Forum's Annual 2014 Conference is full of expert tactics for increasing qualified buyers at your event.
3. I am:
A. Meeting Planner / Event Producer / Exhibit
Manager
B. Event Marketer (Responsible for Audience
Generation)
C. Supplier / Contractor
D. Work for a venue / facility / hotel /
destination
E. Other
4. My event is:
A. Medical / Scientific
B. Professional
C. Business to Business
7. 1. Telling Stories
• Use characters with which your audience will
identify
• Tell the truth
• Illustrate your event’s UVP
• Target your stories
• A testimonial is not a story
• Illustrate results
9. 2. Content Marketing: Stay Relevant Year-
round
• You may already have the content
• Data Collection Key
• Tools
– SEM
– Social
– Email
– Retargeting
13. • Use long-tail keywords
• Focus on valuable content
• Create an industry blog
• Engage your experts
• Link to others
• Don’t go quiet
4. Website Traffic = Event Traffic
15. 5. Email Deliverability and Open Rates
• Don’t underestimate the importance of
“FROM”
• Clean house!
• Ask permission. Ask permission.
• Become a SAFE SENDER
• Provide great content
• Customize
• Keep in touch
• Manage your reputation carefully
17. 6. Facilitating Word of Mouth
• Remember WHY people share
• Be creative
• Market to PEOPLE, not businesses
• Show them that they aren’t alone
• Give them valuable, sharable content
• Tell stories
19. 7. Find your VIPs and Treat them like VIPs
• Data mining the key targets
• Develop a VIP / First-timer offer
• Use old school B2B approaches to deliver offer
21. Multipliers
• Speakers (social media, networks)
• Exhibitors (Invites, blog posts, infographics)
• Media (list rentals, email blasts, swaps)
• Reciprocal associations (regional, local, etc.)
• Bloggers
• Social media (Linked/Facebook ads, groups)
22. Attendee Promotion Spend
Average Range % Change Yr
to Yr
Attention Promotion Spending $380,000 $5k - $3.2m +10%
Promotion Spending per
Attendee
$30.70 $2.68 - $88.64 +3%
% Total Event Direct Costs
represented by Attendee
Promotion
13% 2% - 41% +3%
Total Revenue $6,800,000 $280k - $42m +6%
Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects
23. Marketing Budget Allocations
Source: “2014 Attendee Acquisition Metrics and Practices Study,” Exhibit Surveys and Lippman Connects
* Other includes Web develop, design (3 mentions), Creative (3 mentions)
4%
5%
5%
6%
6%
10%
20%
20%
0% 5% 10% 15% 20% 25%
Public Relations
List Purchases
Social Media
Telemarketing
Digital Ads
Print Ads
E-Mail
Direct Mail
7%
1%
2%
2%
2%
3%
3%
4%
0% 5% 10% 15% 20% 25%
Other*
Mktg Automation
Guerilla Mktg
Mobile Mktg
Mktg Research
Travel to Register
SEO/Pd Search
Radio/TV Ads
24.
25. Kimberly Hardcastle-Geddes
Marketing Design Group
kimberly@marketingdesigngroup.com
Sam Lippman
Lippman Connects
sam@lippmanconnects.com
David Saef
GES MarketWorks
dsaef@ges.com
Steve Suhm
Association of Equipment Manufacturers
Ssuhm@aem.org
CONTACTS
Editor's Notes
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …
… start with a 2 minute recap of what I presented at the last meeting. MDG presented the findings of the organizational analysis performed in an effort to help NASSP achieve organizational efficiencies, specifically as they relate to marketing, branding and communications that will contribute to the realization of the association’s mission and objectives, as set forth in the strategic plan. These were the main findings …