Post on 20-Aug-2015
About This Session
Listening to customers is critical to our success. And this session will be a facilitated discussion among three exhibitors to uncover what they love and hate about trade shows as well as what we should do to increase their ROI.
PanelistsJanet FennerSenior Marketing Group ManagerSamsung Techwin
Cathleen KelleyDirectorMonte Carlo SBM-Hotels, Casinos, Spa
Jeffrey MastersDirector, Global Events/Healthcare Global BrandCommunications and Digital GroupPhilips Healthcare
Agenda
• Introductions
• Site Selection
• Creating Our Brand
• Getting to “Do”
• Sponsorships
• Accountability
• Access to Data
• 37 years producing exhibitions, conferences, forums, and roundtables
• Including International CES, GRAPH EXPO, and PRINT
• Consults in strategic planning, management, and marketing
• Facilitates board meetings, user groups, and focus groups
• Produce by-invitation events for the exhibition industry
Sam Lippman Founder and President
Lippman Connects
Connect. Inspire. Succeed.
The platform to increase exhibit and sponsorship sales
The meeting for large show managers
Find. Attract. Retain. Grow
Firmographics
Total # of U.S. Events 15 300+ 209
# of Exhibits within Events 10 75 205
Exhibits as % of Marketing Budget 70% 30% 65%
Largest Exhibit (nsf) 1,000 (shared) 32,000 5,000
Exhibit Budget(2015 vs 2014) Same Same Up 17%
% of Time Spent on Exhibits 10% 30% 40%
Capacity of hotels to reserve large room blocksTransportation to and from eventSafety of employeesMore selections for event planning Cost of travelCost of labor unions
Site Selection
Show ScheduleStart of Show – Day of the week
Monday incurs additional charges with labor Set-up runs through the weekendAccess to booth
Creating Our Brand
• “Extras” are forbidden and/or are cost-prohibitive• e.g., wine-tastings, food tastings, mini-spa, gaming tables
• Results in money spent off-site• e.g., cooking classes, spa privatization, parties
14
Getting to “Do”
The marketer’s profession is all about getting a segmented audience to
Think, feel or do something!
16
What are you, the producer, doing to help me get your audience to Think, feel or do
something,and then measure that something
as accurately as possible.
That’s how my business is measuring you!
SponsorshipsSignage (Branding): Pro: Great for building branding and messaging for the show.Con: Too much signage clutters the field of view and can be overload.Exhibitor needs to know how much of it there will be and if theirlocation will be blocked by other signage.
Demographics is key in making sure the sponsorship meets the attendee. Sponsorships such as apps does not mesh with older attendees but will do well with younger ones.
What sponsorships in our opinion do not work?Massage stationsCharging stationsBag insertsDigital video walls
SponsorshipsTrade show ROI is extremely hard to measure, therefore further investing in additional items need to have worth tied to them, more than just branding.
Want something…Give something approach.
Shows have the Exhibitor targets present – collect data!Example: Coffee…attendees always drink coffee.
Want a cup? Answer 5 questions via a tablet.Valuable info is key to preparing for the next year’s show.
Ego – go after the exhibitor’s ego. Show entries, best booth, best idea, best presentation. Bragging rights are useful in competitive environments and brings the level of showmanship up on the show floor.
Accountability
• High degree of accountability “glues” me to show management• Confirming qualifications of potential attendees• Revealing low registration and asks for help recruiting• Allow booth sharing with appropriate partners to reduce costs• Allow multiple staff from same exhibiting company• Booth design assistance
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Where Do ‘Leads’ Come From?
‘Generally speaking……..’
Field Sales Organization Marketing
75-85% 15-25%
Contacts, relationships, customers for life, etc. Events, web, telephone inbound, telephone outbound, other demand gen tactics
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Measuring success - Who is responsible ?Attraction of intended attendees Producer
Total # of professional attendees Producer
Titles of attendees broken out Producer
Yield of total attendees by hall Producer
Yield of titles broken out by hall Producer
Duration attendees in halls/ average Producer
Yield of hall attendees in stand Exhibitor
Yield of titles in stand Exhibitor
Stand yields from hall or show yields Exhibitor
Swipes/Leads/Contacts Exhibitor
Quantitative and qualitative polling Exhibitor
Conversion ratio ( lead/interest : opportunity) Exhibitor
Social Media/Interactive/Web/Financial/client satisfaction Exhibitor
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Portfolio Inclusion is a careful balance of influences and $
$Calendar NPI
PipelineAudience
Staff resources
ROI
ROO
Awareness
Activation
Alignment with business priorities
Relationships
GeographyVenue
Asset Availability
Executive preferences
Travel Costs
Cultural Respect
Space costs
Travel Concerns
Balance
Field Region
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InteractiveSocial Media
Big Data
Predictable Costs & Results Investment
F2F 3rd PartyBusiness Shows
&Conferences
Large Unpredictable Costs & Results
Divestment
Corporate Proprietary
Events
PredictableCosts & Results Investment
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Questions?
For more information, contact:
Sam Lippman sam@lippmanconnects.com