A case study of BookExpo America with Show Director Steven Rosato

� Reed Exhibitions since 1995� Association of Author Representatives as

Industry Person of the Year in 2010 � 2012 EXPO Elite—Expo Magazine’s

annual list of the most influential people in the event, trade show and exposition industries

� Share examples that you can relate to your own events and businesses

� Give concrete examples of successes and failures

� Inspire you to try something different

� Increase engagement with the brand� Drive registration via social channels� Engage Power Readers with the brand� Develop video content to engage the

community� Create New Revenue Streams� ADD VALUE FOR EXISTING

CUSTOMERS

Random talk without meaningful content

� Listen to our audience on social platforms

� Evolve tiered messaging approach—relevancy and calls to action� Business Posts

� Passion Posts� Continuously monitor, evaluate, and

adjust

� Launched Original Video Series on YouTube

� Have Your (Cup)Cake & Read It Too

� BEA In Your Space

� Are You a Power Reader

� Harlem Shake Author Breakfast Style

� Distribution

� Twitter, Facebook, YouTube, BookBliss, Huffington Post, and emails

Neil GaimanLeading Author1,862,694 Followers

� Top BEA Video Views = all the new dynamic video content that was produced!� Neil Young & Patti Smith (2012): 6,704

� BEA Author Breakfast Harlem Shake: 4,387

� Paul Pope BEA In Your Space: 2,055

� Have Your (Cup)Cake Life of Pie: 2,016

� Wally Lamb Are You a Power Reader: 1,840

� Melissa Gorga BEA In Your Space: 1,837

� Have Your (Cup)Cake Fault in Your Stars: 1,821

� Have Your (Cup)Cake Great Gatsby: 1,729

� Power Reader Testimonial BEA 2012: 1,704

� Have Your (Cup)Cake Gone Girl: 700

� Scruffles the Cat Are You a Power Reader: 631

Results� 40,500 total video views� 60 Registrations from YouTube videos vs.

0 from 2012

� Results:� Trending topic (#BEA13) all 4 days of show, both

domestically and internationally. New record for BEA!

� Increased followers by 54% from 19,332 to 29,733

� Increased registrations by 169% from 13 to 35

� Increased buzz:▪ Celebrity and major authors tweeting about BEA pre,

onsite, and post show▪ 21,042,253 brand impressions!

Nicholas Sparks 403,894 Followers

Ann RomneyCelebrity

166,654 Followers

Doris Kearns GoodwinLeading Author 18,866 Followers

� Results:

� Audience Growth increased 46% from 9,530 to 13,904

� Increased Audience Reach by 633% from 86K to 631K

� Increased registrations by 450% from 8 to 44

� Results:

� Supported the Twitter strategy to drive trending all 4 days of the show

� Followers increased 674% from 143 to 1,108

� 9 new registration from Instagram this year vs. 0 from last year

� Results:

� Note: Pinterest is no longer the “new” thing and is leveling off, whereas Instagram is the social platform now on the rise.

� Grew followers by 110% from 2,599 to 5,480

� Registrations flat 3 vs. 3 in 2012

� Bookbliss.com � BEA’s consumer-facing online blog, aggregating:▪ Book news, book images, show content (video and

podcasts), etc.

� Results: ▪ 7,625 unique visitors▪ 16,000 page views▪ 14 registrations

� Huffington Post Books� Kim included as guest blogger on Huffington

Post Books � 3 blogs, 3 weeks pre show

679% Increase

2012 to 2013

Channel 2012 2013

Twitter 13 35

Facebook 8 44

YouTube 0 60

Pinterest 3 3

Instagram 0 9

BookBliss 0 14

Social Media not tracked 0 22

Total 24 187

� Sold 4 Tweets at $550 each� Sold 3 Facebook posts at $950 each� Sold 1 Tweet at show at $950� Sold 1 Facebook ad at show at $1,284

Total sold: $7,284

� Continue the conversation with aggressive engagement and unique content development

� Sell more sponsorships� Grow B2C voice and engagement� Keep innovating with new ideas and

tools—stay tuned!

Strategy & Goals:� Continue to Build upon

successful adoption � 36% adoption in 2012 - 38% Goal

for 2013� Improve correspondence

between MYS and SiFi� Add books and connect them to

the sessions/speakers� Prominent homepage placement� Inclusion in planning emails� Improvement in on-site Kiosk

Usage / new kiosk style tested in 2012

� Utilize the Pilot “Site Intercept” tool

Strategy & Goals:� Aim for launch 4 weeks pre-event to� Confirm Mobile Sponsor� Achieve or surpass adoption goal of 40%� Improve Android app, launch Smart

Route, Attendee Badge Scanning and iPad version

� Extensive marketing plan� Pre-show

� On-site

Results/Learnings:� Launch was slightly delayed due

to data delays on our end (not completed within MYS)

� 58% adoption (7,286 downloads)� 56% increase over 2012 (4,678

downloads)� 1,957 mobile contest entries for

the iPad mini� Text Messages Sent:

(start)819…(end)593 � Push Notifications: 118,000 sent

(apple/droid combined)

New This Year:� New Google techniques were also tested this year including:

� Similar User functionality:

▪ Banner ad advertising on the Google Display Network to people who Google considers “similar” to people who had visited the show website within the last 6 months.

� YouTube Video campaign:

▪ Promotional videos were displayed as related content in the Books & Literature and Printing & Publishing categories and as an ad when a YouTube user searched on one of our keywords. Users were also able to click through to our website from the video.

� Video Remarketing:

▪ People who watched our video ad later saw a banner ad for the show as they surfed the Internet.

� Also new this year was a Bing/Yahoo search campaign.

Google Search 2013 Microsoft (Bing/Yahoo)

Search 2013

Registrations 1,210 92

Cost per Registration$4.29 $6.50

Impressions 220,778 237,395

Clicks 21,022 3,082

Avg CPC $0.25 $0.19

Avg CTR 9.52% 1.30%

Total Cost $5,193.11 $598.40

� 781.21% more registrations with just 415.03% more budget � 41.54% decrease in cost per registration� CPC increase of 49.54% & CTR decrease of 47.03%

� both due to our last minute Power Reader campaign which generated just 11 registrations but spent $434.04.

*Comparison based on search campaigns only since we did not have a display or video campaign in 2012.

2012* 2013* % ChangeRegistrations 149 1,313 781.21%

Cost per Registration $8.11 $4.74 -41.54%

Verification Rate 94.00% 89.87% -4.39%Impressions 73,702 488,751 563.14%

Clicks 6,974 24,489 251.15%Avg CPC $0.17 $0.25 49.54%Avg CTR 9.46% 5.01% -47.03%Total Cost $1,208.77 $6,225.55 415.03%

� 200 developers, designers, and entrepreneurs came together for 36 hours to experiment in an untapped vertical.

� Delivered a new and valuable audience at BEA that included 100 venture capital investors.

� Generated media coverage from Fast Company, Crain's, the Atlantic, The New Yorker, Forbes, NPR + all the major publishing trade journals

� Library Integration Challenge from NYPL -$1,000 was awarded to Visibrary for the best library discovery project or the best integration of library data.

� Children's / Literacy Challenge from NYPL -$500 was awarded to the Evoke team (listed above) for the best project for children and adults that either (a) enables book discovery, (b) encourages a love of reading, or (c) facilitates literacy.

� Moon & Rick Steves Travel Guides Discovery Challenge - $500 was awarded to BookCity for the project that best promotes discovery books related to travel.

� Manuscript to Metadata Challenge from PublicAffairs - $500 was awarded to Publy.io (Megha Gulati, Rajeev Gulati) for the best approach to improving metadata from the manuscript.

� Pearson API Challenge - $250 was awarded to Evoke for the best use of either (or both) of Pearson’s APIs.

� Created $100,000.00 in new revenue� Had over 500,000 downloads in 4 months� BEA Author Stages offered an on-site

opportunity, pre-show promotion and post show marketing content.

� The key was BEA offered production, marketing and distribution

� BEA promotes ‘digital’ products through traditional channels like print ads, direct mail, on-site signs to use Twitter, download the mobile app, etc..

� BEA communicates more efficiently to both exhibitors and attendees

� BEA is viable and active 365 days and the true life cycle is now 4-5 months instead of 3+ days

� All these new assets and products deliver information our attendees seek and deliver a value our exhibitors cannot get elsewhere