Marketing Strategies to Capture the Hard to-Reach Attendee
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Transcript of Marketing Strategies to Capture the Hard to-Reach Attendee
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Marketing Strategies to Capture the Hard-to-Reach Attendee
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© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Presented by: Dan Darby, CEM, GLM ShowsMelinda Kendall, Freeman
Presented at:Expo! Expo!IAEE’s Annual Meeting & ExhibitionDec. 6-8, 2011Las Vegas, NV
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Hard-to-Reach Attendees
Scenario 1: Hard-to-find prospects
Problem Defined by an interest rather than an industry or a job titleCan’t be segmented on known lists
StrategyHelp them find you: social media, SEOList building
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Hard-to-Reach Attendees
Scenario 2: They aren’t listening
Problem Specific, well-defined, limited universeNeed to persuade more to attend
StrategyMessaging, content, pricing, communication plan
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Hard-to-Reach Attendees
Scenario 3: VIP buyers
Problem Lots of attendees, not enough decision-makers
StrategyTargeted content, targeted messagingSponsored buyer programs
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Hard-to-Reach Attendees
Scenario 4: Young people
Problem Event skews to mid-careerHow do we entice younger attendees?
StrategySell the boss strategiesEvent-within-event content and networkingSocial media
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Hard-to-Reach Attendees
Scenario 5: Nonattending registrants
Problem They register, but they don’t come.
StrategyMessaging, pricing, communication plan
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Hard-to-Reach Attendees
Scenario 6: New buyer category
Problem Grow the show by broadening attendee baseFind, entice new attendee category
StrategyTargeted version of event, then targeted messaging
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Hard-to-Reach Attendees
Scenario 7: Late Registrations
Problem Attendees signing up later and later
StrategyPricing, promotions, messaging
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Hard-to-Reach Attendees
Scenario 8:
Problem
Strategy
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Audience Generation
Direct levers: Attendee marketing Lists: Finding the right peoplePromotion: Messaging, media, price
Indirect levers: The value of the eventContent FeelingsPeer interaction ExhibitorsBuzz Education
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Outreach
List Building
Buyer Relations
QR Codes
Login-Required Websites
Exhibitor Invites
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List Building
Buyer relationsOnline help desk
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List Building
Buyer relationsOnline help deskFacebook “Like” buttonQR codesLogin-required website
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Exhibitor Database Outreach
Make it fast, easy, and free for exhibitors to invite their customers and prospects to the show.
Sweets & Snacks 2010 Results• 152 participating companies (31%)• 76,000 outbound emails• 26,677 unique email addresses;
81% new• Open rate: 25%• Click-through rate: 28%• 1,653 registrants
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Audience DevelopmentWhitepapers, Webinars
Archived Content
Virtual Events
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Create relevant content and require registration.
Year round.
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Whitepapers, Webinars
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Archived Content
Tag it for search engines
Require registration
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Virtual Events
Hybrid event• Extends reach of
physical event
Pre-event• Builds database and
excitement
Mid-yearFancy webinar
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Social MediaFacebook and Twitter 45 Minutes/DayGoogle+LinkedInAttendee Network Matching
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Social Media: 45 Minutes
Twitter• Find 5-7 things worth retweeting in your general feed, and
share.• Reply to at least 5 things with full responses (not just
“thanks”).• Point out a few VIP people/companies that you admire. It
shows your show’s mindset.• Follow back at least 10 subscribers.
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Social Media: 45 Minutes
Facebook• Respond to any comments on your wall.• Post a status update daily (engaging or interesting).• Comment on at least 7 status updates.• Share at least 3 interesting updates that you find.• If you belong to groups or fan pages, leave a new comment or
two.
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WHOS TALKIN
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Hootsuite
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• Integration with Google search
• Google +1• Circles, User Segmentation
Google+ Brand Pages
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YouTube
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Attendee Network Outreach
8,428 Convention invitations sent
2,370 Registered28.1% Conversion78% C-level36% Never
attended event before
Users can identify fellow attendees, connect directly with their contacts via email, and post to social networks.
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Attendee Network Outreach
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Promotion Techniques
Email Cross-Platform and A/B TestingWebsite Usability AnalysisTechniques to Drive Earlier RegistrationTechniques to Convert Pre-registrants Into Attendees
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Email Effectiveness
Cross-Platform Testingwww.emailonacid.com
A/B TestingMessagingTiming
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Website Usability
www.feng-gui.com
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Earlier Registration
Registration is FREE, and registering by Oct. 31 automatically qualifies you for a chance to win four free hotel nights during Toy Fair 2012.
TOY FAIR: a BIG deal since 1903. Can you afford not to be there?
Come be part of our history and get on the path to your future success. Register today!
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Pre-Registrant Newsletter
• News section for show website • e-newsletter campaign • Drive revenue
• Exhibitors pay to participate• Drive results
• Exhibitors get ROI• Drive attendance
• Builds excitement
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SegmentationGeographicInterestLevelPast AttendanceNiche
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Audience Segmentation
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Convince Your Boss
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Niche programs
Event Within the EventExclusivity ProgramsVIP/Hosted Buyer Programs
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Event Within the Event: New Attendee Category
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Event Within the Event:Focus on Students
Mentor programStudent trackGetting the most out of the event kitPromotion to school administrators“Student-friendly” buttons for booth staffScholarship programBattle of the schools
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Exclusive Event Within an Event: Focus on Senior Buyers
CIO summitExclusive breakfast reception with keynote speakerVIP seating at keynoteSpecial session
Case studies from CIOsModerated by famous journalist
Lots of opportunity to collaborate and networkGuided tour of exhibit hall
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VIP/Hosted Buyer Program
Accommodation & Hospitality2 nights accommodation in 5-star hotelExclusive Casino Property Tour VIP
badge delivery in advanceComplimentary access to VIP lounge
Exhibition & In-Hall SeminarFree admission to the exhibitsPriority appointments with exhibitors of
your choicePriority seating in G2E Asia Game
Protection Seminar Priority seating in G2E Asia Lighting
ConferenceAdmission to exclusive Keynote
Luncheon 30% discount on Conference passFree admission to the General Sessions
Networking EventsAn invitation to Opening Ceremony &
VIP TourAdmission to 5th Anniversary Party
To be selected as a Hosted VIP Buyer, you must meet the following criteria:Your company is investing or planning to
develop casino operations in Asia.You occupy a position in which you can
make purchasing decisions.You must be located outside of Macau.
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Dan Darby, [email protected]
Melinda Kendallmelinda.kendall@freemanc
o.com