siso - attendee acquisition

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

Agenda

• Welcome • Introductions• Identify New Markets• Attendee Retention• Questions

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 and PRINT; the Staff Vice President producing CES and Manager of the National Computer Conference. Sam started his career with GES in 1977, producing shows in Chicago, Detroit and New York City.

Sam Lippman Founder & PresidentLippman Connects

Lippman Connects Events

Find. Attract. Retain. Grow.

• 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

retention• Market research and analytics• Web development, social media,

online and e-communications • Brand recognition and creative

services• Public and community relations

and corporate communications• Joined RSNA in 2010

Jennifer DivelbissDirector - MarketingRadiological Society of North America (RSNA)

• 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

Research– SIGGRAPH (Computer Graphics)

• Corporate Events– Hewlett Packard– Sterling Software/Sterling Commerce

Amy GoetzSenior DirectorMarketing & CommunicationsSmithBucklin Corporation

Indentify New Markets

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

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.

Attendee Retention

• Corporate VIP Program• Mobile Connect• Audience Gaming

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.

Questions?