convention industry trends 2014

29

Upload: sam-lippman

Post on 12-Nov-2014

267 views

Category:

Data & Analytics


0 download

DESCRIPTION

This Lippman Connects presentation by Sam Lippman is a compilation of trends for the trade show industry gathered through surveys in 2014 of convention professionals. Highlights include attendee marketing average spend, co-location statistics, best ROI on attendee marketing tactics, effectiveness of match-making programs, exhibit hall revenue statistics and what's working in sponsorships.

TRANSCRIPT

Page 1: Convention Industry Trends 2014
Page 2: Convention Industry Trends 2014

Exhibition Industry Trends

August 26, 2014

Page 3: Convention Industry Trends 2014

• 37 years producing exhibitions, conferences, forums, and roundtables

• Produced International CES, GRAPH EXPO, and PRINT

• Consults in strategic planning, management, and marketing

• Facilitates board meetings, user groups, and attendee and exhibitor focus groups

• Produce by-invitation events for the exhibition industry

Sam Lippman Founder and President

Lippman Connects

Page 4: Convention Industry Trends 2014

Agenda

• Strategy

• Attendee Acquisition

• Exhibits and Sponsorships

Page 5: Convention Industry Trends 2014

Strategy

• Build a year-round community

• Develop a “mobile first” mindset– Marketing

– Content

– Transactions

Page 6: Convention Industry Trends 2014

Strategy

• Storytelling

• Create end-to-end experiences

• Remove obstacles and objections

Page 7: Convention Industry Trends 2014

Strategy

• Encourage cooperation and collaboration

• CES rule: 3 innovations annually

• Leverage the news

Page 8: Convention Industry Trends 2014

Strategy

• Roaming, rotating or stationary

• Co-locations

2011 2012 2013 2014

19% 25%13%

20%

15%

19%28%

24%

New Co-location Plans

Likely Very Likely

Source: ECEF Pulse 2014

Page 9: Convention Industry Trends 2014

Strategy – Education

• Shorter sessions

• Gamification

• Diversify speakers

• Dovetail with attendee targeting

• Connect to the exhibit floor

Page 10: Convention Industry Trends 2014

Attendee Acquisition

Page 11: Convention Industry Trends 2014

Promotion Spending and Revenue

Average Range%ChangeYr to Yr

Attendee Promotion Spending $380,000 $5K - $3.2M +10%

Promotion Spending per Attendee

$30.70 $2.68 - $88.64 +3%

% of Total Event Direct Costs Represented by Attendee Promotion

13% 2% - 41% +3%

Total Revenue $6,800,000 $280K - $42M +6%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 12: Convention Industry Trends 2014

Attendee Marketing Budget Use

Other*

Marketing Automation

Guerilla Marketing

Mobile Marketing

Marketing Research

Travel to Register

SEO/Paid Search

Radio/TV Ads

PR

List Purchases

Social Media

Telemarketing

Digital Ads

Print Ads

E-Mail

Direct Mail

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

7%

1%

2%

2%

2%

3%

3%

4%

4%

5%

5%

6%

6%

10%

20%

20%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

* Includes web development,design, creative

Page 13: Convention Industry Trends 2014

Most Effective Budget Allocations

Provides Best ROI

• E-mail

• Direct Mail

• Telemarketing

Provides Worst ROI

• Print Ads

• Social Media

• List Purchases

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 14: Convention Industry Trends 2014

Resources Used for Lists

Internal Databases

80%

New List Sources

20%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 15: Convention Industry Trends 2014

Outside Lists

Other

Data.com

Dunn & Bradstreet

Hoovers

Facebook

LinkedIn

Online Publication Lists

List Broker

Print Publication List

Exhibitor List

Partner List

Association Membership List

0% 10% 20% 30% 40% 50% 60% 70%

11%

2%

6%

7%

15%

23%

24%

34%

42%

46%

48%

66%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 16: Convention Industry Trends 2014

Social Media Use

Other

YouTube

LinkedIn

Facebook

Twitter

0% 10% 20% 30% 40% 50% 60% 70%

15%

38%

51%

63%

66%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 17: Convention Industry Trends 2014

Multipliers: Identify & Empower

• Exhibitors

• Allied associations

• Speakers

• Media

Page 18: Convention Industry Trends 2014

Increased Net Attendance

Weather

Competition

Industry Consolidation

Consumer Trends

Event Timing

Industry Trends

Event Location

Economic Conditions

Marketing Plan/Tactics

0% 10% 20% 30% 40% 50% 60%

5%

5%

5%

10%

13%

30%

40%

40%

48%

Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%).

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 19: Convention Industry Trends 2014

Decreased Net Attendance

Competitive Pressure

Weather

Competition from Other Events

Consumer Trends

Event Timing

Industry Consolidation

Marketing Plan/Tactics

Industry Trends

Event Location

Economic Conditions

0% 10% 20% 30% 40% 50% 60%

0%

0%

5%

10%

10%

19%

24%

29%

43%

48%

Organizers who held their show in rotating cities whose net attendance increased cited “Event Location” as a primary reason (71%). Organizers who held their show in rotating cities whose net attendance decreased also cited “Event Location” as a primary reason (63%).

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 20: Convention Industry Trends 2014

Top 5 Changes to Increase Attendance

Strategies and Tactics (44%) More targeted marketing (4), New/revised lists (3)

Education Programs (38%) Expanded (8), CEUs (2)

Branding (28%) Consistency (2), New logo (2), Renamed the event (2)

Exhibitor Tools (26%) Exhibitor passes/VIP (7), Incentive programs to use (2)

Onsite Amenities (21%) Cyber cafes (3), free Wi-Fi

Numbers in parentheses indicate number of mentions in follow-up comments

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 21: Convention Industry Trends 2014

Added Matchmaking

No66%

Yes34%

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 22: Convention Industry Trends 2014

Matchmaking Effectiveness

For Attendees

For Exhibitors

19%

15%

38%

25%

29%

35%

9%

20%

5%

5%

Very Effective Somewhat Effective Undecided Not Very Effective Not at All Effective

Source: Attendee Acquisition Metrics and Practices Study (Winter 2014)

Page 23: Convention Industry Trends 2014

Exhibit and Sponsorship Sales

Page 24: Convention Industry Trends 2014

Pricing

Percent Who Do Not Change Exhibit Price Year to Year

55%

If Exhibit Price Increased, Average Change Year to Year

+2%

Percent Who Do Not Change Sponsorship Price Year to Year

77%

If Sponsorship Price Increased, Average Change Year to Year

+2%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Page 25: Convention Industry Trends 2014

Key Exhibit Sales Metrics

Average Exhibitor Retention Year to Year 80%

Average Net Profit 42%

Percent of Total Revenue Provided by Exhibit Space Sales

66%

Percent of Total Revenue Provided by Sponsorship Sales

16%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Page 26: Convention Industry Trends 2014

Differentiated Pricing

Not Using or Planning to Use; 64%

Currently Using; 24%

Planning to Use; 11%

Not Aware of Practice; 1%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Page 27: Convention Industry Trends 2014

Effective Sponsorships

• Mobile Apps

• Digital Platforms (including listings, video, dedicated emails)

• Yearlong social media exposure

• Education stage and classes on show floor

• Wi-Fi splash screen and charging kiosk logo

• Café/Restaurant

• Bag inserts with exhibitors’ materials

• Bathroom door clings

• Hotel sponsorship (elevators, door drops, key cards, etc.)

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Page 28: Convention Industry Trends 2014

Data for Exhibitor ROI

Attendee demographics

Attendee purchase plans/ buying influence for specific products

Analysis of total leads gathered at the event

Attendee traffic patterns

Sales conversion research

Exhibit performance studies for anchor/ bell weather exhibitors

Third-party industry research by analysts

86%

74%

53%

38%

33%

31%

23%

Rated Extremely/Very Effective

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Page 29: Convention Industry Trends 2014

Questions?

For more information, contact:

[email protected]