2016 Sweets & Snacks Expo

Growing Registration – case study

Jenn Ellek CMP, Sr. Director, Trade Marketing & Communications,

National Confectioners Association

Analytics Partner:

Bear Analytics

o More than 17,000+ qualified

professionals attend with global

participation from 90 countries.

o Total of 750+ exhibiting

companies display more than 4

acres of candy and snacks.

o Innovations awards reveal the top

innovative items across nine

different categories.

o 20 years of steady yet growth

managed growth

o Sold out hall for past two shows.

o Customer counts remain on level

and higher than average customer

satisfaction reports.

o More revenue needed to fund

industry efforts on policy issues.

SSE Overview SSE Overview

In 2015, the Expo Committee addressed the 200+ exhibitor

wait list. New companies wanted in. Attendees want to see

“new” at shows not the same companies. More revenue

needed to fund association efforts.

We had maxed out our floorplan and available space at

McCormick’s West hall. We had nowhere to expand to.

Attendee registration remained flat the past year.

.

Challenges

Committee agreed to address the need to expand exhibit

space and opened a new hall adjacent to the West hall.

The total show floor space grew to more than four acres and

exhibitor space increased to 22% but….

Decision made..

Attendee show floor density would dip into the danger zone

by adding a second hall.

Exhibit Floor show growth demanded an aggressive 10%

+ attendee growth in 2016. Growth from 2011-2015 was

~1% a year on average.

.

Unintended Consequences

Extensive show research finds when exhibitor growth exceeds attendee

growth, lowering show floor density, events may risk decline

SSE

Exhibitors

+22%

SSE

Customers

+1%

The proof is in the data...

“Effective marketing is 10% the message, 10% the offer and

80% the quality of your lists.” – Larry Wilson

We decided to look inward and have nearly 40,000 points of

past attendee data analyzed by Bear Analytics. From there

we would zero in on key segments and talk to each segment

in their own “voice”.

But we only had NINE months until the 2016 event!

How to grow attendance?

Dirty Data

No Time!

Didn’t know what to look for

Needed to move fast

Bear Analytics to the rescue…

After Bear Analytics conducted a total data audit of five

years of registration information. Target audiences were

discovered and marketed to with segmented, custom

messages. A sampling of new audiences we targeted:

• The loyalists - Attended for past 4-5 shows

• The “one and done” individuals – registered but did not attend

• Companies who registered but never attended (1700+)

• Drive-in’s and shoulder states – marketing message

• People TOTALLY new to us who have never attended (via

telemarketing efforts) – “First Time Free” offer

Data review outputs..

Approach

Identify those registrants

who are MOST LIKELY to

convert & targeting NEW

areas of opportunity.

Targeted marketing by

engagement score &

BEHAVIORAL intelligence.

Segmented our prospects

into behaviorally similar

groups - who we talked to

with a TAILORED voice.

Providing the

marketing brains

with what they

need to succeed.

Results

o 10% jump in registrations from 2015 to 2016 (no/low

growth from 2013-2015)

o Consistent buyer verification rate – still maintained quality

attendees

o Transforming mass marketing into transformable micro-

conversions. Powered by enhanced audience

engagement:

o Better open rates

o Higher click through rates

“Mass Marketing is dead –

micro marketing is the future.”

Be Aggressive

with Goals