marketing strategies to capture the hard to-reach attendee

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..

Marketing Strategies to Capture the Hard-to-Reach Attendee

© 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


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



Scenario 2: They aren’t listening

Problem Specific, well-defined, limited universeNeed to persuade more to attend

StrategyMessaging, content, pricing, communication plan



Scenario 3: VIP buyers

Problem Lots of attendees, not enough decision-makers

StrategyTargeted content, targeted messagingSponsored buyer programs



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



Scenario 5: Nonattending registrants

Problem They register, but they don’t come.

StrategyMessaging, pricing, communication plan



Scenario 6: New buyer category

Problem Grow the show by broadening attendee baseFind, entice new attendee category

StrategyTargeted version of event, then targeted messaging



Scenario 7: Late Registrations

Problem Attendees signing up later and later

StrategyPricing, promotions, messaging



Scenario 8:

Problem

Strategy


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


Outreach

List Building

Buyer Relations

QR Codes

Login-Required Websites

Exhibitor Invites


List Building

Buyer relationsOnline help desk


List Building

Buyer relationsOnline help deskFacebook “Like” buttonQR codesLogin-required website


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


Audience DevelopmentWhitepapers, Webinars

Archived Content

Virtual Events


Create relevant content and require registration.

Year round.


Whitepapers, Webinars


Archived Content

Tag it for search engines

Require registration


Virtual Events

Hybrid event• Extends reach of

physical event

Pre-event• Builds database and

excitement

Mid-yearFancy webinar


Social MediaFacebook and Twitter 45 Minutes/DayGoogle+LinkedInAttendee Network Matching


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.


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.


WHOS TALKIN


Hootsuite


• Integration with Google search

• Google +1• Circles, User Segmentation

Google+ Brand Pages


YouTube


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.


Attendee Network Outreach


Promotion Techniques

Email Cross-Platform and A/B TestingWebsite Usability AnalysisTechniques to Drive Earlier RegistrationTechniques to Convert Pre-registrants Into Attendees


Email Effectiveness

Cross-Platform Testingwww.emailonacid.com

A/B TestingMessagingTiming


Website Usability

www.feng-gui.com

http://www.feng-gui.com/


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!

http://www.compusystems.com/servlet/Et?x=582.-101.60489%7Chttp://www.toyfairny.com/


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


SegmentationGeographicInterestLevelPast AttendanceNiche


Audience Segmentation


Convince Your Boss


Niche programs

Event Within the EventExclusivity ProgramsVIP/Hosted Buyer Programs


Event Within the Event: New Attendee Category


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


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


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.


Dan Darby, [email protected]

Melinda Kendallmelinda.kendall@freemanc

o.com