ATTENDANCE MARKETING ATTENDANCE MARKETING IN A SLOW ECONOMYIN A SLOW ECONOMY

Presented byPresented by

Stephanie Selesnick, CEM, President, Stephanie Selesnick, CEM, President, International Trade Information Inc.International Trade Information Inc.

CAEM, Deerhurst Resort, June 16, 2009CAEM, Deerhurst Resort, June 16, 2009

Pop QuizPop Quiz

True or False:True or False:1. Exhibitors are the most important people in 1. Exhibitors are the most important people in

my tradeshow/consumer showmy tradeshow/consumer show2. Exhibitors don’t have any responsibility to 2. Exhibitors don’t have any responsibility to

help promote the show and they won’t even if help promote the show and they won’t even if we give them the toolswe give them the tools

3. The internet and all of it’s tools is the ONLY 3. The internet and all of it’s tools is the ONLY way to bring in qualified buyersway to bring in qualified buyers

Buyers are the key to the Buyers are the key to the success of an exhibition. success of an exhibition. How do you get them to attend and How do you get them to attend and

make purchases in such a volatile make purchases in such a volatile market?market?

Who comes first - the exhibitor or the Who comes first - the exhibitor or the attendee - and why?attendee - and why? The attendeeThe attendee Without the QUALIFIED attendee, there Without the QUALIFIED attendee, there

is no show “next time”is no show “next time” Attendee advisory boards/focus groupsAttendee advisory boards/focus groups

Make the Attendees’ Make the Attendees’ experience EASYexperience EASY

Defining Easy!Defining Easy!1. Signage is clear1. Signage is clear2. Registration form is easy to complete and 2. Registration form is easy to complete and

doesn’t take an hour (but does ask for key doesn’t take an hour (but does ask for key demographic information)demographic information)

3. Venue and city are appropriate for the 3. Venue and city are appropriate for the industryindustry

4. Show hours are appropriate for the industry 4. Show hours are appropriate for the industry and the city/venue/time of year (start times???)and the city/venue/time of year (start times???)

5. Education is free, those sessions that are paid 5. Education is free, those sessions that are paid are QUALITYare QUALITY

The Qualified AttendeeThe Qualified Attendee

There are 3 types:There are 3 types:

a. Newa. New

b. Repeatb. Repeat

c. The one who doesn’t come and c. The one who doesn’t come and should (the biggest part of your pool)should (the biggest part of your pool)

Why attend?Why attend?

CEIR - top reasons people attend CEIR - top reasons people attend tradeshows: tradeshows: 1. Find new stuff1. Find new stuff 2. Comparison shopping2. Comparison shopping 3. Networking3. Networking 4. Education4. Education

Do you offer these things?Do you offer these things?

How to find and market How to find and market to the qualified attendee to the qualified attendee

pool:pool: EXHIBITORSEXHIBITORSa. They know who their biggest clients a. They know who their biggest clients

and potential clients areand potential clients areb. Have the most up-to-date databasesb. Have the most up-to-date databasesc. Letters personally inviting them to the c. Letters personally inviting them to the

show from your organization’s head show from your organization’s head honchohoncho

d. Make it easy for them to send out d. Make it easy for them to send out publicitypublicity

How to find and market How to find and market to the qualified attendee to the qualified attendee

pool:pool:2. Social media - permission based but 2. Social media - permission based but

doesn’t hit the “older” folksdoesn’t hit the “older” folksa. LinkedIna. LinkedIn

b. Twitterb. Twitter

c. Bloggingc. Blogging

d. Textingd. Texting

e. Show Website - content is KINGe. Show Website - content is KING

How to find and market How to find and market to the qualified attendee to the qualified attendee

poolpool “ “Tweaking” tried and true methods to Tweaking” tried and true methods to

keep the attendees coming to your show.keep the attendees coming to your show.

a. Emailing a. Emailing n use the “from” line as a marketing tool!use the “from” line as a marketing tool!

b. Print - the Brochure - can you make it b. Print - the Brochure - can you make it smaller?smaller?

c. The return of the dreaded faxc. The return of the dreaded fax

d. Telemarketingd. Telemarketing

e. Advertising via the web and printe. Advertising via the web and print

Attendee MarketingAttendee Marketing

KEY: Do not be the organization KEY: Do not be the organization whose emails/texts and other whose emails/texts and other “important missives” hound potential “important missives” hound potential AND registered attendees to the AND registered attendees to the point of “delete”point of “delete” If it’s more than once a week - STOP!!!If it’s more than once a week - STOP!!!

This means you!This means you!

KEY BUYER PROGRAMS:KEY BUYER PROGRAMS:

1. Determining who the VIP’s are1. Determining who the VIP’s areThe top 20% buy 80%The top 20% buy 80%

2. Inviting them: 2. Inviting them: a. concept of invitation in the rest of the a. concept of invitation in the rest of the

world = organizer pays!world = organizer pays!b. the invitation itself - how to send itb. the invitation itself - how to send it

3. Confirming their participation - the 3. Confirming their participation - the do’s and don’tsdo’s and don’ts

Hosted Buyer Models:Hosted Buyer Models:

1. Hosting the airfare, hotel and 1. Hosting the airfare, hotel and conferenceconference

Pitfall: Making sure they attendPitfall: Making sure they attend2. Partial hosting model2. Partial hosting model

a. conferencea. conferenceb. trade showb. trade showc. hotel/airfarec. hotel/airfare

3. Get exhibitors to sponsor? 3. Get exhibitors to sponsor?

On Site - how to ensure On Site - how to ensure the VIP Experiencethe VIP Experience

Dedicated Registration LineDedicated Registration Line VIP Buyer Lounge and other VIP Buyer Lounge and other

amenitiesamenitiesa. make sure the gatekeeper is on your a. make sure the gatekeeper is on your

staff, not a volunteer or tempstaff, not a volunteer or temp Badges - to give a VIP ribbon or not?Badges - to give a VIP ribbon or not? Other ideas???Other ideas???

Pop Quiz - AnswersPop Quiz - Answers

True or False:True or False:1. Exhibitors are the most important people in 1. Exhibitors are the most important people in

my tradeshow/consumer show - Falsemy tradeshow/consumer show - False2. Exhibitors don’t have any responsibility to 2. Exhibitors don’t have any responsibility to

help promote the show and they won’t even if help promote the show and they won’t even if we give them the tools - Falsewe give them the tools - False

3. The internet and all of it’s tools is the ONLY 3. The internet and all of it’s tools is the ONLY way to bring in qualified buyers - falseway to bring in qualified buyers - false

Attendee Marketing in Attendee Marketing in

a Down Economya Down EconomyStephanie Selesnick, CEMStephanie Selesnick, CEM

President, ITI, Inc.President, ITI, Inc.

www.internationaltradeinformation.comwww.internationaltradeinformation.com

Stephanie@intltradeinfo.comStephanie@intltradeinfo.com

Tel: +1.818.591.2255Tel: +1.818.591.2255