marketing strategies to capture the hard to-reach attendee
DESCRIPTION
This presentation summarizes seven different kinds of hard-to-reach attendees and ways to generate an audience. From list building, to virtual events, to social media, you'll learn how to identify attendees, drive registration, reach new audience segments, and conquer common barriers to registration.TRANSCRIPT
© 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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 2: They aren’t listening
Problem Specific, well-defined, limited universeNeed to persuade more to attend
StrategyMessaging, content, pricing, communication plan
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 3: VIP buyers
Problem Lots of attendees, not enough decision-makers
StrategyTargeted content, targeted messagingSponsored buyer programs
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 5: Nonattending registrants
Problem They register, but they don’t come.
StrategyMessaging, pricing, communication plan
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 6: New buyer category
Problem Grow the show by broadening attendee baseFind, entice new attendee category
StrategyTargeted version of event, then targeted messaging
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 7: Late Registrations
Problem Attendees signing up later and later
StrategyPricing, promotions, messaging
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hard-to-Reach Attendees
Scenario 8:
Problem
Strategy
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Outreach
List Building
Buyer Relations
QR Codes
Login-Required Websites
Exhibitor Invites
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
List Building
Buyer relationsOnline help desk
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
List Building
Buyer relationsOnline help deskFacebook “Like” buttonQR codesLogin-required website
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Audience DevelopmentWhitepapers, Webinars
Archived Content
Virtual Events
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Create relevant content and require registration.
Year round.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Whitepapers, Webinars
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Archived Content
Tag it for search engines
Require registration
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Virtual Events
Hybrid event• Extends reach of
physical event
Pre-event• Builds database and
excitement
Mid-yearFancy webinar
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Social MediaFacebook and Twitter 45 Minutes/DayGoogle+LinkedInAttendee Network Matching
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
WHOS TALKIN
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Hootsuite
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
• Integration with Google search
• Google +1• Circles, User Segmentation
Google+ Brand Pages
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
YouTube
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Attendee Network Outreach
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Promotion Techniques
Email Cross-Platform and A/B TestingWebsite Usability AnalysisTechniques to Drive Earlier RegistrationTechniques to Convert Pre-registrants Into Attendees
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Email Effectiveness
Cross-Platform Testingwww.emailonacid.com
A/B TestingMessagingTiming
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Website Usability
www.feng-gui.com
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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!
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
SegmentationGeographicInterestLevelPast AttendanceNiche
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Audience Segmentation
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Convince Your Boss
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Niche programs
Event Within the EventExclusivity ProgramsVIP/Hosted Buyer Programs
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Event Within the Event: New Attendee Category
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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.
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
Dan Darby, [email protected]
Melinda Kendallmelinda.kendall@freemanc
o.com