Attendee Acquisition Best Practices Study

Transcription

1 P.O. Box Baltimore, Maryland (410) Attendee Acquisition Best Practices Study Introduction Jacobs Jenner & Kent Market Research (JJ&K) conducted an Internet study among association and independent event producers for Lippman Connects, producer of the Attendee Acquisition Roundtable, ECEF, the Large Show Roundtable and the Exhibit Sales Roundtable. One hundred and twenty responded to the survey. The questionnaire, developed by JJ&K and Lippman Connects, was posted on JJ&K s Internet research Website and qualified senior level executives were ed an invitation to participate. The resulting data set includes: Independent Event Producers Association Event Producers 55% 45% JJ&K believes that in-depth market research and analysis are the keys to understanding your audience and assuring the success of any marketing effort.

2 Study Results Industry Profile A snapshot of the event industry indicates overall growth in the number of exhibiting companies, net square feet, attendees and sponsorship sales. The greatest growth over last year is in sponsorship sales. Exhibit 1 Size of Event Compared To Past Year Growing Same Decreasing 70% 60% 59% 58% 52% 61% 50% 40% 30% 31% 26% 33% 27% 20% 10% 0% -10% -20% -10% Exhibiting Companies -16% -15% -12% Net Sq. Ft. Attendees Sponsorship Sales Jacobs Jenner Kent 2

3 Statistically, the same numbers of organizers indicate they are experiencing growth in the number of exhibiting companies (59%). This number has remained consistent for the past three annual measurements. While the number of exhibiting companies remains consistent, apparently organizers are experiencing some decline in exhibit space and the number of attendees. Exhibitors may be opting for smaller booth space and a greater use of event sponsorships (61%). Exhibit 2 Changes In Size Of Event Three Year Comparison Total Total Total Number of exhibiting companies Growing 58% 58% 59% Staying the same 28% 30% 31% Declining 14% 12% 10% Net square feet sold Growing 48% 60% 58% Staying the same 31% 26% 26% Declining 21% 14% 165% Number of attendees Growing 39% 64% 52% Staying the same 32% 28% 33% Declining 29% 8% 15% Sponsorship sales Growing 54% 58% 61% Staying the same 28% 26% 27% Decline 18% 16% 12% Jacobs Jenner Kent 3

4 Tactics to Attract Attendees Organizers are making deep changes to their convention/exhibition to attract and retain attendees. Primarily these changes address the identified needs of attendees, such as the eeducational program, and asking exhibitors to engage in more aggressive attendee acquisition programs. Exhibit 3 Areas of Significant Change to Attract and Retain Attendees 70% Educational programs 64% Providing exhibitors tools to invite their customers 49% Attendee acquisition strategies and tactics 39% Show days 38% On site amenities (cyber-cafes, lounges, etc.) 36% Exhibitors role in educational programs 36% Branding 27% Virtual and/or hybrid event offered 27% Registration fees 27% Attendee incentives such as VIP and hosted buyer programs 24% Show hours 24% Destination/Venue 12% Other Registration pricing tactics are being used by organizers to attract attendees. Changing overall costs and adding early bird levels are among the top strategies. Exhibit 4 New Attendee Registration Pricing Tactics Being Implemented Changed attendee registration costs 36% Added more levels of pricing e.g. early/early bird, 36% early bird, etc. Added incentives e.g. bring your boss at ½ price etc. 21% Reduced/eliminated the fee for exhibits only 21% Added hosted buyer programs 18% Implemented flash sales 12% Other 6% Jacobs Jenner Kent 4

5 Fifty-eight percent (58%) of responding event organiers have added or have been using a match-making/scheduling program to connect attendes/exhibitors and attendees/attendees. Among those that have the program, it has been only marginally successful and shows a decline in usefulness over time. Exhibit 5 Use of Match-Making/Scheduling Program to Connect Attendees and Exhibitor at Your Event Yes No % 64% % 53% % 42% Effectiveness of These Programs For Exhibitors Not very effective Undecided Somewhat effective Very effective % 31% 35% 16% % 33% 28% 6% Effectiveness of These Programs For Attendees Not very effective Undecided Somewhat effective Very effective % 23% 35% 19% % 56% 6% 11% Attendance acquisition and retention tactics with the greatest returns: Personalized marketing to specific demographics and product/sector interest segments News releases Facebook Face-to-face relationship building Personal outreach Media partner promotions Word of mouth Print brochures Website Electronic newsletter Magazine ads Relationship building with previous attendees Targeted messaging VIP program for international buyers Invite-A-Customer s from exhibitors Trade press support Hosted Buyer Programs Jacobs Jenner Kent 5

6 Attendance acquisition and retention tactics with the worst returns: Direct mail (67%) Generic mass Exhibitor invites programs Telemarketing efforts Social Media Lowering registration rates List rental/acquisition Print advertising Fifty-two percent (52%) of organizers indicate that Marketing Agencies are offering them more services to attract and retain attendees. Services being offered include: Social media campaigns Low-level list management Branding and ideas than can usually be had from an in-house team More marketing More advertising Industry research Messaging Automated marketing/ services Broader campaigns Targeted distribution List management Exhibitor invites Media placement Community building tools Personalized URLs Better copywriting Jacobs Jenner Kent 6

7 Technology Ways organizers are using new technology to improve the attendee experience at their event: 84%- Social media (Facebook, Twitter, YouTube, Pinterest, LinkedIn, Integrating blog) 74%- Mobile apps 26%- Video messaging - Video screen promotions Internet "TV channel" to record sessions and live interviews from the event Personalized Twitter analysis Video newsletter Investigating new registration company with upgraded technologies (NFC) Match making software Show maps on mobile apps Creating something for exhibitor s website to entice their customers Event navigators/wayfinders Wired overflow rooms to view workshops, general session, etc. Onsite wifi QR codes on signage New product meter board displays B2B into B2C digital programming with media partners Learning lounge with social media connections Provided ipads to VIP attendees Publishing education sessions to the web Using bar code scanners at registration to decrease waiting time Organizers efforts to track ROI from social media (e.g., Facebook, Twitter, LinkedIn, Flickr and YouTube) vary. In this measurement, the majority (35%) show an increase in tracking social media ROI. However, those always tracking ROI have decreased. Not able to track at all Exhibit 6 Your Organizations Effectiveness in Tracking ROI of Social Media Efforts Track infrequently Somewhat frequently Track very frequently Always track % 22% 41% 15% 11% % 22% 23% 23% 17% % 10% 32% 35% 10% Jacobs Jenner Kent 7

8 Organizers are actively using many forms of social media. Facebook and Twitter are seen as the most effective. 82% 24% Exhibit 7 Social Media Using & Best 91% 91% 36% 39% 73% Using Best 9% LinkedIn Twitter Facebook YouTube Marketing and Promotion Spending In 2013, event organizers are generally maintaining their marketing and promotional spend of the previous year. Exhibit 8 Marketing & Promotional Spending 69% 36% 43% 21% 51% 42% 7% 19% Increase Same Decrease 12% Jacobs Jenner Kent 8

9 Perceived Challenges to Attendee Acquisition Performance management poses the greatest challenge to attendee acquisition. This is followed by marketing research and segmentation. Exhibit 9 Perceived Threats or Challenges To Attendee Acquisition (Top 3 Mentions) 1st 2nd 3rd Total Performance measurement 10% 11% 21% 42% Marketing research 7% 18% 9% 34% Segmentation 16% 11% 6% 33% List acquisition 7% 11% 12% 30% Social media marketing 18% 4% 3% 25% List management 14% - 6% 20% Marketing automation 3% 14% 3% 20% Message testing 3% 7% 6% 16% Competing with Corporate Events 13% % marketing 7% 6% - 13% Mobile marketing/mobile App 9% - 3% 12% Copywriting and graphic design/branding 3% 4% 4% 11% Direct mail (printing and postage) - 7% 3% 10% Registration - 4% 6% 10% Public relations - 4% 3% 7% Web development 3% 4% - 7% Media placement (barter and paid) 3% 4% - 7% Search Engine Optimization 3% 4% - 7% Telemarketing - - 3% 3% Jacobs Jenner Kent 9

10 The single greatest concern of organizers in attracting and retaining attendees is: Economic uncertainty Competing events Travel costs Exhibitors expect organizer to bring all of the attendees to their booth/venue Access to the attendees Attendees not seeing the ROI from attending Acquiring more data on a constant basis Maintaining quality control on existing data Attracting new attendees Shrinking audience High total cost (travel, lodging, registration, meals, time out of the office) Robust educational program Space restrictions at venues Competing with sales reps for the attention of key retailers Competing distributor shows Increasing quality attendance Most organizers see the value in conducting research among their attendee audience. Research among their prospect audience is less frequent. Exhibit 10 Frequency of Conducting Audience Research Never Every few yrs Once/yr 30% 27% 28% 24% Prospects Attendees 38% More than once/yr. 19% 34% Jacobs Jenner Kent 10

11 Staffing To accelerate their capabilities, many organizers continue to augment their staff with highly qualified experts. EXHIBIT 11 OUTSOURCE ATTENDANCE ACQUISITION FUNCTIONS Video production 63% Registration 49% Copywriting and graphic design/branding 42% Public relations 39% Telemarketing 30% List buying 27% Direct mail marketing 24% Marketing research 21% marketing 21% Web development 18% Content development 15% Social media marketing 15% Media buying 12% Search Engine Optimization 9% Performance Measurement 3% Jacobs Jenner Kent 11

12 Budgeting Exhibit 12 Event Budgeting Percent of overall event budget committed to 16% attendee marketing and promotion Marketing spend per attendee $27 - $140 Marketing spend per new attendee $56 - $200 Percent of overall attendee marketing and promotion budget committed to the following functions Direct mail 25% marketing 16% Copywriting and graphic design/branding 10% Social media marketing 7% Public relations 6% List purchases 5% Web development 4% Media buying 4% Mobile marketing/mobile app 4% Video production 4% Marketing automation 3% Banner advertisements 3% Telemarketing 2% Marketing automation 2% Reporting on performance measurement 2% Marketing research 1% SEO/Paid search 1% Message testing 1% Study Firmographics Total Attendance at Largest Event Under 5,000 5,000 to 9,999 10,000 to 20,000 to 40,000 and over 19,999 39,999 18% 21% 21% 12% 28% Total Exhibiting Companies of Largest Event Under to to to 1,000 Over 1,000-9% 30% 28% 33% Jacobs Jenner Kent 12

13 Study Highlights 1. The event industry indicates overall growth in the number of exhibiting companies, net square feet, attendees and sponsorship sales. The greatest growth over last year is in sponsorship sales. 2. While the number of exhibiting companies remains relatively consistent, apparently they are opting for a decline in net square feet. Exhibitors may be opting for smaller booth space and a greater use of event sponsorships (61%). 3. Organizers are making deep changes to their convention/exhibition to attract and retain attendees, e.g. the content of educational programs, and soliciting exhibitors to engage in more aggressive attendee acquisition programs. 4. While 58% of event organizers have added or have been using a matchmaking/scheduling program, it has been only marginally successful and shows a decline in usefulness over time. 5. Attendance acquisition and retention tactics of the greatest returns are personalized and marketing to specific demographics and product/sector interest segments. 6. Attendance acquisition and retention tactic with the worst return is direct mail (67%). 7. Key ways organizers are using new technology to improve the attendee experience at their events include Mobile Apps (74%) and Social Media (67%). 8. Organizers are actively using many forms of social media. Facebook and Twitter are seen as the most effective. 9. In 2013, event organizers are generally maintaining their marketing and promotional spend of the previous year. 10. The greatest (first choice) challenges of organizers are - social media marketing (18%), segmentation (16%) and list management (14%). Jacobs Jenner Kent 13