Unlocking Passive Income: The Power of Affiliate Marketing
Sam lippman Attendee Acquisition Research
1. Attendee Acquisition Success Strategies
ECEF 2016
1
Attendee Acquisition
Sam Lippman
President, Lippman Connects
Agenda
• Data Sources
• #1 Challenge
• Industry Benchmarks
• Spending Priorities
• Management Priorities
• Summary
Format Facilitated by Sam Lippman
Who
Attends
25 Executives, Directors, Managers, and Professionals responsible
for Attendee Marketing
Content • Sharing Best Practices
• Discovering Fresh Techniques
• Comparing Acquisition Strategies
• Exploring Exclusive Research
2. Attendee Acquisition Success Strategies
ECEF 2016
2
Data Sources
Growing Attendance is the #1 Challenge
35%
39%
57%
Attracting Millennials
Proving Exhibitor ROI
Growing Attendance
2016 ECEF Pulse
Attendance Acquisition 2016
Performance Benchmarks
On Average
• Spend $308,561 (exclusive of staff costs)
• 14% of event expense
• Cost per attendee is $32.66
• 22 attendees per exhibiting company
2016 Benchmarks & Trends in Attendee Acquisition
3. Attendee Acquisition Success Strategies
ECEF 2016
3
Attendance Growth Trend
8%
3%
7% 10%
37%
32%
35% 32%
55%
65%
58% 58%
2013 2014 2015 2016
Number of Attendees
Decreasing Stay the Same Growing
2016 ECEF Pulse
Most Cited Reasons for Attendee Growth
47%
48%
51%
60%
67%
More Exhibitors
Improved Email Content
Used More Social Media
Better Marketing Campaign
Improved Email Targeting
2016 Benchmarks & Trends in Attendee Acquisition
1 in 5 Raising Exhibits-Only Price
17%
1%
62%
20%
Free
Decreased
Stay the Same
Increase 12% Average Price Rise
2016 Benchmarks & Trends in Attendee Acquisition
4. Attendee Acquisition Success Strategies
ECEF 2016
4
1 in 3 Raising Full Conference Price
2016 Benchmarks & Trends in Attendee Acquisition
9%
1%
58%
32%
Not Offered
Decreased
Stay the Same
Increase 8% Average Price Rise
86% Implementing New Exhibitor Programs to
Increase Attendance
12%
21%
23%
37%
47%
Incentivizing Exhibitors to
Share Their Lists
Incentivizing Exhibitors to Co-
Promote
Facilitating Exhibitor-Prospect
Meetings
Increasing Presentations by
Exhibitors
Free/Discounted Passes
2016 Benchmarks & Trends in Attendee Acquisition
5 Most Widely Implemented Programs
Attendance Marketing Spending Trend
5% 6% 2%
33%
43% 45%
62%
51% 53%
2014 2015 2016
Decreased Remained the Same Increased
2016 ECEF Pulse
5. Attendee Acquisition Success Strategies
ECEF 2016
5
Most Attendee Budget Increases
are 10% or Less
3%
8%
14%13% 11% 13%
84% 81%
73%
2014 2015 2016
>15% 11-15% <11%
2016 ECEF Pulse
Where Marketers Are Spending More
1%
3%
3%
34%
39%
57%
64%
57%
39%
Digital Marketing
Social Media
Email Marketing
Decrease Stay the Same Increase
75% of Independents
53% of Independents
51% of Independents
2016 Benchmarks & Trends in Attendee Acquisition
Digital Remarketing/Retargeting Gains Favor
Definition: Using automated tools to reengage visitors/customers based on recent interactions with your brand
6%
43%
33%
6%
12%
Stopped using
Currently using
Consider using soon
No interest
Not aware
54% of Independents
39% of Associations
2016 Benchmarks & Trends in Attendee Acquisition
6. Attendee Acquisition Success Strategies
ECEF 2016
6
86% Say Remarketing/Retargeting is Effective
2016 Benchmarks & Trends in Attendee Acquisition
27%
57%
14%
How Effective?
Very/Extremely Somewhat Not Very/Not at All
24% of Independents
72% of Associations
1 in 5 Planning to Add Marketing Staff
2016 ECEF Pulse
NO
36%
YES
64%
Attendee
Marketing
34%
Other
66%
Plans to Hire
POLL: Do you have full-time staff dedicated to
attendee recruitment/sales?
1. Yes
2. Starting this year
3. No
7. Attendee Acquisition Success Strategies
ECEF 2016
7
POLL: Do you hold an annual strategic
marketing meeting with staff and partners?
1. Yes
2. Starting this year
3. No
Perception Gap:
Support for New Attendee Marketing Initiatives
2016 ECEF Pulse
90%
9%
1%
73%
22%
5%
Extremely/Very Supportive
Somewhat Supportive
Not Very/Not at All Supportive
Senior Management Attendee Acquisition Team