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Connecting Great Ideas and Great People www.asaecenter.org Dave Martin Electronic Retailing Association How to Revive a Trade Show in Trouble June 14, 2010 11:45 am
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Connecting Great Ideas and Great People
www.asaecenter.org
Dave MartinElectronic Retailing Association
How to Revive a Trade Show in Trouble
June 14, 201011:45 am
www.asaecenter.org
Agenda
Direct-to-Consumer Marketing The Problem The Solution The Results New in 2010
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Direct-to-Consumer Marketing
But wait there’s more… Use of moving image and audio to elicit
a direct response/purchase TV, Online, and Radio
1984 first infomercial 2000s - growth of retail $330 billion industry Pitchmen TV show
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ERA Member Companies
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ERA Members
High level of professionalism Love to have fun Love glitter See and be seen Secretive Eccentric Entrepreneurial Outspoken Consummate networkers Celebrities
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THE PROBLEM
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What was Wrong?Listening tour1. Dying Show – no fun, no pride, unprofessional, bad
image for industry2. Exhibitors unhappy with “dead” show floor3. Angry partners & sponsors (hotel rates)4. Attendee revenue decrease of 11% in 20085. “Barnacles” a major problem6. Six month planning cycle7. Marketing challenges8. Rise of for-profit competitor (Response Expo)
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Marketing Prior to 2009
Marketing creative done in-house Unprofessional Simplistic use of print and email Done sequentially and too late No social media Messaging focused on show features not
attendee benefits
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Marketing Prior to 2009
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Marketing Prior to 2009
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Marketing Prior to 2009
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Marketing Prior to 2009
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Marketing Prior to 2009
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THE SOLUTION
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Strategy
1. New team2. Re-name and re-brand the show3. Multi-modal marketing campaign4. Bring more people under tent New pricing model New features on show floor
5. Pump up the fun6. Expand audience thru partnerships
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New Team
Raise the bar New show director/head of Sales New head of Marketing New head of Finance
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New Name
Frank Strategic Marketing Brand show separately Show bigger than association “ERA Annual Convention” = old school Direct-to-consumer instead of
electronic retailing
2009 ERA D2C Convention
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New Logo
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New Look and Feel
Print ad sets foundation Professional Clean Simple Serious Create a buzz
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Print Ad
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MULTI-MODAL MARKETING CAMPAIGN
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Multi-Modal Campaign
Print ad Website Blog Promo Video Direct Mail Email Telemarketing
News Releases Sneak Peek Webinar Social Media Twitter Facebook LinkedIn Video bloggers
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Multi-Modal Campaign
Launched registration on May 15 (4 months)
Target Audiences C-level (primary target) International Alumni Other: women, media buyers, finance
House database of 32,000
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Campaign Messaging
Attendee Networking Business development Learn from industry
leaders
Exhibitor Access to retailers Build your brand Develop leads & close
the deal
The ONE Show
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Multi-Modal Campaign Example: Early Bird Deadline (July 1)
1. Weekly emails starting in early June2. Telemarketing campaign June 24 – July 13. Early Bird postcard mailer (dropped June 1)4. Print ad in June issue of Electronic Retailer
magazine5. Blog posts (D2C show blog)6. News Releases7. Twitter tweets with link to website8. Facebook fan page update (via Twitter)9. LinkedIn event update
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Website
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Promo Video
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Direct Mail
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Virtual Brochure
Virtual Brochurehttp://www.magazooms.com/labs/index.php?mzID=80710131333
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Email Campaign
New email engine (Blue Hornet)
Attendee campaign (acquisition & retention)
Exhibitor & Sponsor campaign House list of 32,000 (12,000) 73 emails between May 15 and Sept 30 Attendee: 12% open rate, 10% click-thru Exhibitor: 18% open rate, 13.5% click-thru
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Email CampaignExhibitor/Sponsor Attendee
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Telemarketing Campaign
Barter deal with ERA member Two Campaigns Early Bird (late June) Early September (final push)
Scripts for members and non-members 2,500 calls made for each campaign
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MORE PEOPLE UNDER THE TENT
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Barnacles, Scabs, and Outboarders
Major problem Culture of barnacles “Circle Bar” Meetings in hotel suites Show of 5,000 with only 2,500 registered
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New Pricing Model
FREE & low-cost Show Floor Only Pass Huge RISK Very difficult to model Many guest passes in 2008 Cut registration revenue target by 50%
Simplified attendee options 2008: 7 options 2009: 2 options
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New Features on Show Floor
Meeting room suites Free networking lunch New Product Showcase D2C Catwalk Pitchmen duels Education sessions
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Pitchmen Duels
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D2C Catwalk
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Partnerships
INPEX – inventor organization (+125 attendees or 4%)
Pitchmen TV show auditions (+250 attendees or 8%)
PrimeImage Media (video)
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PUMP UP THE FUN
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D2C Live Stage
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D2C Live Stage
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D2C Live Stage
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Awards Gala Glitz
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Awards Gala Glitz
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THE RESULTS
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The Results
Attendance 32% increase in attendees (3,200 total) 73% above registration revenue goal $350k budget and $600k actual 39% first time attendees 47% non-members 12% international attendees 5% increase in exhibitors
Show floor “alive” Exhibitor on-site re-book 70%
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Attendee Survey Results
65% rated “Very Good” or “Excellent” 60% show communications “Excellent” 80% plan to attend next year 50% more than 4 hours on show floor Net Promoter Score of 25.1% Best is 50-80% Avg. is 5-10% Apple 77%
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Marketing Budget for D2C
Marketing Budget $75k Design Attendee brochure $6,750 Ad campaign $5,500 Postcard $3,250 Website $6,500
Total $22,000
Video $4,000
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New for 2010
Revised look and feel Feb 1 launch (Super Early Bird) New hotel - The Wynn Las Vegas Sponsored “D2C Circle Bar” Exhibitor Invites Database Clean-Up = cost savings ($15k) 25th Anniversary Pavilion Stats so far very encouraging
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SUMMARY
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How to Revive a Trade Show
1. New team2. Re-name and re-brand the show3. Multi-modal marketing campaign4. Bring more people under tent New pricing model New features on show floor
5. Pump up the fun6. Expand audience thru partnerships
www.asaecenter.org
Contact Information
DirtyMartiniBlog.com
Dave MartinVice President Marketing & ContentElectronic Retailing [email protected]@davemartin15703-841-1751
