USING DATA TO POWER EXHIBITION SALES AND ATTENDEE MARKETINGMARCH 11, 2016Bear Analytics: Confidential Materials

2Bear Analytics: Confidential Materials

Jenn EllekSr. Director Trade Marketing and Communications,National Confectioners Association

Mary HighamManager, Exhibits & SponsorshipsASIS International

Moderated by:Joe ColangeloCEO & Co-FounderBear Analytics #EventData

#EventData

85%74%

65%

44% 38%

9%

We look at high-level stats (eg:

attendees, revenue) after

each show cycle

We use our past attendee data to

segment our event marketing

We use event registration data

and trends to make marketing decisions leading up to our event

We analyze our year-to-year exhibitor or

attendee churn

We know which companies send

the most attendees to our

event

We don't analyze our event data

You use data!

62%41% 38% 32% 24%

12%

Our event data is too fragmented

Our team lacks the skills to

analyze event data to the level

we need

We don't have the time to

analyze event data

We don't have the budget to support data

analysis projects or additional employees

Our event data is too dirty to yield useful insights

We do not face any hurdles

Data Hurdles#EventData

#EventData

Available today at www.BearAnalytics.com

Top 250 US Trade Shows

Exhibition, Attendee, and Industry filters

Performance metrics on density & benchmarking

6Bear Analytics: Confidential Materials

The Situation

7Bear Analytics: Confidential Materials

Meet Jenn EllekSr. Director Marketing and Communications

Tasked with increasing buyers’ attendance at Sweets & Snacks Expo

#EventData

Meet Mary HighamManager, Exhibits & Sponsorships, ASIS

Tasked with identifying exhibiting companies to target for the ASIS Exhibition.

8Bear Analytics: Confidential Materials

The NCA Breakdown 2011-2015

~73%Verification

rate

#EventData

+1.3%CAGR in Buyer Registrations

+4.5%CAGR in

Registration Revenues

$1M+Registration Revenue

14,560Number of Companies

29,711Registration Records

-5.0%records per year CAGR

9Bear Analytics: Confidential Materials

-1.0%Exhibition Records

The ASIS Breakdown 2009-2014 #EventData

500+of exhibiting

companies annually

$XX.XMExhibition Revenue

3,894Exhibitors

-3.5%exhibition

square footage NSF CAGR

10

Why Data Driven?

11Bear Analytics: Confidential Materials

The Attending Persona

#EventData

15%International

85%Domestic 39%

of all attending buyers are first-timers annually

4,096individuals who registered

but never attended

7%of attendees attended 4

or 5 of the years

0

200

400

600

800

1,000

1,200

Onsi

te1234567891011121314151617181920212223

Num

ber o

f Reg

istr

ants

Weeks Out

20112012201320142015

Registrants by Weeks Out

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Years 2012 and 2015 saw great spikes between weeks 5 and 7 leading up to the event. 2011 saw a big spike a bit earlier between 6 and 9 weeks out.

13.3 wks25%

7.5 wks50%

3.9 wks75%

Shifting the ”Late Reg Curve”

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#EventData

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#EventDataTelephone Recruitment

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Exhibitor Loyalty

#EventData

11%International

89%Domestic

116Number of companies that

abandoned and were recaptured

61%Of the exhibition revenue is from

the most loyal companies

16%Of attending companies are the

most loyal companies

17Bear Analytics: Confidential Materials

Exhibitors per Year

727667 692

643 602 563

0

100

200

300

400

500

600

700

800

2009 Anaheim

2010 Dallas

2011 Orlando

2012 Philadelphia

2013 Chicago

2014 Atlanta

Num

ber o

f Rec

ords

CAGR (5.0%)

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Mapping Out Exhibitors

Domestic ASIS Exhibiting Companies #EventData

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The Action

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#EventDataWhere to Start? NCA’s Priorities

One-Time Registrants

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#EventDataWhere to Start? NCA’s Priorities

2015 First TImers

39%

Humanize Your Marketing

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The Results

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1. Prioritize your priorities –having a roadmap

2. Confirm & establish event performance benchmarks –good gut check!

3. Easily implemented & strategically aligned marketing vision

25Bear Analytics: Confidential Materials

Jenn EllekSr. Director Trade Marketing

and Communications,National Confectioners

Association

Mary HighamManager, Exhibits &

SponsorshipsASIS International

Joe ColangeloCEO & Co-FounderBear Analytics #EventData

Questions?