EXHIBITOR RETENTION STRATEGIES FOR THE NEW ECONOMIC
LANDSCAPE TUESDAY, JANUARY 14, 2014, 11:00 AM -12:15 PM
Barbara A. Myers, CAEVice President of Professional Development, International Society of Pharmaceutical Engineering (ISPE)Kevin MillerPresident, Frost Miller GroupB.J. EnrightPresident, Tradeshow LogicLawson Hockman, CEMVice President, Association Services, IMN Solutions
SESSION OVERVIEW & TAKEAWAYSOverview & Takeaways
Exhibition economic outlook
Exhibitor retention plans• Components• Implementation• Evaluation
Exhibitor retention strategies
ECONOMIC OUTLOOK
Is your exhibitor retention strategy aligned with the times?
U.S. ECONOMIC OUTLOOKU.S. ECONOMIC OUTLOOK
• Direct Spending = $122.31 billion• Direct Taxes = $21.4 billion
• Direct Employment = 1.71 million jobs
• This from approximately 13,000 events
• 10,000 business to business events• 3,000 business to consumer events
EXHIBITOR RETENTION PLANS
Do you have an exhibitor retention plan?
A.Yes
B.No
EXHIBITOR RETENTION PLANS
• Research
• Goals & Objectives
• Target Audiences
• Timelines
• Budgets
• Management
• Measurement and Evaluation
EXHIBITOR RETENTION PLANS
What was your exhibitor retention rate from your last major annual trade show?
A.90%-100%
B.75%- 89%
C.50%-74%
D.49% or lower
GROUP EXERCISES - INSTRUCTIONS
Exercise 2
Integrate assigned retention tactic into your plan to reverse downward trend
Select representative from your group to share ideas
Exercise 1
Establish Goals and Objectives for Exhibitor Retention Plan
Organization: National Ice Makers AssociationSize: 20,000 members throughout the United StatesOverview: Founded in 1930, the association exists to serve the Ice Making industry and provides education, training and best practices on ice making for its members.
IceExpo: IceExpo is the annual meeting and exhibition for NIMA and is held every January in Boston, MA. This event draws approximately 3000 total attendees each year. The expo is 20,000 net square feet and there are approximately 100 exhibiting companies.
Group Exercise: The average exhibitor retention rate for IceExpo historically has been 75%. Over the last three years, however, exhibitor retention has declined by 5% each year. Since the last IceExpo only retained 60% of exhibitors, the organization’s leadership has become concerned and asked show management to address the issue and come up with a plan. As part of that effort, show management surveyed past exhibitors to find out why they left. The top three reasons given that led to an exhibitor’s decisions not to return included:• Cost• Not enough leads• Too many shows to manage
Connection Facilitation
Communications
Education
Social
Media
Renewal Plan
The Pareto PrincipleOn-
site Traffic Builde
rs
Simplify Processes
Document the Experience
Rewards
Programs
RETENTION TACTICS BRAINSTORM
QUESTIONS? CONTACT USBarbara A. Myers, CAEVP of Professional [email protected]
Kevin MillerPresidentFrost Miller [email protected]
BJ EnrightPresidentTradeshow [email protected]
Lawson Hockman, CEMVP, Association ServicesIMN [email protected]
www.imnsolutions.com
Thank you for participating! Please complete your session evaluation
online.Did you scan your badge? This is for CEU
credits and also helps PCMA develop education for YOU.