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 DevelopmentISPEbmyers@ispe.orgwww.ispe.org

Kevin MillerPresidentFrost Miller Groupkmiller@frostmiller.comwww.frostmiller.com

BJ EnrightPresidentTradeshow Logicbjenright@tradeshowlogic.comwww.tradeshowlogic.com

Lawson Hockman, CEMVP, Association ServicesIMN Solutionslhockman@imnsolutions.com

www.imnsolutions.com

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