1. ATTENDANCE MARKETING IN A SLOW ECONOMY Presented by Stephanie Selesnick, CEM, President, International Trade Information Inc. CAEM, Deerhurst Resort, June 16, 2009

2. Pop Quiz True or False: 1. Exhibitors are the most important people in my tradeshow/consumer show 2. Exhibitors don’t have any responsibility to help promote the show and they won’t even if we give them the tools 3. The internet and all of it’s tools is the ONLY way to bring in qualified buyers

3. Buyers are the key to the success of an exhibition. How do you get them to attend and make purchases in such a volatile market? How do you get them to attend and make purchases in such a volatile market? Who comes first - the exhibitor or the attendee - and why? Who comes first - the exhibitor or the attendee - and why? The attendee The attendee Without the QUALIFIED attendee, there is no show “next time” Without the QUALIFIED attendee, there is no show “next time” Attendee advisory boards/focus groups Attendee advisory boards/focus groups

4. Make the Attendees’ experience EASY Defining Easy! 1. Signage is clear 2. Registration form is easy to complete and doesn’t take an hour (but does ask for key demographic information) 3. Venue and city are appropriate for the industry 4. Show hours are appropriate for the industry and the city/venue/time of year (start times???) 5. Education is free, those sessions that are paid are QUALITY

5. The Qualified Attendee The Qualified Attendee There are 3 types: There are 3 types: a. New b. Repeat c. The one who doesn’t come and should (the biggest part of your pool)

6. Why attend? CEIR - top reasons people attend tradeshows: CEIR - top reasons people attend tradeshows: 1. Find new stuff 1. Find new stuff 2. Comparison shopping 2. Comparison shopping 3. Networking 3. Networking 4. Education 4. Education Do you offer these things? Do you offer these things?

7. How to find and market to the qualified attendee pool: EXHIBITORS EXHIBITORS a. They know who their biggest clients and potential clients are b. Have the most up-to-date databases c. Letters personally inviting them to the show from your organization’s head honcho d. Make it easy for them to send out publicity

8. How to find and market to the qualified attendee pool: 2. Social media - permission based but doesn’t hit the “older” folks a. LinkedIn b. Twitter c. Blogging d. Texting e. Show Website - content is KING

9. How to find and market to the qualified attendee pool “Tweaking” tried and true methods to keep the attendees coming to your show. “Tweaking” tried and true methods to keep the attendees coming to your show. a. Emailing n use the “from” line as a marketing tool! b. Print - the Brochure - can you make it smaller? c. The return of the dreaded fax d. Telemarketing e. Advertising via the web and print

10. Attendee Marketing KEY: Do not be the organization whose emails/texts and other “important missives” hound potential AND registered attendees to the point of “delete” KEY: Do not be the organization whose emails/texts and other “important missives” hound potential AND registered attendees to the point of “delete” If it’s more than once a week - STOP!!! If it’s more than once a week - STOP!!! This means you!

11. KEY BUYER PROGRAMS: 1. Determining who the VIP’s are The top 20% buy 80% 2. Inviting them: a. concept of invitation in the rest of the world = organizer pays! b. the invitation itself - how to send it 3. Confirming their participation - the do’s and don’ts

12. Hosted Buyer Models: 1. Hosting the airfare, hotel and conference Pitfall: Making sure they attend 2. Partial hosting model a. conference b. trade show c. hotel/airfare 3. Get exhibitors to sponsor?

13. On Site - how to ensure the VIP Experience Dedicated Registration Line Dedicated Registration Line VIP Buyer Lounge and other amenities VIP Buyer Lounge and other amenities a. make sure the gatekeeper is on your staff, not a volunteer or temp Badges - to give a VIP ribbon or not? Badges - to give a VIP ribbon or not? Other ideas??? Other ideas???

14. Pop Quiz - Answers True or False: 1. Exhibitors are the most important people in my tradeshow/consumer show - False 2. Exhibitors don’t have any responsibility to help promote the show and they won’t even if we give them the tools - False 3. The internet and all of it’s tools is the ONLY way to bring in qualified buyers - false

15. Attendee Marketing in a Down Economy Stephanie Selesnick, CEM President, ITI, Inc. www.internationaltradeinformation.comStephanie@intltradeinfo.com Tel: +1.818.591.2255