Accelerating Event ROI via Advanced Data Analytics (MATSO 2017 Presentation)

MATSO2017

Bear Analytics Confidential Materials

AccelerateYourEvent.

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“In the trade show industry, attendee marketing is considered to be especially critical. These dedicated organizers who investigate new event solutions are members of an elite squad known as the Data Champions.” -These are their stories.

Meg MeyerVice PresidentMarketing & Customer Experience

Denise Miller Assistant Vice PresidentDigital Strategy & Trade Show Marketing

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58,000Attendees

160+Education Sessions

1,500Manufacturers and Suppliers

565,000Net Square Feet

1. Moving the Builders’ Show to Orlando from Las Vegas after 4 consecutive years in Las Vegas.

2. Exhibition floor growth was accelerating faster than attendee audience growth – wanted to maintain the balance on both sides of the aisle.

3. Membership database was a challenging environment to market from – data being held hostage!

4. Needed to better understand their event attendees and how to nurture their loyalty to the event.

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Industry Forces

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TSNN Top 250 Trade Show Index: Audience Acquisition is Hard

TSNN Top 250 Trade Show data showed reduction in total attendance from 2014 to 2015 while exhibition had remained flat.

Reinforces the challenges to attendee acquisition (B2C) vs. exhibitor acquisition (B2B).

http://www.bearanalytics.com/success-stories/top-250-us-trade-shows-2014-vs-2015/

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150+ Technologiesdedicatedtomarketingo Mobilemarketing

o Socialmedia

o SEO|Web/Digital

o Automation

o Personalization

o ProjectManagement

o Analytics

justkiddingJ

8

3,600+ marketingrelatedplatformsavailableto:

ü Promote

ü Share

ü Sell

ü Measure

ü Manage

youraudiencebehaviors.

Top 3 categories by number of solutions:1. SalesAutomation,Enablement&Intelligence(220)

2. SocialMediaMarketing&Monitoring(186)

3. Display&ProgrammaticAdvertising(180)

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Data & Marketing Association (DMA)

…“direct”hadbecomeassociatedwiththeofflineworld,anditdidnotcapturethemostimportantingredientofmodernmarketing—data.”

DMA CEO Tom Benton

Direct Marketing Association (DMA)

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NAHB’s Strategic Vision

“Our membership data is unreliable.”

“Who are our most important customers?”

“When do our attendees convert?”

“Who’s coming to Orlando?”

“Who is leaving or abandoning the event?”

Sowhoismycustomer?

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• 5yearloyalist• Avideducation

consumer• Promotedtwicein

thelasttwoyears• Registers~15weeks

out

Intelligencethatispoweredbythepopulationofdata,not justasample.

• First-timer• Attendswith3

colleagues• Managerlevel

millennial• Registersearly&for

free

• StartupCEO• Authorizesall

purchasingdecisions• Onlyattendswhen

theeventislessthan500milesawayfromNYC

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TheBearHeartbeat

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o Yourdataanalyzedacrossmorethan100 metrics.

o Understandthebehaviorsthatmakeupyouraudience.

o Presentedinauser-friendlymannertobuildthestory.

Unparalleledaudienceintelligence.

TimingGeo

Loyalty

00

Revenue

Trending

First-Timers

Knowyouraudience.

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Immediate Findings & Benchmarks

o Highestvalueindividuals&company

o Corevsnon-coreregistration– whoactuallymatterstoourexhibitors!

o CompoundAnnualGrowthRateacrossdifferentfactorssuchasregistrationtype

o Verifiedvs.Unverifiedacrossdifferentfactorssuchasregistrationtypesandmembershipstatus

o Registrationrevenueacrossregistrationtypes

o Averageregistrationrevenuebyregistrationtype

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AudienceProfiling:BehavioralBasedPersonas

ThisisElizabeth.LizistheSeniorDirectorofProcurementatACME,Inc.She’sbeentoyoureventfor3outofthelast4years,andspends~$250annuallyonregistrationandeducationadd-onsatyourevent.Shetendstoregister8-10weeksoutfromtheevent,andtypicallyattendswith4-5ofhercolleagues.

Liz’shistoricalbehaviorsplaceherinaclusterofindividuals(~6,500)whohavesimilarpurchasinghabitswhentheyinteractwithyourevent.Theyhaverecentattendance,documentedpurchasingpower,andtendtobejustbelowtheexecutivelevel.

IndividualslikeLizarefamiliarwithyoureventandunderstanditsvaluetotheirbusiness.Don’ttalktoLizlikeshehasneverattendedtheshowbefore,speaktoherasadecision-makerintheinner-circleofyourevent,andtellherwhatisinnovativeaboutthisyear’sshow,andhowyou’vemadeiteveneasierforhertodobusiness.

ThoselikeLiztendtosharethefollowingcharacteristics:

67%

Members

42%

Travel more than 200 miles

86%

Director-level and above

BearPersonas

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JobLevelBusinessDescriptionProductInterestAgeBuyingPower

♥ Loyalty♥ Recency♥ Timing

♥ Geography♥ Revenue

Audiencesegmentationpoweredbydata.

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NAHB Persona BookletSuggestedtargetedmessagingbasedonpersonas– whopeopleare&howtospeaktothem.

Whototargetinordertoimproveloyalty– focusedonourloyalcore.

Anticipatedregistrationtimingbasedonpersona–strikewhiletheironishot.

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Strategy> Technology

TheDataNEEDStobeActionable

SMART Lists Tagso Allcollectedcontact

information.o Enhancedgeographictags,

includingUSregion,country,andinternational/domestictags.

o Historicalrecordsofpastattendance,andrevenues–perperson&company!

o Vitalbehavioraltags- suchasyourmostloyalattendees,first-timers,and/orregistrationtiming.

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Standardized tags are consistent for easy sorting, filtering, and consumption back into client database

Creation of new tags designed for the direct or digital marketer in mind.

Sharing each individual’s loyalty profile and annual

registration spend.

Dedicated first-timers tag to segment those who are

future of the show.

Clean,usabledata,builtformarketing.

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Priority Targets for NAHB – Data Access

ToptargetsforTelemarketingcampaignw/

phonenumbers.

Abandonedcontactsforsuppressionfrom

cost-intensivemarketingendeavors.

~7,000individualswhoareNAHB’sMostLoyal patrons.

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Forecasting

theFuture

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PredictiveAnalytics

It’s great to know my audience, but I need to grow my event this year.

How do I become more proactive in our data approach to speed up our progress.

Can we evaluate our marketing strategy as we’re in the middle of the registration process?

BearPulse PredictiveReportingConsumingyourregistration,exhibition,and/ormarketingdatatounderstandhowyou’repacingagainstyourgoals,historicalperformance,andinkeydemographicoraudiencesegments.

DedicatedAnalystIdentifyingOpportunitiesWe’retherewithyou,withweeklyanalystbriefshelpingguideyouthroughtotheinsightsthatmatterandtheareasoffocusforthenextweek.

WeeklyListDevelopmentDataaccessisnolongeraproblemasBearmanagesyourliststoensurethatsegmentingprospectsandsuppressingalreadyconvertedindividualsissimpleandstraightforward.

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WeeksoutfromEvent25Weeks 1Week

Analyst

Weekly Insights

Prospect data

Messaging & Approach Last

Year’sResults

ThisYear’sForecast

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Meg Meyer | Vice PresidentMarketing & Customer Experience

Denise Miller | Assistant Vice PresidentDigital Strategy & Trade Show Marketing

o Headedintotheyearwithastrongunderstandingofourattendeebasewhichwillimpactmessagingandtimingforthe2018show.

o Beingabletrackwhetherpersonasareregisteringwhenwethoughttheywouldandmakemarketingadjustmentsinreal-time.

o Trackingoverandunder-performingmarketsduringthesalescyclewillallowustoreactquickly.

o Anticipatingmoresleepasaresult! ForwardLooking

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Questions.

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[email protected]@BearAnalyticswww.BearAnalytics.com

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