Convene Live Presents: If My Growing Event Could Talk - Leveraging Data for Success

Convene Live Presents: If My

Growing Event Could Talk -

Leveraging Data for Success

Jeremy Figoten, CAE

Senior Vice President of Meetings, Communications, and Sales

Joe Colangelo CEO Bear Analytics

Learner Outcomes o  Recognize the power of data analysis and how it can

benefit organizations of all sizes

o  Apply these marketing, pricing, and growth strategies in the context of your own meetings and events

o  Discover how an organizational data map can pave the way to making your event data work for you

Let’s have a

DISCUSSION

#PCMACL

Joe Colangelo

Jeremy Figoten

National Apartment Association Bear Analytics

@joecolangelo!@NAAConferences!

Jeremy Figoten Senior Vice President!

Meeting, Sales, and Communications!Oversees a portfolio of NAA events – including budgeting revenue, and marketing!Over 15 years of event & association management experience!

Topline Stats

o  Largest NAA event!o  8,000+ attendees!o  400+ Exhibitors!o  Annual event rotation:!

Las Vegas 2015!

o  Registration fees from $475 - $1,100!

o  Over 30% growth in full paid attendance from 2013 - 2014!

o  70+ education sessions!

Whose event is…!Growing?!Stable?!Declining?!

How is your event moving?!

Event Revenue Stream! Event 1! Event 2!

Attendee Registration!

Exposition or Exhibition!

Sponsorship!

NAA Event Summary!

Event Revenue Stream! NAA Education Conference!

NAA Student Housing Conference!

Attendee Registration! REALLY!Growing! Declining!

Exposition or Exhibition! Growing! Growing!

Sponsorship! Growing! Flat!

National Apartment Association Education Conference & Exposition Performance

0!

2,000!

4,000!

6,000!

8,000!

10,000!

2009! 2010! 2011! 2012! 2013! 2014!

NAA Conference Attendance

24% Growth in 2014!

Atte

ndee

s!

2,199

575 343 234

355

0!

500!

1,000!

1,500!

2,000!

2,500!

1 Year! 2 Years! 3 Years! 4 Years! 5 Years!

2013  

2012  

2011  

2010  

2009  

MVCs!

MVC = most valuable company!

59%!

New segments?!

Marketing channel?!

NAA Company Loyalty

$0.0

$1.0

$2.0

$3.0

$4.0

$5.0

1 Year! 2 Years! 3 Years! 4 Years! 5 Years!

Milli

ons!

45%!MVCs!

Resulting Revenue By Loyalty

Loyalty! Recency! Spend!

Level of Engagement!

Lead Scoring and Personas

Loyalists (MVCs)!NAA’s revenue base!Keep top of mind!Largest competition likely the state events!

Intermittent attendance!Focus for growth!Conversion to groups!Price incentives !Get them in earlier!

“One and done”!Use low cost reach: Email marketing and Twitter!Talk about what’s new/different!Leverage partners!

Fast growing segments | New orgs & people annually | Pipeline strength !

NAA Event Personas

Strategic Pillars of Growth

NAA Strategic Initiatives

o Understand your audience o Engagement and exposure vs.

revenue o Be everything to everybody

The Approach Group

Bundling!

Innovative Sponsorship!

Analytics and Lead Scoring!

Creating consumption based pricing models to facilitate larger participation by our most loyal contingencies!

Created a new sponsorship plan (NAA 360) designed to drive year-long participation and engagement for the sponsor!

Identification of most loyal attendees, historic retention rates, and lead scoring of prospects!

Organizational Data Map

Sponsors!

Event !Registration!

Members!

Exhibitors!

Publications!

Marketing Prospects!

Education!

Social!Media!

Committees!

Where Does Your Organizational Data Live?

SPOILER ALERT: Data is Not Perfect

28,000+ registrations!900,000+ data points!3,700+ companies!

NAA Data Map (2009-2014)

What Does It Take?

Data can be…!o  Expensive o  Hard to do o  Time consuming o  Overrated o  Intimidating

Jeremy’s Takeaways ①  Be fearless – really look at your data. Data doesn’t lie ②  Target marketing and personalization is key to

identifying with your attendees ③  Stop | Listen | Learn = no need to reinvent the wheel ④  Capital investment is affordable ⑤  Answers questions your event survey can’t

Questions?

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