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SUCCESS STORY
Data-Driven
Event Marketing
Leveraging Data Analytics
to Optimize Registration
and Event Attendance
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“CDS has provided us with a solution-minded team for our account
and event. CDS is a superior registration and marketing partner.”
- Chris Price, Vice President, Graphic Arts Show Company
THE SHOW ORGANIZER:
GRAPH
2013
GASC®–Graphic Arts Show Company
GASC produces world-class tradeshows exclusively
THE CHALLENGE
Increasing attendance and verified buyers to
improve the event ROI.
for the graphic communications industry with the
latest technologies and solutions that span the
realm of print, online and mobile. GASC brings the
industry’s buyers and sellers together in the most
cost-effective way possible.
www.gasc.org
THE EVENT:
Graph Expo
GRAPH EXPO is the industry’s largest and most
innovative graphic communications tradeshow
for the Americas. The 2012 event was held
October 7-10 in Chicago’s McCormick Place.
www.graphexpo.com
THE SOLUTION
A complete registration marketing plan that
included collecting and leveraging data to
determine relevant marketing to attendees.
THE MARKETING PLAN
CDS partnered with GASC® to design a
registration marketing plan for GRAPH EXPO.
Using a consultative approach, CDS analyzed
the data with GASC throughout the registration
process, made recommendations, and created
and executed over 15 campaigns for the event
that were personalized for the targeted attendee
audience. Throughout the entire registration
process, the data was reviewed and marketing
touches were implemented to increase
registration and revenue.
THE REGISTRATION PARTNER:
Convention Data Services (CDS)
CDS is the leading source for registration,
event marketing, exhibitor lead management
services and data management.
www.cdsreg.com
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Pre-Exhibition Planning Activities
CEIR Attracting Attendees report for 2012 shows
selecting educational sessions as the number one
attendee planning activity.
63%
Choose or register to
attend education
sessions or workshops
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THE MARKETING PROCESS
Collecting and Leveraging the
Demographic Data
Attendee mapping was used to create
demographic questions to define marketing
segments and benefits. The segments were
expanded to 12 different paths. The questions
provided an attendee profile: industry,
geography, title, purchasing power, product
interest, and affiliation with other organizations.
This demographic data was the key to the
creation of relevant dynamic content.
Up-selling
Demographic questions defined the parameters
for selling upgrades and a la carte choices as
well as exposing attendees to
options they had not previously
considered. Customized emails
of conference were sent to attendees with the
registrants
goal of converting them to higher
upgraded
paying registrants. With a quick
and easy click of the upgrade
button, attendees could review the conference
content and session recommendations for their
individual interests and follow the process to
upgrade and pay.
8%
Reports
Beginning 12 weeks from the event,
GASC began reviewing the CDS online
registration reports that were pivotal to
their marketing success. Three metrics were
analyzed throughout the registration process:
actual number of registered attendees,
number of unique companies and number of
conference attendees.
GASC responded to the reports by offering
additional marketing tools to their exhibitors
and allowing show management the
opportunity to tweak and add campaigns
based on the data. CDS report metrics helped
determine verified buyers and companies, which
also helped sell exhibit space.
“Reports are so incredibly valuable and affect where
we’re at, how we need to shift our marketing efforts and
what we can tell exhibitors about how registration is
progressing. We adjust our marketing practices around
the data we receive and pull from the CDS system.”
Chris Price, Vice President
Graphic Arts Show Company
CAMPAIGNS
Pre-Event
Data was the key for trigger campaigns. CDS
leveraged the data they collected on alumni, a
LinkedIn integration, incomplete registrations
and Invite-a-Colleague to increase registration.
51%
of alumni
registered for
the event
Alumni
Each event alumni received an
email with an update on registration
dates and a link to a pre-populated
inquiry page for the event.
LinkedIn Integration
The LinkedIn integration
leveraged the registrants’
LinkedIn
and exhibitors’ presence on
invitations
LinkedIn and provided them
were sent
with the ability to directly
invite their contacts to GRAPH EXPO 2012,
update their status and receive a discount.
1,141
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Incomplete Registrations
Within one day a personalized,
automatic email with a callRegistered
to-action was sent to each
attendee who began and did
not complete the registration
Attended
process. The email, with a
quick-click link to finish the registration, included an
extra incentive of a free expo pass.
13%
73%
Invite-a-Colleague
Through the Invite-a-Colleague program, registrants
were able to notify friends and associates via email
about the event. The highly customized emails
included a predetermined subject line and content
provided by GASC.
Tools for Exhibitors
CDS collaborated with both GASC and their 460
exhibitors to ensure a successful event. Exhibitors
were provided with two separate promotional codes
to track the success of the campaigns.
163
Exhibitor Invite-a-Customer
with Promotional Code
CDS created the email template
Companies
and exhibitors personalized
participated
it with their website, booth
number and contact information.
Using their own customer lists,
Registrants
exhibitors sent out the emails
acquired
with a unique promotional code
offering a free expo pass. Not only did this provide
exhibitors with the opportunity to market to their own
database, but also allowed them to track the number of
registrants who took advantage of the promotion.
9,460
Exhibitor Promotional Code
for Marketing Materials
A separate promotional code
was provided to exhibitors who
wanted to include it in their
additional marketing materials.
This code also provided
customers with a free expo pass.
20
Exhibitors
used the code
261
Registrants
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By The Numbers
With CDS’ targeted marketing campaigns, GASC overcame
economic and industry uncertainty by steadily increasing
GRAPH EXPO’s attendance in the past three years.
Increase in Total Attendance
19,961
2010 Attendance
20,451
2011 Attendance
21,022
2012 Attendance
Increase in Verified Attendee Buyers
Verified attendees are registrants who were confirmed as being
present onsite at the event.
12,552
2010 Buyers
13,426
13,694
2011 Buyers
2012 Buyers
Increase in Verified Buyer Companies
7,171
2010 Buyer Companies
8,026
8,252
2011 Buyer Companies
2012 Buyer Companies
Learn more about
CDS and our
products and services.
For further information about event marketing or any of the
CDS products and services, contact David Lawton, Executive
Vice President of Sales at Convention Data Services,
[email protected].
Convention Data Services (CDS) is the trusted registration
and lead capture partner for driving global event
connections for businesses and associations worldwide.
Headquartered in Bourne, Massachusetts, CDS has built
multi-faceted solutions to engage attendees, deliver
exhibitor ROI and provide actionable analytics for the events
industry since 1986.