1. MINEXPO 2020 ATTENDANCE PROMOTION
Raise your hand if you think you know your attendees.
Hello everyone, it’s been a pleasure meeting and chatting with some of you. Thank you for being here.
My name is Lilia Dashevsky, I work at mdg -- a marketing agency that’s been working with NMA for MINExpo and I’m the Account Director for MINExpo.
I’ve been with mdg since mid-2018 and MINExpo was the first account that I was put on, which is why I’m incredibly proud and excited to stand here in front of you today.

2. “Good fortune is what happens when opportunity meets with planning.”
-Thomas Edison
Before we jump into what we’ll be talking about today I want to start out with one of my favorite quotes that really captures my philosophy when it comes to marketing and any large campaigns
*Read Quote*
For the marketing side of things, we’ve been planning for MINExpo 2020 since roughly October 2018, which is why I’m thrilled to walk you through some of our plans.

3. AGENDA
Let’s take a look at the agenda for today…
Presented by mdg

4. Agenda Explore Every Level of MINExpo 2020 Marketing
Know the attendees
Overview of tactics
Creating attendee journeys
Media partnerships
Partners in promotion
Questions
Alright, so our goal today is for you to walk away feeling confident, inspired and ready to conquer MINExpo 2020.
Now just to give you all a heads up, we’ll have plenty of time for Q&A at the end, so please write down and hold onto your questions until then.
Our concept for 2020 is “Explore Every Level of Mining” so I thought I’d throw in a little pun there…
*Go over bullets*

5. KNOW THE ATTENDEES Identifying Your Audience
Before we can conquer any kind of marketing information we need to understand who our audience is, and thanks to Freeman and Skip Cox, we’ve got some incredible insights into who attends the show…
Identifying Your Audience

6. Know The Attendees: Frequent v. Infrequent
Frequent Attendees
Infrequent Attendees
Who: 36% administrative and 29% productions/operations
Key: A major part of their MINExpo experience is networking with colleagues and exhibitors
#1 Reason for Attending: Seeing new products and networking
So What?
Nearly HALF plan 6+ months in advance
Offer ample networking opportunities with your management and administrators
Actively read Engineering & Mining Journal, Mining Magazine and Mining Journal
Who: 38% productions/operations and 24% engineering
Key: They’re overwhelmed by how big the show is and how much there is to see
#1 Reason for Attending: Seeing new products with a slight interest in networking
So What?
Likely to spend all 3 days at the show
Help them pre-plan by offering meetings and schedules in advance
Actively read Engineering & Mining Journal, Coal Age and Mining Engineering Magazine

7. Know The Attendees: International v. Domestic
International Attendees
Domestic Attendees
Who: ⅔ are first timers and they range across various job functions and titles
Key: Likely to spend more money and are looking to meet vendors in order to build trust
#1 Reason for Attending: Seeing new products and meeting management
So What?
Tend to spend more time on the floor on Wednesday
They target exactly which exhibits they want to see especially those they’re familiar with
More attendees read industry digital publications/websites instead of print
Who: Skew toward productions/operations followed by engineering
Key: They’re really interested in attending sessions and having time to network with colleagues
#1 Reason for Attending: Seeing new products, attending sessions and seeing specific products
So What?
They plan more than 2+ months before the show
Attend in groups, so have a plan for tackling multiple people at your booth in order to capture leads
Actively read Engineering & Mining Journal, Coal Age and Mining Engineering Magazine

8. OVERVIEW OF TACTICS
Getting Attendees to MINExpo

9. Marketing Funnel Awareness Consideration Conversion
Make PROSPECTS aware of the problems and solutions by EDUCATING through content (social media, blogs, s, white papers, etc.) 1
Consideration
Convert problem and solution aware LEADS by INFORMING them through resources (downloads, webinars, special offers, etc.) 2
Conversion
Now, leads can make informed decisions by CONFIRMATION. 3

10. Attendee Acquisition Tactics
Redesigned Website & SEO*
Paid Digital Marketing*
Promotional s*
Media Partnerships*
Paid & Organic Social Media*
Direct Mail*
We’re utilizing a breadth of acquisition tactics for MINE including:
-A website redesign -- You’ve seen the first iteration of this if you’ve visited the website recently; the full roll out will be done in phases and will be completed by end of February 2020
-SEO -- Every piece of content we create or link we build is all doing with Search Engine Optimization in mind
-Promotional s -- We’re creating SMART campaigns for our domestic and international attendees which we’ll go over in a minute
-Paid and Organic Social Media -- This one is fairly self explanatory, but we’re creating organic AKA free content for social media as well as investing dollars in key social media campaigns
-International Delegation Program -- Our international specialist is going to be working in tandem with NMA and the Department of Commerce on an international delegation recruitment program
-Paid Digital Marketing -- We’re investing in paid Search Engine Marketing and Display tactics
-Media Partnerships -- Again, this is also something we’ll go into depth about in a minute
-Direct Mail -- Last but not least, we’re also going to be executing direct mail pieces and drops that coincide with our digital campaign
-Data Strategy & Segmentation -- Every day we’re growing, cleaning and refining our data based on information we’re collecting and learning through some of our tactics
International Delegation Program*
Data Segmentation & Strategy

11. CREATING ATTENDEE JOURNEYS
S.M.A.R.T. Campaigns

12. S.M.A.R.T. Campaign What are Customer/Attendee Journeys?
They lead an attendee through the conversion process
Remember: Education, Information, Confirmation
They give attendees more information they want without making them dig through (pun intended) information they don’t want.
They’re responsive and we’re able to react in real-time to what our audience does and doesn’t want or react to.
Specific
Measurable
Achievable
Relevant
Time Bound

13. Automation Campaign
Pro Tip: Re- ing an with a different subject line results in 80% more engagement with the 2nd than with the original 1st one!

14. MEDIA PARTNERSHIPS
Getting In Front Of New Audiences

16. Examples of Barter Inventory
Types of opportunities we seek from media partners:
s sent on our behalf to their database
Digital advertising (social media, text messages, landing pages, etc.)
Digital banners and hyperlinked logos on websites
Full page and half-page ads
Editorial coverage and promotion
Types of opportunities we give out to media partners:
Social media promotion
Hyperlinked logos on website and show app
Publication bins
Select amount of staff badges
*We’ll be sharing a list of media partners with you so you know where to place your ads

17. PARTNERS IN PROMOTION
Drum Roll Please…

18. Coming to MINExpo exhibitors in
early 2020…
Stay tuned for a webinar that’ll feature use cases, best practices and more!

19. International Partners In Promotion
International Delegation Program Overview
Special offerings reserved for international buyers
Organized by the National Mining Association and the U.S. Commercial Service
Customized show experience
Why Be a Part of a Delegation?
Customized, international-only perks
Personalized asisstance pre- and post-show from an experienced Delegation Leader
Help attendees cover the show floor
Translation services & International Business Center
Looking forward to 2020, MINExpo will once again welcome international buyers with a special offering organized by the National Mining Association and US Commercial Service. The International Delegation Program is a joint-effort between the National Mining Association and the US Commercial Service that offers international buyers a high-value, customized experience at the show.

20. General Show Pro Tips Follow up within two days
35-50% of sales go to the exhibitor who responds first
(2014 Lead Response Report, InsideSales.com)
62% of leads are contacted within 5 days
(2015 Sales Lead Survey, EXHIBITOR Magazine)
It’s not always about an immediate sale
Nurturing leads yields 50% more sales at 33% lower costs
(Forrester Research Inc)
Only 16% of companies nurture leads until they become customers
Create a long-term lead database
Automate follow up where you can

21. Questions? Comments? Contact Me: Lilia Dashevsky
Office: (202)
How could you dumb down the SMART campaigns? Small budget? What can I do first if I’m a one man show/marketing team?
PIP toolkit questions? How do I use it?
How do I attract/market to the audiences that we know right now?
Raise your hand if you think you know your attendees through and through