NYIABF 23 Marketing Report - ABAA Leadership Version (Static)

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Marketing Report

ATTENDANCE - HISTORIC

2017 2018 2019 2020 2022 2023 12,500 10,000 7,500 5,000 2,500 0

Overall Trends

Best-performing media: Video / story content (IG)

Photo / link content (Twitter, FB)

Best-performing organic content: Experimental, Timely, Educational Best-performing ads: Exhibitor assets, static images

By the numbers

Organic Social impressions: 670k

Organic web search impressions: 65.7k

Owned email impressions: 68.3k

Paid / sponsored digital impressions: 1.95m

Paid / sponsored print reach: 2.06m

Paid radio / podcast reach: 2.2m

Total marketing impressions: 7m+

Total press circulation: 1.7b+

WEB USER STATS

125,000 100,000 75,000 50,000 25,000 0 2022 2023 ⬆ 18% ⬆ 2% ⬇ .3%
Overall Users Sessions Pageviews

WEB USER STATS - con't

2 1.5 1 0.5 0
Sessions / User Pages / Session Session Duration
2022 2023 ⬆ 3% ⬆ 15% ⬆ 3%

WEB TOP SOURCES

Google (organic) Facebook Time Out 20,000 15,000 10,000 5,000 0 2022 2023 ⬆ 24% ⬇ 10% ⬆33%

WEB TOP SOURCES - con't

Instagram Twitter ABAA 1,250 1,000 750 500 250 0 2022 2023 ⬆ 133% ⬆ 150% ⬆ 15%

Web Lessons:

High-quality visitors are more important than overall number of visitors

More high-quality web content keeps customers on our site longer Always direct customers to our website (not third-party ones)

SLSA EMAIL CAMPAIGNS

Open Rate % 60 40 20 0 CTR % 3 2 1 0 2022 2023 ⬆ 11% ⬆ .9%

Email Lessons: Engaging, well-researched subject lines + preheader text can dramatically increase open rates

Increase in volume of emails sent will not have a negative effect on open rates

PAID DIGITAL BY THE NUMBERS

Fine Books & Collections: 44,260 impressions

A Way with Words: 37,345 impressions

Open rate: 34%

NYT: 331,598 impressions

Click through rate (CTR): .5%

MAX IQ Display: 1,319,851 impressions

CTR: .1%

MAX IQ Social: 225,789 impressions

CTR: .91%

Total paid impressions: 1.95 million

Paid Digital Lessons: Social ads outperform display

Static and animated ads received the same engagement (CTR) but static ads were served more frequently Increase in mobile, decline in desktop

Top 3 markets: NY, NJ, MA

ORGANIC SOCIAL REACH YOY

FB IG Twitter 750,000 500,000 250,000 0 2022 2023 ⬆600% ⬇ 45%

Organic Social Lessons:

Increase focus on tools with positive overall user acquisition and follower growth rates

SOCIAL TESTIMONIALS

SOCIAL TESTIMONIALS

SOCIAL TESTIMONIALS

SOCIAL TESTIMONIALS

SOCIAL TESTIMONIALS

NOTABLE ATTENDEES - VIPs

Emma Roberts film/TV actress, co-founder of Belletrist

Mark Levin Manhattan Borough President

Meredith Graves musician, Dir. of Music at Kickstarter

Jill Krementz photographer, author, Kurt Vonnegut’s widow

Paul Schrader screenwriter, Scorsese collaborator

Elena Favilli author of the Rebel Girls series

Trey Anastasio Phish frontman

Paul Branca artist; shows include JOAN, Kavi Gupta, Marianne Boesky, Sculpture Center

Fareed Zakaria CNN anchor

Kathleen Cullen gallerist

Alex Jamieson artist working with books and paper, micro-influencer

Aaron Aalto book curator for Codex Society, micro-influencer

Brynn Whitfield main cast member, upcoming season of Real Housewives of New York

Patti Smith and Jesse Paris Smith musicians, artists, activists

Neil deGrasse Tyson astrophysicist, TV/radio host

Raven Leilani Kirkus and Dylan Thomas prize-winning author; micro-influencer

Barbie Bertisch musician, DJ at The Lot Radio, micro-influencer

NOTABLE ATTENDEES - PRESS

Zach Sokol FADER, Playboy, Vice, High Times, Air Mail, and more

Lilah Raptopoulos Financial Times, host of FT Weekend podcast

Elaine Velie Hyperallergic

John Wisdom The New Criterion

Elise Taylor Vogue

Jennifer Schuessler The New York Times

Jonathan Guyer Vox

Sarah Butler The Guardian

Kyoko Gasha Reuters

Charles Passy The Wall Street Journal

Lorea Canales novelist, essayist, writes for Mexico-based news + magazine publications

Pascal Perich photographer + videographer; extensive editorial, commercial, and celeb clients

Stefanie Li Galerie

Hannah Walhout Travel & Leisure, senior editor

NOTABLE ATTENDEES - OUTREACH

NYPL curators, staff, and donors

The Rosenbach curators, staff, and donors

Gallatin School of Individualized Study (NYU) professors and students

CUNY Graduate Center professors and students

Columbia University School of the Arts professors and students

The New School professors and students

Brooklyn Institute for Social Research professors and students

Pratt Institute professors and students

NCBCC, Honey + Wax, and Ruggles Collectors’ Prizes past honorees

James Joyce Society e-board and members

West Point Library Science students

Various NYC Bookstores (Manhattan, Brooklyn, and Queens) staff

Thankyouandhere'stoagreatNYIABF'24!

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