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What Do We Sell?, by Chris Brown, Shawn Pierce

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“What and How Do We Sell?” are age-old strategic questions that show managers should be constantly asking, but in today’s events environment these inquires seem to be screaming out more than ...

“What and How Do We Sell?” are age-old strategic questions that show managers should be constantly asking, but in today’s events environment these inquires seem to be screaming out more than ever for a response.  With the intense pressure on delivering ROI (driven by less than stellar economic circumstances), the rising cost of show participation, the flow of content and money to the Internet and the impact of new technology on events, show management and exhibitors are experiencing stresses that are often self-inflicted.  As all of these forces collide, should our industry start questioning many of the foundation principles upon which the exhibition business models have been built?

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What Do We Sell?, by Chris Brown, Shawn Pierce What Do We Sell?, by Chris Brown, Shawn Pierce Presentation Transcript

  • What  Do  We  Sell?   Chris  Brown,  EVP  –  NAB   Shawn  Pierce,  President  -­‐  Experient  
  • In  the  future,  will  we  need   registraCon?   InformaCon  is  readily   But,  what  informaCon?   available   • Personal  Address   • Social  networking  sites   • Business  Address   • Cell  phone  –  Bumping   –  Startup  Entrepreneur     • Business  Cards?   • Demographics   • How  would  Show   Management  get  this   data?  
  • How  Will  Data  and  Leads  Flow  in   the  Future?  
  • Personal Devices: Our Connection to Home and Office Information Entertainment Connection Transaction
  • TOO CONNECTED?
  • Expectation: Access to All (Data), Anytime, Anywhere
  • And . . . We Are Using Devices in New Ways
  • The Next Gen Brochure qrstuff.com
  • Virtual Meets Reality: Augmented Reality
  • Fiction . . . Or Reality?
  • Sixth Sense: How We Will Interact with our Environment in the Future?
  • So  What  Does  It  All  Mean  Basil?   (For Trade Shows and Events?)
  • Again  –  Changing  ExpectaCons   •  Anywhere,  AnyCme     •  In  my  hand/at  my  fingerCps   •  InteracCve   •  Free  or  very  low  cost   •  Included,  or  bundled   •  Easy   •  Works  with  my  technology/my  apps  (not   proprietary)  
  • We  must  ENABLE  the  free  flow  of   data  .  .  .     And  get  out  of  the  way.  
  • And  .  .  .   •  Make  it  easy  (easier).   •  Make  it  work  with  what  they  (aSendees  and   exhibitors)  know  and  use.   •  Make  it  interacCve/integrated.  
  • Should  we  charge  for  it?  
  • What do we sell/make? What do we own?
  • Back  to  Basil   What’s  it  all  mean  for     REGISTRATION?  
  • Registration has already evolved dramatically    
  • In  an  evolved  environment  .  .  .     Where  data  flows  free-­‐ly  .  .  .   •  Should  the  data  be  behind  a  wall?   •  Should  we  charge  for  lead  services?   •  The  registraCon  model  changes.   •  Including  the  business  model  (who  pays).   •  SCll  need  to  capture  data,  and  sCll  need  to  tag   people.   •  Just  need  to  move  to  higher  use  of  data.  
  • What  are  Other  Business  Models   for  Trade  Shows   •  Exhibit  Space  +  Sponsorships  +  3rd  Party   (typical  model  for  our  industry)   •  One  fee  (per  sq/]  or  booth)  all  inclusive   •  Very  low  fee  per  sq/]  +  a-­‐la-­‐carte   •  Fee  per  lead  or  brand  awareness  (impressions)   •  Simply  accept  a  lower  margin?  
  • Q  &  A