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Kenji Haroutunian Mining Competitive Shows for Exhibit Acquisition kh
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Kenji Haroutunian Mining Competitive Shows for Exhibit Acquisition kh


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TED Style talk at PCMA Learning Lounge - Exhibit and Sponsorship

TED Style talk at PCMA Learning Lounge - Exhibit and Sponsorship

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  • ASR example, SIA example (Burton), FFR, WSA, OR Winter Market growth and penetration into core board wintersports
  • Competitive set includes direct competitors but also b2b publications and shows in related verticals where there is more than 10 Take advantage of opportunities to mingle with competing show organizers… humanize yourself, and invite them to your event. Talk about the pursuit of Burton Snowboards, Asics, and the issue with Columbia Sportswear… if one doesn’t know how to attend a competing show, make sure to offer ‘industry courtesy’ to invite them to your event. Missing this crucial step results in bad blood; feelings of distrust take hold.
  • At competitors shows, be sure not to straight up sell to exhibitors there. Bad form. Better to collect and distribute business cards and follow up. Make notes, take discrete pics if allowed in show rules.
  • Small competitors like Agenda, or OR Winter Market in 1991
  • Transcript

    • 1. Mining Competitive Shows for Exhibit Acquisition (and remember, audience acquisition is also exhibit acquisition)
    • 2. 5 top tips to gain exhibitors
      • Get Market-centric (hiring, training, travel)
      • Know your competitive Set (vertical market, channel focus, region)
      • Know your UVP’s (Unique Value Propositions)
      • Friends Close, Competitors closer
      • Proactive and Reciprocal; use the “industry courtesy” principle + ‘golden rule’
      • List acquisition, building, trading and buying (incl. b2b consumer pubs, sites in the market)
    • 3. Who am I really competing with?
      • Direct Competitors – Know Their layout, features, UVP’s
      • Gather Data – don’t just go from press releases, but scan their online and print directory
      • Borrow good ideas, or better yet improve on them
      • Golden Rule – don’t do anything you wouldn’t want to have done at your show
      • If you send people, make sure they report back to your whole team to share the intel
    • 4. Peripheral Markets
      • On the margins is often where the battle is on… and where your opportunity is
      • Develop relationships over time (Burton, Quik, Nordic brands)
      • Find and develop the authentic core relative to the exhibitors you desire, through new show features, layout
      • Don’t underestimate small competitors
    • 5. List Building
      • Print Directory
      • Online listings
      • Endemic Media
      • Advocate Accounts
      • Trade/Barter
      • Build detail into front end to facilitate targeted communications
    • 6. Questions? Other ideas?
      • Thanks!