WHO IS CHRIS KAPPES?
Marketing and Sales guy
Account coordinator to president
Kitzing: Form follows function
George P Johnson: High design
Contempo: European design sensibility
Sparks: Multi-dimensional environments
Matrex: Blending art and science
WHAT HA I LEARNED?
Clients don’t want exhibits or events...
they want outcomes that exhibit/events create...
THE WORLD TODAY
Inflation -2.8 (1/2010)
GDP Growth -0.7%
THE WORLD OF BUSINESS
“While uncertainty remains about the
expected pace of recovery, CEOs are
more optimistic that conditions will improve.”
- Vistage CEO Confidence Index
THE BUSINESS OF MARKETING
“The reality is that clients want more for less”
- Publicis CEO Maurice Levy
“The chief procurement officer has become more important than
the chief marketing officer inside some companies”
- Joanne Davis, New York business consultant
“New business has been tough to come by, and dollars are thin,
so agencies are saying ‘How do I find a way to stand out?’”
- Aaron Magness, Business Development Manager, Zappos
“Marketers have slashed the fees they pay by 5 to 30%”
Real growth will come in 2011
THE BILBAO EFFECT - FORBES.com
82% of tourists visited the city solely to see and experience
Over $107 million spent around the city of Bilbao on
accommodations, shopping, etc.
Overall economic impact: $147 billion, which is
equivalent to 4,415 jobs
CHALLENGES FORCE NEW WAYS
OF THINKING AND INNOVATION
OUR INDUSTRY : FUTURE
Big sea, many fish must become codependent and
innovate to survive.
FINDING THE BLUE OCEAN
Unlock enterprise sales and value
WHO MATREX WAS
Founded in 1987 by Jill Hebert with a $20,000 bank loan
Largest WBE (Women’s Business Enterprise) Exhibit Agency in
the nation; Top 500 in US
Full service: Creative Concepting, Production, Management
Entrepreneur of the Year Finalist (2005, 2006)
WHY WE ARE EVOLVING
Commoditization of supply base
Acute pricing and margin pressure
Design is subjective
Upfront creative investment continues to escalate
HOW MATREX IS EVOLVING
THINKING FROM Architecture TO Creating Outcomes
Integrated offerings that are
ACTIONS FROM Creative Solutions TO quantified & guaranteed
STAFF FROM Traditional thinkers TO Sales based / innovative
Traditional design Diverse marketing and sales
PRODUCTS FROM builds TO driven products & services
WHO MATREX IS
Incubator for business innovations
Outsource low margin activities
Builder of alliances and codependency
WHO MATREX IS
LIVESCIENCE: Blending art and science
New advertising & thought leadership
Event Marketer Magazine Series
Procurement White Paper Exhibit City News WCEO Leadership Issue
NEW BUSINESS LAUNCH
Engagement Activity Post-show eBlast
Event Sponsorship Interactive CD
2009 RESULTS: OPPORTUNITIES
Web traffic: From 2,000 hits/month to 9,000 hits/month
217% increase in pipeline projects
32% increase in pipeline opportunities turned RFIs/design requests
PerformanceScience exhibit at Event Marketing Summit generated
nearly 100 engagements - all documented through data
Invited to participate in 9 significant RFIs/RFPs
so far this year, double any previous year in
2009 RESULTS: RECOGNITION
ABA’s 2009 “Stevie” Award Competition
Winner for Best Overall Web Design
CEO Jill Hebert, Finalist for Women In Business
Finalist for Most Innovative Company of the Year 100
(for companies with up to 100 employees)
Named in Event Marketer’s IT List of Top 100 exhibit agencies
DiversityBusiness.com recognized our success and
WBENC-certified status by naming us among the top
500 women-owned businesses in the U.S. in 2009
UNLOCKING YOUR ENTERPRISE
VALUE THROUGH INNOVATION
WHAT IS THE END-GAME?
Define the following:
How much risk do you want to take?
How much investment can you afford to make?
What is unique to your organization?
What is your USP?
What is your make or break?
Where can you find the blue ocean?
What are the risks in not changing/evolving?
What is holding you back?
What are the impediments to change?
YOUR SECRET SAUCE RECIPE
Look underneath the hood
Find your reason for being
Build internal consensus
Mobilize enterprise alignment
Market the sauce
Know the end game