Embrace The Evolution

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My presentation from EDPA Access 2009

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Embrace The Evolution

  1. 1. WHO IS CHRIS KAPPES? Frustrated musician 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
  2. 2. WHAT HA I LEARNED? VE Clients don’t want exhibits or events... they want outcomes that exhibit/events create... ...for less
  3. 3. THE WORLD TODAY INDICATOR VALUE Inflation -2.8 (1/2010) GDP Growth -0.7% Unemployment 9.5% Gold $1101/oz Oil $79/bbl Prime 3.25%
  4. 4. 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
  5. 5. THE WORLD OF BUSINESS
  6. 6. 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
  7. 7. THE BUSINESS OF MARKETING
  8. 8. THE BUSINESS OF MARKETING OLD MARKETING NEW MARKETING Monologue Dialogue “Push” “Pull” 1:Mass 1:1 / 1:Community
  9. 9. OUR INDUSTRY : PAST Big sea, many fish
  10. 10. OUR INDUSTRY : PRESENT Big sea, shrinking fish population, several big fish
  11. 11. MARKET SHARE
  12. 12. THE TRADESHOW INDUSTRY
  13. 13. THE TRADESHOW INDUSTRY Blended profit of the 56 surveyed exhibit companies between 2002 - 2007: 3%* * According to the EDPA Economic Survey
  14. 14. THE TRADESHOW INDUSTRY Our industry is broken and demands reinvention
  15. 15. TRADESHOW INDUSTRY VALUE PROPOSITION
  16. 16. THE BILBAO EFFECT - FORBES.com 82% of tourists visited the city solely to see and experience the museum 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
  17. 17. CHALLENGES FORCE NEW WAYS OF THINKING AND INNOVATION
  18. 18. OUR INDUSTRY : FUTURE Big sea, many fish must become codependent and innovate to survive.
  19. 19. FINDING THE BLUE OCEAN Unlock enterprise sales and value
  20. 20. 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 50 associates Entrepreneur of the Year Finalist (2005, 2006)
  21. 21. WHY WE ARE EVOLVING Commoditization of supply base Acute pricing and margin pressure Design is subjective Upfront creative investment continues to escalate Buyer sophistication
  22. 22. 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
  23. 23. WHO MATREX IS Non-commission Agency mindset Incubator for business innovations Outsource low margin activities Builder of alliances and codependency
  24. 24. WHO MATREX IS LIVESCIENCE: Blending art and science
  25. 25. WHO MATREX IS USP: Performance Guarantee
  26. 26. CORPORATE MARKETING New website
  27. 27. CORPORATE MARKETING New advertising & thought leadership Event Marketer Magazine Series Procurement White Paper Exhibit City News WCEO Leadership Issue
  28. 28. NEW BUSINESS LAUNCH Engagement Activity Post-show eBlast Tradeshow Booth Booth Attire Event Sponsorship Interactive CD
  29. 29. 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 capture technology Invited to participate in 9 significant RFIs/RFPs so far this year, double any previous year in Matrex history
  30. 30. 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
  31. 31. UNLOCKING YOUR ENTERPRISE VALUE THROUGH INNOVATION WHAT IS THE END-GAME? EBITDA? VALUATION?
  32. 32. GETTING THERE 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?
  33. 33. YOUR SECRET SAUCE RECIPE Look underneath the hood Find your reason for being Build internal consensus Mobilize enterprise alignment Market the sauce Innovate now Build codependence Know the end game Stay focused Get lucky

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