Kenji Haroutunian Mining Competitive Shows for Exhibit Acquisition kh


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TED Style talk at PCMA Learning Lounge - Exhibit and Sponsorship

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Kenji Haroutunian Mining Competitive Shows for Exhibit Acquisition kh

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