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7 ways to increase exhibit and sponsorship sales


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This presentation highlights ideas for prospecting through social media, implementing differentiated pricing and revamping your sponsorship offerings to increase your show's revenue. Help your exhibitors track and analyze their ROI to increase your value proposition.

Published in: Education, Business

7 ways to increase exhibit and sponsorship sales

  1. 1. 7 Ways to Increase Exhibit and Sponsorship Sales – Key Findings from the Exhibit Sales Roundtable (ESR)
  2. 2. Sam Lippman Producer, Exhibition and Convention Executives Forum (ECEF), Attendee Acquisition Roundtable, Exhibit Sales Roundtable, Large Show Roundtable Brian Moon Vice President of Sales, Convention & Allied Membership National Restaurant Association Jeff Stanley Executive Director, Strategic Research Development Exhibit Surveys, Inc.
  3. 3. Agenda        Self-introductions Overview of Study Sales Training Prospecting Differentiated Pricing Sponsorships Proving ROI
  4. 4. Key Findings Exhibit Sales Survey Measurement Average Results Percent who Do Not Change Exhibit Price Year to Year 55% If Price Increased, % Change in Exhibit Price Year to Year +2% Percent who Do Not Change Sponsorship Price Year to Year 77% If Price Increased, % Change in Sponsorship Price Year to Year +2%
  5. 5. Key Findings Exhibit Sales Survey Measurement Average Results Average Exhibitor Retention Year to Year 80% Average Net Profit 42% Percent of Total Revenue Provided by Exhibit Space Sales 66% Percent of Total Revenue Provided by Sponsorship Sales 16%
  6. 6. Sharpen Your Saw • Training defined • Outsourced service
  7. 7. Sharpen Your Saw • • • • Internal resources / internal training / self-training Internal audit – Do you have everything you need to succeed? Role playing Free resources: e.g., LinkedIn groups
  8. 8. Two-thirds (68%) Provide Sales Training Sales Training Training is Provided In-House 38% Training is Provided via an… Other No, Training is Not Provided 28% 13% 32%
  9. 9. Prospecting Sources Competitive Event Directories 67% Industry Publications (Print) 65% Industry Publications (Online) 58% LinkedIn 44% Other industry organizations 24% Hoovers/Dun & Bradstreet Other Social Media 18% 13% Other Online Tools 7% (Jigsaw) 6% Exhibittrac Other 4% 10%
  10. 10. Using Social Media for Prospecting
  11. 11. Using Social Media for Prospecting
  12. 12. Using Social Media for Prospecting
  13. 13. Using Social Media for Prospecting • Do you know your customers? • Do you know their objectives? / What keeps them up at night? • What are their goals? • Where else are they making investments?
  14. 14. Using Social Media for Prospecting @NRAShowSalesGuy
  15. 15. Usage of Differentiated Pricing Not Aware of , 0 Practice, 1% Planning to Use, 11% Currently Using, 24% Not Using or Planning to Use, 64%
  16. 16. Usage of Differentiated Pricing Sample comments regarding description of differentiated pricing: A, B and C exhibit packages. Exhibitors select locations with A selecting first, then B with C getting the last 12 location choices Our differential strategy is based on location around our main association booth. Prices drop as the booths get further away. We charge premium pricing for those booths next to coffee breaks, poster sessions, and the association booth. We also offer a non-profit rate substantially lower than the regular fees. We have pricing based on location - AA, A and B booths
  17. 17. Usage of Differentiated Pricing Sample comments regarding reasons for not using: Disagreement internally as to benefit of this marketing strategy. I only know this strategy based on conversations at industry events, and it seems to work well for events that are maxed out on space. It also seems to devalue less desirable locations in the event if specific locations are priced less. Want to learn more about this strategy before considering it. Would like to know the cons.
  18. 18. Sponsorships • • • • • • • • • • • • Mobile App (6 mentions) Digital Platform sponsorship (including listings, video, dedicated emails) E-communications/social media year around Twitter Feed Spots on education stage on show floor Classes on show floor Wi-Fi splash screen logo Charging kiosks Café/Restaurant Sponsorship Bag Inserts with random exhibitor materials Bathroom door clings Show hotel sponsorship (elevators, door drops, key cards, etc.)
  19. 19. Sponsorships • • • • • • • • • • • • • • 3-D wall interactive artwork/display Rotating light box Chalk artists Corporate Yoga Pre-event webinars Guerilla marketing breaks Battle of the Bands All-Star Industry Jam Floor decals, stickers, column wraps Show floor themed beer garden Greeters/Human information stands Demo stages with industry celebrities Building wraps Sand sculptures Walking billboards
  20. 20. Proving ROI Potential Effectiveness of ROI Measurement Methods (Rated Extremely/Very Effective) Attendee demographics 86% Attendee purchase plans/ buying influence for specific products Analysis of total leads gathered at the event Attendee traffic patterns Sales conversion research Exhibit performance studies for anchor/ bell weather exhibitors Third-party industry research by analysts 74% 53% 38% 33% 31% 23%
  21. 21. Proving ROI • • • • • Testimonials (6 mentions) – Case studies of successful sales Third party audit of audience information Pre-show exposure (directory views, agenda downloads) PR – press mentions, social media measurement Technology focused demographics based on show activity (session attendance, show floor, banquet, etc.) • • • • • Having major buyers in the industry wear same colored shirt on opening day. This has far better impact than statistics RFID tracking Industry trends – Introduction of new products Referrals from existing customers/word of mouth Getting exhibitors to understand the data we already give them
  22. 22. Challenges for Proving ROI • • • • • Exhibitors perception of increased costs (7 mentions) – Costs relating to exhibiting - shipping, travel, booth supplies, etc. – Increasing costs of space, labor and hotels Increasing event attendance (4 mentions) Competing for dollars with other non-show marketing/advertising opportunities (3 mentions) Mergers of companies in industry (2 mentions) Exhibitors downsizing their space to save costs on installation, dismantle and associated staff costs (2 mentions)
  23. 23. Challenges for Proving ROI • • • • Decreasing marketing budgets for live events (2 mentions) – Sequestration especially in the defense industry Need larger show floor to accommodate potential exhibitors (2 mentions) Justifying expense to exhibitors in the face of so many other pressures for their marketing dollars More interest from exhibitors to be part of the program content than the exhibit
  24. 24. Challenges for Proving ROI For Sponsorship Sales: • • • Showing/proving ROI/Value (10 mentions) – Need deep dive data on audience behavior/likeliness to buy – Demonstrating value from previous events, forecasts for upcoming events Offering new ideas/opportunities (7 mentions) – Hard to “paint the picture” of new offerings for potential sponsors – Need to “stretch the collective thinking” about what sponsorship can be and achieve. It’s relatively easily to sell customers on trinkets but harder to sell title sponsorships or more creative options Expanding number of exhibitors buying sponsorships – Problem of mergers
  25. 25. Challenges for Proving ROI For Sponsorship Sales: • • • • • • Price – budget constraints/the economy Needs to expand price points of offerings Healthcare industry legal requirements/The Sunshine act Stronger digital content strategy to build online synergies Possible trade off with booth sales Finding the right person to buy sponsorship
  26. 26. Proving ROI to Exhibitors and Sponsors
  27. 27. Proving ROI to Exhibitors and Sponsors
  28. 28. Questions