7 Ways to Increase Exhibit and Sponsorship Sales – Key Findings from the Exhibit Sales

Roundtable (ESR)

Sam LippmanProducer, Exhibition and Convention Executives Forum (ECEF), Attendee Acquisition Roundtable,

Exhibit Sales Roundtable, Large Show Roundtable

Brian MoonVice President of Sales, Convention & Allied Membership

National Restaurant Association

Jeff StanleyExecutive Director, Strategic Research Development

Exhibit Surveys, Inc.

Agenda Self-introductions Overview of Study Sales Training Prospecting Differentiated Pricing Sponsorships Proving ROI

Key Findings Exhibit Sales Survey

MeasurementAverage 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%

Key Findings Exhibit Sales Survey

MeasurementAverage 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%

Sharpen Your Saw

• Training defined• Outsourced service

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

Two-thirds (68%) Provide Sales Training

No, Training is Not Provided

Other

Training is Provided via an Outsourced Service

Training is Provided In-House

0.32

0.13

0.28

0.38Sales Training

Prospecting SourcesCompetitive Event Directories

Industry Publications (Print)Industry Publications (Online)

LinkedInOther industry organizations

Hoovers/Dun & BradstreetOther Social MediaOther Online Tools

Data.com (Jigsaw)Exhibittrac

Other

67%

65%

58%

44%

24%

18%

13%

7%

6%

4%

10%

Using Social Media for Prospecting

Using Social Media for Prospecting

Using Social Media for Prospecting

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?

Using Social Media for Prospecting

@NRAShowSalesGuy

Usage of Differentiated PricingNot Using or Planning to

Use; 64%

Currently Using; 24%

Planning to Use; 11%

Not Aware of Practice; 1%

Usage of Differentiated PricingSample 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

Usage of Differentiated PricingSample 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.

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.)

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

Proving ROIAttendee demographics

Attendee purchase plans/ buying in-fluence 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

86%

74%

53%

38%

33%

31%

23%

Potential Effectiveness of ROI Measurement Methods (Rated Extremely/Very Effective)

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

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)

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

Challenges for Proving ROIFor 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

Challenges for Proving ROIFor 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

Proving ROI to Exhibitors and Sponsors

Proving ROI to Exhibitors and Sponsors

Questions