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.

1. 7 Ways to Increase Exhibit and Sponsorship
Sales – Key Findings from the Exhibit Sales
Roundtable (ESR)

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

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. 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. Sharpen Your Saw
• Training defined
• Outsourced service

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. 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. 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%
Data.com (Jigsaw)
6%
Exhibittrac
Other
4%
10%

10. Using Social Media for Prospecting

11. Using Social Media for Prospecting

12. Using Social Media for Prospecting

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. Using Social Media for Prospecting
@NRAShowSalesGuy

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Proving ROI to Exhibitors and Sponsors

27. Proving ROI to Exhibitors and Sponsors

28. Questions