Increase Exhibit & Sponsorship Sales with Sam Lippman and Jason Stookey, NAB (IAEE 2014 Luncheon)

7 Ways to Increase Exhibit and

Sponsorship Sales

7 Ways to IncreaseExhibit and Sponsorship Sales

IAEE DC Chapter Luncheon

May 9, 2014

Agenda

• Self-Introductions• Overview of Exhibit Survey’s Study• Sales Training• Prospecting• Differentiated Pricing• Sponsorships• Proving ROI

Audience Polling: Who Are You?

• Show management• Venue/Hotel• Contractor/Supplier• Other

Audience Polling: Years of Experience

• 0 – 3 years• 4 – 7 years• 8 – 12 years• 13 – 18 years• 19+ years

• 37 years producing exhibitions, conferences, forums, and roundtables

• Produced International CES, GRAPH EXPO, and PRINT

• Consults in strategic planning, management, and marketing

• Facilitates board meetings, user groups, and attendee and exhibitor focus groups

• Produce by-invitation events for the exhibition industry

Sam Lippman Founder and President

Lippman Connects

Connect. Inspire. Succeed.

The platform to increase exhibit and sponsorship sales

The meeting for large show managers

Find. Attract. Retain. Grow

• 18 Years of Tradeshow Industry Sales Executive Experience.

• Worked previously for International CES, Hanley Wood Exhibitions and TNT Productions Inc.

• VP, Sales at NABShow since 2011.

• During this time NSF has increased 21% and Sponsor Ad revenue has increased more than 226%

Jason StookeyVice President, Sales

National Association of Broadcasters, NABShow

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%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

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%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

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

32%

13%

28%

38%

Sales Training

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Prospecting Sources

Competitive Event Directories

Industry Publications (Print)

Industry Publications (Online)

LinkedIn

Other industry organizations

Hoovers/Dun & Bradstreet

Other Social Media

Other Online Tools

Data.com (Jigsaw)

Exhibittrac

Other

67%

65%

58%

44%

24%

18%

13%

7%

6%

4%

10%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

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?

Usage of Differentiated Pricing

Not Using or Planning to Use; 64%

Currently Using; 24%

Planning to Use; 11%

Not Aware of Practice; 1%

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Usage of Differentiated Pricing

Sample comments regarding reasons for not using:• Internal disagreement on benefit of this marketing strategy.

• 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, especially the disadvantages.

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Sponsorships

• Mobile Apps• Digital Platforms (including listings, video, dedicated emails)• Yearlong social media exposure • Education stage and classes on show floor• Wi-Fi splash screen and charging kiosk logo• Café/Restaurant • Bag inserts with exhibitors’ materials• Bathroom door clings• Hotel sponsorship (elevators, door drops, key cards, etc.)

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Sponsorships-Print-On-site-Digital

Proving ROI

Attendee demographics

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

86%

74%

53%

38%

33%

31%

23%

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

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Techniques to Help Prove ROI

• Testimonials/referrals • Case studies• 3rd party audit • Pre-show exposure data• PR – press mentions, social

media measurement• RFID tracking of attendees’

traffic/show activities

• Exit interviews • New product introductions• Explaining data given to

exhibitors

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Challenges for Proving ROI(Exhibit Sales)

• Exhibitors focus on increased costs • Proving the quality and quantity of attendees• Competing with other non-show marketing/advertising opportunities• Mergers of companies in industry = fewer buyers• Exhibitors downsizing space to save costs• Decreasing marketing budgets for live events• Exhibitors more interested in program content than exhibit floor

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Challenges for Proving ROI(Sponsorship Sales)

• Need data on audience behavior/likeliness to buy• Demonstrate value of previous events, forecasts for future events• Offering new ideas/opportunities• Hard to “paint the picture” of new offerings for potential sponsors• Expand the number of exhibitors buying sponsorships

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Challenges for Proving ROI(Sponsorship Sales)

• Price – budget constraints• Expanded 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 approve sponsorship buy

Source: Exhibitor and Sponsorship Sales Metrics and Practices Study (Fall 2013)

Questions?

For more information, contact:

[email protected]

[email protected]