The trend for exhibit and sponsorship revenue is shifting away from the show floor. Brand marketers value marketing and sponsorship opportunities more than the exhibit real estate. The Facts...Are Changing 85% of a trade show’s revenue comes from space. 15% is from sponsorship and advertising. Source: Doug Ducate, President and CEO, Center for Exhibition Industry Research (CEIR). But that is changing. The tradeshow revenue mix is shifting in favor of sponsorship and advertising. Three … [Read more...]
Virtual Trade Show Business Plans
Tradeshow organizers and exhibitors are leveraging virtual technologies for their benefit. Virtual events are helping them reduce costs, increase lead generation, improve ROI for the exhibitor and attract future buyers. At IAEE's 2010 Expo! Expo! Nicole Buraglio and I presented a sesson on Virtual Trade Show Business Plans. We explored several business and go-to-market strategies for leveraging the buzz from the show floor to a wider audience. Here is the PPT slide deck from that … [Read more...]
Calculating ROI For Your Tradeshow Booth
Was exhibiting at that tradeshow worth your time and resources? How would you know? In today's world where so much business is conducted on the phone or digitally, meeting customers, prospects and other stakeholder face-to-face is extremely important. At the same time, you want to effectively keep your costs down and use your time and resources wisely. In order to do that, you need to measure and improve your current strategies. Without data, your decisions about exhibiting or attending are … [Read more...]
Five Tips To Improve Your Tradeshow Exhibitor Communications
Recently, I’ve been doing a bit of research and consulting on exhibitor communications. While I’ve lived in and around shows for many years, in the past my focus has been more on revenue, lead management and ROI, and not so much on the service, hand holding and communication of confirmed exhibitors. Most tradeshows have at least four exhibit segments: Anchor Exhibitors - occupying island booths and typically long-term loyal exhibitors In-Line Exhibitors - The little guys occupying the … [Read more...]
Four Ways To Flip Your Tradeshow Buying And Selling Model
“People don’t like to be sold, but they love to buy!” Jeff Gitomer. That’s one of my favorite truth quotes, from Gitomer, a speaker, sales trainer and author of The Sales Bible, Little Red Book of Selling and many others. This truth is playing out in the way buyers are changing how they attack and derive benefits from their trade show participation. Buyers don’t want to receive a stack of preshow mailers and get spammed by every exhibitor before the show. Buyers don’t relate well to aggressive … [Read more...]
How The Billboard Effect Influences Your Tradeshow
About a year ago, I learned about a term used in the hotel industry known as “The Billboard Effect.” Defining The Billboard Effect Chris Anderson Ph.D., assistant professor at Cornell University, conducted a study on the impact of hotel reservations for hotels with or without a presence on Expedia. During the study, four hotels were rotated on and off Expedia for a three month period. Three Findings About The Billboard Effect Hotel placement on Expedia resulted in a 20-percent increase in … [Read more...]
Priority Points, On-Site Booth Sales And The NFL Draft
A couple of weeks ago, Kevin Johnstone, director of Tradeshows at the National Association of Music Manufacturers, started a LinkedIn discussion about priority point programs and on-site booth sales. Tom Corcoran, Owner of Corcoran Expositions, Inc. , added my favorite reply to the thread. “Two benefits to holding your space pick for next year on,-site, is the competition factor between exhibitors which often results in increased sales. The other is the team aspect as many companies show up … [Read more...]
Hosted Buyer Programs: Industry Silver Bullets Or Resurgence Of Timeshare Like Scams
You sit down to dinner with your family. Within moments of your first bite, the phone rings. All eyes land on you. Will you answer it or screen the call? You decide to answer the phone and are greeted by a cheerful voice shouting, "Congratulations, you've just won a free all-expenses paid trip for three days! All you have to do to claim your free trip is come to the following address on Saturday, spend 90-minutes listening to our speaker and take our tour. You don't have to purchase anything. … [Read more...]
