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2014 Increase Exhibit and Sponsorship Sales

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See successful trends in exhibit and sponsorship sales such as how organizers are handling non-exhibit floor participation, show organizer feedback to the exhibitor about their display and other reports to increase value to the exhibitor.

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2014 Increase Exhibit and Sponsorship Sales

  1. 1. Increase Exhibit and Sponsorship Sales at Your Next Show Strategies from Exhibit Sales Roundtables & Exhibit Surveys Data
  2. 2. Moderated By: • Sam Lippman, President, Lippman Connects Panelists: • Joe Federbush, VP – Sales and Marketing, Exhibit Surveys • Anna Zammataro, CEM, CMP – Director – Exhibitions, American Academy of Ophthalmology
  3. 3. Agenda • Introduction • Providing Exhibitor Education • Discounts • Digital Booths • Proving the Value of Your Event • Best Take-Aways from ESR
  4. 4. Exhibit and Sponsorship Sales Trends Grew 63% Stayed the same 19% Decreased 18% Exhibit Space Sales Grew 49% Stayed the same 32% Decreased 19% Sponsorship Sales Source: Issues and Trends in Exhibit and Sponsorship Sales (Fall 2014)
  5. 5. Pricing • Exhibits • Sponsorships • Packages vs a la carte
  6. 6. Exhibitor Education – Helping to Improve ROI Pre-event promotion tools Access to event mailing lists for them to use to promote Access to event data Speaking opportunities in your education program Exhibitor training (marketing and/or logistics) Matchmaking tools Top-to-top access to executive level attendees Training exhibit staff to maximize contact with attendees 75% 65% 56% 45% 40% 30% 29% 27% Associations vs. Independent 79% vs. 35%
  7. 7. Exhibitor Education • AAO staff dedicated to exhibitors’ success • Exhibitor Effectiveness Evaluation Program • Free digital booth – attendees’ search tool
  8. 8. Exhibitor Effectiveness Evaluation (E3 Program) • Exhibit Presentation • Product Presentation • Exhibit Staff
  9. 9. 5-page Post-Show Report
  10. 10. Best of Show and Standout Exhibitor Reports • Value-add for exhibitors • Based on complimentary E3 Program – Includes booths that displayed imaginative, creative, effective and/or unusual ideas.
  11. 11. 2013 Best of Show – Linear Standout Exhibitor Report Outstanding use of lighting, shape, color and imagery, to dramatically present new product
  12. 12. “Thank you to the AAO for providing this service. It really helps us determine how our booth is being viewed by others” “Thank you for this added service. We find it most helpful, especially since this year we moved up to a 20 x 20 and used our larger booth for the first time in many years. The report confirmed what I had hoped to accomplish!” “Thank you so much for the evaluation. It has information that will help us make our booth more effective in 2013 and beyond” “I really appreciate the evaluation and reporting you have provided. I find it is easy to miss important facets of booth design and execution when so closely involved with it. And the opportunity for objective evaluation will help us continue to develop and fine tune our strategy at AAO going forward”
  13. 13. Discounts/Incentives Do Not Offer 17% Offer incentives 83% Attendee lists with USPS addresses Discounted sponsorship Discounted advertising Discounted exhibit space Free advertising Attendees lists with email addresses Free exhibit space Free sponsorship Credit some of their drayage cost Credit all their drayage cost 47% 44% 42% 39% 25% 25% 10% 8% 8% 5% 20% 35% 13% 45% 26% 56% 9% 11% 56% 0% Types of Incentives & Their Effectiveness Source: Issues and Trends in Exhibit and Sponsorship Sales (Fall 2014)
  14. 14. Non-Exhibit Floor Participation • Do you offer it? Is exhibiting required? • What are you offering? • Value delivered • New revenue opportunities
  15. 15. Virtual Exhibition – Attendee Search Tool • Online three months prior and post • Exhibitors populate free digital booth • Promoted to attendees to preview the exhibition
  16. 16. Free Digital Booth – Upgrades Available
  17. 17. Proving Value of the Exhibition • Attendee demographics • Leads/traffic generated • Analytics, data, post show reports • Testimonials from sponsoring exhibitors • Event prospectus (print, digital and video)
  18. 18. Best Sales Take-Aways from ESR • Start a “Figure 8” sales program • Get more out of space applications • Identify sponsors for “Sold” sponsorships • Bonus priority points for rebooking onsite
  19. 19. Questions?
  20. 20. For More Information, Contact: Joe Federbush joe@exhibitsurveys.com Sam Lippman sam@lippmanconnects.com Anna Zammataro azammataro@aao.org