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What’s Working in Exhibit
and Sponsorship Sales?
Sam Lippman, Founder and President, Lippman
Connects
Wendy Loew, Group Show Director, Questex Media
Jason Stookey, Vice President Sales, National
Association of Broadcasters
• Explore how to integrate exhibit and sponsorship sales
• Examine ways to find and retain talented sales staff
• Develop techniques for building a culture of exceptional
customer service
Learner Outcomes:
• Self-Introductions
• Audience demographics polling
• Exhibition trends
• Find, train, and retain star salespeople
• Selling exhibits and sponsorships
Agenda
• 35 years producing
exhibitions, conferences, forums, a
nd 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 and convention industry
Sam Lippman
Founder and President
Lippman Connects
Show Name Attendance Purpose
200 industry
executives annually
• Exclusively for independent and
association executives
• Focuses on increasing revenue and the
relevance of events
16 attendees
3 times a year
• Show managers with at least 125,000 net
square feet of exhibit space
• Exchanges best practices for large shows
18 attendees
3 times a year
• Event marketers focus on ways to find,
attract, and retain quality attendees
• Tracks lifecycle of attendees
• Identifies new prospects and rebuilds lists
• Boosts conversion rates
18 attendees
3 times a year
• Exhibit sales and service managers share
sales technique
• Benchmarks exhibit pricing, space
assignment, and sponsorships
Lippman Connects Events
• Manages Questex Technology
Events portfolio - trade
shows, conferences, hosted buyer
summits, and media properties
• 25+ years sales management at
1105 Media, Advanstar, and CES
• Track record of building strong
external and internal relationships
• Enjoy creating, launching, and
selling integrated programs and
new sponsorship opportunities
Wendy Loew
Group Show Director
Questex Media
• 18 year Tradeshow Industry
Veteran
• Joined NAB in October 2011
• Previously worked at TNT
Productions, CES, and Hanley
Wood Exhibitions
• Suggests “Rhinoceros Success” by
Scott Robert Alexander as a must
read for any sales professional
Jason Stookey
Vice President Sales
National Association of
Broadcasters
Audience Demographic Polling
Exhibition Trends
Trends: Technology
• Matchmaking/Scheduling being used by 47% of organizers
• Effectiveness of these programs (ECEF 2012 Pulse)
23%
23%
35%
19%
18%
31%
35%
16%
Not very effective
Undecided
Somewhat effective
Very effective
Exhibitors Attendees
Trends: Technology
• 27% of organizers are extending their physical event online
(ECEF 2012 Pulse)
• Objectives in extending online:
– Strengthen your event’s brand
– Increase the number of attendees at future physical events
– Offer content to prospects that can’t attend your physical event
– New revenue from virtual booths and sponsorships
– Increase booth sales at future physical events
Trends: New Event Models
• Challenges and Opportunities
– Hosted buyer programs
– Sponsored conferences
– Exhibitors hosting private events
– Finding the “ROI ratio” for each company
Trends: Exhibit Space Pricing
• 56% of organizers open to the following new exhibit space
pricing (ECEF 2012 Pulse):
– 18% Charge based on different sections of the floor
– 15% Offer multi-year contracts
– 10% Change based on when the space is paid for
– 10% Reduce net square foot charge the more space purchased
– 2% Charge based on performance
– 45% Other
Trends: Year-long Engagement
• Create reasons to engage throughout the year
• Connect with multiple decision makers
• Build communities with exhibitors and prospects
• Constantly re-book
• Use survey data to craft sales message
• 80/20 rule: Generate majority of revenue from 20% of clients
Find, Train, and Retain Star
Salespeople
Star Salespeople
41%
14%
14%
24%
28%
28%
41%
30%
8%
23%
17%
24%
24%
26%
0% 10% 20% 30% 40% 50%
None
Senior level communications people
Social media experts
Conference session development
experts
Senior level marketing people
Individuals with recognized industry
experience and knowledge
Senior level sales people
ECEF 2012 Pulse: Adding Expert Staff
2012
2011
Star Salespeople
Five of top six threats are exhibitor-related (ECEF 2012 Pulse):
1. M&A reducing exhibitor base
2. Exhibitors downsizing exhibit space
3. Exhibitors downsizing sponsorships
4. International exhibitors unable to get in the U.S.
5. Exhibitors cancelling booths
Star Salespeople
31% of exhibition producers increased their exhibit space and
sponsorship sales budget in the past year (ECEF 2012 Pulse)
Star Salespeople: Motivation
• Compensation
• Contests and spifs
• Managing a non-performer
Selling Exhibits and
Sponsorships
ECEF 2012 On-site Polling Results
• Which of the following is top of mind for exhibitors?
2%
21%
31%
46%
0% 10% 20% 30% 40% 50%
Cost shifing from show
management to exhibitors
Cost of exhibiting continually
increasing
Show management providing
measurement tools/data
Creating compelling
experiences for attendees
Exhibit Space and Sponsorship Sales
• Create customized sponsorships, media opportunities, and
digital offerings
• Work with exhibitors to develop powerful sponsorships
• Create bundled, integrated proposals
• Sell marketing solutions, not concrete or ad space
Thank you
For more information, please contact:
Sam Lippman Sam@LippmanConnects.com
www.LippmanConnects.com
Wendy Loew wloew@questex.com
Jason Stookey jstookey@nab.org

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What's Working in Exhibit Sponsorship

  • 1. What’s Working in Exhibit and Sponsorship Sales? Sam Lippman, Founder and President, Lippman Connects Wendy Loew, Group Show Director, Questex Media Jason Stookey, Vice President Sales, National Association of Broadcasters
  • 2. • Explore how to integrate exhibit and sponsorship sales • Examine ways to find and retain talented sales staff • Develop techniques for building a culture of exceptional customer service Learner Outcomes:
  • 3. • Self-Introductions • Audience demographics polling • Exhibition trends • Find, train, and retain star salespeople • Selling exhibits and sponsorships Agenda
  • 4. • 35 years producing exhibitions, conferences, forums, a nd 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 and convention industry Sam Lippman Founder and President Lippman Connects
  • 5. Show Name Attendance Purpose 200 industry executives annually • Exclusively for independent and association executives • Focuses on increasing revenue and the relevance of events 16 attendees 3 times a year • Show managers with at least 125,000 net square feet of exhibit space • Exchanges best practices for large shows 18 attendees 3 times a year • Event marketers focus on ways to find, attract, and retain quality attendees • Tracks lifecycle of attendees • Identifies new prospects and rebuilds lists • Boosts conversion rates 18 attendees 3 times a year • Exhibit sales and service managers share sales technique • Benchmarks exhibit pricing, space assignment, and sponsorships Lippman Connects Events
  • 6. • Manages Questex Technology Events portfolio - trade shows, conferences, hosted buyer summits, and media properties • 25+ years sales management at 1105 Media, Advanstar, and CES • Track record of building strong external and internal relationships • Enjoy creating, launching, and selling integrated programs and new sponsorship opportunities Wendy Loew Group Show Director Questex Media
  • 7. • 18 year Tradeshow Industry Veteran • Joined NAB in October 2011 • Previously worked at TNT Productions, CES, and Hanley Wood Exhibitions • Suggests “Rhinoceros Success” by Scott Robert Alexander as a must read for any sales professional Jason Stookey Vice President Sales National Association of Broadcasters
  • 9.
  • 10.
  • 11.
  • 13.
  • 14. Trends: Technology • Matchmaking/Scheduling being used by 47% of organizers • Effectiveness of these programs (ECEF 2012 Pulse) 23% 23% 35% 19% 18% 31% 35% 16% Not very effective Undecided Somewhat effective Very effective Exhibitors Attendees
  • 15.
  • 16. Trends: Technology • 27% of organizers are extending their physical event online (ECEF 2012 Pulse) • Objectives in extending online: – Strengthen your event’s brand – Increase the number of attendees at future physical events – Offer content to prospects that can’t attend your physical event – New revenue from virtual booths and sponsorships – Increase booth sales at future physical events
  • 17. Trends: New Event Models • Challenges and Opportunities – Hosted buyer programs – Sponsored conferences – Exhibitors hosting private events – Finding the “ROI ratio” for each company
  • 18. Trends: Exhibit Space Pricing • 56% of organizers open to the following new exhibit space pricing (ECEF 2012 Pulse): – 18% Charge based on different sections of the floor – 15% Offer multi-year contracts – 10% Change based on when the space is paid for – 10% Reduce net square foot charge the more space purchased – 2% Charge based on performance – 45% Other
  • 19. Trends: Year-long Engagement • Create reasons to engage throughout the year • Connect with multiple decision makers • Build communities with exhibitors and prospects • Constantly re-book • Use survey data to craft sales message • 80/20 rule: Generate majority of revenue from 20% of clients
  • 20. Find, Train, and Retain Star Salespeople
  • 21.
  • 22. Star Salespeople 41% 14% 14% 24% 28% 28% 41% 30% 8% 23% 17% 24% 24% 26% 0% 10% 20% 30% 40% 50% None Senior level communications people Social media experts Conference session development experts Senior level marketing people Individuals with recognized industry experience and knowledge Senior level sales people ECEF 2012 Pulse: Adding Expert Staff 2012 2011
  • 23. Star Salespeople Five of top six threats are exhibitor-related (ECEF 2012 Pulse): 1. M&A reducing exhibitor base 2. Exhibitors downsizing exhibit space 3. Exhibitors downsizing sponsorships 4. International exhibitors unable to get in the U.S. 5. Exhibitors cancelling booths
  • 24.
  • 25. Star Salespeople 31% of exhibition producers increased their exhibit space and sponsorship sales budget in the past year (ECEF 2012 Pulse)
  • 26. Star Salespeople: Motivation • Compensation • Contests and spifs • Managing a non-performer
  • 28.
  • 29. ECEF 2012 On-site Polling Results • Which of the following is top of mind for exhibitors? 2% 21% 31% 46% 0% 10% 20% 30% 40% 50% Cost shifing from show management to exhibitors Cost of exhibiting continually increasing Show management providing measurement tools/data Creating compelling experiences for attendees
  • 30. Exhibit Space and Sponsorship Sales • Create customized sponsorships, media opportunities, and digital offerings • Work with exhibitors to develop powerful sponsorships • Create bundled, integrated proposals • Sell marketing solutions, not concrete or ad space
  • 31. Thank you For more information, please contact: Sam Lippman Sam@LippmanConnects.com www.LippmanConnects.com Wendy Loew wloew@questex.com Jason Stookey jstookey@nab.org