ntpxplorepresentation2015
TRANSCRIPT
USING STRATEGIC SALES TACTICS TO INCREASE
SPONSORSHIPS AND BOOTH SPACEJune 24, 2015
Stacey Correcha-PriceVice President of Sales and Event Services
Amy FisherVice President of Marketing
WHAT CAN YOU TAKE BACK TO THE OFFICE?
Specific tactics you can implement today
Effective sales strategies to grow your show
1
23 Actionable tasks for your
sales team
4Out-of-the-box thinking
A PARADIGM SHIFT
FORCES AT HANDCURRENT SALES ENVIRONMENT IS EXTREMELY CHALLENGING
• Access to information creates a more informed buyer
• Data-driven society puts enormous pressure on an organizer’s ability to deliver a quantifiable ROI
• Marketers no longer care about the number of logo impressions or number of leads
• Everyone is a salesperson• Consultative sales approaches cannot rely
solely on relationships — a “challenger” approach can yield great results
FORCES AT HANDCURRENT SALES ENVIRONMENT IS EXTREMELY CHALLENGING
• Trade shows still remain the most dominant medium in a marketer’s budget (approx. 40%) but competition is strong for dollars
• Attendance in the trade show industry is on average not growing at the pace of exhibit space
• Corporate sponsor prospects are likely to have 59 hours of work sitting on their desk waiting to be completed
• Persistence wins . . . six call attempts can increase contact rates by 70%
PART 1: ORGANIC GROWTH
DOING MORE WITH WHAT YOU HAVE
• Database review • Review pricing• Maximize onsite space selection and
engagement opportunities• Annual review of all products
especially the poor sellers
OPTIMIZING REVENUE
DOING MORE WITH WHAT YOU HAVE
• Develop new programs/show floor features that engage exhibitors in your events with prominence
− New product innovation showcases− Awards programs− Show floor tours− Product theaters
• Create patron/loyalty programs that provide increased exposure and promotional alignment with your events
• Introduce meeting suites to increase spend of current exhibitors and attract new exhibitors
SOLUTIONS IN ACTION
SPONSORSHIPS
HIGH-IMPACT PACKAGES TARGETED OFFERINGS THAT DELIVER RESULTS
• 365° exposure• Easy-to-execute• First-timer • 100% customizable• Targeted attendee
BOOST PROGRAMS TO A NEW LEVELFOCUS ON EXPERIENCE AND ENGAGEMENT
New product ads in show programTraditional mobile app sponsorshipsBanners, clings, bags, lanyardsFood/beverage sponsorsPassport cardsKeynote sponsors
Product theaters/showcases on the show floorMobile app alerts and/or beacon technologiesExperiential 3D artCoffee greeters at hotelsMobile app/social media gamesPrivate, meet and greets and audience polling
BEST PRACTICESSTRATEGIC PRICING THAT MAXIMIZES REVENUE
• Evaluate the competition’s pricing• Have a good mix of low, medium and
high priced items• Work with operations to provide costs
for all sponsorships to ensure optimal profit margins
• Provide your sales team with costs of all sponsorships so they have the flexibility to negotiate
• Consider multi-year agreements for large sponsors
CLOSING THE LOOPSPONSOR APPRECIATION THAT SATISFIES
• Walk-through’s at the show of what they purchased at the show
• Remember to say Thank You• Invite sponsors to sit on your Board or
Advisory Council• Post-Show Report Card
QUICK TIPSEASY IDEAS TO MOTIVATE BUYERS
• List low dollar options on booth contracts to check and sign
• Add sponsor logos to your brochure and website• Gather testimonials• Offer additional priority points to create
incentives• Have a sponsorship desk at onsite space
selection• Take pictures of all sponsorships onsite• Measure results/analyze the data
PART II:NEW MARKET GROWTH
SOLUTIONS IN ACTION
TREND SPOTTING
• Attendee and exhibitor survey data• Registration demographic questions to
poll interest• Solicit attendee and exhibitor advisory
boards• Study the competition• Utilize industry studies by media partners
or other market research organizations• Keep an eye on the start-up and investor
communities along • Keep an eye on mid-sized exhibitors and
product category growth year over year
IDENTIFYING DEMAND
BUILD BUY-IN AND DEVELOPMENTCREATE ENTHUSIASM AND SUPPORT
• Interview bellwether exhibitors and key buyers to get feedback on new market concepts
• Identify and proactively reach out to supporting organizations to build partner programs
• Develop a stakeholder map of strategic influencers and invite them to sit on your board
• Invest in database development• Develop sales and marketing plan• Develop your list of “no-go’s”
GO TO MARKET!GENERATE BUZZ AND IMMEDIACY FOR ALIGNMENT
• Ensure the event site is live and updated with all pertinent event information
• Create concise sales tools and packages that clearly convey the value proposition of exhibiting/sponsoring
• Target VIP exhibitors for a chance to sign on early as a “charter” partner
• Launch a blitz campaign via direct mail, email, phone, social and PR to build momentum
PART III:RETENTION
5% increase in customer retention can increase a
company’s profitability by 75%
80% of your company’s future revenue will come from just 20% of your existing
Attracting new customers will cost your company 5 times more than keeping an existing customer
A COMMITMENT TO EXCEEDING EXPECTATIONSCREATE A CUSTOMER-CENTRIC CULTURE
• Customer obsession – fight the confidence that you know your customers
• Improve, enhance, elevate – just because something is working well doesn’t mean it can’t be done better
• Experimental failure – make failure part of everyday, create a gambling fund
Nike could never penetrate the surf culture after numerous attempts because they didn’t get it — authenticity is big and you can’t buy it . . . you have to earn it
WRAP-UP
WRAPPING UP
Grow into new markets
Do more with what you have1
23 Focus on customer
satisfaction and retention
4 Innovate, change, adapt
THANK YOU!