The Exhibitor Perspective

Moderated by:

Sam LippmanPresident

Lippman Connects

About This Session

Listening to customers is critical to our success. And this session will be a facilitated discussion among three exhibitors to uncover what they love and hate about trade shows as well as what we should do to increase their ROI.

PanelistsJanet FennerSenior Marketing Group ManagerSamsung Techwin

Cathleen KelleyDirectorMonte Carlo SBM-Hotels, Casinos, Spa

Jeffrey MastersDirector, Global Events/Healthcare Global BrandCommunications and Digital GroupPhilips Healthcare

Agenda

• Introductions

• Site Selection

• Creating Our Brand

• Getting to “Do”

• Sponsorships

• Accountability

• Access to Data

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

• Including International CES, GRAPH EXPO, and PRINT

• Consults in strategic planning, management, and marketing

• Facilitates board meetings, user groups, and 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

Firmographics

Total # of U.S. Events 15 300+ 209

# of Exhibits within Events 10 75 205

Exhibits as % of Marketing Budget 70% 30% 65%

Largest Exhibit (nsf) 1,000 (shared) 32,000 5,000

Exhibit Budget(2015 vs 2014) Same Same Up 17%

% of Time Spent on Exhibits 10% 30% 40%

Site Selection

Capacity of hotels to reserve large room blocksTransportation to and from eventSafety of employeesMore selections for event planning Cost of travelCost of labor unions

Site Selection

Show ScheduleStart of Show – Day of the week

Monday incurs additional charges with labor Set-up runs through the weekendAccess to booth

Creating Our Brand

Creating Our Brand

• “Extras” are forbidden and/or are cost-prohibitive• e.g., wine-tastings, food tastings, mini-spa, gaming tables

• Results in money spent off-site• e.g., cooking classes, spa privatization, parties

Getting to “Do”

14

Getting to “Do”

The marketer’s profession is all about getting a segmented audience to

Think, feel or do something!

15

As an event marketer I’m looking to make your audience

Think, feel or do something.

16

What are you, the producer, doing to help me get your audience to Think, feel or do

something,and then measure that something

as accurately as possible.

That’s how my business is measuring you!

Sponsorships

SponsorshipsSignage (Branding): Pro: Great for building branding and messaging for the show.Con: Too much signage clutters the field of view and can be overload.Exhibitor needs to know how much of it there will be and if theirlocation will be blocked by other signage.

Demographics is key in making sure the sponsorship meets the attendee. Sponsorships such as apps does not mesh with older attendees but will do well with younger ones.

What sponsorships in our opinion do not work?Massage stationsCharging stationsBag insertsDigital video walls

SponsorshipsTrade show ROI is extremely hard to measure, therefore further investing in additional items need to have worth tied to them, more than just branding.

Want something…Give something approach.

Shows have the Exhibitor targets present – collect data!Example: Coffee…attendees always drink coffee.

Want a cup? Answer 5 questions via a tablet.Valuable info is key to preparing for the next year’s show.

Ego – go after the exhibitor’s ego. Show entries, best booth, best idea, best presentation. Bragging rights are useful in competitive environments and brings the level of showmanship up on the show floor.

Accountability

Accountability

• High degree of accountability “glues” me to show management• Confirming qualifications of potential attendees• Revealing low registration and asks for help recruiting• Allow booth sharing with appropriate partners to reduce costs• Allow multiple staff from same exhibiting company• Booth design assistance

Access to Data

23

Where Do ‘Leads’ Come From?

‘Generally speaking……..’

Field Sales Organization Marketing

75-85% 15-25%

Contacts, relationships, customers for life, etc. Events, web, telephone inbound, telephone outbound, other demand gen tactics

24

Measuring success - Who is responsible ?Attraction of intended attendees Producer

Total # of professional attendees Producer

Titles of attendees broken out Producer

Yield of total attendees by hall Producer

Yield of titles broken out by hall Producer

Duration attendees in halls/ average Producer

Yield of hall attendees in stand Exhibitor

Yield of titles in stand Exhibitor

Stand yields from hall or show yields Exhibitor

Swipes/Leads/Contacts Exhibitor

Quantitative and qualitative polling Exhibitor

Conversion ratio ( lead/interest : opportunity) Exhibitor

Social Media/Interactive/Web/Financial/client satisfaction Exhibitor

25

Portfolio Inclusion is a careful balance of influences and $

$Calendar NPI

PipelineAudience

Staff resources

ROI

ROO

Awareness

Activation

Alignment with business priorities

Relationships

GeographyVenue

Asset Availability

Executive preferences

Travel Costs

Cultural Respect

Space costs

Travel Concerns

Balance

Field Region

26

InteractiveSocial Media

Big Data

Predictable Costs & Results Investment

F2F 3rd PartyBusiness Shows

&Conferences

Large Unpredictable Costs & Results

Divestment

Corporate Proprietary

Events

PredictableCosts & Results Investment

=

=

=

Questions?

For more information, contact:

Sam Lippman sam@lippmanconnects.com