Increase Exhibit and Sponsorship Sales at

Your Next ShowStrategies from Exhibit Sales

Roundtables & Exhibit Surveys Data

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

Agenda• Introduction• Providing Exhibitor Education• Discounts• Digital Booths• Proving the Value of Your Event• Best Take-Aways from ESR

Exhibit and Sponsorship Sales Trends

Grew63%

Stayed the same19%

Decreased18%

Exhibit Space Sales

Grew49%

Stayed the same32%

Decreased19%

Sponsorship Sales

Source: Issues and Trends in Exhibit and Sponsorship Sales (Fall 2014)

Pricing • Exhibits• Sponsorships • Packages vs a la carte

Exhibitor Education – Helping to Improve ROIPre-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. Independent79% vs. 35%

Exhibitor Education• AAO staff dedicated to exhibitors’ success• Exhibitor Effectiveness Evaluation Program • Free digital booth – attendees’ search tool

Exhibitor Effectiveness Evaluation (E3 Program)• Exhibit Presentation• Product Presentation• Exhibit Staff

5-page Post-Show Report

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.

2013 Best of Show – Linear Standout Exhibitor Report

Outstanding use of lighting, shape, color andimagery, to dramatically present new product

“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”

Discounts/Incentives

Do Not Offer17%

Offer incentives83%

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)

Non-Exhibit Floor Participation • Do you offer it? Is exhibiting required?• What are you offering?• Value delivered• New revenue opportunities

Virtual Exhibition – Attendee Search Tool• Online three months prior and post • Exhibitors populate free digital booth• Promoted to attendees to preview the exhibition

Free Digital Booth – Upgrades Available

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)

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

Questions?

For More Information, Contact:

Joe Federbush joe@exhibitsurveys.comSam Lippman sam@lippmanconnects.comAnna Zammataro azammataro@aao.org