Sell out the exhibit hall floor and your sponsorships at your convention with these tips from large exhibiting companies; Samsung Techwin, Philips Healthcare, and Monte Carlo SBM - Hotels, Casinos and Spas. These exhibitors weigh in on sponsorships, data, and working with the venue.

1. The Exhibitor Perspective
Moderated by:
Sam Lippman
President
Lippman Connects

2. 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.

3. Panelists
Janet Fenner
Senior Marketing Group Manager
Samsung Techwin
Cathleen Kelley
Director
Monte Carlo SBM-Hotels, Casinos, Spa
Jeffrey Masters
Director, Global Events/Healthcare Global Brand
Communications and Digital Group
Philips Healthcare

4. Agenda
• Introductions
• Site Selection
• Creating Our Brand
• Getting to “Do”
• Sponsorships
• Accountability
• Access to Data

5. • 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

6. Connect. Inspire. Succeed.
The platform to increase exhibit and
sponsorship sales
The meeting for large show managers
Find. Attract. Retain. Grow

7. 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%

8. Site Selection

9. Capacity of hotels to reserve large room blocks
Transportation to and from event
Safety of employees
More selections for event planning
Cost of travel
Cost of labor unions
Site Selection

10. Show Schedule
Start of Show – Day of the week
Monday incurs additional charges with labor
Set-up runs through the weekend
Access to booth

11. Creating Our Brand

12. 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

13. Getting to “Do”

14. Getting to “Do”
14
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.
15

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!
16

17. Sponsorships

18. Sponsorships
Signage (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 their
location 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 stations
Charging stations
Bag inserts
Digital video walls

19. Sponsorships
Trade 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.

20. Accountability

21. 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

22. 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
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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
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25. Portfolio Inclusion is
a careful balance
of influences and $
$
Calendar NPI
Pipeline
Audience
Staff resources
ROI
ROO
Awareness
Activation
Alignment with business priorities
Relationships
Geography
Venue
Asset Availability
Executive preferences
Travel Costs
Cultural Respect
Space costs
Travel Concerns
Balance
Field Region
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26. Interactive
Social Media
Big Data
Predictable
Costs & Results
Investment
F2F 3rd Party
Business Shows
&
Conferences
Large
Unpredictable
Costs & Results
Divestment
Corporate
Proprietary
Events
Predictable
Costs & Results Investment
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27. Questions?
For more information, contact:
Sam Lippman sam@lippmanconnects.com