See successful trends in exhibit and sponsorship sales such as how organizers are handling non-exhibit floor participation, show organizer feedback to the exhibitor about their display and other reports to increase value to the exhibitor.

1. Increase Exhibit and
Sponsorship Sales at
Your Next Show
Strategies from Exhibit Sales
Roundtables & Exhibit Surveys Data

2. 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

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

4. Exhibit and Sponsorship Sales Trends
Grew
63%
Stayed the same
19%
Decreased
18%
Exhibit Space Sales
Grew
49%
Stayed the same
32%
Decreased
19%
Sponsorship Sales
Source: Issues and Trends in Exhibit and
Sponsorship Sales (Fall 2014)

5. Pricing
• Exhibits
• Sponsorships
• Packages vs a la carte

6. Exhibitor Education – Helping to Improve ROI
Pre-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. Independent
79% vs. 35%

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

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

9. 5-page Post-Show Report

14. 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.

15. 2013 Best of Show – Linear Standout Exhibitor Report
Outstanding use
of lighting,
shape, color and
imagery, to
dramatically
present new
product

16. “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”

17. Discounts/Incentives
Do Not Offer
17%
Offer incentives
83%
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)

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

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

21. Free Digital Booth – Upgrades Available

22. 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)

23. 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

24. Questions?

25. For More Information, Contact:
Joe Federbush joe@exhibitsurveys.com
Sam Lippman sam@lippmanconnects.com
Anna Zammataro azammataro@aao.org