Exhibit Surveys Inc., the leading provider of research, measurement and consulting services exclusively for the exhibition and event industry, and Lippman Connects, producer of exclusive events for exhibition and convention professionals, announced Oct. 16 the results of their second annual “Issues and Trends in Exhibit Space and Sponsorship Sales” study.
According to the survey of event organizer executives, growth in both exhibit space and sponsorships sales appears healthy. Improvements in the economy and support by industries represented by the events were cited as the primary reasons for growth in both areas.
- A healthy 63 percent of respondents reported an increase in exhibit space sales for their most recent events. Changes to the sales strategy, including the adoption of a more consultative relationship with exhibitors, along with an increase in personal outreach to exhibitors, were credited for the increase in sales. More than half cited the need to grow attendance as the leading challenge in selling space.
- Half saw an increase in sponsorship sales for their most recent events. Demonstrating the ROI value of sponsorships to potential sponsors was the most significant sales challenge.
- Most (83 percent) organizers offer incentives in their effort to grow sales. USPS lists of attendees, discounted sponsorships and discounted advertising are offered most frequently. However, organizers consider attendee email address lists, crediting some of the drayage cost, and discounted exhibit space to be the most effective.
- 40 percent of organizers did not feel the need for sales training. For those wanting to train their staff, most are interested in training on the use of audience demographics and event data in the sales process, followed by training on consultative selling techniques.
Full results of the study were released Oct. 16 at the Lippman Connects Exhibit Sales Roundtable in Washington, D.C.