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association conference sales

The ‘New Normal’: 3 Tips for Resuming In-Person Events in a Post-COVID19 World

By Association Non-Dues Revenue, Expo Sales, Sponsorship Sales No Comments

It’s no secret that the novel Coronavirus has changed the face of the event marketing industry both in 2020 and, potentially, for years to come.

But as with many other facets of our daily life, the industry’s future success hinges on how well it adapts to the “new normal” created by the pandemic. The appetite still exists for in-person events; a recent study by TradeShowLogic found that just 14% of respondents do not see themselves attending and/or exhibiting at one or more in-person trade shows or conferences over the next year.

So with that in mind, how can your association best plan for its remaining 2020 (and upcoming 2021) in-person conferences so they both create revenue and protect the health and safety of all those involved? Below are some suggestions we’re using with our clients to help them prepare for their upcoming in-person events.

 

Bigger is Better

Given the CDC’s recommendation for six-foot spacing, one of the easiest ways to adapt is by increasing the amount of open space throughout your conference. In exhibit halls, this can be as simple as widening the aisles between booths, as well as setting up a one-way traffic flow to keep people as distanced as possible. Some clients are even limiting the number of people allowed in each room by reducing the number of entrances/exits and using tally counters.

Should you find yourself needing to redesign your exhibit hall’s floorplan to accommodate for better social distancing measures, there are several tools you can use (including this one from Allseated) that account for local and state guidelines.

 

Additional Sponsorship Opportunities

While the removal of exhibit booths to comply with social distancing measures may impact your overall profit margins, opportunities exist for you to make up a sizeable amount of that revenue through one-off sponsorship opportunities related to the pandemic.

Why not let sponsors pay for cloth facemasks that can be distributed at the start of the conference to all attendees? You can have either a single sponsor foot the bill for the masks, or have multiple vendors chip in, with the size of their logos on the mask determined by that company’s contribution amount. Sponsors can also pay for travel-sized bottles of hand sanitizer or facial tissues to be distributed on-site, as well as stand-alone hand sanitizer and water stations.

You can also have sponsors pay for the additional signage needed to enforce the additional safety measures, provided their logo appears prominently on the signs.

 

Increased Digital Presence

These days, most major conferences use an online platform like eShow or Cvent to help manage the logistics of their event. Many of these programs already offer solutions that can help minimize the need for contact at conferences and trade shows, including but not limited to:

  • QR codes on conference badges: By printing a QR code that links to the attendee’s profile from your event’s main database on every conference badge, exhibitors and attendees alike can easily trade information with one another without making contact with one another. As an added bonus, exhibitors can use the QR codes to enter attendees into raffles or send follow-up emails with brochures and other information about their products and services – making the event paperless and environmentally friendly.
  • RFID tag in conference badges: If you’re worried about crowd control at your event, consider adding a RFID tag to your conference badges. While costly, the tags will allow you to track your attendees – making it easier to focus on crowd control efforts.
  • Virtual Swag Bags: Rather than distribute collateral on-site, why not send all of your attendees a “virtual swag bag” filled with sponsor-provided content. This can be a video demonstration of their product or service, PDF brochures about their company, or even coupons for future purchases. Plus, by having sponsors pay for the content inside the bag, the cost to you is minimal.

 

What is your association doing to adapt to the changes created by the coronavirus pandemic? Have any of the above solutions worked for you? Do you have any suggestions you’d like to add? Please leave your thoughts in the comments section below.  

Washington, D.C. Vintage Postcard

PAI Case Study: To Optimize Exhibitor Retention – Build a Program Early, Give Cards and Candy!

By Expo Sales, Sponsorship Sales No Comments

One of the keys for hosting a successful, growing annual conference is to keep your sponsors and exhibitors coming back year after year. After all, the cost for converting a new sponsor or exhibitor can be as high as five times that of retaining a current one.

That’s why at The Profitable Association (PAI), we’ve incorporated a comprehensive “Pre-Show Selection” initiative into events that we sell, including building a Priority-Points system for incumbents that includes an automated Space Draw program. And, we have “trained” our marketplace of customers that the process will begin early – with announcements and initial actions for Next Year beginning two months before This Year’s event.

By doing so, our best-supporting companies can be ensured they have the best opportunity to get the best space and the lowest rate. It is a win for the exhibitor/sponsors, and also a win for the association client who gains a much earlier picture of their following year’s financials. And, as the association’s Sales Partner, it enables us to maximize retention at their events, year after year.

Our “Pre-Show Selection” process works something like this:

  • We’ll start marketing the sales of sponsorships and exhibit booths for next year’s conference prior to the start of this year’s conference – all at discounted rates.
  • We build the next year’s show website, online floor plan, forms, rates, packages, priority order program, and automated Space Draw program – complete with assigned appointment algorithms and automated weekly and daily reminders.
  • We execute the Space Draw phase first.
  • We reached out personally to VIP exhibitors and sponsors to ensure they did not blink and miss the opportunity.
  • We sent out e-blasts featuring the special rates available to current exhibitors and sponsors who signed up before the start of the 2019 show.
  • Next, we continue the pre-show marketing and sales outreach – right up until the day before the show.

We recently used this process to great success on behalf of Design-Build Institute of America (DBIA), where we were able to exceed $1 million in sales from sponsorships and exhibit sales for their 2019 event in Las Vegas. Serving as DBIA’s partner, as their staff focused on the final preparations for the 2019 conference, we were hard at work getting them a head start for their 2020 event in the Nation’s Capital.

The real fun got underway once we landed in Vegas. We set up a full-fledged sales operation on-site at this year’s conference, with a Sales Office where we hosted one-on-one meetings with vendors, distributing promotional materials, and more.

  • As exhibitors set up their booths, we greeted them with promotional materials for the 2020 show as well as special candy treats with an invitation to visit us.
  • Later, we left them personalized appointment cards reminding them of their onsite “Space Selection” time – cards that were printed on the back of a vintage Washington, D.C. postcard.
  • We double and tripled back throughout the show and engaged directly to ensure they were fully aware of their on-site discount and that the 2020 floor plan was filling up.
  • We also sent out daily e-reminders, reminding them of the special on-site discounts available in the Sales Office.

All of this hard work paid off. Company signups increased by 119% over the year before, while early exhibit and sponsorship revenue was up as well. And, most importantly, we were able to add a personal touch combined with an automated program, resulting in great sponsor and exhibitor retention, and a fast start for our association client’s 2020 event revenue.

4 Tips To Sell Out Your Expo Hall

By Association Non-Dues Revenue, Expo Sales No Comments

If you are not selling out your expo hall, your organization is totally missing out on the revenue potential of exhibitor booth fees. The ASAE reports that exhibitor booth fees are the second highest source of non-dues revenue for trade associations, second only to event registration fees. Through 20+ years of helping associations to power up their revenue, PAI Sales has found the following tips to help association executives sell out their expo halls.

ANCHOR EXHIBITS

Having well-known companies is a great way to establish trust with other companies and to add another layer of legitimacy to your event. The value that these anchor exhibitors bring to your event extends well past the amount that they paid for their exhibit space and sponsorship. Think about ways that you can give extra exposure to these companies on your event website, floor plan, and brochure.

SHARE SEGMENT-SPECIFIC UPDATES

If your event attracts exhibitors that are easily broken down into industry segments, be sure to create unique marketing communication messages for each segment. Companies will want to know which of their competitors will be there and/or which segments are currently underrepresented at your show. One-size-fits-all marketing messaging is becoming much less effective.

PROVIDE RESOURCES TO HELP EXHIBITORS BE SUCCESSFUL

When exhibitors are successful they return next year. Anything that you can do to help them be successful is a worthy pursuit. You know your members better than anyone. Sending exhibitors trending topics of interest to your members is just one strategy that can help them be better prepared to have meaningful conversations at their booths. This will also serve to enhance the attendee experience. Another thing to consider, if you have experience with the venue, is passing along any setup and visibility tips that you can.

USE POST-SHOW FEEDBACK

Implementing a post-show survey for the vendors is not only for the purpose of incorporating feedback and improving your event, it is also a great way to target your prospect list and boost sales next year. Based on the feedback, you can reasonably forecast how many vendors are likely to return and adjust your sales and marketing efforts accordingly.

ARE YOU LOOKING FOR MORE SUPPORT TO INCREASE YOUR NON-DUES REVENUE? CONTACT OUR TEAM FOR A FREE CONSULTATION ON HOW TO BOOST YOUR REVENUE.
202-810-4126 Or Solutions@Paisales.Com.