Give the Customer What They Need – Not What They Want

February 10, 2017

Matt Coyne

With two decades of experience in the events industry, Matt Coyne, owner of Waves Connects, crafts content for a multitude of needs. From captivating interviews and podcasts to informative content resources as part of a marketing strategy, he is dedicated to helping clients make waves with their content.

Big data, small data, box data, fish. Any ‘90s raver will tell you that this was the dance move of choice with students across the country. Well, close…but maybe this one’s the Silicon Valley dance trend of 2017?

At the end of every year, content either focuses on trends or a full-on Year In Review. What’s hot? What’s not? What’s coming next? Companies announce what’s "new" and the cycle continues.

On the topic of data, this year’s (and the last few years’) trend was big data and how it would revolutionize your business. Did it? Has it? If you know how to interpret what you’re looking for, it may well have done so, however, for most, it’s useful data that has revolutionized their approach. Capturing and using data that is useful saves time and money, increases revenues and improves experiences.

Every other media out there – radio, TV, broadsheet – has statistical proof as to where advertisers’ money will go and who it will reach. They have metrics that show roughly what your pound/euro/dollar/rupee/dirham will get in return.

As an example, when you’re looking at running a new Google AdWords campaign, before you even press the spend button, you know exactly who you’re going to target and how much it’s going to cost you.

Should exhibitions be any different? No, not really. Traditionally, events and exhibitions sell to exhibitors or sponsors around the subject of attendance and basic level demographic information.

But that’s changing.

Today, you can prove the value of each area of your space, what sort of visitor it attracts and where your customers can get the best return according to their needs.

The trend for 2017 isn’t a trend as such, but a paradigm shift in how sales teams sell. Exhibition sales will sell tailored space according to what their customer needs, not what they want.

Imagine that you’re selling space for a fashion event. Imagine telling your customer that by taking a smaller space in a specific area of the show, engaging with a speaking session, taking part in a catwalk and sponsoring an area of the show, they will receive a minimum number of leads from exactly the type of customer that they want to meet. Imagine how much easier that sale is going to be, and how much happier your customer will be, in the knowledge that they’ve not been oversold.

The result?

• Your customer is better engaged.

• Your customer attains better return on objectives.

• You retain your customer for longer.

• You generate additional revenues.

It’s a win-win.

Engaged sales teams are already asking their customers who they want to meet. What they want to get out of having a presence at your event. What they expect in return for parting with their hard-earned cash.

There are myriad tools out there to capture this measurement, such as Visit Connect or Poken, with which the organizer is able to measure interactions on any presence at the event for each exhibitor.

The more data points you have around an event, the more you can measure and the more you can prove value back to your customers.

The modern event can prove nearly every corner of their show real estate, with some pretty basic metrics. Dare I say it, the modern salesman can sell more intelligently, with more support from real information, than they have been previously able to do.

Make your event smarter. Engage better with your customers. Enjoy greater results.

This article originally appeared in Engage Magazine.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact