Issues and Trends in Exhibit Space and Sponsorship Sales Report Released

October 21, 2014

Exhibit Surveys and Lippman Connects recently released the second annual report: “Issues and Trends in Exhibit Space and Sponsorship Sales”.

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.

Even with the positive news for both exhibit and sponsorship sales, Sam Lippman, president and founder of Lippman Connects, pointed out there was room for improvement.

He said senior management could offer more time to the sales effort (46 percent thought that senior management offered “weak support”); senior management could provide additional staff to the sales team (50 percent thought that senior management offered “weak support”); and Sales and marketing could be more aligned (49 percent thought that marketing strategy and tactics were not aligned with sales).

Skip Cox, CEO of Exhibit Surveys, said the survey results “shed more light on the strong correlation between attendance growth and exhibit space sales, as organizers confirmed that the biggest challenge to space sales is the need to grow and validate growth in buyer attendance.”

He added, “With the majority of respondents indicating that space sales had increased over the previous event, it was surprising that most organizers (83%) are making use of incentives to close these sales.  An interesting disconnect here was that the incentives most frequently being offered (e.g. postal mailing addresses for exhibit promotion) were NOT the incentives that organizers thought were most effective (e.g., email addresses).”

Here are some of the report’s findings:

·         Exhibit space sales provide half of event revenue, while sponsorship sales account for 16 percent.

·         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.

This study was released at the October 2014 Lippman Connects Exhibit Sales Roundtable. A link to the full report is HERE

Add new comment

Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates. Water Stewardship Efforts MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step. MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas. MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030. From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts. Caring for One Another MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include: Unserved perishable prepared foods from events Perishable unprepared food from MGM Resorts’ kitchens Nonperishable food items from minibars and warehouses The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community. Fostering Diversity and Inclusion To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all. MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.