New TSNN Research Report Released - The Exhibit & Sponsorship Sales Best Practices Study

November 30, 2016

TSNN and Access Intelligence Research have released the second report in its TSNN Research series: The Exhibit & Sponsorship Sales Best Practices Study: How Leading Convention & Exhibition Producers are Selling More Exhibit Space and Sponsorship Opportunities.

TSNN and Access Intelligence Research have developed this exclusive industry study to help convention and exhibition producers analyze and benchmark their exhibit space and sponsorship sales and marketing strategies.

The focus of the study is on the most effective strategies and tactics, and other related topics and metrics. The report provides results from a survey of leading convention and exhibition producers.

Event producers and planners representing many of the leading associations, exhibition producers and corporate event planners in North America responded to the survey.

“With more and more exhibitors taking a hard look at the ROI of taking part in events, this study gives valuable insight on how trade show organizers are working to more effectively partner with companies who invest in being at their events,” said TSNN President Rachel Wimberly.

Some of the key areas covered in the survey include:

• How Exhibitors and Sponsors are Changing • Exhibit Sales Approaches and Benchmarks • Sales Team Management • How Sponsorships Models are Changing • Biggest Challenges and Opportunities.

To add additional analysis, the findings are broken out separately for associations and compared to for-profit exhibition organizers.

A number of major corporate meetings with exhibits and sponsors are included in the “All Respondents” category throughout the report.

To purchase The Exhibit & Sponsorship Sales Best Practices Study, please click HERE.

Other key findings from the report included that exhibitors are asking more questions about who attends the event they already exhibit at or are interested in.

“Exhibitors are asking more questions regarding the value of participating in the show. We are responding by getting more information regarding the audience, endorsements from current exhibitors, and sharing post survey results.” – said President with leading association and event management company.

Interestingly, the total exhibitor and sponsor related revenue breakouts are very similar when comparing associations and for-profits.

 Both types of organizations say 70% of their total exhibitor and sponsor revenue is attributed to exhibit space, and 26% comes from sponsorships.

Another survey finding was that 79% of respondents said providing audience demographics was the top value proposition in selling exhibit space.

As a Sponsorships Director with leading medical association mentioned in the survey, “exhibitors and sponsors are looking for greater exposure, more face-to-face opportunities with members and more exclusivity.”

The Exhibit & Sponsorship Sales Best Practices Study is the second report released in TSNN’s Research Division.

The first report - Attendee Marketing & Audience Development Trends & Best Practices Study – takes a deep dive look into what’s working and what’s not in attracting and retaining attendees at shows. To order this report, please click HERE.

For more information on the TSNN Research division and more reports that will be released in 2017, please visit TSNN Research

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.