New CEIR Report Helps Event Sales Teams Overcome Barriers to Exhibiting
July 17, 2019
Center for Exhibition Industry Research has released the third report in its Head of Marketing Insights Series, entitled Overcoming Non-Exhibitor Objections. The report provides insights and ideas for how B2B exhibition management and exhibit sales teams can not only overcome barriers when making the case for exhibiting at their trade shows, but also formulate strategies for gaining new exhibitors.
“Overcoming prospect objections is an ongoing challenge,” said Cathy Breden, CEO of CEIR. “This report identifies how to minimize objections through offering the right event content and deploying other tactics. It can also serve to launch a brainstorming session on refining event content and sales pitches that maximize sales conversions.”
In addition to sharing survey results gathered from marketing leadership at organizations throughout North America, the report provides a list of suggestions for effectively addressing each objection, a matrix exhibit sales teams can then use for strategic planning brainstorming sessions to help refine event content and cultivate more targeted sales approaches.
“Overcoming Non-Exhibitor Objections” provides results relating to:
- Reasons for not exhibiting
- What convinces non-exhibitors to exhibit
- Suggestions on how to counter objections
In addition to total results, differences in results are reported by:
- Organization size, by number of employees
- Average market share in primary target markets
- Heads of marketing by generation
“A surprise finding from this research is that a substantial percentage of marketing leadership at organizations not using [exhibitions as a marketing] channel are open to considering the opportunity,” Nancy Drapeau, CEIR’s vice president of research. “The challenge is to make a compelling offer [exhibitors] value.”
Designed to quantify the power of B2B exhibitions as an effective marketing medium, the multi-report Head of Marketing Insights Series uncovers areas of opportunity to expand awareness of the channel and what to address to enhance its value and relevance to brand marketers going forward, according to CEIR officials.
The series includes five reports:
- Part One: Overview of Marketing and Sales Approaches, Most Urgent Objectives, and Brand Image of the B2B Exhibition Channel to Support Needs
- Part Two: Aligning Exhibit Sales for Success
- Part Three: Overcoming Non-Exhibitor Objections
- Part Four: How B2B Exhibitions Are Judged, Where It Is Essential to Deliver Results
- Part Five: Future Plans for Use of the B2B Exhibition Channel
This new series has been made possible thanks to funding by the Society of Independent Show Organizers.
To learn more and download the report, go here.
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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started.
Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind.
“Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for."
What’s New – AT&T Discovery District
Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall.
Hotels Coming Soon
Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond.
JW Marriott
This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar.
InterContinental Dallas
Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.
Hotel Swexan
Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.
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