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
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.