“What and How Do We Sell?” are age-old strategic questions that show managers should be constantly asking, but in today’s events environment these inquires seem to be screaming out more than ever for a response.  With the intense pressure on delivering ROI (driven by less than stellar economic circumstances), the rising cost of show participation, the flow of content and money to the Internet and the impact of new technology on events, show management and exhibitors are experiencing stresses that are often self-inflicted.  As all of these forces collide, should our industry start questioning many of the foundation principles upon which the exhibition business models have been built?

1. What
Do
We
Sell?
Chris
Brown,
EVP
–
NAB
Shawn
Pierce,
President
-­‐
Experient

2. In
the
future,
will
we
need
registraCon?
InformaCon
is
readily
available
• Social
networking
sites
• Cell
phone
–
Bumping
• Business
Cards?
But,
what
informaCon?
• Personal
Address
• Business
Address
– Startup
Entrepreneur
• Demographics
• How
would
Show
Management
get
this
data?

3. How
Will
Data
and
Leads
Flow
in
the
Future?

4. Personal Devices: Our Connection to
Home and Office
Information
Connection
Entertainment
Transaction

5. TOO CONNECTED?

6. Expectation: Access to All (Data),
Anytime, Anywhere

7. And . . . We Are Using Devices in
New Ways

8. qrstuff.com
The Next Gen Brochure

9. Virtual Meets Reality:
Augmented Reality

10. Fiction . . . Or Reality?

11. Sixth Sense: How We Will Interact with
our Environment in the Future?

12. So
What
Does
It
All
Mean
Basil?
(For Trade Shows and
Events?)

13. Again
–
Changing
ExpectaCons
• Anywhere,
AnyCme
• In
my
hand/at
my
fingerCps
• InteracCve
• Free
or
very
low
cost
• Included,
or
bundled
• Easy
• Works
with
my
technology/my
apps
(not
proprietary)

14. We
must
ENABLE
the
free
flow
of
data
.
.
.
And
get
out
of
the
way.

15. And
.
.
.
• Make
it
easy
(easier).
• Make
it
work
with
what
they
(aSendees
and
exhibitors)
know
and
use.
• Make
it
interacCve/integrated.

16. Should
we
charge
for
it?

17. What do we sell/make? What do we own?

18. Back
to
Basil
What’s
it
all
mean
for
REGISTRATION?

19. Registration has already evolved dramatically
 
 

20. In
an
evolved
environment
.
.
.
Where
data
flows
free-­‐ly
.
.
.
• Should
the
data
be
behind
a
wall?
• Should
we
charge
for
lead
services?
• The
registraCon
model
changes.
• Including
the
business
model
(who
pays).
• SCll
need
to
capture
data,
and
sCll
need
to
tag
people.
• Just
need
to
move
to
higher
use
of
data.

21. What
are
Other
Business
Models
for
Trade
Shows
• Exhibit
Space
+
Sponsorships
+
3rd
Party
(typical
model
for
our
industry)
• One
fee
(per
sq/]
or
booth)
all
inclusive
• Very
low
fee
per
sq/]
+
a-­‐la-­‐carte
• Fee
per
lead
or
brand
awareness
(impressions)
• Simply
accept
a
lower
margin?

22. Q
&
A