Boost Event Revenue: 10 Tips From the Pros
"Publishers need to … [act] as a quasi-marketing agency or marketing-enablement capability, providing customer intimacy and customer contact. … Do it with data collec tion, data mining and data access for your sponsors," Rich says.
8. Make a case for the event using case studies of successful lead-generation and/ or sponsorship programs. "Without infringing on client-confidentiality agreements, I have seen publishers develop active programs designed to educate advertisers and exhibitors alike to the value of the media products they offer by using actual case histories …," says Peter LoCascio, president of Salem, Ore.-based Trade Show Consultants.
9. Provide lead-generating fringe benefits that may be unrelated to the event. LoCascio cites, as an example, offering exhibitors free webinars scheduled prior to the show.
10. Provide multichannel sponsorship opportunities. "A consumer show developed a product called 'show-Pak,' which was comprised of individual cards that were distributed at the entrances to the show … that contained discount coupons exhibitors purchased. … These cards were also available on the show's Web site," LoCascio says.
"I haven't seen an event that's doing everything right," Rich says, which suggests that publishers have lots of opportunities to improve.