kenji haroutunian mining competitive shows for exhibit acquisition kh

Title of PresentationCopyright © 2010 The Nielsen Company.

Confidential and proprietary.

1

Mining Competitive Shows for Exhibit Acquisition

(and remember, audience acquisition is also exhibit acquisition)



2

5 top tips to gain exhibitors

• Get Market-centric (hiring, training, travel)• Know your competitive Set (vertical market, channel

focus, region) • Know your UVP’s (Unique Value Propositions)• Friends Close, Competitors closer• Proactive and Reciprocal; use the “industry courtesy”

principle + ‘golden rule’ • List acquisition, building, trading and buying (incl. b2b

consumer pubs, sites in the market)



3

Who am I really competing with?

•Direct Competitors – Know Their layout, features, UVP’s•Gather Data – don’t just go from press releases, but scan

their online and print directory • Borrow good ideas, or better yet improve on them •Golden Rule – don’t do anything you wouldn’t want to

have done at your show• If you send people, make sure they report back to your

whole team to share the intel



4

Peripheral Markets

•On the margins is often where the battle is on… and where your opportunity is•Develop relationships over time (Burton, Quik, Nordic

brands)• Find and develop the authentic core relative to the

exhibitors you desire, through new show features, layout•Don’t underestimate small competitors



5

List Building

• Print Directory•Online listings• Endemic Media• Advocate Accounts• Trade/Barter

• Build detail into front end to facilitate targeted communications



6

Questions? Other ideas?

Thanks!

kenji haroutunian mining competitive shows for exhibit acquisition kh

Technology