what do we sell?, by chris brown, shawn pierce
DESCRIPTION
“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?TRANSCRIPT
What Do We Sell?
Chris Brown, EVP – NAB Shawn Pierce, President -‐ Experient
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?
How Will Data and Leads Flow in the Future?
Personal Devices: Our Connection to Home and Office
Information
Connection
Entertainment
Transaction
TOO CONNECTED?
Expectation: Access to All (Data), Anytime, Anywhere
And . . . We Are Using Devices in New Ways
qrstuff.com
The Next Gen Brochure
Virtual Meets Reality: Augmented Reality
Fiction . . . Or Reality?
Sixth Sense: How We Will Interact with our Environment in the Future?
So What Does It All Mean Basil?
(For Trade Shows and Events?)
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)
We must ENABLE the free flow of data . . .
And get out of the way.
And . . .
• Make it easy (easier). • Make it work with what they (aSendees and exhibitors) know and use.
• Make it interacCve/integrated.
Should we charge for it?
What do we sell/make? What do we own?
Back to Basil
What’s it all mean for REGISTRATION?
Registration has already evolved dramatically
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.
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?
Q & A