Often when I walk onto the sales floor at a trade show organisers office I’m blown away by the energy, noise and gusto I see, hear and feel. This is, of course, exactly the kind of sales environment needed to win when selling exhibition space in such a competitive market.
Having said this, trade show sales teams could sell a lot more square footage/meterage and Event Directors could exceed revenue/profit target if their marketing teams focused more of their time and resources on exprom lead generation.
Considering that it’s exhibitor sales that bring in revenue for an event, you could (arguably) say that selling exhibitor space is the most critical aspect of putting on a trade show.
In our 2019 Trade Show Marketing Insights Report, we surveyed several hundred event directors, marketing managers and sales managers from global trade show organisers. One of the questions we asked was how their marketing departments support their ExProm efforts.
This section of the survey could actually be rephrased “how event marketing DOESN’T support exprom efforts”. Below are the results from this question: