CHICAGO — The Center for Exhibition Industry Research (CEIR) has released the third report in its series, Exhibit and Sponsorship Sales Approaches Driving Revenue Growth. The third report explores the effectiveness of metrics B2B event organizers use to determine the results of exhibit and sponsorship programs.
According to the report, the metrics used to determine the outcome of sponsorship and exhibition sales do not focus solely on the amount of revenue generated, with many organisers also seeking to balance net revenue by providing attendees, exhibitors and sponsors with an impactful event.
88% of organizers use multiple B2B trade show metrics, such as overall digital sponsorship performance and incremental revenue generation with minimal human resources to execute them, to evaluate their results. On average, B2B organizers use 3.4 B2B trade show metrics, with the three most used being overall show sales performance (62%), positive impact on attendee experience (61%), and net revenue generation/profitability (61%).
Of the 61% who use positive impact on attendee experience as a metric, 88% find this use effective, while 86% of those who use net revenue generation/profitability and overall exhibit sales performance metrics find it effective.
“Traditionally, many organizers seek to ensure that certain aspects of an event can be delivered to attendees, and sponsorships help ensure these key elements. This fosters a positive experience for attendees and sponsors achieve their brand recognition goals by supporting them,” said Nancy Drapeau, IPC, vice president of research at CEIR. “This can be a catalyst for change. When potential sponsors are looking to explore custom sponsorship opportunities, sales staff can encourage them to consider options that can enhance or deliver new attendee experiences, whether on or off the show floor, through activation zones, product demo areas, or meaningful face-to-face engagement activities through receptions and special events. They can discuss and encourage booth activities that align with attendee priorities, such as new product launch activities, testing, etc., that attendees would love.”
Related. The second report in CEIR’s Exhibition and Sponsorship Sales Approaches series details effective approaches and techniques for generating revenue through sales.
B2B exhibition organizers also use exhibitor- and sponsor-focused metrics to determine program outcomes. On average, organizers use 2.7 of these types of metrics, and 87% use multiple metrics in this category. The five most common exhibitor- and sponsor-focused metrics according to the report are:
- Maintain and support relationships with strategically important anchors and exhibitors (67%)
- Positive feedback from exhibitor/sponsor via survey (NPS or satisfaction rate) or conversation with contact (62%)
- Providing exhibitors of all sizes with the opportunity to maximize the success of their exhibition through sponsorship (56%)
- Positive results in the report we submit to an exhibitor detailing the results of the sponsorship (32%)
- Positive results in the report we submit to the sponsor detailing the outcome of the sponsorship (31%)
While 67% of users use maintaining and supporting relationships with strategically important exhibitors as a metric, 91% of them consider it effective. Ninety percent of users of the Positive Feedback from Exhibitors and Sponsors Survey metric find its use effective.
The report highlights that while fewer trade show organisers are providing reports detailing investment results to sponsors and exhibitors, the effectiveness of this measure is high, as the organiser’s efforts show sponsors and exhibitors that they are ready to become a strategic partner. The CEIR report states that by not providing such reports to sponsors and exhibitors, organisers risk missing an opportunity and widening the gap between exhibitor and sponsor expectations.
“By providing the results, whether or not the exhibitor or sponsor’s goals were met, the sales team has a tool to continue the conversation with the exhibitor or sponsor. It also allows organizers to understand the strengths and weaknesses of the event. This information can help guide ongoing quality improvements to move the event forward,” Drapeau said.
For both exhibitor- and sponsor-focused metrics, CEIR reports that the larger the event in terms of paid space, number of exhibitors, number of attendees, and gross revenue, the more performance metrics are used. Association event organizers use more exhibitor- and sponsor-focused metrics than independent organizers, the report found.
Search and purchase/download the report here: “Exhibition and Sponsorship Sales Approaches to Driving Revenue Growth Report 3: Exhibition and Sponsorship Sales Performance Indicators and Results”
Contact Nancy Drapeau at ndrapeau@ceir.org