Attracting US Organizers, Exhibitors & Attendees to International Events

Jan 5, 2016Download as PPTX, PDF0 likes244 views

This document provides information on attracting U.S. organizers, exhibitors, and attendees to exhibitions. It discusses the differences between the U.S. and other exhibition markets, including show ownership, venue ownership, and lack of government oversight in the U.S. It then offers strategies for attracting each group, such as researching cities and associations to find organizers, using agents and loyalty programs to bring exhibitors, and hosting buyers or matchmaking to draw attendees. The presentation concludes by stating that U.S. associations are increasingly interested in exporting their events and that reaching out to U.S. companies is not overly complicated.

Attracting US Organizers, Exhibitors & Attendees to International Events

Attracting U.S. Organizers,
Exhibitors and Attendees to
Your Exhibitions

Denise Capello
Director Acquisitions &
Joint Ventures
RAI Amsterdam
@DeniseCapello
Jo-Anne Kelleway
CEO
Info Salons Group
@JKinfosalons
Claudia Maurer
Account Director &
Int’l Event Specialist
mdg
@ClaudiaMaurer
Stephanie Selesnick
President
International Trade
Information, Inc.
@StephSelesnick

Today’s Agenda
The US Basic Differences in Exhibitions
Attracting Organizers
Attracting Exhibitors
Attracting Attendees
Takeaways

Part 1: The Exhibition Business in the USA
The Basics
Show Ownership – 65% Association 35% For-Profit
Venue Ownership – Most are publicly held by cities
Most do not produce/own their own shows
Location: 2nd Tier cities can do quite well
Look and feel – pipe & drape vs. shell scheme (hard wall)
Government oversight – none
Unions and Drayage

Part 2: Attracting Organizers
Research
1st tier and 2nd tier cities
Industry associations
Relationship building
Partnerships
Ownership
Marketing

Part 3A: Drayage (Material Handling)
The process of getting your display and products from the
loading dock to the booth and back out again after the show.
It is not provided by Freight Forwarders, but by the General
Contractor (GC)
Price varies from city to city, venue to venue, show to show
and is partially driven by how much “free stuff” show
management receives from their GC.

Part 4: Attracting Attendees
Hosted Buyers
Matchmaking
International Travel
Marketing
Email
Social media
Direct Mail
Advertising

Part 5: Take Aways
More than ever, U.S. associations are actually wanting to export
their events.
It’s not that complicated to reach U.S. companies.
There are people to help you with it.

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Attracting US Organizers, Exhibitors & Attendees to International Events

2. Attracting U.S. Organizers, Exhibitors and Attendees to Your Exhibitions

3. Denise Capello Director Acquisitions & Joint Ventures RAI Amsterdam @DeniseCapello Jo-Anne Kelleway CEO Info Salons Group @JKinfosalons Claudia Maurer Account Director & Int’l Event Specialist mdg @ClaudiaMaurer Stephanie Selesnick President International Trade Information, Inc. @StephSelesnick

4. Today’s Agenda The US Basic Differences in Exhibitions Attracting Organizers Attracting Exhibitors Attracting Attendees Takeaways

5. Part 1: The Exhibition Business in the USA The Basics Show Ownership – 65% Association 35% For-Profit Venue Ownership – Most are publicly held by cities Most do not produce/own their own shows Location: 2nd Tier cities can do quite well Look and feel – pipe & drape vs. shell scheme (hard wall) Government oversight – none Unions and Drayage

6. Anatomy of a typical US sales pipeline:

7. Part 2: Attracting Organizers Research 1st tier and 2nd tier cities Industry associations Relationship building Partnerships Ownership Marketing

8. Part 3: Attracting Exhibitors Agents U.S. Government Loyalty Programs Priority Points Stand Packages Marketing ROI Matchmaking

9. Part 3A: Drayage (Material Handling) The process of getting your display and products from the loading dock to the booth and back out again after the show. It is not provided by Freight Forwarders, but by the General Contractor (GC) Price varies from city to city, venue to venue, show to show and is partially driven by how much “free stuff” show management receives from their GC.

10. Part 4: Attracting Attendees Hosted Buyers Matchmaking International Travel Marketing Email Social media Direct Mail Advertising

11. Part 5: Take Aways More than ever, U.S. associations are actually wanting to export their events. It’s not that complicated to reach U.S. companies. There are people to help you with it.

12. THANK YOU!

Editor's Notes

#8: ROI – Qualified Attendees US is used to lead generation, metrics on attendees Trade Shows mean no public attendees Intellectual Property (IP) Protection Date Protection with Venues Nearby Western-style hotels & amenities Advice for 2nd tier cities Someone who speaks (& writes) English
#11: Marketing intro: As most major organizers market their events globally, there are a number of similarities, including very similar ads, TV commercials, experiential marketing, etc. However, there are some key differences we are discussing now 

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Editor's Notes