Does Your Event Have a Unique Value Proposition?

December 8, 2022

Rachel Wimberly

Rachel Wimberly is Executive Vice President of Business Development at Tarsus Group, US. Follow her on Twitter @TSNN_Rachel.

In an atmosphere when people are pressured by time and money to ensure they invest in being at an event that delivers the ROI they want to see – do you know what your event’s Unique Value Proposition is? Do you have it clearly defined?

Now more than ever, it’s critical that your teams, especially sales and marketing, are able to articulate exactly why someone needs to the spend dollars to be on your show’s exhibit floor or attend the event overall.

Inc. Magazine describes a UVP as: “A unique value proposition (UVP), or unique selling proposition (USP), is a concise, straight-to-the-point statement about the benefits you offer customers. In other words, it’s an explanation of what makes you different. A UVP or USP is not, however, a slogan, catchphrase or positioning statement. Instead, it describes your value, to whom you provide that value and what makes you different from your competition.”

In this article, the author presents some actions you could take in order to help define your show’s UVP: https://www.inc.com/young-entrepreneur-council/what-is-a-unique-value-proposition-how-do-you-find-it.html.

Here are some classic examples of companies that have clearly defined their UVPs:

  • UBER – The smartest way to get around
  • Apple iPhone – The experience IS the product
  • Slack – Be more productive at work with less effort
  • Digit – Save money without thinking about it
  • LessAccounting – Bookkeeping, without the hassle

Value

What makes your show unique? So much so that a buyer or seller would really miss out on a golden opportunity if they didn’t take part?

At Tarsus Group, we have dozens of market-leading shows in several sectors.

The LabelExpo-branded series, with its largest show in Brussels and then the U.S. as its second largest show held in alternating years, is the top trade show series for label industry professionals to find the most innovative products and education in this sector. If you are in the label industry, it’s the place to be.

Tarsus Group’s Health Connect Partners brings together buyers from within hospital departments to have 1:2:1 meetings with sellers of products and services that they may need. There is no more efficient way for these incredibly busy individuals to be able to conduct business in a matter of days that otherwise would take them a lot more time and effort.

These are just two examples of the Unique Value Propositions of some Tarsus shows.

As we all go into a new year, with some new challenges as well, make sure that your teams have a very clear idea of what your shows UVPs are.

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.