New TSNN Research Report Released - The Exhibit & Sponsorship Sales Best Practices Study

November 30, 2016

TSNN and Access Intelligence Research have released the second report in its TSNN Research series: The Exhibit & Sponsorship Sales Best Practices Study: How Leading Convention & Exhibition Producers are Selling More Exhibit Space and Sponsorship Opportunities.

TSNN and Access Intelligence Research have developed this exclusive industry study to help convention and exhibition producers analyze and benchmark their exhibit space and sponsorship sales and marketing strategies.

The focus of the study is on the most effective strategies and tactics, and other related topics and metrics. The report provides results from a survey of leading convention and exhibition producers.

Event producers and planners representing many of the leading associations, exhibition producers and corporate event planners in North America responded to the survey.

“With more and more exhibitors taking a hard look at the ROI of taking part in events, this study gives valuable insight on how trade show organizers are working to more effectively partner with companies who invest in being at their events,” said TSNN President Rachel Wimberly.

Some of the key areas covered in the survey include:

• How Exhibitors and Sponsors are Changing • Exhibit Sales Approaches and Benchmarks • Sales Team Management • How Sponsorships Models are Changing • Biggest Challenges and Opportunities.

To add additional analysis, the findings are broken out separately for associations and compared to for-profit exhibition organizers.

A number of major corporate meetings with exhibits and sponsors are included in the “All Respondents” category throughout the report.

To purchase The Exhibit & Sponsorship Sales Best Practices Study, please click HERE.

Other key findings from the report included that exhibitors are asking more questions about who attends the event they already exhibit at or are interested in.

“Exhibitors are asking more questions regarding the value of participating in the show. We are responding by getting more information regarding the audience, endorsements from current exhibitors, and sharing post survey results.” – said President with leading association and event management company.

Interestingly, the total exhibitor and sponsor related revenue breakouts are very similar when comparing associations and for-profits.

 Both types of organizations say 70% of their total exhibitor and sponsor revenue is attributed to exhibit space, and 26% comes from sponsorships.

Another survey finding was that 79% of respondents said providing audience demographics was the top value proposition in selling exhibit space.

As a Sponsorships Director with leading medical association mentioned in the survey, “exhibitors and sponsors are looking for greater exposure, more face-to-face opportunities with members and more exclusivity.”

The Exhibit & Sponsorship Sales Best Practices Study is the second report released in TSNN’s Research Division.

The first report - Attendee Marketing & Audience Development Trends & Best Practices Study – takes a deep dive look into what’s working and what’s not in attracting and retaining attendees at shows. To order this report, please click HERE.

For more information on the TSNN Research division and more reports that will be released in 2017, please visit TSNN Research

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact