Tip 7: Sales Tips
Tip #4 (Don't Do "Integrated Marketing") generated dissenting views from several
show producers who said the best way to maximize revenue is to offer package
deals through one sales contact. Not true, according to those who are most successful
at this. Selling booth space and selling sponsorships/add ons should be separate
- The booth sale is often made to the exhibit manager whose primary objective
is to get into and out of the show at the least possible cost. Typically,
this person's principle goal is to have a "hassle free" rather than a "successful"
- The sponsorships/add ons should be sold to the marketing or PR person whose
objective is to have a successful show, in terms of sales, relationships,
image, etc (actually, you should also try to involve this person in the booth
- Offering a package usually generates a demand for a large discount which
could result in less revenue (than if the processes were separate).