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博览会!博览会!演讲者聚焦 Jeff McKissack

杰夫·麦基萨克 (Jeff McKissack) 讨论了与会者在 12 月 5 日至 7 日在德克萨斯州达拉斯举行的 Expo! Expo! IAEE 2023 年年会暨展览会期间发表演讲时将获得的收获。

作者:Mary Tucker,IAEE 高级通讯和内容经理

Expo!Expo!IAEE 2023 年年会暨展览会 为期三天的教育之旅涵盖 七条不同的内容轨道, including this illuminating session led by Jeff McKissack titled Hook, Line and Sinker: Courting New Sponsors and Exhibitors for Your Show. Everyone is looking for new relationships to create new dollars in event sponsors and exhibitors. But what “bait” are you using?  How do you connect the dots to identify and cultivate new sponsors for your events?

Likewise, what incentives bring potential new exhibitors to your events that can be persuaded to exhibit year-after-year? And, how do you provide “added value” to engage and retain existing sponsors and vendors so monies don’t leave out the back door as new monies are coming in the front door?

This is all done through a process Jeff refers to as “hook, line and sinker” where he details what the attraction point is; what the actual pitch is; and what efforts, incentives or similar help close the deal.

Jeff will help participants find ways to craft the perfect pitch, wielding the tools of engagement and retention they need to not only secure new relationships and revenue but also ensure that existing support flows seamlessly with the influx of new opportunities.

Here, Jeff shares a preview of how participants will benefit from the information presented at Hook, Line and Sinker: Courting New Sponsors and Exhibitors for Your Show.

In this session, attendees will learn to better identify new potential sponsors and exhibitors both from usual suspects and not-so-usual suspects. What makes your differentiation technique so advantageous?

杰夫: Cultivating new sponsors and exhibitors requires a bit of creativity in mindset, but many simply defer to the traditional low-hanging fruit. What I intend to do is challenge that mindset and have you focus less on your event and more on ‘who’ your audience and attendees represent to those in the business world, those whose products and services match up with either the industry represented by your event and/or its attendees. Be prepared as some of those possibilities may surprise you.

You will also explore what makes for a more compelling case when prospecting new sponsors and exhibitors not familiar with participants or their event. How will attendees benefit from this process?

杰夫: What was the last major purchase you made personally? What thoughts went through your mind, pre- and post-purchase? Marketing directors at companies are no different when spending their companies’ dollars – they have questions, concerns, and possibly even objections. If you understand what the three most common objections will or might be, you are better prepared in overcoming them or at least negotiating a favorable outcome for both parties involved.

Finally, you will teach incentives and strategies that can be used to lure new first-time sponsors and exhibitors. What results can attendees expect from these strategies?

杰夫: The goal is obvious – more new sponsors and exhibitors! But again, this is less about “selling” and more about “negotiating” when it comes to such new relationships, and that is what you are after, a new relationship with the vendor or exhibitor. If they are happy with the first experience, what was rewarded will be repeated as a future sponsor and exhibitor for events to come.

是什么激发了您对这个主题的热情?为什么这个信息与当今的商业环境如此相关?

杰夫: First of all, these are strategies I utilize myself when soliciting sponsors and exhibitors for events I have either coordinated or helped coordinate on various sponsorship committees over the years. Secondly, 35+ years of speaking at countless events myself has shown me the good, the bad, and the “what were they thinking?!” Point being, I’ve seen what has worked, and most definitely what has not. The same thought processes here will apply to so many other areas of business development as it all comes down to courting “relationships.”

Expo!Expo!是了解最新行业趋势和技术以及与专业同行交流的好去处。查找更多信息 这里 including how to take advantage of the BE SMART registration rate through 20 October as well as special promos for IAEE members.

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