“"We would like to say “Thank you” to the GRAIN staff for your help and hard work with the launch of the Laboratory Safety Institute’s Asia Pacific Office. Your research and analysis work helped us pick the right destination, and the planning and education have helped towards the expansion of laboratory safety training programs and conferences in the region. The research work, press conference and strategic planning sessions were well organised. We are looking forward to a successful long-term relationship with GRAIN” ”

President - Laboratory Safety Institute, USA
Dr. James Kaufmann

The Conference Challenge of Boosting Exhibitor Numbers

As the primary focus for our Industry Growth Group (IGG) projects includes international sales and marketing, we deal with a range of economies which are continuously fluctuating and changing. Therefore our core objectives of securing delegate numbers, and sponsorship and exhibition sales can often present challenges.

A major sales and marketing challenge currently being faced is the sale of exhibition booths to international organisations outside of the conference host destination. When the global financial crisis (GFC) hit in 2008, organisations around the world re-strategised their budgets and reduced spending on marketing activities. This included participating in international conferences and exhibitions. This reaction to the GFC was just starting to subside when the European Crisis occurred in 2011, which caused decision makers to again tighten budgets in fear of a further economic crisis. During the year 2011, it has been observed that most organisations have continued to hold back and reduce spending on expenses such as marketing and sales efforts, especially with international events.

Various strategies can be introduced to combat these challenges. IGG has looked at two specific low cost strategies which aim at increasing exhibition sales whilst offering a beneficial business case to those involved. No exhibitor will exhibit without gaining further business opportunities.

During a strategy meeting within our project team, it was concluded that many international manufacturers and suppliers to the various industries we work in have distributors within the conference destination. Ultimately, the option to exhibit, whilst being supported by the international manufacturer, is up to the distributor. A modified marketing strategy has been developed which entails encouraging the distributors to exhibit with the support of their suppliers.

In this strategy, the first step is to get in contact with the manufacturer’s international sales and marketing director with the aim of garnering support by encouraging their distributors to exhibit at the conference. Secondly, gain the letter of support from the international manufacturers Marketing and Sales Director addressed to the distributors. Thirdly, approach the distributors with the letter of support and encourage them to exhibit or participate in the conference.

By using the letters of support from the top management of the manufacturers, we can encourage the distributors to exhibit at the conference on behalf of the international manufacturers. Having the support and encouragement from their suppliers gives the distributors more assurance that exhibiting could potentially increase their sales and their networking opportunities.

Another way to increase exhibition sales is to host National Pavilions within the exhibition. The National Pavilions are hosted by organisations representing an industry, for example trade or professional associations. The pavilions are made up of a number of booths, which are then sold by the host organisation to their association members. In return, the host organisation receives one free booth to market their association and network. This strategy can be highly effective for all stakeholders, as association members purchasing booths can receive reduced rates for booths; exhibition sales for the conferences increase to meet sales targets; hosting associations potentially increase memberships; and in addition members can continue to build on the relationships with their association and fellow members within their pavilion. Ultimately, this idea yields positive results which enable associations to collaborate, innovate, and build networks within the industry.

For more information contact Ashleigh Willer at awiller@industrygrowth.net