Rachel Wimberly
Rachel Wimberly is Executive Vice President of Business Development at Tarsus Group, US. Follow her on Twitter @TSNN_Rachel.
Does Your Event Have a Unique Value Proposition?
December 8, 2022
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
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.
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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
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