New CEIR Report Helps Event Sales Teams Overcome Barriers to Exhibiting

July 17, 2019

Center for Exhibition Industry Research has released the third report in its Head of Marketing Insights Series, entitled Overcoming Non-Exhibitor Objections. The report provides insights and ideas for how B2B exhibition management and exhibit sales teams can not only overcome barriers when making the case for exhibiting at their trade shows, but also formulate strategies for gaining new exhibitors.

“Overcoming prospect objections is an ongoing challenge,” said Cathy Breden, CEO of CEIR. “This report identifies how to minimize objections through offering the right event content and deploying other tactics. It can also serve to launch a brainstorming session on refining event content and sales pitches that maximize sales conversions.”

In addition to sharing survey results gathered from marketing leadership at organizations throughout North America, the report provides a list of suggestions for effectively addressing each objection, a matrix exhibit sales teams can then use for strategic planning brainstorming sessions to help refine event content and cultivate more targeted sales approaches.

“Overcoming Non-Exhibitor Objections” provides results relating to:

  • Reasons for not exhibiting
  • What convinces non-exhibitors to exhibit
  • Suggestions on how to counter objections

In addition to total results, differences in results are reported by:

  • Organization size, by number of employees
  • Average market share in primary target markets
  • Heads of marketing by generation

CEIR

“A surprise finding from this research is that a substantial percentage of marketing leadership at organizations not using [exhibitions as a marketing] channel are open to considering the opportunity,” Nancy Drapeau, CEIR’s vice president of research. “The challenge is to make a compelling offer [exhibitors] value.”

Designed to quantify the power of B2B exhibitions as an effective marketing medium, the multi-report Head of Marketing Insights Series uncovers areas of opportunity to expand awareness of the channel and what to address to enhance its value and relevance to brand marketers going forward, according to CEIR officials.

 

 

The series includes five reports:

This new series has been made possible thanks to funding by the Society of Independent Show Organizers.

To learn more and download the report, go here.

  

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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