Based on the blog posts as Midcourse Corrections and articles in Convene, this presentation presents the case for selling online interactive trade show booth upgrades.
We’re not referring to virtual trade show booth in hybrid events.We’re talking about “interactive online listings”Example from CES 2012
Why have virtual online presence functionality as part of online directory?73% of attendees under 40 do an online search to make a short list of exhibits to visitExhibitors want the increased visibility, SEO, exposure up to 4 months before the showOrganizers enjoy the additional revenue
How to Up-sell?
Look at vendorsMake sure they are mobile
Upgraded listings sell for $99 - $1,500 each with average around $400-$500
Offer basic listing for freeExhibitors with upgrades get 4-5 times more page views than those with basic listingOnline featured exhibitors (those that purchase keywords and product categories) receive online traffic 2-3 times greater than those who don’t purchase upgraded featuresA-la-carte allows small to medium-sized exhibitors to participate
Create interactive collateralShow lots of examplesGive success stats
Add to the order formAsk for the saleSell next year at current year’s showPromote
VisitsClick-throughsSearch rankingsSearch terms used to get to the online profileTimes favorited or added to the attendee plan
Follow this plan for a healthy trade Show diet of:Helping attendees assemble their pre-show listGiving exhibitors additional exposure and marketing opportunitiesGrowing the show’s bottom line