March/April 1990 Quick Tips: New Revenue Sources by Scott Gray
Offer half-day, in-depth seminars for a separate admission fee. Exhibiting companies are often willing to sponsor such programs and will provide the speakers and demonstrators at no cost to you. Related associations are also a good source for seminar sponsorships.
Have exhibitors give away "official" show literature bags that they buy from you. Have them pre-order the bags and imprint their company name on one side and the show name on the other. If you get enough orders, you should be able to provide the bags at a lower price than exhibitors would pay individually and still make a profit.
For shows in which exhibitors are selling high-ticket items, rent small meeting rooms for use as "closing rooms." Since most facility contracts allow for a certain number of free meeting rooms based upon the square footage rented, the only costs involved will be furnishing the rooms with tables and chairs.
Sponsor a contest in conjunction with your show, and charge an entry fee. Have several "levels" of competition, and find exhibitors to donate desirable prizes. Not only will this make you money, but also it's a great promotional tool.
Produce "how-to" videotapes featuring noted authorities. The videos can be taped during educational sessions or in an exhibitor's booth. Sell the tapes to attendees at the show, and later, through direct mail promotions using your post-show mailing list.
Do a pre-show card-pack or "envelope of coupons" promotional mailing, and charge exhibitors to have their information included. If you don't want to spend a lot of money renting mailing lists, mail only to last year's attendees. This is not only a good money-maker, it's also a great promotional tool for both you and your exhibitors.
Have a new product showcase using modular exhibitry and rent exhibitors display space for their new lines. Place a sign next to each item identifying the exhibitor's name and booth number.
Publish an advertising insert for local newspapers to promote your show, but handle the ad sales in-house. Buying the space in bulk will allow you enough of a discount that you can re-sell it to exhibitors at the same rate, or less, than they would pay the publisher. Put together the camera-ready art yourself, and pay the publisher only for printing and insertion.
Publish a newsletter for previous attendees covering developments in your show's industry. Have exhibitors or other experts donate "how to" articles. Sell ads to exhibitors year-round, and especially in the issues immediately prior to the show. Again, this is not only a profit center, but an excellent promotional tool.
Develop an agreement with a specialty advertising company and produce a catalog of giveaways for exhibitors in your show. It could be mailed separately or included in the exhibitor manual. Negotiate a commission for all orders from the catalog.
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