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by Madison Frye on November 11, 2024
How do top-tier events like the Mine Exchange Conference consistently excel at booth space and sponsorship sales? Justin Courtney, CEM, Exhibits Specialist at the Society for Mining, Metallurgy & Exploration (SME), shares insights on how SME optimizes the sales process for their events, joined by Ben Dunlap, Vice President of Sales at Map Your Show (MYS). This discussion dives into strategies for handling booth selection, selling sponsorships, and managing event layouts—onsite and online. Here’s a look at the game-changing advice we gathered!
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Onsite Sales Must Be a Well-Oiled Machine
One of the most important takeaways from the conversation is the impact of onsite sales. SME’s biggest event, the Mine Exchange Conference, sees 7,000-8,000 attendees and 580 exhibitors. For SME, the onsite booth selection process is a key part of the event’s success. They set up a dedicated 30x80-foot sales office on the show floor so exhibitors can quickly select their booth for the next year and get on with their day in under 15 minutes.
“We definitely prefer to sell onsite,” Justin notes. “Having those in-person meetings during the current conference for future events really helps.” Over the course of just two and a half days, SME handles space selection for 500 companies—an efficient process that helps exhibitors lock in prime spots while the event is still fresh in their minds.
SME also manages space selection for smaller events like the SME Minnesota Conference, but they do it remotely using Microsoft Teams. Scheduled appointments give exhibitors a chance to choose their space, though Justin sees even greater potential in transitioning this process to an onsite model in the future. “When 70% of your floor plan for the following year is sold onsite, it’s a win,” he says.
Managing Event Layouts and Growth
As events grow, the challenge of managing layouts becomes more complex. At the Mine Exchange Conference, SME uses every inch of exhibit space. In fact, for the 2025 event in Denver, there won’t even be room for a boneyard (AKA: a storage area for equipment and other supplies at a trade show, fair, or industry event).
To manage the increasing demand, SME strategically places anchor booths, or booths that are 20x20 or larger, throughout the show floor to ensure traffic flows smoothly across the exhibit hall. Additionally, SME includes “idea exchange” stages, giving exhibitors the opportunity to present short TED-style talks that draw attendees to their booths.
“Our exhibitors are here to conduct business and sell their products and services, so we want to make the process seamless and quick for them,” Justin explains. By focusing on ease and efficiency, SME ensures exhibitors can focus on what matters—building connections and driving sales.
Simplified Pricing That Works
Booth pricing doesn’t have to be complicated. SME simplifies its pricing structure by offering just two rates: inline and corner booth. Gone are the days of prime, premium, and standard rates, which only added confusion and pushed longtime exhibitors into prime spots. “We used to have a tiered pricing structure, but moving to just two rates has worked really well for us,” Justin says. By keeping it simple, SME has seen a positive impact on booth sales.
In addition to straightforward pricing, SME makes it easy for exhibitors to reserve space. No deposit is required for next year’s booth, which encourages companies to secure their spots early. Last year, SME sold over 80% of its floor plan onsite, exceeding its goal of 70%. This success comes down to making the process clear and communicating the benefits effectively.
Unique Sponsorships That Deliver
In addition to booth sales, sponsorships offer a valuable revenue stream. SME focuses on retaining previous sponsors and tailoring sponsorship opportunities to meet specific needs. Justin emphasizes the importance of understanding each company’s goals: “We listen to what their ‘why’ is—what they want out of the sponsorship—and then create a package to deliver that.”
For new sponsorship opportunities, SME keeps an eye on industry publications and competitor events like the Canadian Institute of Mining Conference and MINExpo. This research helps identify companies with marketing budgets that align with SME’s events, making them great sponsorship prospects.
SME’s flexibility with sponsorships allows them to offer packages tailored to specific goals—whether it’s increasing brand awareness or tapping into SME’s 13,000-member network. Listening to sponsors and crafting custom solutions ensures that companies see value in their investments.
Leveraging Technology for Sales
As technology evolves, so do the opportunities for selling booth space and sponsorships. While SME has successfully implemented remote space selection via Teams, they see the potential to expand onsite sales to more events. The convenience and efficiency of securing space while at the event can boost sales, reduce follow-up, and simplify the process for exhibitors.
“When you can come back from an event with 70% of next year’s floor plan already sold, it makes everything easier,” Justin notes. The future of event sales lies in using technology to complement onsite interactions, creating a streamlined experience for both exhibitors and organizers.
Final Thoughts: Simple, Effective Changes
The key takeaway? Simplification and communication with your exhibitors are essential. By focusing on onsite sales, simplified pricing, and tailored sponsorship options, these strategies aim to create a smoother experience for exhibitors while driving revenue for events. Partnering with Map Your Show ensures you have the right technology to support this approach.
On behalf of Map Your Show, we would like to send a huge thank you to both Justin Courtney, CEM, and the Society for Mining, Metallurgy & Exploration (SME) for their help in the creation of this content.
Interested in learning more about what event management technology can do to help your event prosper? Contact us today at Map Your Show for a free demo.