There is a relatively new buzz word creeping up around show management forums and conferences – variable pricing for exhibits. The quote which appeared on Twitter yesterday from the ECEF (Exhibition & Convention Executives Forum) was “All exhibit space is not equal” – Nancy Walsh, Reed Expositions. Isn’t that the truth?!
This concept has been in use for quite some time regarding corner fees. If you have a presence that touches two aisles, you pay a premium for extra exposure. However, show managers are now taking this concept to another level with location based pricing. HIMSS has instituted zone pricing for their 2013 event – any exhibit that touches a main aisle has a higher price tag. Exhibitors are not shying away, they have snatched up this real estate quicker than anywhere else on the floor.
HIMSS pricing took into consideration:
- Location (main aisle), entrance from sessions
- Corner booth touching two main aisles
- Time of purchase, discount for early bookings
- Member discounts for association based exhibits
By utilizing the power of technology provided by the a2zShow platform, this was all calculated upon selecting a booth on the floorplan. There is no need for the salesperson to perform complex calculations.
well worth the read. I found blog.a2zinc.net very informative as I have been researching a lot lately on practical matters such as you talk about…
We tried that a few years ago on our largest show. At the time we got a lot of flak for it from exhibitors but perhaps it wasn’t as much of a common practice.
, I almost alywas wait until a few weeks before because there are almost alywas monetary incentives that get kicked around for last minute registration (not very last minute, but a few weeks out) as the conference owners try to boost numbers. I’ve bought early and gotten burned too many times. lol. People learn when they pay full price and then the lazy get in for a discount after them.
A lot of things are changing, Barbara.Perhaps running things by a comittee or task force?