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.