Guest blog post by Alex Reddick, Sales Engineer, a2z, Inc.
Produce Marketing Association (PMA) is a trade organization representing companies from every segment of the global fresh produce and floral supply chain. Every year, thousands of event participants from the food industry across the globe come together at PMA’s Fresh Summit Convention and Expo.
Till a few years ago, PMA’s exhibits sales team organized a space selection zone at the event to sell booth space to exhibitors for the next year. PMA adopted a traditional approach, where exhibitors were required to keep appointments based on their tenure exhibiting at the show. Then, some seasoned exhibitors made a request: Free up their booth personnel onsite, and make the space selection process even faster and easier than it already was.
PMA knew exactly what to do to grant this request. The team brought the process completely online with a2z. They moved their selection process for the following year to a week after the conclusion of the event, which allowed the exhibitors to best use their time on the show floor. PMA’s sales executives set up call appointments with the exhibitors for picking their booth, and a “digital war room” was set up at their headquarters in Delaware to handle the calls assignments. They also asked to have a2z staff members come onsite and assist with the assignment through a consultative process. The booth assignments were performed using a screen-sharing program so that the exhibitors could follow along with changes as they were being made.
Working with the PMA Exhibit Sales Manager and several members of his staff, the a2z team members helped consult with prospective exhibitors and assign space during more than 400 appointments in a just a few days. This was a rapid, challenging, and rewarding experience for everyone involved in the process. a2z was able to implement their expertise and knowledge of the events industry, and to help deliver excellence to the PMA exhibitors throughout the process.
The real-time power of a2z’s solutions is something that Produce Marketing Association has now been harnessing for several years. Trusting the management of the floorplan for their annual Fresh Summit event to the accuracy of a2z, they have successfully sold almost their entire show a full year out multiple times.
Thanks to PMA for the opportunity for a2z to serve in this process, and hopefully it can be an inspiration to other shows of a terrific way of selling a show.
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