Exhibit sales roundtable logo

Increase Exhibit and Sponsorship Sales

Information You Will Use Immediately

Exhibit Sales Roundtable is a facilitated information-sharing experience for executives, managers and professionals responsible for exhibit and sponsorship sales.

  • Best practices and next practices

If there’s a better way to sell exhibit space and sponsorships, your peers will share it at ESR. A select group of no more than 30 professionals participate in guided discussions, facilitated networking, and information sharing.

Every ESR client takes away action-ready tactics, proprietary data, and insights for finding prospects and earning customers.  

  • Develop Profitable Relationships

Make valuable business relationships that will add value to your event and your work. Expand your circle of industry contacts.

  • Stay in the Lead

In good times and bad, the organizations with a greater breadth of knowledge and up-to-date information make the wisest decisions. ESR helps position your event to protect and maintain its market leadership.

Register Now

June 25, 2026

McCormick Place Community - Chicago, IL

Registration Fee

$425; $375 for each additional colleague.

Change in plans? Last minute substitutions are welcome or cancel for a full refund up to one week before ESR.

EXHIBIT SALES ROUNDTABLE

 

Check Out My 81-Second Pitch for ESR

Take Away Information That Will Inform Your Next Sales Call

Let's Put Your Event on The Agenda

  • Prove and communicate ROI.
  • Convert customers into ambassadors.
  • Improve call-backs and close deals.
  • Determine the value of packages and the best way to communicate this information to prospects.
  • Tap into unexpected sources of qualified prospects.
  • Exchange new and unique sponsorship ideas.
  • Expand your sales efforts internationally.
  • Discuss non-exhibit floor revenues – meeting rooms, outdoor displays and special events.

2026 Exclusive Roundtable Media Partner

Trade Show Executive Logo

Programming Endorsed by IAEE

Eligible for 5.5 clock hours towards CEM recertification.

CEM Certified in Exhibition Management

Lippman Connects' Industry Allies

Industry Allies

Increasing Exhibit and Sponsorship Sales Is Our Only Agenda

ESR - June 25, 2026

  1. Networking Breakfast
  2. Welcome and Objectives
  3. Peer-to-Peer Introductions
  4. What Exhibitors and Sponsors Need from You
  5. Networking Break
  6. Transforming Event Sponsorships into Year-Round Engagement Engines

    Join TSE's Maddy Ryley as she explores the way shows are transforming
    traditional event sponsorship offerings into 365-day engagement strategies
    with Melissa Montes, Vice President, AXN and WWIN at Clarion Events North
    America.

    Expectations for value generated from participating at
    events as an exhibitor and a sponsor have never been higher. As advanced
    reporting tools, increased budget scrutiny and a growing focus on quality
    over quantity are on the rise, leading shows are experimenting with new ways
    to connect sponsors with their target audiences for their core business
    objectives - all year long.

  7. Breakout Sessions – Part I
  8. Networking Lunch
    Make valuable career connections with exhibit and sponsorship sales peers and experts.
  9. Turning Marketing Insights into Your Sales Advantage

    Exhibit sales are getting harder – not because demand is disappearing, but because expectations are evolving. Today’s exhibitors aren’t just buying space, they’re investing in outcomes and the promise of qualified leads, meaningful engagement and measurable value. In this session, mdg will share five data-backed insights and the ways in which leading organizers are adapting – from prioritizing high-value audiences and improving discoverability in an answer-first search landscape, to helping their exhibitors show up more effectively before, during, and after the event. Drawing on industry research and real-world applications, this session will explore how a fresh approach can directly support stronger sales conversations, better exhibitor retention, and increased long-term value.

  10. Session TBA
  11. Networking Break
  12. From Transactions to Growth Engines: Modern Sponsorships That Scale

    Sponsorship and exhibit sales are shifting from transactional models to more strategic, data-informed growth engines. In this session, Cory Smith, Vice President, Strategic Services at Shepard, shares key trends and a practical approach to driving year-over-year growth—by aligning with sponsor and using audience insights to design higher-impact personalized opportunities. 

    Key Takeaways

    • Using success sessions with key sponsors to create alignment for better outcomes
    • Aligning sponsorships with audience insights to increase value
    • Using data and measurement to support ROI discussions and future sales growth
  13. Breakout Sessions - Part II
  14. Key Takeaways and Summary
    The information exchange is fast and furious when every team member gets a chance to share top takeaways that will enhance their sales practices and decision-making.
  15. Adjourn
    Exhibit Sales Roundtable starts and ends on time. You can set your clock to it.

 

June 2026 Sponsors and Exclusive Roundtable Media Partner
 

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Resources

Featured Resources for Sales Professionals

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  • From Clicks to Clarity, EXPOCAD - ESR Feb 26

    26 Feb 2026 Rich Stone, CEO, EXPOCAD
    High traffic doesn’t always mean high value. Rich Stone, CEO of EXPOCAD, examines real trade show engagement data to distinguish between browsing and buyer behavior using AI. You’ll see why some exhib ...

  • Exhibit & Sponsorship Research Roundup, EVOLIO - ESR Feb 26

    26 Feb 2026 Joe Federbush, President and Chief Strategist, EVOLIO
    Joe Federbush, President and Chief Strategist at EVOLIO, brings over 20 years of experience collaborating with leading trade shows and their anchor exhibitors/sponsors to deliver actionable insights t ...

  • 5 Proven Strategies to Drive Revenue, Dan Cole and Brittany Shoul - ESR Feb 26

    26 Feb 2026 Dan Cole, Head of Sales, AVIXA and Brittany Shoul, Senior Vice President - Revenue Strategy & Operations, MCI USA
    Dan Cole, Head of Sales at AVIXA and Brittany Shoul, Senior Vice President of Revenue Strategy and Operations for MCI USA go beyond theory to unpack five strategies that help you focus your sales effo ...

  • From Scroll to Sale, Justin Goldstein - ESR Feb 2026

    26 Feb 2026 Justin Goldstein, Managing Director Corporate and Foundation Relations, Truth Initiative
    Every post you share, every update you publish — prospects are watching before they ever decide to engage. The question is: What are they seeing? More importantly, is it opening doors or closing them? ...

  • Sell Smarter. Use Digital Audiences to Drive Revenue, mdg - ESR Feb 26

    26 Feb 2026 Laura Davidson, SVP, Digital, mdg
    During this session, Laura Davidson, SVP, Digital for mdg, explores how event organisers are using digital audiences and audience extension to deliver higher-quality exhibitor leads, unlock new revenu ...

  • Articles by Dan Cole

    14 Oct 2025
    Overview of Dan's articles The Bright Side of Willy Loman: Lessons in Sales Authenticity The Transcendence of Trust Every Day Starts at Zero The Greatest Barrier to Growth? Our Own Ego Authenticity as ...

  • What Attendees Want Now. Helping Exhibitors Adapt, Succeed and Rebook, Kimberly Hardcastle, ESR Sept 2025

    25 Sept 2025 Kimberly Hardcastle, Chief Strategist, Freeman Company
    Today’s attendees expect more – and your exhibitors need help rising to the challenge. In this session, Kimberly Hardcastle, Chief Strategist, Freeman Company shares seven data-backed insights from Fr ...

  • Video Sponsorship Tactics, Solutions & Case Studies, Gather Voices, ESR Sept 25

    25 Sept 2025 Gather Voices

  • Gut or Ground Truth in 7 Questions, Zenus, ESR Sept 25

    25 Sept 2025 Nick Borelli, Marketing Director, Zenus
    Seven questions that prove the difference between what you know and what you think you know profoundly affects your sales and your event … from the always provocative Nick Borelli, Marketing Director, ...

  • CEIR Resources to Support Your Exhibit and Sponsorship Sales Needs

    25 Sept 2025 Center for Exhibition Industry Research (CEIR)
    CEIR’S Latest 2025 Research

  • Practical and Tactical Ways to Use AI in Events, Backtrack and EVOLIO, ESR Sept 25

    25 Sept 2025 Jordan Walker, Co-founder, Backtrack and Joe Federbush, CEO, EVOLIO
    It should come as no surprise that AI can assist in exhibit and sponsorship sales. The truth is effective prospecting may be the sexiest application, but it is hardly the only one. Only ESR could conv ...

  • Increasing Exhibitor Retention with Data, Map Your Show, ESR Sept 25

    25 Sept 2025 Rachel Neimeier, Regional Vice President, Map Your Show
    In the trade show space, keeping exhibitors is far more profitable than constantly chasing new ones—yet most organizers under-leverage the data that proves value. You’ll learn from Rachel Neimeier, Re ...

  • Guide for Consultative Selling

    25 Sept 2025 Center for Exhibition Industry Research (CEIR)
    From Insight to Impact: How Maximizing Attendee and Exhibitor Engagement Stats Can Help Close More Deals

  • Smarter Sales Through Insights: What Attendees and Exhibitors Really Want

    26 Jun 2025 Kimberly Hardcastle-Geddes, President, mdg, A Freeman Company
    Fine tuning your pitch to the expectations of exhibitors and sponsors will always be fundamental to closing more sales. But the latest Freeman Trends Report proves those expectations have changed — an ...

  • VOE Voice of the Exhibitor, EVOLIO - ESR June 2025

    26 Jun 2025 Joe Federbush, President & Chief Strategist - EVOLIO
    Understanding How Their Issues and Challenges Impact You

  • Retain Exhibitors, Increase Show Revenue

    26 Jun 2025 Abbey Nero, Regional Vice President, Map Your Show (MYS)
    Exhibitor retention isn't just about customer service—it's about understanding which exhibitors are likely to return, which ones are at risk, and why. Abby Nero, Regional Vice President, MYS will expl ...

  • Seven Questions to Ask Exhibitors During the Sales Process

    26 Jun 2025 Nick Borelli, Marketing Director, Zenus
    True genius is giving the customer something they didn’t know they needed. Here’s your chance to be a genius for your customers when Nick Borelli, Marketing Director, Zenus, presents Seven Questions T ...

  • VOE - Voice of the Exhibitor, EVOLIO - ESR Feb 2025

    27 Feb 2025 Joe Federbush, President & Chief Strategist, EVOLIO
    Find out what’s on the minds of exhibitors and sponsors before your next conversation. Here’s some of what you’ll take away: How Other Marketing Channels Compare How Exhibitors Are Responding to Cost ...

  • Dan Cole's Master Class - ESR Feb 2025

    27 Feb 2025 Dan Cole, Senior Director, Exposition Sales, AVIXA
    You have two minutes to make the sale. This time your prospect picked up the phone. Now, all that persistence boils down to two minutes. Is your elevator pitch honed to perfection? It’s getting harder ...

  • What Happens When Calamity Shows Up, Jeannie Henson - ESR Feb 2025

    27 Feb 2025 Jeannie Henson, Director of Exhibit Management, Siemens Healthineers
    Responsible organizers and exhibitors need to prepare for emergencies such as active shooters; bomb threats; medical issues, evacuations, and the unforeseen. At Siemens Healthineers, Director of Exhib ...

  • Seven Questions To Ask Exhibitors, Zenus - ESR Feb 2025

    27 Feb 2025 Nick Borelli, Marketing Director, Zenus
    Diversify your exhibitors’ expectations by asking them deeper questions on how they measure success. Nick Borelli, Marketing Director, Zenus will uncover measurable event results that validate exhibit ...

  • Key Elements of an Elevator Pitch or Unique Value Proposition (UVP), Dan Cole handout - ESR Feb 2025

    27 Feb 2025

  • Exhibit Sales Data for Evaluating Your Show, EVOLIO - ESR Sept 2024

    26 Sept 2024 Joe Federbush, President/Chief Strategist, EVOLIO Marketing

  • AI-Powered Data, Zenus - ESR Sept 2024

    26 Sept 2024 Nick Borelli, Marketing Director, Zenus
    AI is here to give you more, better data for your exhibitors and sponsors. This session will demonstrate how any size sales department can implement available sales tools. Nick Borelli reveals how AI- ...

View All Resources

Lippman Connects You

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  • Program Director, Strategic Partnerships, American Industrial Hygiene Association (AIHA)
  • Program Manager, Job Fairs & Exhibits IEEE
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  • Sales Coordinator MHI
  • Sales Executive, Exhibits & Sponsorships, Regulatory Affairs Professional Society
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  • Sales Manager Texas Speech-Language-Hearing Association
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  • Senior Coordinator, Meetings & Exhibits, National Pest Management Association
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  • Senior Sales Development Coordinator, Consumer Technology Association
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  • Vice President, Sales Effectiveness, RX USA

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