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.

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.

Exhibitor churn is one of the most expensive challenges in the trade show industry, yet most organizers invest far more energy in acquisition than retention. Learn how to proactively identify at-risk exhibitors earlier and leverage key strategies to retain your exhibitors year after year with Cithlaly Dudic, Regional Vice President of Sales at Map Your Show.

You’ll learn how to:

• Predict exhibitor churn based on key exhibitor actions and data. 
• Leverage key strategies to retain exhibitors from previous years.
• Create a framework to proactively retain exhibitors year after year.

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

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.