SISO Update June 23, 2008
-Welcome to the SISO Update -
A Bi-Weekly Aggregated News Service
From The Society of Independent Show Organizers

SISO Executive Conference Spotlight on Sponsorship Sales

Join us in Atlanta August 4-6 for the SISO Executive Conference!

You won't want to miss the Sales and Marketing Executive Track: Chasing the Dollars - Sponsorship Sales.

With recent findings showing that face-to-face events are the best way for companies to find and keep customers, the art of selling sponsorships becomes even more important.

You'll learn when and how to sell for the best effect, how to market them and how they should be fulfilled for the best customer satisfaction and retention. Be there as we explore the most innovative stuff in the marketplace!

Sponsorship sales expert Nancy Largay, Vice President, Reed Exhibitions, will present this session.

Read more about the Conference and register today!

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Feature: Tips from the Event Mechanic!
How to close a deal with the federal government

John Skipper runs NCSI, a show organizer who focuses on running events for federal agencies. Given the tricky economy, John is cautiously optimistic that the government will continue to fund and approve NCSI's initiatives, since the government has continued to spend on information technology and other projects in good and bad economic times.

Since I have always wondered how (and tried and failed) to get government events started, I was interested to see how NCSI made it happen. For those interested in getting into the government space, John notes that it takes three to four times as long to get things done in the government sector as in the private sector, so the ability to be patient and persistent is crucial in getting the business.

Here are John's tips to close a deal with a federal agency:

1) Take the long view in developing relationships and contacts

Think about the long-term connection you are trying to build. Who do you know within the government who can link you with the powers that be? Also be prepared to help to use your connections to help your targets in those agencies. In the long term, how can you build a community using the event as the focal point?

2) Make sure what the agency wants to do matches your model

John's model is to take the event to the agency. Just glance at the NCSI homepage and you'll see that a number of events take place on airbases, army bases and navy yard. Will your financial model work with the agency's payment and revenue generating guidelines?

3) Understand the federal procurement process

You will be asked to bid on various projects, or you'll find out about an opportunity that you'll need to bid on. Make sure you submit your request for proposal (RFP) by all the guidelines and deadlines. Then prepare to wait - sometimes as long as a year - for the next step. As mentioned above, being patient and having many irons in the fire is key.

4) Develop iron clad references, preferably in the government sector

"Who do you know, and what do they say about you?" is important to get most pieces of business, but particularly in the government sector. Additional checks, such as security clearances may be necessary for you to proceed with government projects.

5) Be the leader and drive the process

Don't get frustrated with the delays and setbacks. Remember you are the expert in running events, so the agency will look to you in providing leadership when bringing the event to fruition. Make sure you set the guidelines after you get the business and get the buy-in and commitment from the client agency to follow the process you've set.

As John Skipper knows, getting business from the government is a tough process, but a very lucrative one. Once you've made your mark, you'll find further business easier to get, so if you're determined to try, Washington is your oyster!

Warwick Davies is the Principal of The Event Mechanic!, a consulting company that helps event organizers realize greater revenues and profits by fixing 'broken' events and launch new ones both in United States and internationally. His clients include event organizers in the information technology, healthcare, biotechnology construction and design engineering and executive event markets. Previously, Warwick was responsible for internationally recognizable event brands such as Macworld Conference and Expo, LinuxWorld Conference and Expo, and the Customer Relationship Management Conference and Exposition worldwide. For more information on The Event Mechanic! and past SISO The Event Doctor! columns please visit http://www.theeventmechanic.com/resources.html. He can be reached at Warwick@theeventmechanic.com or at 781 354 0119.

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SISO Member News: SISO Travel Costs Survey Results

This year's dramatic increase in airfares and other transportation costs begs the question: What impact, if any, will this have on our event business? We asked, and you answered.

Read the results of the survey here.

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SISO Industry News: Hotel Rooms of the Future

Last week, the latest hotel technology was on display at HITEC, an annual lodging and hospitality conference held in Austin for financial and technology professionals.

One featured exhibit was a room outfitted with a massaging bathtub, virtual-reality goggles and nearly 60 other cutting-edge amenities.

Though many of the products on display are still in the prototype stage, the future will be here sooner than we think! Read more about it on MSNBC.

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SISO Industry News: TSW Releases Top 100 Power Pack

Tradeshow Week has named the top 100 most influential people in the tradeshow industry in its third Power Pack list. You'll see many SISO members on this list. Congratulations to those included among the most influential people in the exhibition business!

For the full listing of names, please click here.

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