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Chris Kappes, SVP, 3D ExhibitsEDPA Access 2012
Chris Kappes | 3D Exhibits | EDPA Access 2012
S.W.O.T.
OPPORTUNITIES
INSIGHTS
Chris Kappes | 3D Exhibits | EDPA Access 2012
INNOVATION IS THE
ONLY COMPETITIVE
ADVANTAGE
Chris Kappes | 3D Exhibits | EDPA Access 2012
KITZING: TRADESHOW MARKETINGGPJ: EVENT MARKETINGCONTEMPO DESIGN: BANKING PRODUCTSSPARKS: DIVERSIFIED SOLUTIONS3D: INTEGRATED SOLUTIONS
Chris Kappes | 3D Exhibits | EDPA Access 2012
PORTABLES/LIGHTWEIGHTSOCTANORM/SYSTEMSLEAD CAPTURETENSION FABRICASSET MANAGEMENT SOFTWARE ENGAGEMENT TECHNOLOGY
• EXHIBIT SPEND $800-1B• • 50+ MAJOR EXHIBIT COMPANIES
• • • GROSS MARGINS FLAT AT 29% (+/-)• • • • NET PROFIT 1-3%
Chris Kappes | 3D Exhibits | EDPA Access 2012
• EXHIBIT SPEND $800-1B• • 50+ MAJOR EXHIBIT COMPANIES
• • • GROSS MARGINS FLAT AT 29% (+/-)• • • • NET PROFIT 1-3%
Chris Kappes | 3D Exhibits | EDPA Access 2012
• EXHIBIT SPEND $800-1B• • 50+ MAJOR EXHIBIT COMPANIES
• • • GROSS MARGINS FLAT AT 29% (+/-)• • • • NET PROFIT 1-3%
Chris Kappes | 3D Exhibits | EDPA Access 2012
• EXHIBIT SPEND $800-1B• • 50+ MAJOR EXHIBIT COMPANIES
• • • GROSS MARGINS FLAT AT 29% (+/-)• • • • NET PROFIT 1-3%
Chris Kappes | 3D Exhibits | EDPA Access 2012
Chris Kappes | 3D Exhibits | EDPA Access 2012
Where did the profit go?
• UNPROFITABLE PROJECTS• HIGH FIXED EXPENSES VS. VARIABLE• NOT LINKING COMMISSION TO
PROFITABILITY • BUSINESS DEVELOPMENT EXPENSE• POOR INVESTMENTS• SLOW TO REACT• INVOICE AGING• CYCLE RECOGNITION
Chris Kappes | 3D Exhibits | EDPA Access 2012
WHAT BUSINESS
ARE WE IN?
Chris Kappes | 3D Exhibits | EDPA Access 2012
INSIGHTS AND SOLUTIONS THAT DRIVE BUSINESS OUTCOMES
Chris Kappes | 3D Exhibits | EDPA Access 2012
WHERE DO WE GO
FROM HERE?
Chris Kappes | 3D Exhibits | EDPA Access 2012
S.W.O.T.
•STABLE MARKET•MEDIUM EFFECTIVENESS•NOT DEPENDENT ON ONE INDUSTRY•TALENT DIVERSITY
Chris Kappes | 3D Exhibits | EDPA Access 2012
STRENGTHS
Chris Kappes | 3D Exhibits | EDPA Access 2012
WEAKNESSES
• TOO MUCH CAPACITY• PRICE-MARGIN PRESSURE• MORE FOR LESS• FLAT BUDGETS• OVERHEAD EXPENSE• RISING LABOR, FUEL, MATERIAL $• BUYER EDUCATION• SPECULATIVE COST
Chris Kappes | 3D Exhibits | EDPA Access 2012
OPPORTUNITIES
• BORROWING IS CHEAP• DIVERSIFICATION• MINORITY TRADESHOWS• GLOBAL• BAKED IN BUDGETS
Chris Kappes | 3D Exhibits | EDPA Access 2012
THREATS
• NEW BUYERS…NEW BIAS• MEDIA PREFERENCE SHIFT• ATTRACTING TALENT• AGING POPULATION• DECLINING VALUE PROPOSITION• BUYER CONSOLIDATION• ENVIRONMENTAL IMPACT
Chris Kappes | 3D Exhibits | EDPA Access 2012
FACTORS DEFINING
SUCCESS
“A decade from now, the most important roles for live events and tradeshows will be the event designer, learning architect and digital strategist”
The IMEX Power of 10 Study-What Does the Next Decade Hold for the global meetings industry.
Chris Kappes | 3D Exhibits | EDPA Access 2012
Chris Kappes | 3D Exhibits | EDPA Access 2012
FACTORS DEFINING SUCCESS
•BLINDING SPEED… “FAST FOOD CREATIVE
•QUANTUM LEAP IN COMPLEXITY
•FEWER SECOND CHANCES
•INDUSTRY CENTRICITY
•RISK MANAGEMENT•DIGITAL CENTRICITY•MANAGING SURPRISES QUANTIFYING VALUE
Chris Kappes | 3D Exhibits | EDPA Access 2012
FORMULA FOR
MARGIN IMPROVEMENT
SELL MORE+REDUCE EXPENSE+INCREASE EFFICIENCIES=MARGIN IMPROVEMENT
Chris Kappes | 3D Exhibits | EDPA Access 2012
SELL MORE
• WHAT BUSINESS ARE YOU IN• DEFINE AND LEVERAGE SWEET
SPOT• SALES TEAM DEVELOPMENT• DIGITAL TECHNOLOGY• GLOBAL
Chris Kappes | 3D Exhibits | EDPA Access 2012
• TURN FIXED EXPENSE TO VARIABLE EXPENSE
• IN-HOUSE VS. OUTSOURCE• COMMISSION VS. SALARY/BONUS• OVERHEAD• EVALUATE COST TO SERVICE
ACCOUNTS
REDUCE FIXED EXPENSE
Chris Kappes | 3D Exhibits | EDPA Access 2012
INCREASE EFFICIENCIES
• COLLABORATION• ALLIANCES• RENTAL• REPURPOSE UNSOLD DESIGNS• OUTSOURCE WHERE VALUE CAN’T
BE ADDED • CONSOLIDATE PARTNERS• TELECOMMUTING
Chris Kappes | 3D Exhibits | EDPA Access 2012
WHAT MARGIN IMPROVEMENT
SUGGESTIONS DO YOU HAVE?
TAKEAWAYChris Kappes | 3D Exhibits | EDPA Access 2012
EXISTING MODELS DIE
AND NEW ONES MORPH
TO MARKET DEMANDS
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