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My presentation from EDPA Access 2009
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WHO IS CHRIS KAPPES?
Frustrated musician
Marketing and Sales guy
Account coordinator to president
Kitzing: Form follows function
George P. Johnson: High design
Contempo: European design sensibility
Sparks: Multi-dimensional environments
Matrex: Blending art and science
WHAT HAVE I LEARNED?
Clients don’t want exhibits or events...
they want outcomes that exhibit/events create...
...for less
THE WORLD TODAY
INDICATOR VALUEInflation -2.8 (1/2010)
GDP Growth -0.7%
Unemployment 9.5%
Gold $1101/oz
Oil $79/bbl
Prime 3.25%
THE WORLD OF BUSINESS
“While uncertainty remains about the expected pace of recovery, CEOs are more optimistic that conditions will improve.”
- Vistage CEO Confidence Index
THE WORLD OF BUSINESS
THE BUSINESS OF MARKETING
“The reality is that clients want more for less”- Publicis CEO Maurice Levy
“The chief procurement officer has become more important than the chief marketing officer inside some companies”
- Joanne Davis, New York business consultant
“New business has been tough to come by, and dollars are thin, so agencies are saying ‘How do I find a way to stand out?’”
- Aaron Magness, Business Development Manager, Zappos
“Marketers have slashed the fees they pay by 5 to 30%”
Real growth will come in 2011
THE BUSINESS OF MARKETING
OLD MARKETING
Monologue
NEW MARKETING
Dialogue
“Push” “Pull”
1:Mass 1:1 / 1:Community
THE BUSINESS OF MARKETING
OUR INDUSTRY : PAST
Big sea, many fish
OUR INDUSTRY : PRESENT
Big sea, shrinking fish population, several big fish
MARKET SHARE
THE TRADESHOW INDUSTRY
Blended profit of the 56 surveyed exhibit companies between 2002 - 2007: 3%*
* According to the EDPA Economic Survey
THE TRADESHOW INDUSTRY
Our industry is broken and demands reinvention
THE TRADESHOW INDUSTRY
TRADESHOW INDUSTRYVALUE PROPOSITION
THE BILBAO EFFECT - FORBES.com
82% of tourists visited the city solely to see and experience the museum
Over $107 million spent around the city of Bilbao on accommodations, shopping, etc.
Overall economic impact: $147 billion, which is equivalent to 4,415 jobs
CHALLENGES FORCE NEW WAYSOF THINKING AND INNOVATION
OUR INDUSTRY : FUTURE
Big sea, many fish must become codependent and innovate to survive.
FINDING THE BLUE OCEAN
Unlock enterprise sales and value
Founded in 1987 by Jill Hebert with a $20,000 bank loan
Largest WBE (Women’s Business Enterprise) Exhibit Agency in the nation; Top 500 in US
Full service: Creative Concepting, Production, Management
50 associates
Entrepreneur of the Year Finalist (2005, 2006)
WHO MATREX WAS
Commoditization of supply base
Acute pricing and margin pressure
Design is subjective
Upfront creative investment continues to escalate
Buyer sophistication
WHY WE ARE EVOLVING
HOW MATREX IS EVOLVING
FROM TOArchitecture Creating OutcomesTHINKING
FROM TOCreative SolutionsIntegrated offerings that arequantified & guaranteedACTIONS
FROM TOTraditional thinkers Sales based / innovativeSTAFF
FROM TOTraditional designbuilds
Diverse marketing and sales driven products & servicesPRODUCTS
Non-commission
Agency mindset
Incubator for business innovations
Outsource low margin activities
Builder of alliances and codependency
WHO MATREX IS
LIVESCIENCE: Blending art and science
WHO MATREX IS
USP: Performance Guarantee
WHO MATREX IS
CORPORATE MARKETING
New website
CORPORATE MARKETING
New advertising & thought leadership
Event Marketer Magazine Series
Procurement White Paper Exhibit City News WCEO Leadership Issue
NEW BUSINESS LAUNCH
Tradeshow BoothEngagement Activity Post-show eBlast
Event Sponsorship
Booth Attire
Interactive CD
Web traffic: From 2,000 hits/month to 9,000 hits/month
217% increase in pipeline projects
32% increase in pipeline opportunities turned RFIs/design requests
PerformanceScience exhibit at Event Marketing Summit generated nearly 100 engagements - all documented through data capture technology
Invited to participate in 9 significant RFIs/RFPs so far this year, double any previous year in Matrex history
2009 RESULTS: OPPORTUNITIES
ABA’s 2009 “Stevie” Award CompetitionWinner for Best Overall Web Design
CEO Jill Hebert, Finalist for Women In Business
Finalist for Most Innovative Company of the Year 100 (for companies with up to 100 employees)
Named in Event Marketer’s IT List of Top 100 exhibit agencies
DiversityBusiness.com recognized our success and WBENC-certified status by naming us among the top 500 women-owned businesses in the U.S. in 2009
2009 RESULTS: RECOGNITION
WHAT IS THE END-GAME?
UNLOCKING YOUR ENTERPRISEVALUE THROUGH INNOVATION
EBITDA?
VALUATION?
Define the following:
How much risk do you want to take?
How much investment can you afford to make?
What is unique to your organization?
What is your USP?
What is your make or break?
Where can you find the blue ocean?
What are the risks in not changing/evolving?
What is holding you back?
What are the impediments to change?
GETTING THERE
Look underneath the hood
Find your reason for being
Build internal consensus
Mobilize enterprise alignment
Market the sauce
Innovate now
Build codependence
Know the end game
Stay focused
Get lucky
YOUR SECRET SAUCE RECIPE