Emerald Expositions

Attendee/Buyer Acquisition Specialist – Merchandise Group

REPORTS TO: Executive Vice President and the Vice President of Marketing
LOCATION: Los Angeles, CA

Emerald Exposition’s goal is to create, market, sell and produce high quality tradeshows and educational conferences in conjunction with our leading industry publications and associations. Our top priority is to produce, develop and acquire events of strategic significance and value.

Aggressive sales and innovative marketing are fundamental to our operations. We are highly focused on identifying and satisfying the needs and wants of our clients and customers, and are committed to providing our staff the most state-of-the-art technology, applications and Internet solutions to accomplish this. Our service offering is comprehensive and includes Exposition Sales and Marketing, Sponsorship Sales, Attendance Promotion/Sales, Exposition and Conference Management, Attendee Services (Registration) and Graphic Design.

ASD Tradeshow Overview – Since 1961, ASD has grown into one of the nation’s largest merchandise trade events in the industry, with over 2500 exhibitors & 45,000 attendees from all over the world attending the bi-annual event, held in March & August. ASD is a robust and growing marketplace that brings together the world’s widest variety of merchandise from more than 2,500 vendors in one efficient, consumer-products tradeshow. Here buyers from every retail and distribution channel can find what they need for their core markets plus discover new product categories and unique suppliers to diversify and freshen their merchandise mix, boost impulse and point-of-purchase sales––and increase profits. ASD showcases the following merchandise categories: Gift & Home; Fashion & Accessories; Beauty & Fragrance, Jewelry / Cash & Carry; Toys & Novelty; General Merchandise; Closeouts & Liquidations, Convenience Store and Smoke.

•Work in tandem with marketing and exhibit sales teams to drive key retailer information and testimonials for promotional marketing purposes
•Work with attendee marketing manager to maintain and develop comprehensive attendee highlights on website and social media sites to promote webinars, new buyer orientations, shopping hints, etc.
•Assist marketing with development and facilitation of attendee related educational programs.
•Work in tandem with marketing/show teams in developing and facilitating buyer events on show site and via experiential marketing opportunities.
•You will need to maintain a thorough understanding of the business and the industry and understand how to translate that knowledge into solid attendee development practices. Develop strong understanding of the competitive landscape to seek out and mine for new prospects. Keeps current industry trends for assigned verticals and has a strong working knowledge of verticals in which you focus on.
•Become expert on assigned verticals buyer data and act as liaison between sales and marketing teams.
•Attend exhibitor sales calls to understand exhibitor targets, connecting exhibitors to the right attendees, and to promote the group’s attendee outreach efforts.
•Responsible for results reporting, tracking of projects and list development as well as data integrity.
•Other duties as assigned.

JOB SUMMARY:
The Merchandise Group is seeking an Attendee Acquisition/ Sales Specialist to act as lead for new buyer development.

Manage targeted buyer outreach, work with show teams and marketing to directly enhance the Merchandise Group shows by promoting attendance among key regional, national and international retailers and targeted attendees through personal contact and relationship development.

Increase show (s) attendance by outreach to target attendees: Telemarketing as well as in person visits across all Merchandise & Sourcing Group Show Verticals as directed by show management.

Identify, analyze and assess new strategic opportunities that enhance attendee development and execute a plan with show teams to pursue approved attendee targets.

Build key attendee relationships and identify and tier buyers in the database. Develop new prospects that are not currently in the database.

•Educate buyers/attendees on all aspects of events within the division. Including but not limited to assisting with registration, VIP and New buyer events, matchmaking services, walking tours, educational offerings, review of floor plan and navigational tools such as the online show planner and App
•Participate in and increase attendee awareness to all social media marketing channels within the division.
•Cultivate relationships with key industry groups (Museum Stores, Buying Groups and key distributers/importers) to drive more attendance within targeted buying groups as assigned.
•Develop legacy/ VIP and advocate buyer/ attendee programs and target lists to drive quality buyer participation at events

SKILLS, KNOWLEDGE & ABILITIES:
•Knowledge of the Gift, Home Accent, General Merchandise, Toy & Novelty, Fashion Apparel/Accessories, or Convenience Store industries a major plus
•Qualified candidates should posses the ability and experience to build strategic relationships with key attendees while at the same time consistently developing new attendee leads to prospect to.
•Strong client service, and both telephone and in-person sales prospecting skills.
•Ability to multi task in a deadline driven, goal oriented environment.
•Highly organized; excellent oral and written communication skills; highly focused attention to detail; a professional demeanor with exceptional interpersonal and customer service skills; able to work independently and as a team player across several team platforms.
•Strong grasp of all aspects of Microsoft office including Excel, Word, PowerPoint, Outlook, and CRM management (such as Salesforce)
•Working knowledge of Hoovers, Dun and Bradstreet and other research analytics a strong plus
•Social media marketing experience desired
•Google analytics experience a plus, but not required.
•SEM experience desired, but not required.
•Demonstrated ability to take initiative and interact with all levels of management.
•Some travel required