16
Jun
15

Is it time for an event sponsorships makeover?

Tara Ericson

Tara Ericson, group vice president at Naylor Association Solutions

This month’s guest blog post is by Tara Ericson, group vice president for Naylor Association Solutions, where she oversees group publishers and specialized industry market teams. It was originally published on Association Adviser.

Do you have a three-tiered (platinum, gold, silver) event sponsorship offering? Have you offered the same sponsorship opportunities year after year? Is your sponsorship revenue stagnant or declining?

If you answered “yes” to any of these questions, your exhibit and event sponsorship offerings may need a facelift.

Experts say 85 percent of a trade show’s revenue comes from selling exhibit space. The other 15 percent comes from sponsorship and advertising. According to Velvet Chainsaw, however, associations are shifting more effort into capitalizing on trade show sponsorships and advertising in response to vendors’ desires to reach potential customers in more meaningful, creative ways. Furthermore, vendors are relying on associations to come up with those creative ways to reach attendees before making a sponsorship investment.

If you’re already responsible for multiple parts of planning and executing an event, your sponsorships are likely on auto drive, and a total reinvention probably seems daunting. But don’t let the idea of reinventing sponsorships intimidate you. Here are five tips for growing your event sponsorship revenue.

Customization is in demand.

Based on the 2014 Association Benchmarking Report, only 42.8 percent (of association executives surveyed) said they were trying to customize their advertising/sponsorship programs to a company’s specific needs, and only 10.1 percent fully customize each sponsorship opportunity.

We encourage you to take a more sponsor-centric approach when developing your event sponsorship offerings. Building flexibility into your event sponsorship campaign allows the sponsor to tailor its messaging and branding more effectively toward your attendees.

Divide your sponsor prospects into different buckets to segment those prospects who are most likely to participate in a customized event sponsorship package. Use a consultative sales strategy in which you try to match your association’s event objectives and education track with your sponsor’s objectives and branding.

A good example of a customized of sponsorship might look like this: An event sponsor purchases a sponsorship package that includes a full-page ad in the association’s magazine, adjacent to an article related to its industry segment, that runs prior to the trade show. The ad directs readers to the sponsor’s booth. At the event, the sponsorship package includes signage at a specific education session that reaches the sponsor’s targeted attendees, permission to distribute a leave-behind, such as a key for each attendee, at the education sessions that will unlock a prize at the sponsor’s booth, and an online banner in the event’s daily e-newsletter.

Keep it fresh.

Associations that host events always need to look for and offer the next new thing in sponsorships to keep their event fresh for vendors. Combine innovative ideas with unique sponsorship opportunities to create new sponsorship revenue streams.

  • Main Lobby DJ Sponsorship: Music creates great ambiance, especially if it’s happy and upbeat. This approach allows the sponsor to have signage on the DJ table and to insert its own audio commercial every 10 minutes.
  • Cocktail Ice Luge Sponsorship: Sculpted ice structure with the association logo and sponsor logo. This provides great exposure in a fun and entertaining environment.
  • Product Developers Reception: An invitation-only gathering held during the larger show, at which guests hand-picked by the sponsor for their interest in the sponsor’s products can view a prototype and speak with the sponsor about its offerings.

Go REALLY BIG.

Have two or three high profile, exclusive sponsorship opportunities for vendors willing to invest a large sum to reach your members. Too often associations shy away from asking for the big dollars for fear of upsetting their membership or a lack of confidence that they will sell. But if you don’t offer it, you will never know if you are leaving money on the table.

The key to successfully selling these event sponsorships is to keep them big, loud and exclusive, which can be fun for you and for the vendor.

These loud sponsorship opportunities should come with the honor of having the sponsors’ brand in every single part of your event. Make a huge splash with marquee sponsorships so your vendor is portrayed as the king of the event, and no one is left to wonder who the premier sponsor was.

RT_SPONSORSHIPBut don’t forget the little guys!

While going big with your top sponsors, don’t forget to create some low-budget options for new companies entering the marketplace or for companies of any size that haven’t been doing business with you.

Associations should work with sponsors to find a price point that is mutually agreeable when introducing new event sponsorship offerings or when working with a first-time sponsor. However, if you offer a discounted rate, always note the original price on the invoice and reflect the savings so your sponsor will anticipate having to pay the full price upon renewal.

Give sponsors what they really want

Your greatest asset is your membership, and your sponsors are willing to pay for time with members. Sponsors appreciate the branding opportunities that signage and swag offer, but being able to talk directly with their target market is the most coveted benefit your custom sponsorships can offer. Meeting with vendors at events saves members some legwork and often creates awareness of solutions they didn’t know exist. Incorporate access to your members into your sponsorship packages through appointment-based sessions, promotional emails, print and digital media, VIP cocktail parties and speaking opportunities.


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meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, running, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

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