25
Aug
15

60 Minutes to Sponsorship Growth

Editor’s Note: This is Event Garde’s busiest time of the year, so we’ll be back to original content soon. In the meantime, we’re happy to share a guest blog post by Hank Berkowitz, Association Adviser eNews moderator and chief, who reported on a breakout session from ASAE’s annual conference earlier this month.

David Lutz

David Lutz, managing director of Velvet Chainsaw

The session “60 Minutes to Sponsorship Growth” featured David Lutz, who is managing director of Velvet Chainsaw, and Sandra Giarde, executive director of the California Landscape Contractors Association. The session aimed to revamp attendees’ sponsorship menus and refine their investor-to-opportunity match-up skills.

Most exhibit floor plans are shrinking due to increasing digital activity, Lutz said, explaining that associations need to have a more diversified revenue mix. Ideally, he said, you want a 3-to-1 expo to sponsor ratio or better—that means 75 percent of your non-registration revenue for a conference should come from exhibitors and at least 25 percent from sponsors. You also want at least 65 percent of companies to renew every year.

Lutz identified four key attributes that exist in the most successful event-based sponsorship models:

1. Fewer investors, but bigger investments
2. Benefits beyond eyeballs and logos
3. Activation plans that span 90 days plus
4. If the attendee doesn’t win, nobody wins

Sandra Giarde

Sandra Giarde, executive director, California Landscape Contractors Association

Giarde added that to land the big sponsors, you really need introduction from top board members and volunteers. She called this “leadership door opening” and explained that you want “power-to-power” introductions, which is something that’s been very important to her personally, as she’s only two years into her role as an executive director.

Both speakers agreed that most associations have way too many items on the menu. They suggested simplifying your media kit to get rid of things that aren’t selling. That review needs to happen annually.

Lutz said attendees are the primary arbiters who determine what matters and what doesn’t at your events. When you deliver “experiences that matter” to your attendees, everyone wins:

  • It’s a win for your attendees (target market) as you improve their show experience
  • It’s a win for your sponsors as you connect them and advance their positioning within their target market.
  • It’s a win for your organization as the conference revenue and value improves.

Finally, Lutz and Giarde offered three filters to ensure attendee win and premium pricing:
1. CHOICE — Attendees can always opt in or opt out. Sponsorship (benefits) can’t be forced on them.
2. ACTIVATION — The attendee consumes or appreciates it, takes it home, shares it and provides alignment with their values.
3. MATTERING — The attendees feels entertained, engaged, appreciated and helped personally or professionally by the sponsor….. “Helping before selling.”


0 Responses to “60 Minutes to Sponsorship Growth”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


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).

meet kristen

Writer, editor, public relations professional. Digital content manager. Proud mom of three. Total word geek. Spartan for life.

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 5,355 other followers

Twitter Updates

Featured in Alltop

%d bloggers like this: