There’s a place for sponsored content in conference programs, if you’re thoughtful in your approach. The seventh of the TED Commandments — “Thou shalt not sell from the stage: neither thy company, thy goods, thy writings, or thy desperate need for funding; lest thou be cast aside into outer darkness” — is especially timely advice. Why? As more sponsors embrace content marketing or thought leadership as arguably the most powerful strategy for improving attitudes and perceptions of their brand, … [Read more...]
Exhibitor Priority Points System that Rewards Loyalty
Your Points System Should Influence Current Spend Decisions Like any storefront business, exhibitor booth selection is heavily influence by three factors: location, location, location. Most trade-show organizers use a priority-points system to help determine the order of booth-space selection for next year’s expo and their system has been in place for quite a while. Over the past couple of years, we’ve studied dozens of priority-point models to formulate best practices for progressive expos. … [Read more...]
Back to School for Trade Show Organizers: Build In More Ways to Learn and Connect
This is the second in a series of posts on the findings of reports published by the Center for Exhibition Industry Research (CEIR) based on research recently conducted on attendee retention strategies. The way we buy has evolved for both the B2B and B2C sectors. Trade show organizers who have re-imagined their expo floors into a solutions-based destination rather than one of a hard-sell shopping place are winning at delivering attendee value. Results from a recent CEIR study bolster that … [Read more...]
Your Trade Show Attendees: What Do They Really, Really Want?
This is the first in a series of posts on the findings of reports published by the Center for Exhibition Industry Research (CEIR) based on research recently conducted on attendee retention strategies. It’s likely that the Brexit vote last week is on my mind and that’s why the Spice Girls’ tune, “Wannabe,” popped into my head as I wrote: “Yo, I’ll tell you what I want, what I really, really want.” A key takeaway from Part One of CEIR Attendee Retention Insights study, is the schism between … [Read more...]
Conference Sponsorship As An Investment In Relatedness, Connections And Community
Often we feel that conference sponsorship is a necessary but unpleasant activity to support an event. We are uncomfortable asking organizations for money to support our endeavors. Sometimes that uncomfortable feeling is more a reflection of our personal beliefs about money than our beliefs about our conference’s impact. Raising conference sponsorship dollars should actually be proclaiming what we believe about our event in such as way that we offer other organizations the opportunity to … [Read more...]
Keys to Sponsorship Success
Lots of conference organizers want a magic formula for pricing sponsorships. Sadly, there isn't one. To grow this critical revenue line, sponsorship seekers must do the following: Earn a high concentration of participants who have influence on deal making or purchases. Involve leadership in the relationship building of primary investors or targets. Place attendees’ needs and desires above those of the organization or sponsor. Four Common Sponsorship Pricing Models Most … [Read more...]
High-Stake Conference Partnerships
As brands evolve, they are increasingly looking for marketing investments where they can make an emotional impact with a defined target market. Most of them can do it with or without you (ambush marketing), but most would rather partner and support organizations that are already serving a demographic that matches up with their best customers. Often, these are the ones that you want to target for potential partnership and sponsorship opportunities. Choosing the Right Partners For … [Read more...]
Helping Sponsors Turbocharge Through Activation
Activation (or leverage) is the most misunderstood, yet most critical, success driver for sponsorship ROI. Savvy marketing professionals totally get activation. But most of our profession doesn’t. This is why many of us continue to sell non-emotional promotional opportunities and incorrectly call them sponsorship. We need to capitalize on this golden opportunity. Consumer events are kicking are butts. Yet most professional conferences have a leg up on target market concentration and buying … [Read more...]
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