In my experience, most large conferences this year are realizing about 80 percent of their 2019 revenue performance. For some of the major annual meetings we’re tracking, sponsorship revenue has been a bright spot when compared to exhibit revenue performance. The textbook outcome of a successful sponsorship is improved attitudes and behavior for that brand. But that’s about affecting emotions — difficult, if not impossible — to measure. In other words, a sponsor’s ROI is subjective in nature, … [Read more...]