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...]
Sponsorship Ideas From Super Bowl Fan Experiences
Super Bowl fans paid big money to attend the experience in Arizona. Sponsors paid big money for game day ads. And some paid for unique customer experiences, some onsite and some online. The savviest sponsors engaged fans before they ever hit the turnstiles or clicked their remote. They knew that getting the most from their sponsorship dollars required a separate activation plan to engage potential customers. Conference Experience Tips From The Sponsor Pros We can learn a lot from the … [Read more...]
Declining Sponsorship Dollars? Here Is How To Increase The Value!
Are you whining about declining sponsorship dollars? What are you doing to enhance your relationships with sponsors. And keep them close? Velvet Chainsaw's VP, Expo/Sponsor Sales & Activation, Donna Kastner, talks with PSAV's The Intersection on increasing sponsorship value. What are you doing to increase sponsorship value? What challenges do you face with your conference sponsorships? … [Read more...]
Getting Your Sponsors To Trigger Their Sponsorships
A trend we're seeing is that exhibitors are requiring less square footage and shifting dollars to other sponsorship opportunities. Conference organizers need to think about how to convert exhibitor's marketing dollars into sponsorship opportunities that benefit attendees. The Shift From Exhibiting To Sponsorships This shift requires a more strategic and consultative sales approach. Many conference organizers confuse sponsorship with advertising or promotion. While a custom sponsorship … [Read more...]
