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...]
Conference Investors Crave Strategic Sponsorships: Will You Satisfy Them?
There’s a major shift going on. An increasing number of conference and trade show investors are scaling back on booth space and shifting that spend to sponsorships. It’s a ripe opportunity for organizers to diversify their conference business model. The Shift To Strategic Sponsorships There’s another shift that has even greater ramifications for conference and trade show industry. Today’s sponsorship buyer is far more sophisticated about sponsorship strategy. They’re less inclined to … [Read more...]