Post on 20-Aug-2015
Best Practices and New Trends Driving Revenue with Sponsorships
Melinda Kendall
Freeman
THE OPPORTUNITY FOR ACCESS TO BUYERS
Sponsorship:
WHAT DO YOUR EXHIBITORS WANT?
Company goals
Stage in buying process
Type of interaction
Target attendees
Awareness/Signage
On the Show Floor
Environment
Content
Activities and Demonstrations
Showcases and Pavilions
Gathering Areas
Navigation
Games/Contests/Awards
Engagement
Social Media
Non-Endemic
Technology
Online and Year-round
AWARENESS/SIGNAGE
Clings
Window clings
Escalator Handrail
Table top signage
Interactive floor projection
Wall Projection
Lobby Areas
Bathroom Urinal Stall door Mirror Toilet paper
Bench
Pedi-Cab
REFRESHMENTS
In-center food areas
Conference breaks
Water
Booth crawl
Food Drink
Show Floor Reception
Booth crawl
Music
Cafe
ON THE SHOW FLOOR
Aisle Signs
Meter boards
Banners
Carpet clings
Carpet sign at end of aisle
Bench sponsorship
Shuttle bus
The Avenue
ENVIRONMENT
Music
Hand Sanitizer
Oxygen bar
CONTENT
Track sponsorship
40
Keynote sponsorship
Presentation theater
Presentation Theater: Sponsor buys awareness Content is vendor neutral
44
Educational areas
Immersive product education sponsorship
iPod tour followed by presentation
Office Pavilion
Classroom
Live Demos
Multiple products shown working together in real-world situation
Real-World Showcase
ACTIVITIES AND DEMONSTRATIONS
Tournament
Oyster shucking contest
Hands-on training
SHOWCASES AND PAVILIONS
Product category pavilion
In addition to booths
Themed display areas
Themed display areas
Single vendor
HOSTED BUYERS
Sponsored lounge
Sponsored target market lounge
Sponsored breakfast education
Private Dining
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Hosted Buyer Activities
•Whiskey Tasting Event
•Problem-solving Power Lunch
•Industry Guru Meet & Greet
•Book Signing
•Recharge Lounge
•Senior Buyer Reception
•Exhibitor Lounge
First Timers' Orientation and Lunch
Tuesday, 4 December
12:00 PM - 1:30 PM
Sponsored by:
NAVIGATION
Passport program
Scavenger hunt
Tour
GAMES, CONTESTS AND AWARDS
Organized booth drawings
Games
Association game
Bowls
74
Optometry Bowl
SOCIAL MEDIA
Facebook photo shoot
Having fun at gameworks Hey, "Like" GameWorks to receive $10.00 in free play! http://on.fb.me/AmE9aL
Social Kiosks
SocialKiosk Solutions
Lead Retrieval International
Photo Kiosk in wall
Incentivized participation
PunchTab
Social badges Double Dutch
I am Generation Green
TECHNOLOGY
Digital Signage
Digital Display
87
AABB
Video Wall
• Sponsor ads
• Sponsor logos
• Event content
Booth Videos
Show TV
On-Site Wayfinding
Mobile App
• Splash page
• Alerts
• Banners
• Passport program
• QR Code program
Charging station
ONLINE AND YEAR-ROUND
Sponsored content online
Banner ad Pre-stitial ad Surrounding text Sponsor content
NON-ENDEMIC SPONSORS
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.
Endemic •natural to or characteristic of a specific people or place; native; indigenous
Non-Endemic Big brand sponsorships
Big brand sponsorships
Greenbuild
Non-endemic exhibitors
“What is the point of the jewelry being here? It takes away from those of us educating. I did buy some earrings, though.”
Gym membership
Mattress vendor
Semi-endemic options for primary care
Nutrition
CLOSING THOUGHTS
Seek new buckets of money
New product categories
New budgets
Appeal to specific exhibitor needs
Targeted attendees
Greater engagement
Year-round, multi-media