Secrets for Growing Conference Sponsorship Revenues
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Presented by Dave Lutz & Donna Kastner Velvet Chainsaw Consulting Secrets for Growing Conference Sponsorship Revenues
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In the age of all things digital, your industry partners are going to require less square footage to show off their products and services. Your challenge is to convert those lost marketing dollars into sponsorship opportunities that benefit both your exhibitors and attendees. In this session, we explored the shift away from suppliers leasing exhibit space as a singular revenue source by increasing contributions and diversifying revenue streams.
Transcript of Secrets for Growing Conference Sponsorship Revenues
Presented by Dave Lutz & Donna Kastner
Velvet Chainsaw Consulting
Secrets for Growing Conference
Sponsorship Revenues
Learning Objectives
2012 North American
Sponsorship Spend: $19 B
Offer too many things and quality suffers
Attendee Value?
Scan items and ask:
• Does the attendee value
this sponsorship?
• Does it enhance their
experience?
Let’s look at examples…
Win – Win - WIN
Kim Skildum-Reid:
It’s no longer ‘If you love the event, you
should love our brand.’
Or ‘Pay attention to us (and our logos)!’
Instead it’s… ‘We know you love this event
— we love it too! — And we’ve thought of
a few ways to make it even better for you.’
Major Focus on the Attendee Experience
Make best parts better Make the worst parts suck less
Bucket By Objective
So What?
Does the attendee value this item?
• YES - Carry On
• NO – 86 It
• NOT SURE? Remove or Add to Bundles
Evaluate Each Sponsorship Element
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How do we set pricing for Sponsorship?
- Market Based - Value Based - Cost Plus
No budget
Not a fit
Something else
When sponsors say NO,
what reason do you
hear most often?
Organize around your best customers
and their goals, not your products.
Segmentation:
Define Top Targets
Budget Spender vs. Budget Maker
Leverage
Leadership
Relationships:
Match
Power
with
Power
Premium Bundles
Precious Metals are so
yesterday…
• Terrawatt (exclusive)
• Gigawatt
• Megawatt
• Kilowatt
Segmentation:
Define Top Targets
Smart Application of Time/Resources
Transactional
EVERYONE ELSE
MID TIER (50-100
Companies)
TOP TARGETS
(10-25 Companies)
Consultative
SELL: Key Takeaways
• Define Top Targets
• Tap Leadership Relationships
• Discovery
• 3 Options, Recommend 1
• Premium/Custom Bundles
• Sponsor Segmentation
Sponsorship Leverage
(aka Activation)
“Leverage – also known as
activation… is what a sponsor does
with a sponsorship after the deal is
done and is the most critical factor
in getting a good result from an
investment.”
Kim Skildum-Reid
The Corporate Sponsorship Toolkit
Understand Their Leverage Plan
Blended Exposure via Print & Digital
Measure & Document Activation
eyeballs
clicks conversations
views
metrics
sound bites
feedback
stories
actions data
opportunities
Extend the Runway
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Quick brainstorm on best ways to extend the runway
PROMOTE DELIVER SELL
Let’s Recap
• Kristina Alexanderson • Janine • Wen Nag (aliasgrace) • 401 (K) 2012 • Mat Packer • FateDenied • La Citta Vita • Peasap • Domiriel • Georgios Karamanis • medically_irrelevant • Ssoosay • S.Yoo • Dominic Alves • Victor 1558
• Greychr • Adelle & Justin • Enokson • Kevin Krebs • Dell • Piutus • James Yu • Yooperan • Whatsername • Kevin Dooley • Jon Ovington • VoyagaAnatolio • Ltmdraw.blogspot.com • Floeschie • amanda tipton
