Is it Time for an Events Sponsorship Makeover? Charles Popper, Mark Miller, Senior Vice President, Show Manager, Business Development Naylor Event Solutions Naylor Association Solutions
We will cover… – How are you performing? – Information you need to know – How you approach your sponsorship sales efforts – How to put it all together
Fingers crossed …
Fingers crossed …
Fingers crossed …
Perspective … Creates and sells Sells sponsorships sponsorships Utilizes a “test and Sponsors, attends invest” philosophy to and exhibits at 60+ figure out new events annually approaches
How are you performing? Set a goal to re-book at least 70% of your exhibitors / sponsors before they leave your event. Revenue Participation Retention
Before you start, ask yourself… Do you have the right people attending? Are they engaged with your organization? Are there enough attendees?
Where to start? DEVELOP CREATE UNDERSTAND INVENTORY YOUR YOUR OF TARGET LIST SPONSORS OFFERINGS
Create list of potential sponsors Leverage current data to make a solid plan! Critical information includes: Company information • Across ALL channels • Past 12 month financial • Sort largest contributor • commitment to smallest
Understand your sponsors Your Association Understand where dollars are • being spent Understand your current • How, Where sponsors’ objectives & WHY are Other Insights? your sponsors Associations Gain competitive insight • spending? SURVEY and/or DIALOGUE! • For Profits
Understand your sponsors `
Understand your sponsors `
Develop an inventory of offerings Before building levels determine what you can offer that will equate to value for your sponsors and focus on exposure . Pre-Event At the Event Post-Event
The 80/20 approach Consider your audience and deliver what they are looking for! Focus the majority of your time on the 20% who • have the ability to drive 80% of the revenue and truly invest in your association. Go in with a strategy and be a true partner. • Be a consultant to ensure a positive investment. •
The consultative approach Know the decision maker & • Build their brand influencer • Drive booth traffic Know their objectives • Be positioned as a thought leader • Location Know your Show your • Content event(s) inside creativity & out • Promotion
Customization is key How do you stack up?
Leverage the strength of your audience • DON ’ T FORGET YOUR SALES BULLETS For example: 4 out of 5 attendees have purchasing power • Responsible for the specification, acquisition, maintenance and repair, • fueling and risk management of more than 3.7 million vehicles – including over 1.2 million trucks Across North America have +420,000 medium- and heavy-duty trucks in • their fleets, totaling more than $21 billion in assets One-in-three control budgets in excess of $10 million annually • Average annual budget for vehicle acquisition is $1 million-$5 million •
Positioning your program
Positioning your program Don’t be afraid to share that your sponsorships are hot and who is investing in your event’s success! Sponsorships aren’t “one size fits all.” To be a consultant, you must be flexible. Customization can lead to higher revenues and unique sponsorship ideas!
Case Study BACKGROUND NAFA is the world’s premier not -for- profit association for professionals who manage fleets of sedans, law enforcement vehicles, trucks and buses of all types and sizes, and a wide range of military and off-road equipment for organizations across the globe.
Case Study CHALLENGE Despite offering research, regional chapter gatherings, seminars and an annual expo, lack of interest in the association’s publications combined with the strong presence of for-profit publishers within the industry meant NAFA’s voice as the association for the fleet management profession was fading. They needed to identify ways to boost their authority and reach in the fleet management industry.
Case Study RESULTS Over the course of a few years, Naylor worked with NAFA to resolve their challenges by: • Repositioning NAFA’s magazine as the main source of news and commentary about fleet management topics, streamlined distribution from eight to six issues per year – allowing for more advertising pages and created a complementary digital edition for members. Within six months, magazine revenues grew nearly 25 percent and online readership increased seven percent. • NAFA had Naylor take over booth and sponsorship sales but dedicated a resource to work side-by-side with Naylor to develop more unique sponsorships (i.e. – break sponsors offering specialty coffee bars) and custom offerings tailored to each exhibitor. • Sponsorship revenue increased by 26% in 2016 alone with NAFA receiving revenue share every year.
Improve your story to attract and retain Were considerable leads • generated for your sponsors? How many sponsors return • year-over-year? Do you have reputable • testimonial from last year’s event to share with prospective sponsors? Consider video and • photography so sponsors can see opportunities AND traffic.
Service after the show A post show recap isn’t just a best practice, it’s a must! Share data to retain sponsors Data on who attended Buyer to Seller Ratios Buying Power Breakdown
Best Practices Don ’ t undervalue your audience!
Q&A Charles Popper Mark Miller cpopper@naylor.com | 407-258-8862 mmiller@naylor.com | 703-259-6125 Senior Vice President, Business Show Manager Development Naylor Event Solutions Naylor Association Solutions
Recommend
More recommend
