Events Sponsorship Makeover? Charles Popper, Mark Miller, Senior - - PowerPoint PPT Presentation

Is it Time for an Events Sponsorship Makeover?

Charles Popper, Senior Vice President, Business Development Naylor Association Solutions Mark Miller, Show Manager, Naylor Event 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 sponsorships Sells sponsorships Sponsors, attends and exhibits at 60+ events annually Utilizes a “test and invest” philosophy to figure out new 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 INVENTORY OF OFFERINGS UNDERSTAND YOUR SPONSORS CREATE YOUR TARGET LIST

Create list of potential sponsors

• Company information
• Past 12 month financial

commitment

• Across ALL channels
• Sort largest contributor

to smallest

Leverage current data to make a solid plan!

Critical information includes:

Understand your sponsors

How, Where & WHY are your sponsors spending?

Your Association Other Associations For Profits Insights?

• Understand where dollars are

being spent

• Understand your current

sponsors’ objectives

• Gain competitive insight
• SURVEY and/or DIALOGUE!

Understand your sponsors

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Understand your sponsors

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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 & influencer Know their

• bjectives

Know your event(s) inside & out Show your creativity

• Build their brand
• Drive booth traffic
• Be positioned as a

thought leader

• Location
• Content
• 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

• ver 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

Sponsorships aren’t “one size fits all.”

Don’t be afraid to share that your sponsorships are hot and who is investing in your event’s success! 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

• f all types and sizes, and a wide range
• f military and off-road equipment for
• rganizations 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!

Data on who attended Buyer to Seller Ratios Buying Power Breakdown Share data to retain sponsors

Best Practices

Don’t undervalue your audience!

Q&A

Charles Popper cpopper@naylor.com | 407-258-8862 Senior Vice President, Business Development Naylor Association Solutions Mark Miller mmiller@naylor.com | 703-259-6125 Show Manager Naylor Event Solutions