Leading Meeting Professionals

Professional Convention Management Association

February 06 2016

Is Your Meeting Making This Common Mistake With Sponsorship Packages?

Corey Fennessy

Every organization is looking to secure more financial support for their meetings and conferences. After all, those funds are essential to fueling new education development, new scholarship opportunities for members and new on-site innovations that will keep attendees engaged. However, many organizations may be struggling to connect with new sponsors because of traditional presentation styles. Think about the standard approach to highlighting available sponsorship packages. From a downloadable PDF to a static web page, many organizations throw every opportunity into one long list. From $50,000 to $500, here are a range of offerings that will satisfy every budget.

At Convening Leaders 2016, David Saef, Executive Vice President, MarketWorks & Strategy, GES, told an audience of meeting planners that putting every potential sponsor package in the same bucket is not an effective way to connect with companies. “Sponsors do not buy based on a laundry list,” Saef said. “You are making their lives way too complicated.”

So how can you make browsing, comparing and identifying the right sponsorship package more convenient? First, you have to understand why companies consider paying to put their name next to something in the first place. According to GES research, there are four main motivations for buying a sponsorship.

1)    Build awareness for the brand

2)    Connect with a target audience

3)    Offer a new product or service

4)    Show support for the industry

Saef recommends dividing sponsorship opportunities into these four categories to help companies better understand how each package is designed to achieve key objectives.

SEE ALSO: 5 Tips To Strengthen Your Sponsorship Program

Find A Better Way To Follow Up

In addition to helping steer sponsors toward the right package that meets their objectives, Saef told the Convening Leaders audience that organizations should explore ways to leverage interactive tools that can better manage potential leads. For example, Saef mentioned the way that Amazon recommends products based on searching and buying history. Rather than simply posting PDFs and creating web pages, organizations can use similar tools that collect information to help sponsorship teams continue the conversation.

Interested in more insights on how to drive more results with your sponsorship program? Click here to watch Saef’s session. The program is free for Convening Leaders attendees and PCMA members.

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