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We don’t just showcase your brand.We find new and better ways to sell it.

Sponsorships that Succeed 2.0Southwest Showcase

January 28, 2016

Let’s find out who’s here!

• Current professional focus

• For‐profit organizer

• Non‐profit organizer

• Convention Ctr Sales / Operations

• Supplier / Contractor

• Size of largest conference

• <1,000 attendees

• 1,000‐5,000 attendees

• > 5,000 attendees

@DSStrategy / @ReaganSCook

Agenda

• Sponsorship Trends

• Unique Sponsorships: Technology

• Unique Sponsorships: Location

• Measurement

Sponsorship Study 2.0

• Created Sponsorship dB of Top 250 U.S. Tradeshows / Top 50 Canadian Tradeshows / HCEA Top 50 Medical Meetings in 2014 and 2015– 13,516 Sponsorship offers– Note: Data provided is List Price only

• Online Surveys

• Interview Program• Sponsorship 2020 Workshops

Year Invites Response Rate

ConfidenceInterval +/‐

Organizer 2014 (10/6‐11/3) 2,636 3.2% 10.52%

2015 (9/30‐10/14) 12,254 1.3% 7.84%

Exhibitor 2014 39,278 1.7% 3.68%

2015 57,305 0.6% 5.36%

Sponsorship accounts for 20% of sales

61.08 62.12

14.22 13.60

37.65 37.86

Registration Exhibit Sales Sponsorship

2015: Average Percent of income from events from the following

activities:

N= 155, CI: ± 7.81%

13.4616.29

Registration Exhibit Sales Sponsorship

2014: Average Percent of income from events from the following

activities

Future growth expected, but not same pace as 2014

37%41%

I expect sponsoringto be a much

smaller percent ofmy revenue mix

I expect sponsoringto be a smallerpercent of myrevenue mix

I expect sponsoringto be about thesame percent

I expectsponsorships to bea larger percent of

my mix

I expectsponsorships to be

a much largerpercent of my mix

How do you expect the percent of revenue from sponsorships to change in your revenue mix over the next three to four years?

N= 179, CI: ± 7.26%

Sponsorships at education shows expected to grow strongly

AllMedical & Healthcare Education

Business Services

Building, Construction, Home & Repair

I expect sponsorships to be a much larger percent of my mix 11%

6%(↓5%)

16%(↑5%)

15%(↑4%)

7%(↓4%)

I expect sponsorships to be a larger percent of my mix 41%

42%(↑1%)

52%(↑11%)

40%(↓1%)

29%(↓12%)

I expect sponsoring to be about the same percent 37%

42%(↑5%)

28%(↓9%)

25%(↓12%)

43%(↑6%)

I expect sponsoring to be a smaller percent of my revenue mix 9%

6%(↓3%)

0%(↓9%)

15%(↑6%)

21%(↓8%)

I expect sponsoring to be a much smaller percent of my revenue mix 2%

3%(↑1%)

4%(↑2%)

5%(↑3%)

0%(↓2%)

Organizers offer a similar mix of sponsorships

67%70%

56% 54%59%

87% 87%81% 80% 80%

65%60%

AttendeeMaterials/Handouts

Events OnlineAdvertising

Food &Beverage

Signage/Displays

Areas/Destinations

Onsite Media Packages/Combinations

Other (Pleasespecify)

100%Which of the following types of sponsorships do you offer?

N= 189, CI: ± 7.06%

Exhibitors: Events, On‐site Media seen as more unique

11% 8% 10% 14% 19%13%

35%32%

34%36%

35%39%

On a scale from Unique to Mundane, where do the following sponsorship opportunities fall:

Unique

N= 361, CI: ± 5.06%

Exhibitors: Awareness / Leads top sponsorship goals

21%16%

22% 22%18%

14%12%

I wantedto getmore

visibilityfor mybrand

I wantedto

generateleads andboothtraffic

I wantedto reachmy targetaudience

I have anew

product /offering Iwanted topromote

I wantedto supportthe event

I receiveda packagedeal withmy spaceagreement

I wasasked toby the

Organizer

I prefernot to be asponsor

Otherreason(pleasespecify)

Why do you choose to be a sponsor?

N= 438, CI: ± 4.58%

Exhibitors: Attendee Materials / Events Sponsorships of most interest

36%40%

23%21%

16%12%11%

16%14%

0%5%10%15%20%25%30%35%40%45%

2015: What type of sponsorships do you most prefer?

N= 480, CI: ± 4.36%

29%25%

13%8% 6%

10%15%20%25%30%35%40%45%

2014: What type of sponsorship do you most prefer?

Half of organizers allow non‐exhibiting companies to sponsor

Yes No Sometimes0%

Do you allow non‐exhibiting companies to be sponsors?

N= 161, CI: ± 7.66%

60% of organizers allow sponsors to renew within a set time

We don’t guarantee sponsorship spots from one event to the next

We hold the sponsorshipuntil 6 months pre‐show

We hold the sponsorshipuntil 9 months pre‐show

We hold the sponsorshipfor a different time period

Please specify:

How long do hold a sponsorship for last year’s sponsor before you open the opportunity to other potential sponsors?

N= 158, CI: ± 7.74%

Agenda

• Measurement

Flip Sessions (AORN Annual Congress)

Price: $7,500Show City: Chicago

“Gain exposure during the pre‐session webinar and onsite at the education session with the new flip the session format. Company will receive logo recognition during pre‐conference webinar* and benefits included in concurrent education session package.”

Mobile App Exhibitor List "Pop to the top“ (Sweets & Snacks)

Mobile Explorer Game (American Speech‐Language‐Hearing Assoc.)

Price: $2,000Show City: Denver

Volume Surveys (ASLHA)

Price: $4,500Show City: Denver

Post‐Show Exhibit Tracker (National Stationery and Creative & Lifestyle Arts Show

Price: $5,000Show City: New York City

Agenda

• Measurement

Facebook Cover Image (Navy League Sea‐Air‐Space Exposition)

Price: $10,000Show City: National Harbor, MD

Airport Baggage Carousel (American Epilepsy Annual Meeting)

Price: $30,000Show City: Philadelphia

Taxi Tops (American Epilepsy Annual Meeting)

Price: $25,000Show City: Philadelphia

Truck Parking Permit (Great American Trucking Show)

Price: $2,750Show City: Dallas

Amazing Packaging Race Sponsorship (Pack Expo)

City Experiences (ALFA Conference & Expo)

• Sponsor:• Morning run• Yoga• Evening cigar city brewery tour• Tampa city tour• E‐Boat rentals

Price: $3,500Show City: Tampa

Agenda

• Measurement

Organizers: Only ¼ of Sponsors request a report, while 40% of organizers offer

Yes No0%

Are your sponsors asking for a report on the effectiveness of

their sponsorships?

N= 160, CI: ± 7.69%

Yes ‐ for allsponsorships

Yes ‐ for somesponsorships

Do you offer sponsors a report on the effectiveness of their sponsorship?

Exhibitors: Nearly 50% want a report and >70% say they will definitely use

Do you expect the event organizer to provide a report on

the effectiveness of your sponsorship?

Yes, I expectthem to

No, I do notexpect them to

N= 323, CI: ± 5.36%

I woulddefinitely use

I might usethis

I probablywouldn't use

I definitelywouldn't use

How useful would you find a report like this?

What to find in a sponsorship measurement report:

• Objective

• Attendee Demographics

• Education Information

• Special Events and Program Information

• Website & Email Analytics

• Survey Results

Also consider: All other touchpoints and areas of exposure such as:

• Event Program

• Onsite Signage

• Media

• Mobile App

Link to Sample Event Audit: Click Here

Attendee Demographics• Audience: Organizer and industry suppliers in the event, association and

meetings industry

• Buyers: 92% of attendees have a role in purchasing decisions

• Job: 83% of attendees are manager level or higher. Most popular titles include: Exhibition or Trade Show Management, Sales Management, Event Management, President/CEO/Executive Director, Senior Executive (CFO/COO/CMO/EVP)

• International: Attendees from the following geographic regions: Africa, Asia, Australia, Europe, Middle East, Puerto Rico, South America

Type Count

Attendees 1,400

Exhibitors 825

First Time Attendees 528

International 123

Education Break Down• 3 days of educations

• Key Areas of Development: Growth, Leadership, and Operations

• Over 70 learning opportunities on the show floor

• Education Sessions

• Show Design, Implementation, Execution and Measurement – 17

• Personal Empowerment and Development – 32

• Attendee/Exhibitor/Sponsor Acquisition, Retention, & Engagement – 30

• Continuing Education Credits Offered – over 20

# of Attendees at Events

Event Number of Attendees

Opening General Session Presentation XXXXOpening Reception XXXYoung Professionals Party XXX

A Celebration with a Cause XXXAnnual Networking Luncheon and Awards Presentation

Closing Event XXX

WebsitePages Number of Views

Homepage XXX

Registration Page XXX

Schedule of Events Page XXX

Education Page XXX

EmailsEmail Open Rate # of ClicksRegistration Confirmation

XX% XXX

Housing Confirmation

XX% XXX

Event Reminder XX% XXXThank You XX% XXX

Pictures of activations

Event home page

Surveys

• Onsite Survey

• Rate services

• Rate experiences

• Bench marking questions

− Net Promoter Score

• Rate education sessions

• Post Show Survey

• Reasons for attending and if reasons were fulfilled

• Likelihood to attend next event

• Rate show logistics/organization

− Time of year

− Trade show hours

− Registration

− Type of exhibitors

CostsName Price Discount Price Savings

Exhibit Space $XXXX per 100 sq. ft.

$XXXX $XXXX

General Session $XXXX $XXXX $XXX

Registration Area $XXXX $XXXX $XXX

Show Bags $XXXX $XXXX $XXX

Keynote Speaker $XXXX $XXXX $XXX

ExecutiveBreakfast

$XXXX $XXXX $XXX

Custom Opportunity

$XXXX $XXXX $XXX

Custom Opportunity

$XXXX $XXXX $XXX

Custom Opportunity

$XXXX $XXXX $XXX

Connect

• LinkedIn Group: Event Sponsorships 2020

− Upcoming Workshops: Chicago (January/June), Washington DC (February/July), Seattle (January), & New York (May), Montreal (May)

• Contacts:

• David Saef, dsaef@ges.com, @DSStrategy

• Reagan Cook, rcook@ges.com, @ReaganSCook

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