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1© 2015 Global Experience Specialists, Inc. (GES)

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

© 2015 Global Experience Specialists, Inc. (GES)


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

37.67

14.22 13.60

5.03

37.65 37.86

21.35

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Registration Exhibit Sales Sponsorship

(%)

2015: Average Percent of income from events from the following

activities:

N= 155, CI: ± 7.81%

60.28

66.51

38.14

13.4616.29

2.15

36.87

41.40

20.15

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Registration Exhibit Sales Sponsorship

(%)

2014: Average Percent of income from events from the following

activities




Future growth expected, but not same pace as 2014

2%5%

38%

51%

5%2%

9%

37%41%

11%

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

0%

10%

20%

30%

40%

50%

60%

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

2014

2015

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

62%

84%

51%

67%70%

56% 54%59%

28%

87% 87%81% 80% 80%

74%

65%60%

16%

AttendeeMaterials/Handouts

Events OnlineAdvertising

Food &Beverage

Signage/Displays

Areas/Destinations

Onsite Media Packages/Combinations

Other (Pleasespecify)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

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

2014

2015

N= 189, CI: ± 7.06%



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

9%21%

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

21%

39%

35%32%

34%36%

35%39%

0%

10%

20%

30%

40%

50%

60%

70%

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

2

Unique

N= 361, CI: ± 5.06%



Exhibitors: Awareness / Leads top sponsorship goals

61%

21%16%

22%

9%

16%

5%

59%

40%

31%

22% 22%18%

14%12%

4%

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)

0%

10%

20%

30%

40%

50%

60%

70%

Why do you choose to be a sponsor?

2014

2015

N= 438, CI: ± 4.58%



Exhibitors: Attendee Materials / Events Sponsorships of most interest

36%40%

23%21%

26%

16%12%11%

16%14%

4%

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%

20%

13%8% 6%

0%5%

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

50%

29%

22%

Yes No Sometimes0%

10%

20%

30%

40%

50%

60%

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

39%

22%

14%

26%

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:

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

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.”

@DSStrategy / @ReaganSCook© 2015 Global Experience Specialists, Inc. (GES)


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

26%

74%

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

Are your sponsors asking for a report on the effectiveness of

their sponsorships?

N= 160, CI: ± 7.69%

7%

36%

57%

Yes ‐ for allsponsorships

Yes ‐ for somesponsorships

No0%

10%

20%

30%

40%

50%

60%

70%

80%

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

51%

49%

10%

20%

40%

60%

80%

100%

120%

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%

72%

23%

3% 2%

I woulddefinitely use

this

I might usethis

I probablywouldn't use

this

I definitelywouldn't use

this

0%

10%

20%

30%

40%

50%

60%

70%

80%

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

XXX

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, [email protected], @DSStrategy

• Reagan Cook, [email protected], @ReaganSCook

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