Let's face it , the way companies buy products and services has changed. A recent CEB study revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier. Most of that is done digitally.
Expo revenue has hit a glass ceiling for nearly every conference biz model we've analyzed. Healthy expos are doing well if they're renewing anchors at current levels and bringing in 30%+ new exhibiting companies to replace the 30% that churn. High drayage costs and improved digital demo tools are driving smaller booth spaces.
Marketing budgets are still healthy. Significant increases in sponsorship revenue are there for organizers who attract an influential audience. To realize high growth you must:
- Get buy-in, support and introductions from your senior leadership team.
- Clean up your menu - less promotional opportunities and more linked to attendee mattering.
- Go big or go home. Fewer, but bigger investors is an attribute of the most successful programs.
- Develop activation plans that span 90 days plus.
Bottom line, sponsorship is the most sophisticated and effective emotional marketing investment. Your plan, strategy and approach needs to help brands make that emotional connection. Bag inserts and logos fail that test.
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