Selling sponsorships is no easy task. Potential sponsors do not want to be sold. They want to be informed so they can make the best decision for them. Consider taking a different approach this year. Consider the idea of educating your potential sponsors on your marketing strategy and showing them exactly what the attendees will experience at this year’s show. How will you be engaging attendees before, during, and after your event? Share with your exhibitors a step-by-step plan for:
Before the show:
- How you plan to communicate on social networks
- How you plan to communicate via email
- How you plan to set up your website to help attendees build their expo plan and session plan
- How you plan to help attendees with their travel arrangements
At the event:
- How you plan to promote technologies such as mobile apps and kiosks that will be available to attendees
- What the attendees will see at the event (signage)
- What will the attendees do at the event (schedule)
- What kind of badges will attendees be wearing and how to capture lead data from them
After the show:
- How you plan to engage attendees after the event is over
By helping your prospective sponsors see through the eyes of your attendees, they can make a better and more informed decision on how visible they want to be, and where they want to be seen. This type of planning requires that your marketing team already have their attendee marketing plan in place, and your sales team is set up to successfully present it to exhibitors. We suggest putting each sponsorship and advertising opportunity in a brochure as well as on your website, and creating a short 3-5 minute video that will demonstrate all of the sponsorship opportunities from the attendees perspective. By taking the time to help exhibitors and potential sponsors see your vision, you will be able to sell out your inventory quickly and increase cash flow that can be spent in growing attendance and your event.
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