Fresh Insights from IEG

Tough Times Selling Conference Sponsorships at Associations?

Posted: 6/30/2009 1:51:14 PM by Dan Kowitz | with 0 comments

I am hearing from many associations that selling sponsorship for their conferences and events is rough at the moment. Travel and conference/educational budgets seem to still be frozen by some organizations. Obviously, this affects the attendance numbers for some conferences but there seems to be more behind the lack of sponsorship.

Every sponsor is under increased internal scrutiny regarding the dollars they spend. It seems this scrutiny has cast a shadow over their desire to stay active with association conference and event sponsorship. Sponsors are looking for a change in the typical conference benefits such as logo ID on signage and their logo on a bag. Those benefits are no longer justification for spending. So what are sponsors looking for?

Here are five suggestions:

1. Increased direct access to conference attendees through session interaction or hospitality
2. More access and recognition pre- and post-event through publications, Web sites or e-blasts
3. Opportunities for one-on-one interaction with a specific segment of conference attendees
4. Extended reach with some limited access or recognition to all members, not just conference attendees
5. Opportunities to message directly to members and conference attendees outside of the event

I am sure if you are in this space you have many ideas on what is working when it comes to conference and event sponsorship. I would love to hear your ideas!

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Filed under: events, selling, associations

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