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August 19, 2013

Americas: Seven Secrets for Growing Conference Sponsorship Revenue

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Two consultants who make their bread and butter by helping companies and associations improve their meetings, technology, and educational offerings for maximum effect presented their “Secrets for Growing Conference Sponsorship Revenue” at the annual meeting of ASAE, The Center for Association Leadership, held in Atlanta in early August.

Dave Lutz, managing director, and Donna Kastner, director, expo/sponsor sales and activation, Velvet Chainsaw Consulting Inc., explored new strategies for selling sponsorships for annual meetings and other conferences and events.

“Ultimately, it’s about bigger deals with fewer buyers,” Kastner said. “It’s about segmentation, discovery, and organizing around your best customers and their goals, not your products.”

According to a study conducted by IEG, North American sponsors spent $19 billion in event sponsorship in 2012 (about 70 percent of which goes into sports sponsorships and only 3 percent into association conferences and shows). Traditionally, in the event world, according to the Center for Exhibition Industry Research, 85 percent of a sponsor’s spend goes toward the booth.



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