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Insider InformationAside from commissioned FaceTime research, we’ve also set up this section to include any new and relevant research relating to the events industry from around the world. We know that a lot of you are conducting your own research too, so do get in touch if you think you have research that would be of interest to other members. Email us at hello@facetime.org.uk we’ll try and add it to this section. We’re keen to hear from you!
Sponsorship White Paper
In sight, in mind was published in May 2011 by Emap, with its aim to address the concerns of big business marketing executives over the sponsorship of engaging and experiential exhibitions and events.
The White Paper was commissioned with two main aims:
1. To gather the thoughts of businesses which have historically invested in trade show sponsorship, as well as those which have shied away from such an investment and those which could potentially benefit from such packages.
2. To help better deliver bespoke solutions to existing and potential future clients.
Gathering data
Senior-ranking executives from a range of firms, large and small, were asked to answer three simple questions:
Answers to these questions were then analysed and grouped into broad categories, with responses presented in the White Paper.
Findings
The responses received revealed an overwhelmingly positive view of trade shows and experiential sponsorship opportunities within them. Four main positive categories emerged:
- Visibility, access and opportunity
Visibility at exhibitions through sponsorship shows marketplace strength and guarantees a company to be noticed by other companies
- Return on Investment
Every person at an exhibition – exhibitor, trade guest, journalist or interested outsider – is a potential customer. Exhibitions put many thousands of decision makers in the same place at the same time, all with a demonstrable interest in what is on offer
- Client capture
Corporate hospitality is crucial to many firms and is used extensively by leading UK companies. As opposed to a sporting event, an exhibition provides a true business, yet informal environment in which to do business and to entertain
- Internal relations
To communicate a company’s values to outsiders first requires complete buy-in from those charged with selling them
Verbatim responses included:
“Sense have worked with leading brands and used events to create a greater depth of engagement with customers. We have seen excellent examples of live marketing in the consumer space generating fantastic commercial value and the same potential exists within B2B.”
- Nick Adams, Managing Director - Sense Experiential Marketing Agency
However, a number of barriers to sponsorship were also revealed. These fell into two categories:
- Budget, Return on Investment, value
Many sponsorship packages are available without the need for stand space – having a presence in exhibition brochures alone can pay dividends in terms of exposure
- Event organisation, content and marketing
Organisers typically work closely with sponsors to design a bespoke package and its contents so it will be seen by the visitor as both interesting and a benefit to their show experience
Going forward
This White Paper will act as a point of reference for Emap when communicating potential sponsorship opportunities to clients. It is hoped its contents will help reassure companies that sponsorship is an ‘investment’ rather than a ‘spend’.
For a copy of the full White Paper, please contact:
Dan Thurlow
Sponsorship Director: Exhibitions
t: 0207 728 4250
m: 07515 794560
e: Daniel.thurlow@emap.com
www.emap.com/divisions/connect
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