Sponsorship Archives - Ewald Consulting

September 19, 2024

Building Relationships Helps Build Association Revenue

Ewald in Practice Association Management, association sponsorship programs, Sponsorship

The Sales Team at Ewald Consulting knows that building strong relationships is the key to achieving strong results for our clients. Our review of sales tracking data reveals that, on average, it takes 11 touch points to make a sale — whether it’s for a first-time sponsor/advertiser or renewing a contract.

Our team is committed to the end results. We handle sales efforts from initial outreach to closing deals or collaborate with you on sales calls to address specific benefits and logistics. When the Minnesota Telecom Alliance (MTA) began working with Ewald Consulting, the executive director knew all the players and helped our team with making introductions. Six years later, our sales manager handles almost every contact with potential sponsors, exhibitors and annual partners. Since 2019, MTA has experienced 30% growth in exhibitor and sponsor revenue for their two biggest events of the year. Other clients have also experienced strong results:

Except for 2020-2021, exhibitor and sponsor revenue for the International Concrete Repair Institute has grown steadily since we began working with them in 2017.

Conference exhibitor and sponsor revenue has also grown steadily (with the exception of years affected by the COVID pandemic) for the Minnesota Association of Resources for Recovery & Chemical Health (MARRCH).

Follow-through is another important part of the relationship-building process. We ensure that each sponsor receives every benefit they’re promised by maintaining open and consistent communication throughout the partnership. Attendees and sponsors continue to seek new ways to connect. Our team also engages supporters to learn what they value from the association’s offerings, then respond with ideas to increase that value further, such as innovative sponsorship opportunities, including:

Puppy Corner Sponsorships

Barista Station Sponsorships

Tech Suite Sponsorships

Demo Sponsorships

Live Streaming Sponsorships

Hotel Key Card Sponsorships

MARRCH has earned thousands of dollars in sponsor revenue by introducing a Puppy Corner sponsorship during its trade show. The puppies are very popular with attendees, making it a sought-after sponsorship!

Investing in relationships has paid off. Our dedication to fostering strong connections has resulted in thriving sponsorship programs and continuous year-over-year growth, proving that genuine engagement is the key to long-term success.

August 19, 2022

Associations Next: Get the Word Out

Associations Next, Ewald News COVID-19, Professional Development, Sponsorship, Virtual Events

In this episode, we are joined by Lucas McCann, President, and CEO of Big Red M, an association management firm based out of Virginia. We will discuss sponsorship sales in a volatile environment and how you can make the most of your sponsors.

Takeaways:

Sponsors are out there. Despite the disruption to live events, sponsors are ready to come back in person or in a virtual capacity. Many associations have expanded sponsorship options to include more virtual and hybrid events.
Understand the sponsor’s value proposition as well as the members’ needs. Would each party work well for the other? It is important to consider what impacts, good or bad, could come from a sponsorship.
Don’t be afraid to say no. If a sponsorship is not a good fit for your organization, it’s better in the long run to give a prospective sponsor feedback up front.
Communicate well. Ask the sponsor after the event if they found it beneficial and ask your members the same. These questions will help you maintain relationships and potentially develop a fruitful partnership with your sponsor.

October 7, 2020

Creating a Game Plan for Virtual Sponsorship Offerings

Ewald in Practice Sales, Sponsorship, Virtual Events 0

Virtual sponsorship opportunities give your supporting companies the ability to connect with your members and attendees in a completely different way than in person. They can gather more precise data points, improve their follow-up activities, and have prominent logo recognition throughout the event.

The key to successfully monetizing your virtual sponsorships is to avoid heavy discounts for your sponsorships and to increase the benefits. Applying a drastic discount to your virtual sponsorships will give the impression that the overall event is inferior to a normal, in-person event. We recommend keeping your sponsorship prices the same for your virtual event while adding additional value and benefits. After all, your sponsors are crucial to the financial success of your association. Giving them a few extra benefits will go a long way in your sponsorship retention efforts.

Those extra benefits may include playing a video in advance of a sponsored session, introducing a presenter, or rebooting the idea of an exhibit booth. Learn more about these ideas now: Download our new Guide to Record-setting Sponsorship & Advertising Sales Success.