Peeling Back the Layers of Successful Sponsorships

By Kim Barclay

Why should your company consider any sponsorship?  There are more reasons than you think.  Everyone knows that sponsorships give you brand visibility.  Whether it be at an in-person event or an on-line presence, being a sponsor will get your company seen.  But it’s much deeper than that.  A sponsorship should be seen as an investment.  Yes, one expects return on that investment and to get the most bang for the buck, but most times there is not an immediate, tangible ROI.  Sponsorships need to be thought of as a foundation to build on.  Building relationships with organizations and individuals in your target market.  Being a sponsor can give you credibility, and a positive reputation and perception from your audience.

But sponsorship is a two-way street.  The benefiting organization needs to be flexible, open minded and listen to what potential sponsors want and how they want it.  The old standard of having levels with pre-selected benefits isn’t always the right fit.  Organizations need to reach out and ask potential sponsors what they are seeking and work together to make it happen.  Thinking out of the box and coming up with the most incredible and outrageous ideas, and then working down to what is reasonable and realistic is far easier and more creative than trying to work up hill.

Why should my company be a sponsor?

  1. Brand Visibility – Basic Marketing 101. Be seen in person and on social media.  The Event Marketing Institute reported that 98 percent of attendees create social content during events. When attendees share photos, quotes, videos, and blogs, you get exposure to much larger networks. User-generated content has a greater impact on customers, so make it easy for people to tag your business on social media.
  2. Creating a positive perception – Your target audience will be thankful for your “good will” for the good of the cause.
  3. Building relationships – Think long term. Foster and nurture your relationships.  You may not acquire direct business from a member or attendee, but they know who you are and will pass along your information and say how great you are.
  4. Networking and Sales Goals – Sponsorships are another tool for networking and meeting new potential clients and customers. As your prospect list grows, your ability to reach your sales goals increase.
  5. Return on Investment – The biggest mistake people and companies alike make, is expecting immediate customer and client interaction. ROI is a process and it can take months even years to see your hard work pay off.  Be patient, and continue to build on your foundation.

Sponsorships are incredibly important to both the sponsoring company and the benefiting organization.  Having realistic expectations, and verbalizing the wants and needs of the sponsorship and working together will create very successful partnerships.

Kim Barclay is a Chief Staff Executive at Partners In Association Management and is the FSAE 2019 Conference Sponsorship Chair.  Kim has over 20 years’ experience in Association Management, Event Planning and Fundraising. Reprinted with permission, FSAE Source Magazine January/February 2019 issue.

South Atlantic JUBILEE – Bringing New Ideas to the Convention and Tradeshow

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By: Kim Barclay

You’re Having WHAT at the Conference?

The South Atlantic JUBILEE is a convention and tradeshow that started in 1955 in Carolina Beach, South Carolina and they joined Partners as a new client in 2012.  Attendees are comprised of many family owned businesses in the water well industry and have a long history of attending this event.  Exhibitors and sponsors are the companies that provide heavy equipment, products and services to the industry.  Continue reading “South Atlantic JUBILEE – Bringing New Ideas to the Convention and Tradeshow”

FGWA – Protecting and Managing Florida’s Groundwater Resources

By: Danielle Jessup, CMP

I have had the pleasure of working with the Florida Ground Water Association (FGWA) since 2012.  I started off as their Program Manager and just a few short years later, became the Executive Director. This association was formed and chartered in 1935 by a group of well drilling contractors who wanted to further the principles of the industry and protect Florida’s water resources.  FGWA officially became a 501(c)(6) not for profit organization in 1979 and has been managed by Partners in Association Management since 2006. Continue reading “FGWA – Protecting and Managing Florida’s Groundwater Resources”

Teamwork Makes the Dream Work

By Christina Welty

My husband and I enjoy watching Good Bones on HGTV. We originally started watching because it takes place in my husband’s hometown of Indianapolis, but it’s refreshing because the mother-daughter team of Karen and Mina are candid about the hard work required to renovate homes. Even though they are the stars of the show, the entire team who helps make the renovation(s) possible is shown throughout each episode. Even Mina’s favorite catch phrase is “Teamwork Makes the Dream Work”.

This idea made me think about our company and all of the people responsible for our successes over the years. One of the aspects our company focuses on is teamwork.  Continue reading “Teamwork Makes the Dream Work”

Facebook Live – Why Not?

By: Christina Welty, MA

Facebook Live has been around for a couple years, but it’s definitely gaining popularity.  Whether you have a personal business selling makeup or clothes or you are a leader of an association or company, it’s a great way to encourage new followers and gain excitement for your product or service.  When the Southeastern Conference of Dental Laboratories (SCDL) suggested we do a Facebook Live video, I had to do some research!

Before getting started, what is Facebook Live? Simply put, it’s a way to stream a live video through your personal or business page on Facebook. It’s a great way to connect instantly with your audience, build your network and tell your story – your way. Another perk, especially for organizations on a budget, is that it’s free!  Continue reading “Facebook Live – Why Not?”

Are You a Risk Taker?

By Christina Welty, MA

You have probably heard the phrase, “The only constant is change.”  Whether you like it or not, one must take risks to stay relevant. When people think of risk takers, they think of people in the business world, like Elon Musk or Richard Branson. However, it’s just as important for associations to be thinking strategically and taking calculated risks that will help them be successful.

As leaders of an association, you may think you are innovative, but take a moment to sit down and ask the question, “What idea or change has been implemented lately?”  There is a difference between talking about taking risks and actually implementing these ideas.  Continue reading “Are You a Risk Taker?”

AMC Model Benefits Clients During Conference Season

By: Shelly Joines

Being an Association Management Company (AMC) staff member and attending a client’s annual conference is like killing two birds with a single stone. It allows me to apply our best practices to benefit the client while learning from this event and sharing with our other client associations.

This past weekend, I had the pleasure of assisting with one of our client’s annual conferences in Orlando. I have in depth experience in the dental laboratory industry in my almost 9 years at PIAM and it’s exciting to carry knowledge and experience from this to one of its state component members. Continue reading “AMC Model Benefits Clients During Conference Season”