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”

Culture is King

By: John Ricco, CAE

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Unless you’ve been hiding under a rock for the past decade you’ve probably read about, heard about, and seen entirely too many PowerPoint presentations about organizational culture.  The articles, books and discussions focus on both corporate culture as well as the culture in not for profit (NFP) organizations.  One might argue that in the NFP community, culture plays an even more important role due to the passion and “all-in” commitment of those associated with promoting their chosen industry or cause.

Partners takes culture very seriously — both ours as “the Partners team” and the way that culture integrates with the cultures of the organizations we serve.  While each association has its own distinct values and beliefs, we like to think our organization’s culture infuses that of the associations we manage Continue reading “Culture is King”

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?”

Two and Through!

By: Shelly Sobol

In two months, I’m getting married. After 16 months of planning, researching every element, and working with family and friends to make it all happen, we’re just 60 days away. To say that my fiancé and I really utilize social media is an understatement. We use it to share our adventures, our quirky interests, and connect with loved ones. And sometimes, like it or not, social media is the quickest way to disseminate important information.

In these last 16 months, our wedding planning has taken a similar approach to branding as your next important event, product roll-out or association milestone. Continue reading “Two and Through!”

Getting Your Name Out There

By: Shelly Sobol

Going to a “networking” event can oftentimes feel like you’re going to a sales convention. Determining what someone can do for you, and pitching what you can do for them. But how do you (or your association/business) make an event more subtle on sales and more about genuine connection? The folks at Hyatt Hotels showed me how when they recently hosted an event in Tallahassee before the Florida Society of Association Executives’ Education Day. Continue reading “Getting Your Name Out There”

5 Tips on Planning your First Meeting

By: Amanda Carey

Meeting planning can be stressful, even if you’re planning a small meeting.  Although assisting with other meetings can help prepare you, nothing can give you a better experience then jumping head first into planning YOUR first meeting.  When I was given the task to take the reins on my first meeting, I was excited but definitely nervous.  This is what my college degree and my experience had been working towards.  Here are 5 tips I found to help your first meeting function smoothly. Continue reading “5 Tips on Planning your First Meeting”