Innovative and Compliant Sponsorships

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential..

5C: Innovative and Compliant Sponsorships

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

Presented by: Chris MetzgerHCEA 2013


Takeaways

Specific sponsorship ideas that can be adopted immediatelyA process for thinking about sponsorships to open up more

creativityWays to find new buckets of money so one sponsorship does

not simply replace revenue from another


The Value of Sponsorships

Seek new revenueIntroduce new product categoriesAppeal to specific exhibitor needsTarget specific attendeesGreater engagementIncrease share of voice


The Definition of Innovation

in·no·va·tion noun\i-nə-ˈvā-shən1. the introduction of something new 2. a new idea, method, or device: novelty

http://www.merriam-webster.com/dictionary/novelty


Matching Needs

Association

Industry

Compliance


The Four E’s

EnvironmentalEducationalElectronicEndemic or … Not


Environmental

Surfaces, Areas, and Traffic Builders


Environmental


Six different rounds for different product categories.

Environmental


Scavenger hunt

Environmental


Booth crawl

Environmental


Meeting rooms as booths

Environmental


Environmental


Educational

Content-Related/Content-Affiliated/Thought Leadership


Educational--Product Theaters


Educational--Demonstration Theater

23


Educational

24

Content is vendor-neutral. Sponsors bought awareness on one of six content categories.


Office pavilion, classroom live demos

Multiple products shown working together in real-world situation

Educational


Philips and American College of Cardiology


Hands-on training

Educational


Educational


Electronic

Digital/Social/Virtual Ideas


Electronic--Social Media Lounge


Social Kiosk Solutions

Electronic--Social Kiosks


Electronic--Photo Kiosks


Electronic--Facebook Photo Shoot


Electronic

Digital Signage


Digital Display


Electronic

Video wall• Sponsor ads• Sponsor

logos• Event

content


Electronic

Show TV


Electronic


EndemicNatural to or characteristic of a specific people or place; native;

indigenous


Endemic: Medical and pharma

Semi-endemic: Nonmedical, but related to patient health

Nonendemic: Unrelated to patient health--physician as consumer


Endemic … Or Not


Health-conscious restaurant chain

Gluten free for digestive disease

Mattress vendor for primary care

Semi-Endemic Idea


Non-Endemic


Reinvention Discussion


The Four Es

EnvironmentalEducationalElectronicEndemic or … Not


Thank YOU


In-Session Notes

Potential Benefits of SponsorshipsVisibilityRevenueBuilding partnership Society/organizational supportBooth traffic drivers


In-Session Notes--Environmental Ideas

Transportation/communication/misc.

BathroomFloorElevators/doorBusesPedicabMobileSegwaysSidewalk chalkScooters/tramsCable cars

GoBoSailboatClings on poolHotel key cardLamps


In-Session Ideas--Potential Sponsorship Challenges

TransparencyUpchargesISILongevity


In-Session Educational Ideas

SymposiaMeal breaksRelevant content develop

Innovative and Compliant Sponsorships

Marketing

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