Center >> Conference Sponsorship
Success: Focusing In Will Pan Out
Think smaller for bigger results.
excerpted from Folio Magazine and Folioweb.com
Faced with shrinking budgets and attendance challenges,
smart conference marketers are getting creatively focused. Smaller,
more targeted shows are in. B-to-B events are focusing on a smaller
audience with more specific content, according to Jeff Fenner, director
of conferences and trade shows at GIE
Media. “We’ve gotten sponsors that responded to
general business topics by saying, ‘That’s interesting
but really doesn’t fit our plan.’ If you come back with
a very targeted event, they’re much more willing to participate.”
It also pays off to put your editorial advisory
board to work on generating event ideas, or develop a brainstorming
team exclusively for events. Past attendees, speakers, sponsors
and exhibitors can provide invaluable feedback, according to David
Corson, publisher and owner of Retail Construction LLC.
Do you find that you’re starting to blitz
prospective attendees four months from the show? Instead, keep the
flow of information in front of them year-round. And don’t
forget that positive word-of-mouth remains one of the best ways
to fill seats.