GES Releases Comprehensive Sponsorship Study Highlighting Unique Ideas
January 23, 2015
For organizers looking to spruce up their sponsorship models, hosting an experts corner, offering tours or having a fitness pavilion on the showfloor are just a few of the unique ideas that were in Global Experience Specialist’s recently released Comprehensive Sponsorship Study.
The study also focused on the following key areas; how organizers and exhibitors can make the most of sponsorships; how organizers can best sell sponsorships; what organizers can do to align their sponsorships with sponsor objectives; and information and insights for exhibitors to evaluate and optimize sponsorships.
The study was conducted with data from the TSNN Top 250 U.S. trade show list, TSNN Top 50 Canadian trade show list and top 50 Healthcare Convention & Exhibitors Association medical meetings.
“A top priority of event organizers today is driving revenue growth and sponsorships are seen as a top area of opportunity, while exhibitors are looking to enhance the value of sponsorships,” said David Saef, executive vice president of GES MarketWorks and Strategy.
He added, “Although sponsorships have been around for a long time, there is no single resource for organizations to understand how to create and sell sponsorships and how to make sure they are fully optimized. The findings from our comprehensive study fill this void and help the industry demonstrate the value of sponsorships.”
The study was broken up into two parts for organizers and exhibitors.
Some other findings in the organizer portion of the study were that 74 percent of those surveyed said they had one or two people on staff who sell sponsorships, and they target specific companies through phone calls and emails.
Organizers also said they are optimistic about sponsorship revenues, with 56 percent indicating they expected that revenue stream to increase during the next three to four years.
On the exhibitor side, 61 percent of the respondents said they have chosen to sponsor to raise the awareness of their brands, while 29 percent said they sponsored because they preferred spending their dollars on something unique.
As far as what was considered unique, a few things in the study that were highlighted included having an ice cream social, flash drive bracelets, charging stations or new product areas and registration confirmation branded messages.
In December, Saef presented a portion of the research findings at the International Association of Exhibitions and Events’, Expo! Expo! in a presentation titled “Sponsorships that Succeed.”
Several people who attended the session found valuable takeaways, such as Mallory Denny, operations coordinator, Emerald Expositions, who said, “It was very refreshing to attend a data-centric seminar which dived into research from other show organizers. I look forward to future presentations on sponsorship trending.”
To learn more about how to form, sell, deliver, and demonstrate the value of sponsorships, download the GES Sponsorship Survey HERE.
Partner Voices
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates.
Water Stewardship Efforts
MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship.
In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step.
MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas.
MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030.
From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts.
Caring for One Another
MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include:
Unserved perishable prepared foods from events
Perishable unprepared food from MGM Resorts’ kitchens
Nonperishable food items from minibars and warehouses
The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community.
Fostering Diversity and Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.
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