New CEIR Reports Dive Into Sponsorship Data and Best Practices

November 26, 2019

Event organizers wanting to learn and leverage exhibition sponsorship practices can advantage of the B2B Exhibition Sponsorship Playbook series produced by Center for Exhibition Industry Research.

Providing a comprehensive overview of B2B expo sponsorship practices in North America, the new five-part series compiles and compares organizer and exhibitor practices. It also includes industry benchmarks and insights on how stakeholders can refine their programs to enhance success.

Unveiled on Oct. 28, Part One: What Organizers Offer Compared to What Exhibitors Buy takes a deep dive into the vast array of sponsorship options and details on which are most commonly sold by organizers, compared to those most frequently purchased by exhibitors. The study also reports differences within key demographics for each stakeholder group.

“Results indicate a vibrant market for sponsorships, with an average contribution of 19.5 percent to a B2B exhibition’s gross revenues and a marketplace where 83 percent of exhibitors have invested in sponsorships in the past two years,” said Nancy Drapeau, vice president of research for CEIR. “The benchmarks [in the report] can help both stakeholders compare their practices to determine how they can refine programs and investments moving forward.”

Released on Nov. 25, Part Two: Sponsorship Sales Process – Customer Satisfaction, Package or A La Carte? Self-Serve or Staff-Assisted? provides an inventory of how sponsorships are sold and purchased, as well as insights on how event organizers can boost sponsorship buyer satisfaction.

“The second report in this series uncovers a perception gap relating to satisfaction with the sponsorship sales process,” Drapeau said. “Though a majority, 53 percent of sponsorship buyers are satisfied with their purchases, [while] 40 percent are neutral – they cannot say if they are satisfied or not. By comparison, most organizers believe sponsorship buyers are satisfied, at 73 percent.”

Topics covered in this report include the rate of sponsorship sales and purchases via packages and ala carte, sponsorship collateral approaches, the timing of sales compared to purchases, and satisfaction with the sales process and how to boost satisfaction rates. 

The remaining reports in the five-part series will be published in the next several months. They include: 

 According to CEIR officials, the research compiled in the series is the result of industry-wide support from the ASAE, IAEE, SISO, Canadian Association of Exposition Management and PCMA. 

Leading general service contractors Fern, Hargrove and Shepard Expositions provided support for the exhibitor side of the study.

In-depth surveys were conducted by CEIR in the first quarter of this year followed by online survey polling in the spring of 2019. Hundreds of show organizers and exhibitors participated. 

To learn more about the B2B Exhibition Sponsorship Playbook series, go here.

  

Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE and engage with us on Twitter, Facebook, LinkedIn & Instagram!

Add new comment

Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.