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2020 conference marketing

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The Prospect “Sprint” Roundup: Seeking a “Yes” or “No” – NOW!

By Expo Sales, Sponsorship Sales No Comments

We’ve all been at a stage in our sales cycle where we “cherish” names on a list.

Let’s say that our sales cycle is for an annual event that is coming up in 60-90 days. For months we have had steady closes, and we are closing in on our goal of a sell-out. Meanwhile, we’ve engaged with hundreds of targets and leads, and have cultivated an ever-growing prospect list, of perhaps dozens. Often, we have developed personal relationships with many prospects after multiple conversations and exchanges. We have our prospects listed and graded with an assessment of their likelihood to close. The list has grown, and we truly, sincerely believe – because these people have personally given us their positive indications. We trust them that they will come through. Yet they have not – yet!

It’s Time: De-personalize, Stop Cherishing, and Stop Trusting      

The best mindset at this late cycle stage is to go into full-on robot mode (de-personalize your thinking about these fast “friends”) and treat any and all Prospects the same! It is time to expect that each and every one can give you their answer now.  Whether they’ve been graded as “Verbal” or at 75%, 50%, 25%, or 10% – it is time to seek out a specific answer – now.

Sprint Week: Risk Getting a No

  1. Canvas each name on your list that is still alive. It is time to be even more direct than ever.
  2. Relationship time is over.
  3. Set your goal for Monday and Tuesday for contacting all accounts personally via email.
  4. Call Days: Call after the email has been sent, make sure to call each one, by Thursday.
  5. Leave voicemails with the same elements that are in your email.
  6. For Live conversations, stick to the direct – are you signing up today or tomorrow?

Get the No’s Now and Determine your “True Action” List

  1. Build in a Yes or No question. (Will your team be signing up this week?)
  2. Put each prospect “on notice”.
  3. Give them a deadline for action, actually several.

For an event that is less than three months out, relish getting a No! It pares down your list, and enables you to narrow your focus and activity to only deal with the Prospects who verify pending action. You are assessing reality and feasibility – theirs and yours…are they truly “actionable”?

There are multiple real-world urgent reasons why it behooves and benefits them to give you a Yes or No now. Come up with your own list…here are some samples:

  • Space is selling out; now is the last chance to guarantee a spot (or a best spot).
  • Logistics: Deadlines for their teams’ travel plans for ___(City). (This is an acid-test for their reality.)
  • Deadline to be included in the Show Directory (or Show App). Give a date.
  • Deadline for badge registration (perhaps rate increases). Give a date.
  • The Hotel room block selling out. Give a date.

A note about “Maybes” or “We don’t know”

Unless they tell you it is under review and they will have an answer by  ____(near-term date) – which you should ascertain – maybes and “I don’t know” are “hollow” at this stage and indicate that the person is not the decision maker. In that case you should kick your last chance inquiry to a higher-up or to additional contacts if you have them. Yes – risk losing your “friend” – it may actually get you a Yes or No.

Or simply move on.

By the end of your “Sprint Week” you will have a much smaller prospect list. You will have knocked off the No’s (for this year) and trimmed the dead weight. However, you will also have re-heated or driven quite a few would-be names on your list to take earlier action. You’ll be in a much better position, not only because of the resulting sales that are coming in. You will gain full control of your time and a razor-sharp focus for the final key stretch run, enabling you to optimize your late stage sales cycle.

The early bird gets the worm: 3 tips for kickstarting your association’s sales this decade

By Expo Sales, Sponsorship Sales No Comments

Is 2020 the year that you resolve to improve your organization’s exhibition and sponsorship sales? Whether you’re on pace to exceed last years’ revenue levels or struggling to find new vendors, The Profitable Association has some helpful suggestions so you can kick-start your sales and start the new decade off on a high note!

 

New Year, New Offerings

These days, nearly every aspect of a conference is sponsorable – from the coffee collars used on the cups during snack breaks to the opening night welcome reception. The trick is to make sure you are not only maximizing your offerings but also choosing opportunities that will benefit both you as the host and your potential sponsor.

Why not offer sponsors the opportunity to sponsor a morning yoga session for attendees? Or what about a selfie spot or photo booth so they can memorialize their time at the conference? Even those water and coffee kiosks planted throughout your event can be branded with a sponsor’s logo! You can also have your exhibitors pay for spots on a BINGO card that attendees would then fill out to be eligible for a door prize.

Larger conferences that take over most of all of the host building might also want to look into escalator wraps and floor signs that can be covered with logos. And last but not least, don’t forget about all the ways you can use your conference’s mobile app and social media accounts as opportunities to charge for sponsorships!

 

The Early Bird Gets the Worm

Chances are you’re probably already offering some sort of retention perk to your repeat sponsors and exhibitors – but is it enough to keep them coming back year after year? Perhaps 2020 is the year your organization adds an extra bonus for its longtime vendors that isn’t just a discounted rate.

Maybe create a “Circle of Excellence” banner featuring the logos of all vendors who’ve sponsored or exhibited at your event over the last 5+ years, 10+ years, etc.? Or ensure that these groups have priority slot and perk selection when the time comes? Either way, the more you keep these groups happy, the less you have to do to market to new sponsors.

(You can also read more about how PAI can help you boost your retention sales here).

 

Amp Up Your Marketing Efforts

Sometimes, finding new sponsors and exhibitors involves a little bit of prospecting. Spending just a few bucks daily on targeted digital advertising (Google and Facebook ads) can go a long way toward bringing in new leads for both attendees and vendors.

Do you have any additional tips for how associations like yours can boost their sponsorship and exhibitor sales in 2020? Please leave your thoughts in the comments below!