{"id":7664,"date":"2021-06-21T12:32:27","date_gmt":"2021-06-21T16:32:27","guid":{"rendered":"https:\/\/dev.mypar.org\/?p=7664"},"modified":"2023-01-23T14:42:15","modified_gmt":"2023-01-23T19:42:15","slug":"3-questions-how-covid-has-shifted-the-sponsorship-paradigm","status":"publish","type":"post","link":"https:\/\/dev.mypar.org\/3-questions-how-covid-has-shifted-the-sponsorship-paradigm\/","title":{"rendered":"3 Questions: How COVID Has Shifted the Sponsorship Paradigm"},"content":{"rendered":"\n\t<p><em><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/3-QUESTIONS-Dan-and-Bruce-1024x457.png\" alt=\"\" width=\"1024\" height=\"457\" \/>In our &#8220;3 Questions&#8221; series, we ask top industry professionals to answer three questions within their area of expertise. In this edition, we&#8217;re talking about how COVID has shifted the sponsorship paradigm with the Co-Conveners of the <a href=\"http:\/\/www.brucerosenthal.associates\/ppn\" target=\"_blank\" rel=\"noopener noreferrer\">Partnership Professionals Network<\/a>. PPN is a\u00a0national organization devoted exclusively to improving corporate partnership and sponsorship programs in associations, nonprofit organizations, charities, and association foundations.<\/em><\/p>\n<h2><b>1.\u00a0<\/b><b>As in-person events return, what type of value are sponsors looking for in post-COVID offerings?\u00a0<\/b><\/h2>\n<p>Some companies were not too enamored with pre-pandemic conference sponsorship benefits. Conference sponsorship packages that focused on logo visibility, advertisements on the conference website and program, a bigger expo booth, a \u201cshout-out\u201d at the general session, and complimentary registrations and tickets did not fulfill the business and marketing needs of a lot of companies.<\/p>\n<p>During much of 2020, when many association conferences were cancelled or switched to virtual, companies found other ways to market to association members.<\/p>\n<p>Therefore, associations need to ramp-up their conference sponsorship packages in 2021 and 2022 to attract companies. While companies sponsor events to gain new business there are other important reasons: companies seek brand uniqueness and want to be positioned as a knowledge leader. These motivations are particularly important at events and expositions where sponsors might ask, \u201cHow does sponsorship distinguish my company from the 8 other companies in the expo that sell the same thing my company sells?\u201d and \u201cSince I can pay for a bigger booth, ads, and registrations, why should I be a hefty conference sponsor?\u201d<\/p>\n<h2><b>2. How can associations take what sponsors want and turn it into valuable offerings?<\/b><\/h2>\n<p>First, let\u2019s note that some companies are satisfied with standard Gold\/Silver\/Bronze packages with mostly-transactional benefits at conferences. Associations should offer these sponsorship packages and welcome companies to partake.\u00a0<\/p>\n<p>For other companies \u2013 sponsors at the higher levels, long-time sponsors, companies that have a variety of touch-points with the association during the year \u2013 there are opportunities to provide more valuable sponsorship offerings.<\/p>\n<blockquote><p><strong>TIP:<\/strong> One of the best ways to meet the needs of these top-tier companies is to have a conversation with them. A lot of useful information can be gained by scheduling exploratory discussions with companies about their marketing goals at events; which segments of the event audience they want to reach; their company\u2019s key messages for these attendee segments; and how they define a successful event sponsorship. Ask follow-up questions and probe for more details.<\/p><\/blockquote>\n<p>Associations can use this information from each top-tier sponsor to customize an event sponsorship that is likely to fulfill each company\u2019s business goals.<\/p>\n<h2><b>3. What sponsorship offerings should all associations consider in 2021 and beyond?<\/b><\/h2>\n<p>Many companies have reminded us that they market 365 days a year; a 3-day conference sponsorship does little to boost their sales and achieve their marketing goals. Therefore, associations should consider offering companies year-round sponsorship packages.<\/p>\n<p>Here are some of the advantages of switching event-focused corporate sponsorships to year-round corporate partnerships:<\/p>\n<ul>\n<li>Changing from transactional sponsorships to transformational partnerships results in greater alignment with the association\u2019s mission.<\/li>\n<li>Changing from \u201cone-size-fits-all\u201d sponsor benefits to customized partner benefits helps with recruiting and renewing partners due to fulfillment of each partner\u2019s needs.<\/li>\n<li>Changing from selling \u201ccommodities\u201d in a sponsorship program to selling \u201csolutions\u201d in a partnership program results in higher value for corporate partners (and higher partner fees).<\/li>\n<li>Changing from sending a sponsorship prospectus \u00e8n masse to companies to reaching out to a targeted list of companies results in finding better partners.<\/li>\n<\/ul>\n<p>To increase revenue and member value from your association\u2019s relationships with companies, consider restructuring your event sponsorship program as a year-round partnership program.\u00a0<\/p>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/unnamed-218x300.jpg\" alt=\"unnamed\" height=\"300\" width=\"218\" title=\"unnamed\" \/>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/unnamed-1-298x300.png\" alt=\"unnamed\" height=\"300\" width=\"298\" title=\"unnamed\" \/>\n\t<h3>Dan Kowitz<br \/>\nFounder and CEO, JSB Partnership Consultants<\/h3>\n<p>JSB Partnership Consultants work is led by Founder and CEO, Dan Kowitz, a mindful leader with 29 years of property revenue acceleration, brand sponsorship strategy, client leadership, staff management and business operations. He is a professional with deep experience in fast-paced team environments within the brand, cause, cultural, entertainment, nonprofit, retail, sports and other sectors. Dan is Co-Convener of the Partnership Professionals Network (PPN).<\/p>\n\t<h3>Bruce Rosenthal<br \/>\nCo-Convener, Partnership Professionals Network (PPN)<\/h3>\n<p>Bruce Rosenthal has extensive experience as both a strategist and implementer in association management and corporate sponsorships\/partnerships. He has advanced associations and not-for-profit organizations in senior-level positions with responsibilities for corporate partnerships, conference management, marketing, quality improvement programs, and coalition building for 30 years. Bruce is Co-Convener of the Partnership Professionals Network (PPN).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our &#8220;3 Questions&#8221; series, we ask top industry professionals to answer three questions within their area of expertise. In this edition, we&#8217;re talking about how COVID has shifted the sponsorship paradigm with the Co-Conveners of the Partnership Professionals Network. PPN is a\u00a0national organization devoted exclusively to improving corporate partnership and sponsorship programs in associations,&hellip;<\/p>\n","protected":false},"author":11,"featured_media":7674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"inline_featured_image":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[39,37],"tags":[],"class_list":["post-7664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development","category-leadership"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Questions: How COVID Has Shifted the Sponsorship Paradigm | Professionals for Association Revenue<\/title>\n<meta name=\"description\" content=\"In our &quot;3 Questions&quot; series, we ask top industry professionals to answer three questions within their area of expertise. In this edition, we&#039;re talking\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Questions: How COVID Has Shifted the Sponsorship Paradigm | Professionals for Association Revenue\" \/>\n<meta property=\"og:description\" content=\"In our &quot;3 Questions&quot; series, we ask top industry professionals to answer three questions within their area of expertise. 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