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
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.