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:
- Part One: What Organizers Offer Compared to What Exhibitors Buy
- Part Two: Sponsorship Sales Process – Customer Satisfaction, Package or A La Carte? Self-Serve or Staff-Assisted?
- Part Three: Evaluating the Outcome of Sponsorship Sales and Purchases
- Part Four: Future Outlook for Sponsorship Sales and Purchases
- Part Five: Who Are Non-Buyers and What May Prompt Them to Buy?
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.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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