CEIR publica la tercera parte de la serie de manuales de patrocinio de exposiciones B2B

How Organizers and Sponsors Evaluate the Outcome of Sponsorships

DALLAS, 11 February 2020 – Hoy, el Centro de Investigación de la Industria de Exposiciones (CEIR) released the third in a five-part series providing a comprehensive overview of business-to-business (B2B) exhibition sponsorship practices in North America. The B2B Exhibition Sponsorship Playbook Series compiles organizer and exhibitor practices in a unique format, comparing organizer offerings and practices to those of exhibitors. It provides valuable industry benchmarks and insights on what is working to help organizers and exhibitors adjust programs to enhance their success.

“This report signals the critical importance of investing in an evaluation process,” said CEIR Vice President of Research Nancy Drapeau, PRC. “Organizers and sponsors are cautioned to select performance metrics wisely. Results suggest that tying performance metrics to the business goals, or objectives for exhibiting sponsorships aim to support, provides the most actionable results for planning moving forward.”

“This research finds there are gaps between how organizers and sponsors perceive sponsorships,” added CEIR CEO Cathy Breden, CMP, CAE, CEM. “It also finds that too many sponsors are unable to determine if their sponsorship investments were worthwhile. Dissatisfaction is not the issue, neutrality is – meaning they do not have a feeling one way or the other on the success of the investment. Consultative selling will naturally close those perception gaps.

“By using this approach, organizers will have a more precise understanding of what sponsors want to achieve, and can link prospective sponsorship buyers with options that will help them succeed. Though it does not stop there; organizers need to help sponsors define performance metrics at the outset and, where possible, provide the data that demonstrates the investment was worthwhile.”

Tercera parte: Evaluación del resultado de las ventas y compras de patrocinio offers organizers and exhibitors a range of industry benchmarks, including:

  • Organizer: Percentage that have a process in place for evaluating the outcome of sponsorship programs, metrics used, which metrics are most effective in generating results.
  • Exhibitors who have purchased sponsorships: Percentage that have a process in place for evaluating the outcome of sponsorship investments, metrics used, satisfaction rates with outcomes, which overall goals for exhibiting sponsorships aim to support, for which sponsorships are most effective.

This report compares organizer and sponsor results and pinpoints where perceptions are in alignment and where there are gaps. This comparative exercise is of particularly high value to organizers, to identify gap areas meriting consideration and determining how to assure their events have a tighter alignment with sponsorship needs and expectations.

Acerca del CEIR
El Centro de Investigación de la Industria de Exposiciones (CEIR) sirve para promover el crecimiento, la conciencia y el valor de las exposiciones y otros eventos de marketing presenciales mediante la producción y entrega de herramientas de investigación basadas en el conocimiento que permiten a las organizaciones interesadas mejorar su capacidad para satisfacer las necesidades actuales y actuales. necesidades emergentes de los clientes, mejorar el rendimiento de sus negocios y fortalecer su posición competitiva. Para obtener información adicional, visite www.ceir.org.

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Consultas de los medios:
María Tucker
+1(972) 687-9226
mtucker@ceir.org