CEIR Releases Part Two of B2B Exhibition Sponsorship Playbook Series

Report Evaluates Sponsorship Sales Process

DALLAS, 25 November 2019 – Hoy, el Centro de Investigación de la Industria de Exposiciones (CEIR) released the second 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.

“The second report in this series uncovers a perception gap relating to satisfaction with the sponsorship sales process,” said CEIR Vice President of Research Nancy Drapeau, PRC. “Though a majority, 53% of sponsorship buyers, are satisfied with their purchases, 40% are neutral. They cannot say if they are satisfied or not. By comparison, most organizers believe sponsorship buyers are satisfied, 73%.”

“Work is needed to close this perception gap,” added CEIR CEO Cathy Breden, CMP, CAE, CEM. “This report provides insights on what organizers can do to move more sponsors to the satisfied column. It is worth the effort to maximize satisfaction with the sales process as it is tied to a higher likelihood of buying sponsorships in the future.”

Segunda parte: Proceso de venta de patrocinio: ¿satisfacción del cliente, paquete o a la carta? ¿Autoservicio o asistido por personal? offers organizers and exhibitors an inventory of how sponsorships are sold and purchased. It also pinpoints areas of opportunity to help boost sponsorship buyer satisfaction.

Part Two reports on the following:

  • Rate of sales/purchases via packages and a la carte
  • Sponsorship collateral approaches
  • Rate sponsorship options are limited to one B2B exhibition or across organizer products
  • Timing of sales compared to purchases
  • Whether sold/purchased via exhibition staff support
  • In-depth look at self-serve selling and buying
  • Perceived attentiveness of sponsorship sales staff when purchase is done via exhibition staff assistance
  • Satisfaction with sales process and recommendations on where to focus to boost the satisfaction rate
  • Link between satisfaction and likelihood-to-buy sponsorships in next two years

In addition to overall results, key differences by organizer and exhibitor demographics are also reported. Part Two is the second in a five-part series to publish over the course of the next several months. All reports in the series include:

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
Gerente Sr. de Relaciones Públicas/Comunicaciones
+1 (972) 687-9226
mtucker@ceir.org