Your Bottom Line: A New Kind of Sponsorship Opportunity
Hanging banners are fine, but they don’t have the power of interactive displays.
By Charles W. Allen
While driving home on the same busy route I take home every evening, I couldn’t help but notice a man dressed in a gorilla costume. He was waving a “car wash” sign. The obvious fashion in which the gorilla stood out from the collage of signs and billboards led me to a conspicuous conclusion. All impressions are not created equal. And that’s an important consideration when thinking about sponsorships for your event.
Sponsorship Research International (SRI) estimates that each of us is bombarded every day with more than 5,000 promotional messages. Successful event marketers must cut though the promotional clutter in order to effectively deliver their marketing messages and engage their target audiences. And meeting planners must increasingly partner with exhibitors and event marketers to offer sponsorships that provide real value.
Traditionally, impressions have been the standard metric relied upon in the meetings and trade show industry. As a result, impression metrics have driven sponsorship pricing and decision-making. This model seems a bit simplistic and outdated since so many static impressions fail to impress anyone in this age of media saturation. Sponsors are seeking higher quality impressions, and are willing to pay more for sponsorships that involve and engage target attendees. Thus, savvy meeting planners are increasingly incorporating interactive and experiential marketing sponsorships into their programs.
The Hanging Banner is Dead
The hanging banner has been a staple in sponsorship programs. Indeed, a banner in a superb location garners many impressions, but not ones that are necessarily interesting and memorable. It’s no longer just about “how many people saw it.” Rather, it’s about which people saw it, and how long they viewed or interacted with it. Did it deliver an experience memorable enough to really influence purchasing decisions? Simply put, the value of a millisecond glance has given way to the value of creating an “experience,” which results in stronger and longer lasting impressions. Interactive and experiential sponsorships get attendees involved with brands, products, and marketing messages.
Medium is the Message
Many new interactive and dynamic displays are now available within our industry. One example: at the 2006 Detroit Auto Show, General Motors drew crowds with a waterfall display and light show that spelled out its name and marketing message. Innovative sponsorship opportunities are available at all budget levels, not just the high-end of the market.
For a moment, let’s think outside the box, or exhibit booth as the case may be. Think about what an experiential “Innovation Zone” at your event’s front entrance communicates to your audience. Think about how your sponsors could benefit by truly engaging their target audience in an entertaining way. After all, exhibitors and sponsors utilize events to introduce their newest innovations. Shouldn’t they introduce them in an innovative manner? Increasingly, the medium is the message.
Next time you see a gorilla waving at you, be mindful of what got your attention. Sometimes standing out in a crowd is a good thing. I’m thankful for the waving gorilla I noticed. I now have a new favorite car wash.
Charles W. Allen is the Chairman and CEO of The C.W. Allen Group, Birmingham, Alabama. The firm is a leader in sponsorship sales, consulting and event marketing. Contact Allen at charles@cwallengroup.com.
