Conference Training - Courses and workshops to cover the strategy of successfully organising conferences

Exhibition and Sponsorship
for Conferences and Events

A one-day workshop on how to create, sell and manage exhibitions and sponsorship to financially support conferences and events. Challenges for the organiser include the extra pressure of sales while still organising a successful conference. Making sure that the financial supporters have a good commercial return from your event is the key to the important repeat business.

WHO SHOULD ATTEND
Experienced organisers as well as those new to the business because exhibitions and sponsorship are an increasing challenge for everyone.

CREATING AND PRICING EXHIBITION AND SPONSORSHIP PACKAGES
What are companies and organisations paying at your rivals events; what will the market bear?
What should be the size of your exhibition?
What items of sponsorship can you sell to your target market?
Will you offer exhibition stands or just space?
Will the ‘commercialisation’ of your event be acceptable to the delegates and how far can you go?
Do you have enough time to make the sales?

YOUR SALES STRATEGY
Identify your sales target market based on the products and services that you delegates regularly buy.
Create your marketing database and the marketing document, including:

an exhibition floor plan.
‘selling copy’ about your event.
application form which will be legally binding.
pricing and deposits strategies.
extras such as internet connections and additional furniture and fittings.
terms and conditions copy.
insurance options.

How do you sell – letter first or telephone/email contact first?
Role of your website in sales.
Selling higher-priced sponsorship.
Hard-selling, soft-selling and flogging a dead horse; knowing when to stop.

SUCCESSFULLY MANAGING YOUR EXHIBITIONS AND SPONSORS
EXPECTATIONS OF YOUR CONFERENCE OR EVENT
Confirming your sales prospects, documentation including the exhibitors’ manual.
Invoicing and deadlines for final payments.
Communicating with your exhibitors and sponsors during the run up to the event to ensure that they are prepared for success, not failure.
Technical questions you may be asked on electronics, lighting, and fixing graphics on the stand, etc.
Registering exhibitors and sponsors staff in advance so that badges are pre-prepared for them.
Set-up and break-down times for exhibitors and sponsors, including access by heavy vehicles and car parking.
Staffing during set-up and break-down to assist exhibitors.
Security against danger to life and limb as well as theft during the life of the event.
Risk-assessment and accident prevention.
Inserting sponsors and possibly exhibitors publicity materials in the delegate folders and elsewhere.

DELIVERING A ‘WINNING’ COMMERCIAL PRODUCT ON THE DAY
Early access to the venue and staff to help exhibitors and sponsors throughout the event.
Cleaning of stands and the exhibition before the show opens, and opening ceremonies.
Flexibility when dealing with your commercial supporters during the anxious hours
before the show opens.
Support for exhibitors and sponsors throughout the event, role for the VIP lounge and special
catering for them.
Exhibitor and sponsorship satisfaction analysis, personal interview or forms or emails.
Thank you letters after the event.