Boost Event Revenue: 10 Tips From the Pros
3. Be social. Condos and her group have been active social networkers during the past year. "It's a little harder to measure sometimes, but we're finding that it's getting the word out successfully for us," she says. Direct mail was losing its effectiveness, and e-mail, while great, wasn't enough.
4. Understand the goals of the sponsor; this is a key in alignment. "If a company is looking to become a 'thought leader,' developing sponsorships that portray this objective will ensure participation," says Dan Hoffend, senior vice president of sales, corporate accounts, at events and exhibit solutions provider Freeman.
5. Combine complementary events. For instance, Condos says, her group combined a knowledge-management event that was popular among conferees with an exhibitor- and sponsor-heavy cloud-computing colloquium. "It made for a great event. And there was cross-over both ways," she says.
6. Digitize content, then monetize it in myriad ways. After the conference, sell content to readers in pieces that can be discounted if purchased in blocks, Rich says. Whether it's in the form of PowerPoint presentations, audio or video, or allows readers to search presentations down to the spoken word, those interested in the content will pay for it, he believes. Companies may be willing to sponsor the digitized content so that, for instance, their logo appears on the frame of a keynote speaker's video. Businesses may be more willing to invest in this sponsorship opportunity because it's easier to show measurable results than it would be from buying more standard branding opportunities, such as floor banners, he says.
7. Monetize the information that companies find the most valuable—data about attendees that can translate into sales leads. Readers welcome information from publishers, because they've opted-in to receive that information, Rich says. "Those readers might actually be willing to give up some information if they were to get some benefit," he says. "So readers want to know, 'Who's like me? Who's facing the same problems I'm facing? And what are they choosing as solutions to solve those problems? And how are those solutions turning out?'" To find answers to those questions, publishers can survey attendees. Then, publishers can share survey results with conference attendees and supply that opt-in data to sponsors.