Tip 27: Gear Up to Sell Sponsorships
Most sponsorship dollars go directly to your bottom line, but making the sale
is very demanding:
- The salesperson has to explain what "mindshare" is and then convince an
exhibitor it is worth $25,000 just for the right to hang that banner.
- The salesperson has to handhold the exhibitor pre show and on site—and
also be sure that the decorator hangs the banner correctly.
- Exhibitors use sponsorships to project image, so they are very, very picky.
If possible, separate the exhibit space and sponsorship sale (see Tip 4 and
7). And allow the person selling sponsorships enough time to do the job properly.
If you have $X million in exhibit space revenue per salesperson—sponsorship
revenue per salesperson is about half as much.