Presented at Southwest Showcase January 2013

1. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Trends in Sponsorship and Revenue Generation

2. Selling the opportunity for access to buyers.
Sponsorship
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

3. What do your exhibitors want?
Company goals
Stage in buying process
Type of interaction
Target attendees
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

4. Awareness/Signage
On the Show Floor
Environment
Content
Activities and Demonstrations
Showcases and Pavilions
Gathering Areas
Navigation
Games/Contests/Awards
Engagement
Social Media
Non-Endemic
Technology
Online and Year-round
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

5. Content
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

6. Presentation
theater
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

7. Demonstration areas
7
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

8. Educational areas
8
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

9. Office Pavilion
Classroom
Live Demos

10. Philips and American College of Cardiology
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

11. Activities and Demonstrations
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

12. Activities
• Photos
• Why I am a …
• Games

13. Tournament
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

14. Oyster shucking contest
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

15. Hands-on training
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

16. Showcases and Pavilions
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

17. Category
pavilion
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

18. Themed display areas
In addition to booths
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

19. Themed display areas
Single vendor
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

20. Country Pavilions
International Pavilion
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

21. Related consultants
and associations
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

22. Meeting rooms
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

23. Meeting rooms,
as booths
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

24. Gathering Areas
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

25. Sponsored lounge
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

26. Sponsored target market lounge
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

27. Dinner with strangers
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

28. Navigation
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

29. Passport program

30. © 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

31. Scavenger hunt
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

32. Food
Drink
Booth crawl
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

33. Show Floor
Reception
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

34. Booth crawl
Music
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

35. Games, Contests and Awards
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

36. Organized booth
drawings
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

37. Games
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

38. Association game
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

39. © 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

40. © 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

41. © 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

42. Bowls

43. Bowls
Optometry Bowl
43

44. Targeted groups of qualified attendees
Engagement
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

45. Sponsored breakfast education
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

46. Hosted Buyer Activities
Whiskey Tasting Event
Problem-solving Power Lunch
Industry Guru Meet & Greet
Book Signing
Recharge Lounge
Senior Buyer Reception
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

47. Private Dining
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

48. Immersive product
education sponsorship
iPod tour followed by presentation
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

49. Non-Endemic Sponsors
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

50. Endemic
natural to or characteristic of a specific people or place; native; indigenous
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

51. Non-endemic opportunity: Medical example
Endemic: Medical &
pharma
Non-endemic: Non-
medical, but related to
patient health
Non-endemic: Unrelated to
patient health – physician as
consumer
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

52. Big brand sponsorships

53. Non-endemic exhibitors
“What is the point of the jewelry being
here? It takes away from those of us
educating.
I did buy some earrings, though.”
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

54. Semi-endemic options for primary care
Mattress
vendor
Health-conscious restaurant chain
Gym membership
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

55. Technology
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

56. Video Wall
• Sponsor ads
• Sponsor logos
• Event content
AABB
56

57. Booth Videos

58. Show TV
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

59. Seek new buckets of money
New product categories
New budgets
Appeal to specific exhibitor needs
Targeted attendees
Greater engagement
Year-round, multi-media
Closing thoughts
© 2011 Freeman. All rights Reserved. Proprietary &
Confidential.

60. © 2011 Freeman. All rights Reserved. Proprietary & Confidential.
End
Melinda Kendall
melinda.kendall@freemanco.com
508-923-5266