minute to ignore in gathering and evaluating data on patterns of
participation.
DOCUMENTING SUPPORTER IMPACT
The lifeblood of many events is provided by sponsors, exhibitors,
speakers, celebrities, industry leaders, and other organizational
partners. Providing adequate recognition to them is an integral
part of the marketing process, in order to allow them to adequately
assess their value of participation. Some of the strategies used may
be found in Figure 8-7.
Refining Your Event Marketing Evaluation Methods 187■Have a photographer on hand at their appearances, capturing the
dynamics of the occasion as a keepsake to present in a portfolio
following the event.
■Have a photographer take photographs of each exhibit booth,
either posed or action scenes with exhibit personnel and their
buyers in conversation.
■Arrange for interviews of supporters, sponsors, and exhibitors by
members of the trade and consumer press, wherever possible.
Provision of a press room or speakers’ lounge will facilitate this.
■Make copies of all items, news articles, and conference
newsletter coverage and advertisements that mention the
sponsor and exhibitor. Include these documents in the portfolio.
■Present a plaque, video, certificate of appreciation, or at least a
letter of thanks from an organization or corporate leader for the
supporter’s participation.
■Provide a demographic profile of the audience you provided to
the supporter or sponsor, including levels of authority in the
company or industry, buying power of the attendees, and
laudatory comments from attendees.
■Remind sponsors of the availability of increasing levels of
sponsorship and recognition. Encourage them to expand
sponsorships in upcoming events.Figure 8-7
Event supporters look not only for return on investment, but also
forrecognitionin front of your audience. Event marketers can do
much to ensure that the supporters will be proud of their
involvement and ready to come back again.