Sponsorship.
Non-booth inventory. Package construction, CPM and value pricing, activation measurement, digital and app inventory, signage, press value and sponsor renewal.
19 articles · Exhibitor analytics
- Run a sponsorship inventory audit before you print another rate cardsponsorship inventory auditA sponsorship inventory audit records every sellable asset with its unit count, exposure window and price, including the ones missing from the rate card.
- Sponsorship inventory sizing decides whether your assets sell or sitsponsorship inventory sizingSponsorship inventory sizing sets how many units of an asset you offer. Add units and you cut scarcity, drag price and often finish the edition with less.
- Sponsorship sell through rate is the number your rate card is hidingsponsorship sell through rateSponsorship sell through rate needs two ratios per asset: units sold over units offered, and revenue captured over card value. One number hides the other.
- Three sponsorship valuation methods and when each one gives a defensible numbersponsorship valuation methodsThe three sponsorship valuation methods in use, cost-plus, market comparable and impression-based, price one lanyard six times apart. When each one holds up.
- Pricing sponsorship without comparables when the asset has never been soldpricing sponsorship without comparablesPricing sponsorship without comparables means building a floor from cost, a ceiling from the nearest priced asset, and a measurement plan that sets edition two.
- The intangible sponsorship value multiplier is where most valuations go wrongintangible sponsorship value multiplierAn intangible sponsorship value multiplier of 1.6 on 40,000 of assets invents 24,000 nobody measured. Unbundle it into four line items you can price separately.
- Category exclusivity pricing means charging for the competitors you turn awaycategory exclusivity pricingCategory exclusivity pricing starts from the revenue you turn away. Weight each forgone deal by its chance of returning, then make the fee clear that total.
- Comparing sponsorship assets on CPM makes a lanyard and an email argue fairlycomparing sponsorship assets on cpmComparing sponsorship assets on CPM puts a lanyard, an aisle sign and a sponsored email on one axis, so a rate card can be ranked and then defended.
- Sponsorship impression error bars belong on the report you send the sponsorsponsorship impression error barsSponsorship impression error bars turn a fake-precise 12,600 into a 5,000 to 20,200 band, and the variance split tells you which input to go and measure.
- Double counting sponsorship impressions is how a package reaches unbelievable reachdouble counting sponsorship impressionsDouble counting sponsorship impressions turns nine assets into a headline number no attendance base can support. Split gross from net reach and report the ratio.
- The attendance denominator for sponsorship metrics decides every number above itattendance denominator for sponsorship metricsThe attendance denominator for sponsorship metrics moves a CPM from 156 to 333 on the same asset at the same price. Pick one base, write it down, use it everywhere.
- Sponsored email pricing follows deliverability before it follows list sizesponsored email pricingSponsored email pricing set against total list size overstates reach. Price on delivered and opened, and one 4,000 dollar send costs five times more.
- Enhanced directory listing pricing works when you can show the click differenceenhanced directory listing pricingEnhanced directory listing pricing rests on the view difference the upgrade causes. The raw gap between upgraded and standard listings is mostly self-selection.
- A sponsor renewal rate definition that survives a board meetingsponsor renewal rate definitionA sponsor renewal rate definition has to pick a denominator. The same edition can honestly report 67, 55, 62 or 72 per cent depending on what you count.
- Which sponsor renewal predictors actually appear in your own datasponsor renewal predictorsSponsor renewal predictors are testable against three editions of your own data. With 49 non-renewals in the file, four candidate signals is the honest ceiling.
- Advertising value equivalency for events is the number sponsors stopped believingadvertising value equivalency for eventsWhy advertising value equivalency for events converts exposure into a price nobody paid, what the arithmetic actually does, and what a sponsor can check instead.
- The PR multiplier for sponsorship has no evidence behind the number threepr multiplier for sponsorshipWhere the PR multiplier for sponsorship came from, why no published research fixes its value, and what a sensitivity test on 2.5 to 8 does to a recap total.
- What to report instead of AVE when the sponsor wants a dollar figurewhat to report instead of aveWhat to report instead of AVE: cost per outcome built from an invoice and a counted denominator, worked down three levels of a real sponsorship funnel.
- Sponsorship tier design fails when the middle tier has nothing distinctivesponsorship tier designSponsorship tier design breaks when a buyer can assemble the middle tier from cheaper parts. How to test your ladder for that gap and price the exclusive asset.