Then provide companies more value. In one of those “Why didn’t I think of this earlier?” moments the leaders at Professional Convention Management Association adopted a simple and very successful change.
They invited would-be sponsors to underwrite events and other programs throughout the year, not just at the annual conference or other one-time opportunity. The basic offer to major companies: Pay more for a multi-year time period and gain considerably more “touch points” with members. Result? PCMA tripled its revenue in just three years. Now that’s a great example of SmartPartnering. Done wrong, sponsorships annoy or even anger those one seeks to serve.
PCMA is even co-hosting a conference on the topic (with sponsors of course). And the current issue of their magazine, Convene, features a cover story on how cities are partnering to offer meeting planners a package: rotate your annual conference between our cities and, together, we will offer you extra value. SmartPartnering can be efficient, profitable and contagious.