I’m doing this Ask JP on the fly because it’s fast breaking with lots of questions from our association friends on this topic. The question goes a little bit like this, “What should I do with my existing sponsorship prospectus? I’ve got an upcoming meeting that may or may not be virtual. What should I do about that?”
Here’s what I would recommend: now is the time to develop a dual prospectus, one that’s going to be for your in-person meeting and one that takes the components of your virtual meeting and your virtual platform and build something separate for that. In fact, what I’ve seen for virtual meeting is that you’ve got different inventory that is pretty compelling for the sponsors. It’s got session opportunities, one-on-one calls, virtual exhibit halls, and other opportunities along those lines. I recommend that you build out a dual-purpose prospectus right now with the anticipation that you’re going to have a virtual –or a hybrid – meeting in the near future.
The other thing that I would like to reinforce – and it’s something we’ve been talking about for a while now – is the necessity to establish and build a year-round partnership program. Your sponsorship inventory should include video, blog, podcasting, and webinars to name a few. You may also consider offering sponsorship opportunities for educational and micro credential programs. Or, consider segmenting your industry groups and allow sponsors to meet with members in a face-to-face or virtual meeting. All that needs to go into an annual prospectus.
It’s important to realize that you have sponsorship opportunities that live outside of an in-person meeting.
We hope that we’re all going to be back together. However, we’ve got to plan and be prepared for the next phase because it’s the near-term future is happening as we speak.
Hope this is helpful for you. And, if you need help, just give us a call. We’ll get you there.
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