Acronym

After traveling and visiting with some of our key prospects and current sponsors/customers, I will now share 2 things. 1) Recap where my travels have positioned us to-date 2) Predictions about the future that I’d like you to argue with me about.

Sales Recap

Here is where my travels and follow up phone calls have placed us:

1) Within 2 weeks, I expect to have secured a little less than 50% of our sponsorship revenue goal, and our next fiscal year hasn’t even begun yet. This allows us to move into a new year with confidence, and gives me more time to focus on the second 50%, which is always harder to sell.

2) We have already sold more booth space this year than at the same time last year, and have secured the majority of the major booths on the floor.

3) We have commitments from most major advertisers and are planning an increase in magazine advertising commitments for 2010 because of our value-added packaging (discounts on advertising/sponsor/exhibiting if they commit to all three early).

The Future

Here are some thoughts as we move into a new economy:

1) Corporations are much better at spending their money wisely than any other entity on the planet. The days where large sponsorships will be dropped with no ROI analysis may be over.

The traditional viewpoint from associations, that large corporations are cash cows, will continue to lose ground and become obsolete.

2) Kiss that Gold/Silver/Bronze model goodbye. Just like any other customers, companies want choices and options, and they want to be able to customize.

3) Partnerships for education. Many companies now have the same basic goal as associations; educate customers ... these corps want to do so in a way that makes them look good; how do we leverage and partner with them in education, without tainting it? How do we make sure that there are opportunities for all partners to participate without exclusion? How do we leverage their resources and knowledge to deliver better quality education?

4) Trade shows are still a strong business model, but I think companies will be smarter about which ones they attend moving forward, and may reduce some of these lavish booths we’ve seen in the last ten years.

5) Packaging is the key. We need to position our sales efforts to create value year-round for them. We should be a one-stop-shop for getting a product or service message out via email, web, print, and in-person. We should increase their sales or at the very least increase their opportunity to sell.

6) Sponsors need respect. I get really frustrated when a company supports a program (makes it possible even), and members barely even register that they exist. How do we educate our members and help them appreciate sponsors, and not ignore them or see them as just a way to get a free dinner?