Event planners, associations find sponsorship a challenge

Singapore – Sponsorship appeared to be one of the buzzwords from the recently-concluded Singapore MICE Forum (SMF) as well as events held concurrently that week. Earlier that week, the Professional Convention Management Association’s (PCMA) Meetings Advisory Forum for associations held at Suntec Singapore revealed sponsorship as one of the biggest challenges faced when executing events. Oscar Cerezales, chief operating officer – Asia Pacific of MCI Group, highlighted how sponsorship has evolved over the years. Moving from mere brand exposure and lead generation, objectives have switched to brand integration and achievement of multiple marketing objectives, where processes are refined and results well-documented. micenet ASIA moderated a panel discussion on sponsorship value at SMF, with speakers Eduardo Chaillo, president of Global Meetings & Tourism Specialists, LLC; Sue Fertal Toomey, director of The Economist Events, Asia Pacific; and David Howard, director of special events and sponsorship for Marina Bay Sands. Chaillo drew on his extensive experience in the Mexico-Latin America and global meetings industry to break down the models of partnerships, and explained why a 360-degree approach can help create value to the end user and greater community. Toomey used case studies from The Economist Events to demonstrate ways companies can deliver true value to sponsors “without selling their souls”. “Helping sponsors meet their objectives can be tricky,” she said during her presentation. “It might make sense to keep saying ‘yes’ to sponsor requests, but it is a short-term fix.” Bespoke deliverables may in fact be more effective in helping sponsors find added value in events, she said. For example, sponsors can have their products or services integrated in a relevant way, as opposed to bigger logos and display areas at an event. Meanwhile, Howard spoke of expectations from a sponsor’s perspective and how quantifiable objectives are often drawn up prior to a sponsorship agreement. “Sponsorship needs to be started at the right place; you need to understand what the sponsorship of an event is going to do for you,” he said.   For an in-depth coverage of the Singapore MICE Forum, don’t miss the August print edition of micenet ASIA.

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