venue procurement how to get your venues to buy-in! presented by susan prue 07/31/15
TRANSCRIPT
Venue ProcurementHow to get your venues to buy-in!
Presented by Susan Prue07/31/15
Who am I?
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Who am I?
• 2011-2012 Director of Sponsorship• 2012-2013 Morphed into Director of Operations• 2013-2014 VP of Finance / President-Elect• 2015-2016 Now! President of MPI/NE
Proof our methods are working!
• Solidifying venues with 6 months lead-time• Sponsors have clear delineation of their benefits• Being this far out allows us to be “choosy”
Who are you?
What we’re going to talk about today:• Calendar • Venue RFP • Sponsorship • Contracts / Fulfillment Management• Round Table Best Practices• TIPS! Interjections from me throughout!!
Calendar• Start somewhere (if not done already)!
– Begin by putting your events in a spreadsheet
• Assign committees to each event– Who’s responsible and accountable for information?
• Is there a theme? – Sponsors like to know what theme / content is what
month
Calendar• Should be a living / breathing document
– Encourage review and potential changes of this at every board meeting
• One person should be responsible for changes– Send it out to your board on a bi-weekly basis to show
how close they are to finalizing a venue
Calendar
Calendar
Your Venue Approach
• Ask at meetings!!• Look at your member list – who are your venues?• New venues in town? Or know of one that’s
newly renovated??? Think outside the box.• Referrals from members, board members, and
committee members
TIPS!
• #1 - Never let a sponsor go who has interest!• #2 - Approach a specific person • #3 - Generate competition (gently!)
Converse with your venue liaison
• Regularly discuss your expectations of venues with your meeting liaison (if not you).
• Do some of your own research – if you have a venue in mind with a contract, foster a conversation
• Respect the locale – think outside the city
Venue RFP – what to include?
• Program outline– What type of meeting are you hosting?
• Theme / Content / Speaker Info
– Targeted Demographic• Is it an education-heavy event? Planners• Social Event? Suppliers
Venue RFP – what to include?– Historical Data
• Past Number of attendees (if executed before)• Number of Planners• Previous Locations
– Share your Calendar!• It’s your best friend! • Make them feel like they’re part of your strategic plan!
Jpegs of MPI/NE Venue RFP
Jpegs of MPI/NE Venue RFP
“The same venues ALWAYS sponsor…”
TIPS!
• Set-up a sponsorship program for them that is win/win! - Offer more benefits for committed dates to specific meetings…(we’ll talk more about incentives soon).
Sponsorship
• Define Reasonable Expectations and Be Realistic• Should be conversation – what are they looking
for? How can YOU help them market their space?
• Customize your contract to suit their needs
Sponsorship “Do”s!
• Highlight Attendee Buying Power (if known)• Attendee Exposure to their Brand• Opportunity to showcase their expertise, new
food & beverage ideas, innovative venue space, etc.
Get them involved in the Meeting!
• Part of your speaking panel?• Offering on-site tours of the space?• Tie-in their food & beverage with themed event• Sponsors that are woven into the fabric of the
event will more likely feel the value of their contribution
Sponsorship “Don’ts”
• Never Guarantee Business or Clients• Never Guarantee Planner-specific exposure• Never create a $500,000 sponsor package of
benefits when you can’t secure a $5,000 sponsor package
TIPS!
• #1 - Underpromise. Overdeliver. • #2 - If an event is deemed successful by the end
of the meeting, immediately work to get them on the hook for next year.
Starting Your Partnership Guide• Make it vague enough so you’re able to re-use it
year after year• Use your Venue RFP and define your needs
(loosely)• Assign values to what you can offer• Put together an “a la carte” option that allows for
customization
What should be included? • Outline of events (stemming from Venue RFP)• Sponsor Benefits• A la Carte Options• Photos from your events – showcase people!• Testimonials
TIPS!
• #1 – You can’t offer more than what they’ve given so don’t try.
• #2 - Create realistic values for what you’re willing to give
• #3 - Offer Benefits that are of NO COST to you!
FREE “Benefits”• 3-minute speaking session at event• Ability to conduct on-site tours• Incorporating a member of their team into the
program• Social Media – the opportunity to plug their
brand!
FREE “Benefits” Cont’d• E-blast sent to the Chapter on their behalf• Mailing Address labels (be careful of emails…)
Other “Benefits”• Free meeting attendance to the monthly meeting
(and other meetings throughout the year)• Advertising! Website, Newsletters, etc. • Customization – let them tell you want they want!
MPI/NE Partnership Guide
MPI/NE Partnership Guide
MPI/NE Partnership Guide
Cash Sponsorships (Teaser!)• Shouldn’t be your role, but if it is:
– Know your budgets (figure out where expenses are)– Start small.– Think outside the Meetings world!
• More to come at tomorrow’s Round Table Session!
TIPS!
• #1 – Confirm everything with a written contract• #2 – If you don’t have a written contract between
venue and sponsor, see #1
MPI/NE Contract Example
MPI/NE Contract Example
Fulfillment / Management
• Director of Operations with help from Chapter Administrator on deliverables
• All contracts go through Director of Operations with Chapter Admin oversee
• Admin manages fulfillment of benefits pre & post-event
Best Practices
• Now let’s hear from you!• 5 minutes of table discussion of your best
practices• Report out on top two (2) strategies from fellow
chapters as a board
