INCON, a dynamic partnership of leading companies providing consistency and continuity in conference, event and destination management, has released its 21st Expert Article ‘The Changing Nature of Sponsorship.’
An international working group of INCON staff with vast expertise in conference sponsorship management, including MCI Australia’s Rebecca Schepers and MCI Shanghai’s Dominique Liu, compiled the article based on insights into the radically changing nature of sponsorship and exhibition and the latest opportunities and challenges facing the professional congress organiser.
The article explores the evolution of traditional sponsorship and exhibition packages, which are being superseded by opportunities to have face time with influencers and decision-makers in personalised environments.
With technology changing the way that delegates consume conference content and connect with sponsors and exhibitors, the article advises sponsors to step up the quality of digital content to be more reflective of delegate interest, not just the product they are selling.
The article concludes that the future of sponsorship will leverage the creation of digital and real-world communities that embrace attendees, speakers and sponsors, with human interaction between all stakeholders remaining an essential driver to deliver tailored solutions that maximise the benefits of each event.
A combined international team from INCON Partner companies compiled this article following the INCON Annual University held in Melbourne Australia, February 2014. The team was comprised of: Rebecca Schepers, MCI Australia; Lucy Ladbrook, arinex, Dominique Liu, MCI Shanghai and Silke Weerts, CPO Hanser Service.