1. Sponsorship & Exhibition Strategies
Explore new or alternative way to services and involve commercial partners in your events.
How can partners make the event the launch platform for year round revenue generation opportunities?
18 Feb

2. Table of Contents Meaning of Sponsorship in the New Era
Traditional Way to Draw Commercial Partners
New or Alternative Way to Involve Commercial Partners in Your Events
How Can Partners Maximize ROI through Sponsorship & Exhibition

3. Profit-oriented Clients Minimizing Expenditure PCO's Profits Reduction
1. Meaning of Sponsorship in the New Era
Profit-oriented Clients
Minimizing Expenditure
PCO's Profits Reduction
2013 Global Meeting Forecast
More Responsibilities
Drawn for Sponsorship

4. Client-driven sales model
2. Traditional Way to Draw Commercial Partners
Client-driven sales model
PCO
CLIENT
Make a list of prospective partners
Choose target partners
Send ‘Sponsorship Prospectus’ to
the targets
Client: Sponsorship package sales through phone calls
Sponsorship Registration management

5. Conference Exhibition Clients Related Corporate
2. Traditional Way to Draw Commercial Partners
Distinct Characteristics of Korea
South Korea Economic Structure
Conglomerate  Company
Mid-sized Company
Small Business
Domination of
a Conglomerate Company &
Hierarchical Economy Structure
Hampers New Market Creation
Sponsorship & Exhibition business model of Korea
Conference Exhibition
Commercial Exhibition
Securing Financial Resources 
Business Purpose 
Traditional Methods
Financial Resources
Pressure
Clients
Related Corporate

6. 2. Traditional Way to Draw Commercial Partners
Challenges
Threats
Current Status
Recession
Strict Government Restriction
Discouraging Sponsorship
Break Down Sponsorship Packages Into Many Categories
Competitiveness
Too Much Duplicated Field Events
Medical Law Revision
The Imposition of Fair Competition
Agreement
WTO License Restriction
Results
Client requires more involvement of PCO in sales and marketing
Sponsors demand unique sponsorship packages and ROI models
e.g.) Business Matchmaking

7. 2. Traditional Way to Draw Commercial Partners
Case Study
Medical
Remarks
As of 2007 (Preparatory Year) Fair Competition Agreement did not exist
As of 2008 (Action Year) Fair Competition Agreement was imposed
Package-oriented sponsorship to alternative sponsorships
(Refer to the next slides)

8. 3. New or alternative way to involve commercial partners
Alternative Sponsorships

9. 3. New or alternative way to involve commercial partners
Alternative Sponsorships

10. 3. New or alternative way to involve commercial partners
Case Study
Association
Remarks
Alternative ways
Utilize Conference Materials
Publish advertisement
Exposure sponsor logo on CD
Appoint Celebrity as PR Ambassador
Draw more public attention

11. 3. New or alternative way to involve commercial partners
Case Study
Association
Remarks
Alternative ways
VIP Gala Dinner
Sponsor exposure opportunity
to the VIPs
Utilize Conference Materials
Provide lunch boxes
Logo display on the event website
Utilize Conference Materials
Provide complimentary T-Shirts
for the event volunteers

12. 3. New or alternative way to involve commercial partners
Case Study
Association
Remarks
Concept : Two co-host cities shares the same ponsorship packages
Profit Sharing Methods : Self-sufficient policy, however, Seoul decide to
give financial aids to Barcelona
Results : Seoul granted $3,000 to Barcelona

13. 3. New or alternative way to involve commercial partners
Strategies
Build up feasible contents of
each category Long-term Investment,
CSR, Side-Events, New Tools
Categories the same field of events and make a list of prospective sponsors
Different target, different approach strategy
Target
Setting
Contents
Building
Tailor-made
Prospectus
Action
When everything is
ready move it to an action
Send out , make an
appointment, give a presentation about new revenue models and contents
Understand target sponsors characteristics
Reflect and include contents that intrigues prospective ponsors.

14. PCO 3. New or alternative way to involve commercial partners
Objectives
LOC-driven sales model
PCO-driven sales model
Sponsors
Request for
Sponsorship
Consulting
PCO
LOCs
Associations
Sponsorship Contents sales and marketing
PCOs are now required to have competitive and attractive Sponsorship Packages and Contents in order to get direct revenue from the sales

15. Provide sponsorship contents that can directly reflect outcomes
4. How can partners maximize ROI
Provide sponsorship contents that can directly reflect outcomes
Long-term Investment
Corporate sponsors directly invest in PCOs under a 5 or 10-year contract and get unlimited sponsorship opportunities of which they selected
CSR
Sponsors can actively participate in the events and also a great opportunity to build good images and reputation for their business
When direct sponsorship is challenged by law it can be an indirect way to get involved
New or
alternative
way
Side-Events
When the event runs with a big exhibition, some side-event ideas like ‘giveaway gift’ can encourage more visits to each booth.
New Tools
Thanks to innovative technology and Green Convention Campaign Up-coming convention trend is ‘Paperless’
Through the event mobile app or SNS sponsors can be exposed and advertised.

16. 4. How can partners maximize ROI
CASE STUDY
Long-term Investment
CSR
New or
alternative
way
Side-Events
New Tools