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NAMA and Tradeshow Logic Transform Traditional Sponsorship Program: Yields Growth in Excess of 58%
The National Automatic Merchandising Association (NAMA) and partner Tradeshow Logic announced more than 58% growth, year over year, in annual sponsorship revenue for both the association and NAMA’s two signature events – The NAMA Show (thenamashow.org) and the Coffee, Tea and Water Show (coffeeteaandwater.org). This double-digit growth comes after NAMA launched a new marketing initiative designed to increase demand and deliver improved return on investment supporting both the association and NAMA events.
The decline of traditional sponsorship models, coupled with growing demands from NAMA association members for more effective lead generation tools and creative engagement models prompted NAMA to seek assistance from long-time partner Tradeshow Logic, a strategic event solutions organization, to transform its sponsor offerings. The new offerings provided a comprehensive, year-round portfolio of opportunities coordinated through an annual marketing program, custom designed to sponsor goals.
Eric Dell, Senior Vice President, External Affairs at NAMA stated, “NAMA’s sponsorships needed to be updated and transformed to stay ahead of the curve, provide enhanced trackable value and to ensure satisfaction from sponsoring member companies today and into the future. It was time to re-evaluate, innovate and implement new benefits while securing and increasing this important revenue stream for the association.”
The successful collaboration between the NAMA and Tradeshow Logic started with extensive data collection and analysis that indicated two primary reasons for the need to pivot: 1) exhibitors indicated that sponsorship offerings included many items that were no longer of interest to them due to lack of trackable value; and 2) exhibitors and sponsors wanted the number of solicitations from the association reduced throughout the year.
In response to these insights, Chris Price, Chief Strategy Officer at Tradeshow Logic, worked with NAMA to revise, invigorate and streamline NAMA’s sponsorship revenue model. Thirty of NAMA’s most important exhibitors were contacted for a deep-dive, consultative review of individual business goals and objectives. From there, customized marketing initiatives were designed to deliver the “perfect fit” for each client.
“The magic happens during these focused, one-on-one conversations,” said Price. “That’s what makes this process unique and extremely effective. There are no more pre-packaged bundles, and all communication comes from one point of contact. Everything is purposefully built to achieve exactly what each sponsor wants and needs, with trackable metrics.”
“What we’ve implemented here has elevated NAMA’s relationship with its members,” said NAMA’s President & CEO Carla Balakgie. “Results are positive, members are viewing NAMA as a strong strategic partner, and the association’s perceived value has never been higher.”
Founded in 1936, NAMA is the association representing the $25 billion U.S. convenience services industry. With nearly 1,000 member companies – including many of the world’s most recognized brands – NAMA provides advocacy, education and research for its membership. Learn more at namanow.org.
About Tradeshow Logic
Tradeshow Logic is a full-service event solutions firm that exists to give its clients the courage to make bold decisions and drive strategic change to amplify the value of their events. Armed with incredible talent from every facet of the industry and an exceptionally strong understanding of the attendee-exhibitor relationship, Tradeshow Logic joins forces with its clients to provide the added analytical, strategic and operational strength needed to uncover hidden value, drive growth, reduce costs and elevate the customer experience. Contact 770-432-8410, email us at firstname.lastname@example.org or visit www.tradeshowlogic.com.
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