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Sponsorship for Events Workshop - Part 2 of 2

Wednesday, December 9th 2020 10:00 am - 12:30 pm

For most civilian air shows in North America, sponsorship is expected to be a principal source of revenue to fund operations. But creating, selling and servicing sponsorships can be difficult. There is more and more competition from a wide variety of events for a limited amount of sponsorship dollars. Practical, "how to" information and direction are often hard to come by. And training one of your team members to be efficient, effective and successful at selling sponsorship and then delivering on promised benefits is a struggle all by itself.

In this two-part, five-hour, workshop-style session, your information needs as an air show event organizer will be specifically addressed. For more than a decade, event sponsorship consultant Bruce Erley has consistently been one of the two or three top-rated speakers at the ICAS Convention. The course he teaches has been refined continuously to meet the needs of ICAS Convention delegates.

Once again this year, Erley will discuss the key sponsorship issues likely to face ICAS members -- including members of the military -- during the 2020 air show season and beyond. He will be joined again by former U.S. Air Force JAG officer Curtis McNeil, who will “translate” Erley’s guidance, descriptions and ideas into language that makes sense to military personnel and complies with current military guidance.

And a focus of this year’s program will be soliciting, servicing and maintaining sponsors during and following the pandemic. COVID has eliminated many companies as sponsorship prospects and complicated the delivery of sponsorship benefits. The program will address virus-related sponsorship challenges of 2021, 2022 and beyond.

This workshop will address:
-terminology;
-recent sponsorship trends and how they impact the air show industry;
-the challenges of soliciting, servicing and maintaining sponsorships in a pandemic and post-pandemic environment;
-the selling and activation of sponsorships; -
-how to audit your air show to ensure that you are leveraging all of the resources available to give your sponsors maximum return on their investment; -
-how to activate the sponsorships you sell and how to help your sponsors do their part in activating their own sponsorships;
-how to assess "sponsorable" assets and assign a dollar value to both the individual assets and the overall sponsorship package; and
-how to assemble a sponsorship package and put it in the hands of the decision makers at prospective sponsoring corporations/organizations.

The fee for the two-part, five-hour Sponsorship for Events Workshop is $150. This workshop is not included in your convention registration fee.