Venue Procurement
How to get your venues to buy-in!
Presented by Susan Prue
07/31/15
Who am I?
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Who am I?
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2011-2012
2012-2013
2013-2014
2015-2016
Director of Sponsorship
Morphed into Director of Operations
VP of Finance / President-Elect
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:
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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
TIPS!
“The same venues ALWAYS sponsor…”
• 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!
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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?
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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 & postevent
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
Contact me!
• Email: susan@vdaproductions.com
• Twitter - @susiedidonato
• Phone – (617) 628-1200 x22