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HCEA to explore show sponsorship effectiveness

Sponsorships have become a critical issue for both show organizers and exhibitors. The Sponsorship Mash-up at HCEA will air views from both sides.


In five-minute presentations, eight experts will explore new avenues of sponsorship offerings and present answers to the following questions.

  • How can sponsorships justify the investment by offering perceived value to brand teams and other decision makers?
  • How can sponsorships be structured to meet compliance guidelines in exhibiting companies?
  • How can sponsorships enhance the exhibiting opportunity and build traffic?

There will be ample opportunity for audience feedback.

“A mash-up takes two distinct songs and makes one musical piece,” said Pat Friedlander, moderator of the session. “Right now two separate and often discordant songs about sponsorships are being sung. This session will be a step toward harmony.”

The Sponsorship Mash-Up will be held on Monday morning, June 28, at 9:00 a.m. during the HCEA Annual Meeting and it is open to all attendees.

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