Case Study: Society of Industrial and Office REALTORS®

Overview

SIOR was looking for ways to enhance print, digital, and event advertising and sponsorship opportunities. The YGS Association Solutions media sales and events teams came through by identifying and implementing these necessary non-dues revenue streams.

Challenge

Although its event revenue streams were strong, SIOR struggled to retain print and digital advertisers and grow new business. SIOR turned to YGS Association Solutions for our expertise in lead generation, new product development, and relationship selling.

Then, when COVID-19 impacted live events and conferences, it became even more important for the YGS and SIOR teams to work together to offer alternatives to their exhibitors and sponsors.

Results

YGS Association Solutions suggested several new advertising products that SIOR adopted and implemented quickly, minimizing the impact of not having live event revenue. Leads identified through the YGS Association Solutions competitive analysis process are shared with SIOR’s event team for cross-prospecting. When new print and digital advertisers are secured by YGS, we hold joint calls with each company and the SIOR team to ensure advertisers have a full scope of all of the networking opportunities available to them through the association.

The YGS sales team acts as a true extension of SIOR. We work together to plan our approach to maximize the exposure for our biggest sponsors, mixing media, event, and thought leadership opportunities. Once secured, the YGS team handles all logistics, allowing us to focus on our content and event programming for members.

John Manganiello, Senior Vice President, Business Development, SIOR

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