EXPO: How does NAB set up its partnerships?
Crawford: We don’t have any set formula for our partnerships. We try to accomplish something different with each one, so we address each individually. It isn’t like a sponsorship where you choose from a menu of options. For example, we approached some of our largest bellwether exhibitors — exhibitors with well-known brands in our industry — and offered them a partnership arrangement whereby we gave them cost concessions and recognition as a partner in exchange for a three-year commitment from them on their booth space. This minimizes the likelihood that they'll outboard at a local hotel instead of having a large presence in our show.

EXPO: What do you look for when considering who to approach about a partnership?  
Crawford: We look at whether the potential partner has the capacity to create a win-win situation for us both. For example, we have a number of pavilions where we partnered with a niche association or a publication. They have a deep knowledge of that segment and the contacts to market it well, and we offer access to more than 100,000 attendees, as well as the strong NAB brand. When looking at potential partners, ask yourself if they have the technical expertise, market reach, influence or international contacts you don’t have and want. You’ve also got to establish an element of trust with partners, but also put everything in writing, and review your agreements from time to time.

EXPO: What’s one partnership that stands out as being especially successful for your show?
Crawford: We formed a partnership with Future Media Concepts, a New York-based training house for digital media artists. They developed a conference program of more than 250 sessions. NAB did the marketing and handled the logistics. Revenues were shared. It was a true partnership. They had a sphere of influence and expertise we didn’t have, and vice versa. We eventually launched a free-standing event, NAB Post+, as a result of the partnership.