Relationships, Revenue & Reimagining the Exhibit Hall

In this episode of The Association Insights Podcast, we continue our July series on sponsorships, partnerships, and non-dues revenue with a behind-the-scenes look at how one major association is building long-term value through strategic partnerships and innovative fulfillment models.

Host Meghan Henning sits down with John Buckley, Senior Director of Business Partnerships and Expo Operations at the Infectious Diseases Society of America (IDSA), to explore how IDWeek has evolved into a flagship experience that delivers for both members and industry partners.

With nearly 20 years of experience in nonprofit event strategy, John shares how trust, creativity, and a long-game mindset have transformed IDSA’s non-dues revenue approach—from tailored sponsorships to citywide visibility campaigns.

🎧 Whether you’re managing a massive expo floor or just getting started with industry partnerships, this episode offers tactical takeaways and real-world ideas to scale your success.

Key Highlights:

• Relationships First – Why IDSA calls sponsors “industry partners” and how ongoing dialogue helps drive alignment and renewal.
  

• Beyond the Booth – How one full-access exhibitor registration created new value for partners—and enhanced the attendee experience.
  

• Fulfillment That Works – The case for outsourcing logistics and how it freed up IDSA’s team to get more creative and strategic.
  

• Location, Location, Location – Using citywide marketing and hotel-based placements to elevate brand visibility across every touchpoint.
  

• The ID Exchange – A live, NFL-draft-style experience that brings partners together to claim high-impact sponsorship opportunities—months before the show.
  

• Creativity in Action – From puppy lounges to Amazon Prime Day-style flash sales, John shares innovative ideas that keep IDWeek fresh and fun.
  

• Start Small, Scale Smart – Advice for associations with limited resources on how to test, adapt, and grow their non-dues revenue programs over time.
  

🎧 This episode is a must-listen for any association looking to build stronger sponsor relationships, streamline operations, and rethink what’s possible in partnership strategy.

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Coming Soon:We’ll continue our July series with even more examples of how associations are moving beyond traditional sponsor models to unlock new revenue—and new value. Stay tuned!