Irina Shateeva is a PR manager at interactive floor provider ExpoFP. With more than six years of experience in the business events industry, including working as a conference producer at RX Global, she has organized and promoted conferences, business breakfasts, and summits across various European countries.
Securing sponsorships is a critical component of successful event management. While traditional methods like offering booth space and logo placements are effective, today's competitive landscape demands more innovative and personalized approaches. Here are five less obvious strategies for event organizers to enhance sponsorship sales, leveraging event tech and personalization to create compelling offers.
Sponsors are more likely to invest when they feel the opportunity is tailored to their specific needs and goals. Here’s how to personalize sponsorship offers effectively:
Custom Packages Based on Data Insights: Use data analytics to understand your audience’s demographics, interests, and behavior patterns. This information can help create custom sponsorship packages that align with a sponsor’s target market. For example, if your data shows a significant number of attendees are interested in sustainable products, you can create a sponsorship package that highlights a green sponsor's commitment to sustainability.
Talk! Talk to potential sponsors. Ask about their aims. Are they launching a new product? Expanding into a new region? Instead of offering something basic, be creative. Tailor your offers to meet their specific needs.
Sponsors are always looking for ways to connect more deeply with attendees, and content collaboration can be a powerful tool:
Co-hosting Webinars and Panels: Invite sponsors to co-host webinars or panel discussions. This provides them with a platform to share their expertise while also enhancing the event's educational value. It’s a win-win situation where attendees gain valuable insights, and sponsors get direct access to a targeted audience. But to make sure the content is really valuable, provide slide templates and create clear guidelines for sponsors.
Guest Blogging and Articles: Allow sponsors to contribute guest blog posts or articles to your event’s website or newsletters.
Incorporating event technology can open up new avenues for sponsorship that go beyond the usual physical presence. Here’s how:
Digital Ad Placements in Mobile Apps: Event organizers can sell ad spaces within these apps, such as featured company profiles and item blocks, banner ads on program and listings pages, targeted sponsored push notifications. This method is highly effective, as it ensures continuous visibility throughout the event, with attendees frequently checking the app for schedules, maps, and updates.
Interactive Floor Plans: Some interactive floor plans not only help attendees navigate the event but also help to increase income. Sponsors can have their logos prominently displayed on the floor plan, either at their booth locations or as part of the headers. Featured listings can highlight sponsors, making them stand out to attendees looking for specific categories or services. Implementing these digital sponsorships is straightforward and doesn’t require extensive sales efforts, adding value seamlessly.
The benefit of such sponsorship is that it doesn't require additional efforts from your sales team.
Networking is one of the main reasons professionals attend trade shows and conferences. Providing sponsors with exclusive networking opportunities can be a significant draw:
VIP Networking Events: Organize exclusive networking events for VIP attendees and sponsors. This can be a cocktail reception, a private dinner, or a special breakout session where sponsors can interact with key industry players and decision-makers in a more intimate setting.
Matchmaking Services: Use event tech platforms to offer matchmaking services that pair sponsors with attendees who have expressed interest in their products or services. This targeted approach ensures that sponsors can make the most out of their participation by connecting with high-potential leads.
Creating engaging on-site experiences can help sponsors leave a lasting impression on attendees:
Gamification: Incorporate gamification elements into your event. Sponsors can be part of games, quizzes, or scavenger hunts, making their brand interaction fun and memorable. For example, a digital scavenger hunt could guide attendees to sponsor booths, encouraging engagement and rewarding participants with prizes.
Interactive Demonstrations: Encourage sponsors to host live demonstrations or interactive sessions. This could be a hands-on workshop, a product demo, or a virtual reality experience. These interactive activities not only draw attendees to sponsor booths but also provide a deeper, more engaging experience.
By integrating these innovative strategies, event organizers can create more attractive and effective sponsorship packages. Leveraging event tech and personalization not only enhances the sponsor experience but also increases the likelihood of securing valuable sponsorships, ensuring a successful, and profitable event.
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