Nearly 60% of those working in the meeting and event industry started since the onset of the COVID-19 pandemic, according to research by Freeman. In these 101 articles, we provide key learnings for those new to the industry or those seeking a refresher to help set them up for success.
By Chrissy Gow, director of marketing at EventMobi
When you’re hosting an event, there are several stakeholders to keep track of and consider. On top of gathering volunteers and engaging attendees, you must also offer enticing, mutually beneficial partnerships for your sponsors.
While in the past you may have simply added your sponsors’ logos to your promotional materials and event website, it’s best to fully integrate your sponsors into your event for a cohesive attendee experience and worthwhile investment for sponsors.
Follow along with this guide to find out how you can incorporate your sponsors into various aspects of your event and build strong relationships with them.
1. Introduce sponsors during the registration process
Registration is attendees’ introduction to all your event has to offer. In addition to providing a preview of your event’s purpose, activities, speakers, and agenda, take this opportunity to feature your sponsors.
Start by creating a sponsor section on your registration page that includes the following information:
● Your sponsors’ names and logos
● Their sponsorship tier or level
● A description of their business, products, or services
● Links to their website
● Any benefits or perks they’ll offer for event attendees
● Contact information and social media handles
Once attendees sign up, use your event registration software to send them automated event reminders that highlight your sponsors. In these emails, you may go more in-depth about what each sponsor does and express your gratitude for their support.
2. Create sponsor profiles on your event app
The right event app will allow your attendees and sponsors to create and upload their own profiles. That way, they can network with each other, allowing your sponsors to interact directly with your guests and teach them more about their businesses.
Have your sponsors add photos and personal information to their profiles to encourage personalized interactions with attendees. For instance, a sponsor and attendee may connect over their shared interest in sports and delve into a conversation about a potential business partnership.
To ensure attendees and sponsors alike get value from using your event app, look for a provider that also offers the following benefits:
● Quick access to event resources, such as venue maps featuring exhibitor booths and agendas with sponsored sessions
● Seamless communication via tools that allow you to distribute information, answer questions, and follow up after your event
● Better event insights from data regarding event attendance, session popularity, sponsor lead generation, and more
Before selecting an event app, have multiple team members test it to confirm it’s easy to use. You may also have past attendees and sponsors try the app so all stakeholders can contribute their input before you make your final decision.
3. Enable appointment bookings
Through your event app, you can further encourage sponsors and attendees to network with each other by setting up appointment bookings. With this feature, sponsors and attendees can schedule one-on-one meetings to forge deeper connections.
Your event app’s appointment booking system should:
● Be easy to use. Both attendees and sponsors should be able to easily set up appointments with the click of a button, receive appointment details, and cancel meetings if necessary.
● Include integrated chat and agenda features. Streamline appointment communications with a system that allows users to respond to meeting invitations via a chat function and automatically add accepted appointments to their in-app event agendas.
● Have security and privacy controls. Respect attendees’ privacy preferences by using an app that allows users to set up private appointments and opt out of receiving appointment requests altogether.
Although sponsors and attendees can set up virtual or in-person meetings, encourage them to meet face-to-face if possible. By meeting each other in person, your event stakeholders can build deeper bonds and really get to know each other.
4. Host sponsored games and challenges
As EventMobi explains, event gamification is the “incorporation of game-like elements” into your event. It’s a unique way to engage attendees and inspire healthy competition that keeps everyone actively involved in your event’s activities.
Get your sponsors involved by hosting sponsored games and challenges during your event. Here are some examples of potential branded activities your sponsors could support:
● Trivia contest. Have one of your sponsors host a trivia contest featuring questions about their business, your organization, or the event’s theme. Then, they can give the winners samples of their products or a free trial of their services as prizes.
● Scavenger hunt. Another one of your sponsors may lead a scavenger hunt in which they leave branded merchandise around your event venue and provide clues that help attendees find the hidden items. Whoever finds each item gets to keep it!
● Photo booth challenge. Set up a themed photo booth with props and a backdrop branded to your sponsor. Encourage attendees to post their photos on social media using your event hashtag, and randomly choose a winner to receive a prize.
Sponsored games and challenges help your attendees associate your sponsors with the fun they had at your event, making them more likely to seek out your sponsors’ products or services in the future.
5. Add their content to your video library
Engage attendees after your event with a comprehensive video library that includes content from your sponsors. Videos allow you to combine the benefits of written and visual content and fully capture your audience’s attention for a better sponsor return on investment (ROI).
As NXUnite by Nexus Marketing’s nonprofit video production guide explains, videos have the power to:
● Tell a story
● Increase funds
● Raise awareness
● Educate supporters
● Inspire action
To align your video content with these goals, add videos to your library that not only highlight your organization but also your sponsors’ involvement in your event, what their companies do, and any new products or services they’re launching.
For example, you may tell the story of how your organization and sponsor connected and bonded over shared values, leading to this lasting relationship and event partnership. Work with your sponsors to ensure the content reflects their brand voice and supports their business objectives.
To celebrate your sponsors and their invaluable contributions to your organization and event, make sure to fully incorporate them into the entire event process, from the initial marketing and registration stages to post-event follow-up. Add even more value for sponsors by surveying attendees after your event and reporting any notable feedback about your sponsors or their involvement.
Chrissy Gow is director of marketing at EventMobi
Since 2021, Chrissy Gow has led the marketing team at EventMobi, a leading event technology platform. A graduate of the prestigious University of the Arts London with a Master's from Toronto Metropolitan University, her thesis critically interrogated post-feminist marketing tactics in the digital economy. Her global professional background spans the fashion, luxury hospitality and tech sectors and is complemented by her proficiency in various languages.
Gow's grounded yet innovative approach positions her as a leader in the intersecting arenas of marketing and event management. Her ability to navigate complex marketing landscapes with strategic foresight speaks to her notable proficiency and authority in an ever-evolving field.
