So, you’ve invested in sponsoring an event or securing a stand at a key industry gathering. Great move! But now comes the tricky part – actually making the most of it. All too often, businesses splash the cash on sponsorship opportunities, only to find themselves standing awkwardly behind a table, struggling to attract the right (or any) audience.
The truth is sponsorship success isn’t just about showing up; it’s about showing up strategically. Here’s how to ensure your investment pays off and your brand leaves a lasting impact.
Set clear goals before the event
Before you even step foot in the venue, be clear on what you want to achieve. Are you there for general brand awareness or to communicate a specific message? Are you focused on lead generation or nurturing relationships with existing clients and industry influencers? Are you attending for networking opportunities or to meet up with a decision maker at a particular business? Having a defined goal helps you shape your event strategy and measure success afterwards.
Leverage pre-event marketing
Don’t wait until the day of the event to engage your audience. Use your website, social media, and email marketing to build excitement and encourage attendees to visit your stand or session. Post teasers about what’s happening at your stand, whether it’s exclusive giveaways, demos, or competitions. Engage with the event’s hashtag and tag the organisers to extend your reach. If you have a speaking slot, tease the key takeaways to generate interest, or better still, engage with your target audience to hear their views on the topic or to get a better sense of the pain points you’re looking to remedy.
Make your stand unmissable
A dull table with a couple of branded pens isn’t going to cut it. Think of your stand as a mini experience—something interactive, participatory, memorable, and engaging. An eye-catching design with bold visuals, clear messaging, and a welcoming layout will draw people in. Pop-up banners can be a great way to enhance your presence and reinforce key messages. Incorporating tech and interactivity, such as screens with videos, live demos, or VR experiences, can make your stand more engaging. Offering something unique, such as a game, a fun photo opportunity, or an exclusive giveaway, can help to capture attention. Branded merchandise, such as tote bags, water bottles, or tech accessories, can be a great way to leave a lasting impression while keeping your brand in attendees’ hands long after the event.
Be proactive, not passive
The biggest mistake sponsors make is sitting behind their table waiting for people to approach. Instead, have confident, friendly team members actively engaging attendees. Consider a cheat sheet with a series of bullet-pointed messages to relay when inevitably asked how business is going, rather than the usual response of saying it’s busy. Step out from behind the stand to start conversations. Think about the questions you want answered in advance so you engage with intent and come across as being authentically curious and charming. Offer something valuable, whether it’s industry insights, a freebie, or just a great chat.
Capture data wisely
You’re there to make connections, so don’t let potential leads slip away. Have an easy, non-intrusive way to capture attendee information, such as a QR code linked to a simple sign-up form, a competition entry, or a quick survey.
Make the most of networking opportunities
Don’t limit yourself to just your stand. Attend speaker sessions, panel discussions, and networking drinks. Engaging with the event community outside your booth increases visibility and builds stronger connections. LinkedIn is a great platform for networking, so ensure your profile and your company profile are up to date.
Host a corporate reception
Consider hosting a corporate reception in the evening to maximise networking opportunities in an informal setting. Having customers and prospects gathered in one place provides a valuable opportunity to build relationships in a relaxed environment. A well-planned reception can reinforce your brand’s credibility, create lasting impressions, and generate meaningful discussions that wouldn’t happen in a more structured conference setting. Providing refreshments, entertainment, or a short keynote from a senior executive can help make the event memorable and worthwhile for attendees.
Create buzz with on-stand events and press engagement
If you’re launching a new product or service, hosting an event on your stand can generate excitement and draw people in. Consider a live demonstration, an interactive showcase, or a speaker session. These activities not only engage attendees but also provide opportunities for social media coverage and word-of-mouth marketing. Additionally, reaching out to press and industry influencers in advance can ensure maximum coverage and visibility. Sending targeted invitations to relevant journalists or bloggers and offering them exclusive insights or interviews can help increase your brand exposure beyond the event itself.
Keep the momentum going post-event
Your sponsorship shouldn’t end when the event does. Follow up with leads while the experience is still fresh. A personalised email, LinkedIn message, or social media shout-out can go a long way in converting interest into real business. Think about the next seven engagements with that decision maker or company, whether that’s sharing a piece of thought leadership, inviting them to an event, going to see them speak at an event, or sharing a news piece about their sector on an ad hoc basis.
How magenta associates can help
At Magenta Associates, we know that a great sponsorship strategy goes beyond just showing up. With our network, industry expertise, and creative approach to PR and marketing, we can help you maximise pre-event exposure and audience engagement. We can design an attention-grabbing stand experience, including pop-up banners and branded merchandise that enhance your visibility and leave a lasting impression. We can craft compelling messaging and content, as well as leverage post-event PR and follow-up strategies to turn leads into long-term relationships.
If you want to ensure your next event sponsorship is a roaring success, get in touch with us. Let’s make your investment work for you.
