Want to make your event sponsors stand out and ensure they see results? Here’s how:
- Event Branding Placement: Position sponsor logos in high-traffic areas and use digital tools like branded Wi-Fi networks and mobile apps to maximize impressions.
- Digital Displays: Use LED screens, touch kiosks, or QR codes to showcase sponsor content and track engagement with analytics tools.
- Sponsor Presentations: Schedule keynotes, panels, or workshops during peak hours to engage attendees and generate leads.
- Social Media Promotion: Use platforms like Instagram, Twitter, and LinkedIn to create pre-event buzz, live updates, and post-event highlights.
- Interactive Activities: Design engaging experiences like games or installations that encourage participation and social sharing.
Why it matters: These strategies combine physical and digital tactics to increase sponsor visibility, engage attendees, and deliver measurable ROI. Use tools like Google Analytics, social media metrics, and participant feedback to prove the value of sponsorships.
Quick Tip: Track success with metrics like attendance, engagement, and social media shares to refine and improve sponsor strategies for future events.
Event Sponsorship as a Smart Marketing Strategy
1. Event Branding Placement
Sponsor branding thrives when strategically positioned in high-traffic areas like entrances, lounges, or activity zones. A great example is INBOUND’s ASICS-sponsored workout studio, which turned a regular venue space into a dynamic experience with exercise classes and competitions.
To extend reach, use digital tools effectively. Offer Wi-Fi networks with branded names, showcase sponsor logos on event tracking pages, and play sponsor videos on venue screens during breaks. Keep branding consistent across emails, signage, merchandise, social media, and mobile apps to maximize exposure.
“The better you maximize impressions, the better your odds.”
Measure branding success with tools like Google Analytics and unique tracking links to monitor engagement and prove ROI. A mix of physical and digital branding ensures sponsors leave a lasting impression while delivering measurable outcomes.
Adding digital displays to your branding strategy can take sponsor visibility and engagement to the next level.
2. Digital Display Integration
Digital displays are a great way to highlight sponsor content throughout your event. Placing LED screens in busy areas like registration desks or refreshment zones lets you showcase rotating sponsor logos, videos, and messages where attendees are most likely to notice them. Interactive options, such as touch-screen kiosks or QR codes, can encourage attendees to engage directly with sponsor campaigns.
“Live Display makes it easy to promote sponsors on monitors, projection screens, and more. It can show sponsor messages, logos, banners, and pictures to attendees in a bold yet non-disruptive way.”
For events with multiple sponsors, you can rotate content based on sponsorship tiers, giving top-tier sponsors more visibility. Use analytics tools to track impressions and engagement, offering sponsors clear data on their ROI.
Connect these displays with your event’s mobile app and social media platforms to boost sponsor visibility even further. Always run technical checks and prepare backup content to avoid any disruptions during the event. By focusing on placement, interactivity, and performance tracking, digital displays can maximize sponsor exposure and deliver measurable results.
This approach lays the groundwork for even greater engagement, which can be expanded through sponsor-led presentations.
3. Sponsor Presentations
Sponsor presentations, when paired with strong branding and digital tools, can drive impressive attendee engagement. Scheduling these sessions during peak hours ensures better visibility. For instance, at Salesforce’s Dreamforce event, presentations held between 10 AM and 2 PM see 35% higher attendance compared to early morning or late afternoon slots.
Formats like keynotes, panel discussions, workshops, product demos, and Q&A roundtables work particularly well for these presentations.
“Educational sessions that focus on solving real industry challenges rather than direct product promotion generate 3x more qualified leads for sponsors”, according to data from HubSpot’s INBOUND conference.
Adding interactive elements like live polls and audience participation can make these sessions more engaging. This approach helps sponsors build stronger connections with attendees.
Tips for Effective Sponsor Presentations:
- Share audience insights with sponsors to ensure their content aligns with the event’s themes.
- Provide technical rehearsals to help sponsors prepare.
- Set clear guidelines for presentations, including time limits.
Track success using metrics like attendance, feedback, and engagement data. Recording these sessions can also create valuable content for sponsors to use after the event, extending their reach.
Finally, don’t forget the power of social media. Promoting sponsor presentations online can significantly enhance their impact beyond the event itself.
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4. Social Media Promotion
Social media is a game-changer for boosting sponsor visibility and engaging audiences before, during, and after your event. The trick? Create content that puts sponsors in the spotlight without overdoing the sales pitch.
Tailor Your Approach to the Platform:
- Use Twitter for real-time updates.
- Leverage Instagram for eye-catching visuals and stories.
- Turn to LinkedIn for professional, B2B-focused sponsorships.
A standout example comes from Etihad Arena during the UFC 267 event. Their use of a social media wall led to an impressive 84,140 social interactions and 1,054 pieces of user-generated content in just 48 hours [1].
Pre-Event Buzz
- Create a unique, memorable hashtag.
- Announce sponsors with purpose – make it exciting.
- Use targeted ads to build anticipation.
During-Event Engagement
Keep the energy alive with tools like virtual photo booths, social media walls, and QR codes. A social media wall featuring live attendee posts adds a fun, interactive layer to the experience and encourages more user-generated content.
Post-Event Spotlight
Keep the momentum going by sharing event highlights, testimonials, and key metrics. These not only extend the sponsor’s visibility but also showcase the value they gained from the event.
To measure success, track engagement rates, hashtag usage, and click-through rates. These analytics help you prove value to sponsors and refine your strategies for the future.
Social media brings sponsors into the digital spotlight, while interactive tools create memorable, in-person brand connections.
5. Interactive Activities
Interactive activities turn sponsor visibility into engaging experiences, leaving a strong impression and delivering measurable results.
Interactive Installations
Examples like AT&T’s Multiball LED soccer activation at the 2023 MEXTOUR and PATRÓN Tequila’s Batak Pro Challenge at the U.S. Grand Prix highlight how brands can match their identity with the event’s vibe [2]. Similarly, Wendy’s life-sized claw machine at Adult Swim’s Block Party and Uber Eats’ themed Super Bowl pop-up shop show how these setups can boost visibility and inspire social media buzz [2][3].
Tracking and Execution
Key metrics to monitor include:
- Participation rates
- Click-through rates
- Social media shares
- Attendee actions
Ensure activities naturally showcase the brand, fit the event’s theme, and encourage attendees to share their experiences online. These shared moments can expand sponsor reach through organic engagement.
Conclusion
Increasing sponsor visibility requires a blend of both offline and online tactics. The five methods outlined offer event organizers reliable ways to provide value to sponsors while improving the overall event experience.
Measuring Impact and Success
Modern event tools make it easier to track and measure the success of sponsorships. Key metrics to monitor include:
- Digital engagement: such as page views and click-through rates
- Social media performance: including hashtag usage and mentions
- Participation in interactive activities
- Lead generation outcomes
- Session attendance figures
These insights help organizers refine their efforts to ensure sponsors see real results.
Strategic Execution
Successful sponsor visibility depends on careful planning. Top events show how well-placed sponsor activations can engage audiences through:
- Smart placement of digital displays
- Focused social media campaigns
- Engaging, interactive sponsor-driven activities
Planning for Future Results
By combining well-executed strategies with measurable outcomes, event organizers can deliver consistent value to sponsors and build stronger relationships. This approach helps sponsors achieve their goals while ensuring long-term collaboration opportunities.
The secret to ongoing success is refining these strategies over time and maintaining a sharp focus on delivering measurable results that align with what sponsors want.
FAQs
What is a good ROI for sponsorship?
A strong sponsorship ROI typically means sponsors earn at least $2 in value for every $1 spent on the event. This value can come from direct results like revenue and leads, as well as brand-related benefits like increased awareness and stronger relationships.
| Type | Measurements | Tools |
|---|---|---|
| Quantitative | Sales growth, lead captures, click-through rates | Google Analytics, CRM systems |
| Qualitative | Brand awareness, audience engagement, social mentions | Surveys, social listening tools |
Take AT&T’s Multiball LED soccer activation during the 2023 MEXTOUR as an example. They achieved a 3.5x ROI by blending direct sales with over 50,000 participant interactions and a 40% boost in brand awareness [2].
To track ROI effectively, event organizers should:
- Set clear goals before the event begins
- Use tracking systems to monitor digital and in-person engagement
- Deliver post-event reports with actionable insights and measure long-term effects through follow-up surveys
Tracking ROI doesn’t just justify sponsor spending – it also pinpoints which strategies, like branding efforts, social media campaigns, or interactive experiences, worked best [3][4]. This helps organizers show value to sponsors and improve future events.