Marcela Ricci

As an event marketer with over 10 years of experience in the events industry, I’ve seen a lot of good, bad, and borderline ugly when it comes to the relationship between event hosts and sponsors. Having now worked on all sides of the events spectrum – from hosting to presenting to sponsoring events of all sizes – I want to share a few tips on how to build a sense of loyalty and drive repeat sponsors and exhibitors for your events. 

Research indicates that roughly 20% of revenue from US trade shows comes from sponsorships, making it crucial to build a community of loyal sponsors to maximize event ROI. Here are a few tips on how to ensure your sponsors and exhibitors walk away from each event ready for more.  

1. Encourage and Incentivize Attendee Engagement with Sponsors 

One fun and effective way to boost sponsor satisfaction and loyalty is by encouraging attendees to engage with them. Use an event app that offers gamification features to turn event activities into engaging experiences, making it easier for attendees to interact with sponsors. Create engaging activities such as scavenger hunts, badge games, or competitions to promote interaction with sponsors.  

For example, each time an attendee has their badge scanned or checks-in at a booth, they get points. Add more points for taking photos with swag and posting them to the event’s social feed. View a demo or engage with sponsors in the app – more points! Consider offering prizes or incentives for attendees who participate in these activities. This not only increases engagement but also encourages attendees to visit more sponsor booths and learn about their offerings. The key is to create a dynamic environment where attendees are motivated to interact with sponsors in meaningful ways. 

2. Offer Early Bird Discounts for Future Events with Post-Event Survey 

Another great strategy to ensure sponsor loyalty is to offer exclusive, early-early bird discounts for your next conference. On the last day of your event, send sponsors a post-event survey that includes a discount code for next year’s conference upon completion. This tactic serves a dual purpose: it encourages valuable feedback from your sponsors and incentivizes their participation in future events. 

This approach not only boosts your chances of retaining sponsors but also provides you with critical insights to improve future events. By making sponsors feel valued and offering them exclusive benefits as well as an opportunity to share feedback, you enhance their overall event experience and foster long-term loyalty.  

Furthermore, this strategy helps you secure early commitments from sponsors, which can be crucial for your event planning and budgeting. Knowing that you have committed sponsors well in advance allows you to plan more effectively and allocate resources more efficiently. 

3. Package and Share Relevant Event Learnings with Sponsors 

After your event, take the time to package and share relevant learnings and insights with your sponsors. Utilize event marketing technology that allows you to easily generate tailored reports for your sponsors. Offer detailed insights on audience feedback and engagement with content and sponsors to offer a complete picture of what resonated with attendees.  

Providing sponsors with detailed engagement stats and attendee feedback helps them plan for and optimize future events. It provides them with the insights to understand what to expect of event audiences and enables them to plan accordingly. This extra step demonstrates your commitment to their success and shows that you value their partnership. 

Sponsoring events is a significant investment, and as an event marketer, I can tell you that sponsors constantly evaluate the ROI of their participation in events. Offering tailored insights and actionable data goes a long way in proving the value of your event. If any event hosts offered these options, they’d immediately go to the top of my list when planning for future events. 

Bonus Tip: Personalized Communication and Follow-Ups 

While certainly not a new concept to any seasoned marketer or event pro, it’s important to note that personalized communication can significantly enhance sponsor loyalty. Regularly update sponsors on upcoming events, new opportunities, and any changes that might interest them. Tailored communications can go a long way in making sponsors feel valued and appreciated. 

After the event, follow up with sponsors to thank them for their participation and gather their feedback. This shows that you value their opinion and are committed to improving their experience. Use their feedback to make necessary adjustments and demonstrate that their input leads to tangible improvements. 

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Building loyal, repeat sponsors is essential for the success and sustainability of your events. By encouraging attendee engagement with sponsors, offering exclusive discounts, and providing tailored event insights, you can create a compelling value proposition that keeps sponsors coming back year after year. 

Remember, the goal is to create a mutually beneficial relationship where sponsors feel they are gaining significant value from their investment. By focusing on these strategies, you can enhance sponsor satisfaction, increase event revenue, and build a strong community of loyal sponsors and exhibitors. 

Looking for more tips on how to engage your attendees? Let’s talk!