How to Promote Your Sponsor's Brand at Your Events

Want to know how to make your sponsors shine at your event? It's not just about slapping their logo on a banner. We're talking about smart strategies that get their brand noticed and loved by your attendees. 

As we know, the B2B event sponsorship market is on a rapid growth trajectory, with a projected Compound Annual Growth Rate (CAGR) of 12.1% from 2021 to 2028. This significant growth underscores the increasing importance of event sponsorships within the B2B marketing landscape.

Reflecting this trend, a significant portion of businesses are making substantial investments in event sponsorships. Data reveals that 33% of businesses allocate 21% or more of their total event budget to sponsor events.

Therefore, it is important to realize that your sponsors aren't just passive onlookers at your event; they're actively engaged, building relationships with potential customers, and leaving a lasting impression. 

Ready to make your sponsors feel like rock stars? This guide will show you how to effectively promote their brands at your event, ensuring they get the recognition and results they deserve while building strong, long-term relationships. Let's get started!

Maximizing Sponsor Visibility at Your Event

Maximizing sponsor visibility is key to a successful event partnership. By strategically showcasing their brands, you not only fulfill your sponsorship agreements but also enhance the overall attendee experience. This can be done through the following ways: 

1. Include sponsor logos and branding in event materials

To ensure maximum visibility for your sponsors, strategically integrate their logos and branding across all your event materials.

• Website: prominently display sponsor logos on your event website's homepage, sponsor pages, and registration pages. Consider creating dedicated sponsor sections with company descriptions, links to their websites, and social media handles.
• Marketing Collateral: Include sponsor logos and brief descriptions in all marketing materials, such as brochures, flyers, email invitations, and social media posts.
• Registration Packs: Include sponsor brochures, flyers, or promotional items in attendee registration packs.

2. Incorporate sponsors into marketing strategies

Leverage your marketing channels to amplify sponsor visibility and attract attendees.

• Social Media: Regularly post updates about your sponsors on your event's social media channels. Share engaging content featuring sponsored products or services, run contests and giveaways sponsored by your partners, and use relevant hashtags to increase visibility.
• Email Marketing: Include sponsor messages in your event newsletters and email communications with attendees. Consider offering exclusive discounts or early bird tickets to attendees who register through sponsor-specific links.
• Press Releases: Issue press releases announcing major sponsorships and highlighting the benefits of attending your event. Mention specific sponsor contributions and their involvement in the event.

3. Ensure prominent placement of sponsor displays at the event

Strategic placement of sponsor displays is crucial for on-site visibility.

• High-Traffic Areas: Position sponsor banners, backdrops, and displays in high-traffic areas of the event venue, such as entrances, registration desks, and refreshment areas.
• Dedicated Sponsor Booths: Allocate dedicated booth spaces for sponsors to showcase their products or services. Encourage interactive displays and engaging activities to attract attendee attention.
• Stage Backdrops: Utilize stage backdrops or banners to prominently feature major sponsors during keynote speeches, presentations, and award ceremonies.

By strategically incorporating sponsor logos and branding into your event materials, incorporating sponsors into your marketing strategies, and ensuring prominent placement of sponsor displays, you can effectively maximize their visibility at your event and demonstrate the value of their sponsorship.

Also read: How to Get Sponsorship: Step-by-Step Guide for Events

Utilizing Digital Platforms for Sponsor Promotion

In today's digital age, extending your sponsor's reach beyond the physical event space is crucial. By leveraging the power of digital platforms, you can amplify their visibility and maximize their return on investment.

1. Create digital ad spaces on the event app or website

Leveraging the digital platforms associated with your event provides valuable opportunities to showcase your sponsors.

• In-App Advertising: If you have an event app, incorporate digital ad spaces within the app itself. This could include banner ads, sponsored push notifications, or interactive games that feature sponsor brands.
• Website Banner Ads: Place prominent banner ads on your event website, directing attendees to sponsor websites or landing pages. Consider using targeted advertising based on attendee demographics or interests.
• Virtual Booths: Create virtual booth spaces within your event app or website. These can include 360-degree product tours, interactive demos, and downloadable content sponsored by your partners.

2. Use social media for branded posts and campaigns

Social media is a powerful tool for amplifying sponsor visibility.

• Branded Content: Create engaging social media posts featuring sponsor logos, products, and services. Share behind-the-scenes content, user-generated content, and testimonials related to sponsor brands.
• Sponsored Contests & Giveaways: Run social media contests and giveaways sponsored by your partners. Encourage attendees to participate by liking, sharing, and commenting on your posts.
• Social Media Ads: Utilize targeted social media ads to promote sponsor brands to your event audience. This allows you to reach specific demographics and interests, ensuring your ads are seen by the right people.

3. Send event update emails with sponsor recognition

Email marketing is a valuable channel for communicating with attendees and promoting sponsors.

• Sponsor Spotlights: Include a "Sponsor Spotlight" section in your event newsletters, featuring a different sponsor in each edition. Share their company story, highlight their products or services, and include a call to action (e.g., visit their booth, and learn more on their website).
• Pre-Event Reminders: In your pre-event reminder emails, include brief messages acknowledging your sponsors and thanking them for their support. You can also include links to sponsor websites or special offers for attendees.
• Post-Event Thank-You Emails: In your post-event thank-you emails, reiterate the value of your sponsors and their contributions to the event's success. You can also include links to event photos and videos featuring sponsor branding.

The effective utilization of digital platforms for sponsor promotion, can extend the reach of your sponsors beyond the physical event boundaries and maximize their return on investment.

Interactive Engagement Techniques

To truly engage attendees and maximize sponsor impact, go beyond passive observation and create interactive experiences.

1. Host tailored breakout sessions with sponsor involvement

• Expert-Led Workshops: Partner with sponsors to host interactive workshops or breakout sessions led by industry experts. These sessions can provide valuable insights, offer practical skills, or showcase innovative solutions.
• Product Demonstrations: Encourage sponsors to conduct live product demonstrations within designated breakout areas. This allows attendees to experience the products firsthand and ask questions directly to company representatives.
• Networking Sessions: Facilitate networking sessions specifically focused on a particular sponsor's industry or target audience. This provides a valuable opportunity for attendees to connect with potential clients or partners.

2. Organize branded games or activities to boost engagement

• Interactive Games: Create fun and engaging games or activities that incorporate sponsor branding. This could include trivia contests, scavenger hunts, photo booths, or virtual reality experiences.
• Raffles and Contests: Host raffles and contests with exciting prizes sponsored by your partners. This incentivizes attendee participation and generates buzz around sponsor brands.
• Social Media Challenges: Encourage attendees to participate in social media challenges related to sponsor brands. This can involve posting photos with sponsor products, sharing their favorite features, or using branded hashtags.

3. Conduct sponsor-hosted giveaways for enhanced visibility

• Prize Draws: Conduct prize draws for valuable prizes donated by your sponsors. This creates excitement and encourages attendees to visit sponsor booths and learn more about their offerings.
• Exclusive Offers: Offer exclusive discounts, coupons, or early bird access to products and services for attendees who interact with sponsor booths.
• VIP Experiences: Offer VIP experiences, such as meet-and-greets with industry leaders or exclusive access to sponsor-hosted events, as prizes for lucky winners.

By incorporating these interactive engagement techniques, you can create a more dynamic and memorable event experience for attendees while providing valuable brand exposure and lead-generation opportunities for your sponsors.

Leveraging Traditional and Digital Media

A comprehensive approach is essential to maximize sponsor visibility in today's multi-faceted media landscape. By strategically utilizing traditional and digital channels, you can effectively reach a wider audience and amplify your sponsors' brand messages.

1. Utilize both traditional print and digital media for promotions

• Print Advertising: Explore opportunities for print advertising in relevant industry publications, local newspapers, and event-specific magazines. Consider targeted placements to reach your desired audience.
• Digital Advertising: Leverage online platforms like Google Ads, social media advertising (Facebook, Instagram, LinkedIn), and programmatic advertising to reach specific demographics and interests.
• Public Relations: Secure media coverage for your event in local news outlets, industry blogs, and relevant online publications. Highlight the involvement of key sponsors in your press releases.

2. Feature sponsor logos in brochures, flyers, and presentations

• Event Materials: Promise sponsor logos in all event materials, including brochures, flyers, posters, and presentation slides.
• Registration Packs: Include sponsor brochures, flyers, or promotional items in attendee registration packs.
• On-site Signage: Utilize banners, backdrops, and floor graphics throughout the event venue to prominently display sponsor logos.

3. Include ads or mentions in media channels

• Social Media: Regularly post updates about your sponsors on your event's social media channels. Share engaging content featuring sponsored products or services, run contests and giveaways sponsored by your partners, and use relevant hashtags to increase visibility.
• Email Marketing: Include sponsor messages in your event newsletters and email communications with attendees. Consider offering exclusive discounts or early bird tickets to attendees who register through sponsor-specific links.
• Website: Feature sponsor logos and descriptions on your event website, and consider creating dedicated sponsor pages.

With a strong foundation in media promotion, the next step is to develop a compelling sponsorship package that clearly outlines the benefits and opportunities for potential partners. Let's explore how to build a comprehensive sponsorship package that attracts high-quality sponsors.

Building a Comprehensive Sponsorship Package

A well-crafted sponsorship package is crucial for attracting high-quality partners. By clearly outlining the benefits and demonstrating the value proposition, you can entice potential sponsors to invest in your event.

1. Develop customized sponsorship packages to suit different needs

• Tiered Packages: Create tiered sponsorship packages with varying levels of benefits and associated costs. This allows sponsors to choose the level that best aligns with their budget and marketing objectives.
• Industry-Specific Packages: Tailor packages to specific industries or target audiences. For example, offer exclusive benefits to technology companies, healthcare providers, or educational institutions.
• Custom Packages: Be prepared to create custom packages to meet the unique needs and goals of individual sponsors. This demonstrates flexibility and a willingness to collaborate.

2. Highlight the benefits and ROI for potential sponsors

• Quantifiable Metrics: Showcase the potential return on investment for sponsors with quantifiable metrics. Include data on expected attendee demographics, reach, and engagement levels.
• Brand Visibility: Emphasize the significant brand visibility opportunities, such as logo placement, social media promotion, and speaking engagements.
• Lead Generation: Highlight the potential for lead generation through interactive booths, networking opportunities, and access to attendee contact information.
• Thought Leadership: Position sponsorship as an opportunity for sponsors to establish themselves as thought leaders in their industry through speaking engagements, workshops, or exclusive content.

3. Ensure flexibility within sponsorship offerings

• Customization Options: Offer flexible options within each sponsorship package, allowing sponsors to choose the benefits that are most valuable to them.
• Negotiation: Be open to negotiation and customization to accommodate the specific needs and budgets of potential sponsors.
• Early Bird Incentives: Offer early bird discounts or exclusive benefits to sponsors who sign on early, incentivizing early commitments.

Read more: How to Get Corporate Sponsorship for a Small Business Event: Tips and Examples

Collaborating with Sponsors for a Seamless Experience

Building strong, collaborative relationships with your sponsors is paramount to ensure a successful and mutually beneficial event. By fostering open communication, actively involving sponsors in the event planning process, and demonstrating the value of their investment, you can create a win-win situation for both parties.

1. Involve sponsors in the planning and execution stages

• Seek Input: Actively seek input from sponsors throughout the event planning process. This could involve soliciting feedback on event themes, target audience, and potential activation ideas.
• Co-create Experiences: Collaborate with sponsors to co-create unique and engaging experiences that resonate with attendees.
• Provide Logistics Support: Offer logistical support to sponsors, such as assistance with booth setup, equipment rentals, and on-site staff.

2. Maintain open lines of communication

• Regular Check-ins: Schedule regular check-ins with sponsors to discuss progress, address any concerns, and ensure everyone is aligned on the event goals.
• Dedicated Point of Contact: Assign a dedicated point of contact to each sponsor to facilitate communication and address any questions or issues promptly.
• Transparent Reporting: Provide regular updates and reports to sponsors on event progress, attendee engagement, and the impact of their sponsorship activations.

3. Measure and report the impact of sponsorships

• Track Key Metrics: Track key metrics such as website traffic, social media engagement, foot traffic at sponsor booths, and lead generation to measure the impact of sponsorship activations.
• Provide Data-Driven Reports: Share detailed reports with sponsors that demonstrate the return on their investment (ROI). This could include data on attendee demographics, engagement levels, and media coverage.
• Seek Feedback: Solicit feedback from sponsors on their overall experience and gather suggestions for improvement for future events.

By fostering strong collaboration with your sponsors, you can create a seamless and mutually beneficial event experience that exceeds expectations for all parties involved.

Post-Event Strategies and Follow-Up

A successful event doesn't end when the last attendee leaves. Strong post-event strategies are crucial for nurturing sponsor relationships and ensuring long-term success.

1. Acknowledge sponsors through follow-up events or communications

• Personalized Thank-You Notes: Send personalized thank-you notes to each sponsor, expressing your gratitude for their support and highlighting the positive impact of their involvement.
• Post-Event Reports: Prepare comprehensive post-event reports that summarize key event outcomes, including attendee demographics, engagement levels, and media coverage.
• Social Media Recognition: Continue to acknowledge sponsors on your social media channels by sharing event photos and videos that feature their branding.

2. Provide data on sponsorship success and engagement metrics

• Quantifiable Results: Share quantifiable results with sponsors, such as website traffic to their pages, social media engagement with their branded content, and leads generated through their activations.
• Case Studies: Develop case studies that showcase the success of past sponsorships and demonstrate the value of partnering with your event.
• Data-Driven Insights: Utilize data analytics to identify areas of success and areas for improvement in future sponsorship activations.

3. Explore continued partnerships for future events

• Early Bird Offers: Offer exclusive early bird discounts and benefits to returning sponsors for future events.
• Customized Packages: Develop customized sponsorship packages based on the specific needs and goals of returning sponsors.
• Exclusive Networking Opportunities: Provide exclusive networking opportunities for returning sponsors to connect with other industry leaders and potential clients.

fielddrive's powerful suite of tools can streamline your post-event activities and enhance your sponsor relationships further. 

Key offerings include:

• Self-Check-in Kiosks: Contactless and efficient check-in solutions that streamline the registration process, gather valuable attendee data, and reduce wait times.
• Attendee Engagement Metrics: Real-time data tracking and analytics to monitor attendee behavior, including dwell time at sponsor booths, session attendance, and app usage.
• Data Analysis & Reporting: Comprehensive reporting and data analysis tools to provide actionable insights into attendee behavior, event performance, and sponsor ROI.
• Lead Retrieval & Management: Tools to retrieve and manage leads generated through sponsor interactions, enabling sponsors to nurture relationships and drive conversions.
• Workflow Automation: Streamline event workflows, such as badge printing, communication, and logistics, with automated features.

To learn more about how fielddrive can help you enhance your sponsor relationships and maximize the ROI of your events, book a demo today.

Conclusion

In conclusion, effectively promoting your sponsors requires a multi-faceted approach. By implementing an integrated strategy that encompasses pre-event planning, on-site activations, and post-event follow-up, you can maximize their visibility, drive meaningful engagement, and demonstrate a strong return on investment. Building and nurturing long-term relationships with your sponsors is crucial for the continued success of your events. By prioritizing open communication, demonstrating the value of your partnership, and continuously seeking to improve the sponsorship experience, you can create a win-win situation where both your event and your sponsors thrive.

To streamline your sponsorship management and enhance your event experience, consider utilizing a comprehensive event technology platform like fielddrive. 

fielddrive offers a suite of tools designed to simplify check-in, track attendee engagement, gather valuable data, and automate workflows, ultimately improving the efficiency and effectiveness of your event planning and execution.