Thursday, 2 April 2015

A Few Thoughts on Maximizing ROI For Your Sponsors...

If you have an event coming up and are looking for some ways to help maximize the investment your sponsors have made with you, here are a few tips that you may be interested in:

  1. Give your delegates something to talk about.  Sponsors have selected your conference/event to sponsor, because your members and other meeting participants are targets that they believe will help drive sales.  Help your sponsors out – give your delegates some information in forms of social media, blogs and other content that will keep your sponsors top of mind.  Remember to include the fact that they are sponsoring your event, and will be there if they have questions, etc.
  2. When onsite, make sure you are introducing your sponsors to as many people as you can.  When chatting with your delegates, many times you will come across problems, challenges, and areas that your sponsors can help solve.  Instead of just suggesting that they find the sponsor and have the conversation on their own – facilitate the introduction.  It will not only lessen the time it takes for a delegate to actively seek  out the contact, but will give your sponsor additional ROI.  
  3. If part of your sponsorship includes a booth or table top, encourage sponsors to avoid being “just another exhibitor” that delegates will want to avoid.  Time is money, and you want to ensure that you have done everything you can to maximize their investment with you.  Perhaps come up with tips and best practices for your own event, focusing in what your unique delegates want to see/hear and how they want to be approached. 
  4. If you can, have a meeting with your sponsors and exhibitors either the night before or first thing in the morning before your event.  Give them an opportunity to see that you appreciate them, and that their involvement is recognized.  Giving them time to ask questions, or perhaps learn about how and when they can do more to maximize their investment will show your sponsors that you have thought it through, and just haven’t taken their money without providing them with some sort of return. 
What things have you incorporated lately that has raised the ROI for your sponsors?

Image courtesy of Stuart Miles at

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