Does your event allow non-exhibiting sponsorship as a source of additional revenue? If yes, and if you have been wondering how to give extended visibility and ROI to sponsoring companies, here are some ideas that your event management team could consider.
A method of showcasing multiple sponsors in one location on the floorplan is to create a Non-exhibiting Space (NES). These spaces can be linkable, depending on your online floorplan, and can be linked to a specific dedicated webpage or a pdf. Personally, I vote for a dedicated webpage with logos that are linked to the sponsors website. Oh, be sure to spell out what they are sponsoring.
Clickable Logo Images
There are many benefits of fully utilizing your online floor plan. One of the great benefits is adding images or logos both on top of the booths, but also outside the booth area. Aisle carpet logos can even be placed on the online floorplan, yup that’s pretty cool. If you choose to highlight your non-exhibiting sponsors with their logos on the floorplan, make sure they are linked to either their online listing or to their website. I would highly encourage you to create a webpage where these images are linked to, to keep attendees on your own web pages.
Large Show Floor Giveaways
A great way to “wow” any attendee is to have a large giveaway, whether that is a car, vacation, or other experiences. Your non-exhibiting sponsors can easily draw up the funds to sponsor and promote these large giveaways. This is a great way to add to the attendee experience. In the end, it’s all about adding and enhancing the attendee experience, so make sure to keep that in mind whenever you are creating any sponsorship opportunity.
One sponsorship that I have not seen utilized enough is a sponsored membership to your association. Your exhibitors and non-exhibiting sponsors are the greatest proponents of your association and event. If you offer memberships to your attendees this sponsorship should be a must. It is an amazing year round opportunity for the non-exhibiting sponsor to be in front of dedicated attendees.
I’m sure you are sending out a monthly online newsletter to your members, clients, attendees, and prospective attendees right? Take one or two months of those monthly newsletters and make it dedicated to the non-exhibiting sponsors. This gives them great exposure to your members/clients/attendees but also to prospective attendees as well. When you are unable to have a physical location on the show floor, it is vital to have as much exposure elsewhere as possible.
Ah the mobile app. Love them or hate them, they are eventually taking over the printed guide. It will be another decade or few before this happens but you should be prepared and start dipping your toe in the water. There are multiple sponsoring avenues to pursue with a mobile app and non-exhibiting sponsors and it all depends on which mobile app you are utilizing. The key factor to remember here is that the mobile app will bring in a ton of additional exposure for the non-exhibiting sponsor.
Can’t Live Without Wi-Fi
Don’t let your attendees receive data overage charges from their carriers just because they are trying to use their mobile devices productively at the show venue. Get non-exhibiting sponsors to sponsor the expensive Wi-Fi at the venue. Your attendees will love you for it. Plus, with your sponsors name displayed all over the signage and Wi-Fi landing page, they will be sure to love the exposure.
Need some ideas to promote these sponsors outside of the show floor? Add some awesome experiences to your event by having non-exhibiting sponsors host evenings out at restaurants and pubs in your event’s location. You can easily work with your venue to get great deals with local restaurants. This not only adds additional attendee experiences, but is a great way to have those sponsors get in front of qualified attendees.
Lastly, let’s mention a sponsorship that does not bring in any additional revenue per say, but does cut down on some of your expenses. A great way to have your non-exhibiting sponsors showcase their products is to figure out a way to utilize them at your event. In the case of the signage industry this is rather easy, but in the medical industry how can you do this? What about a blood pressure check station? Just throwing out ideas to get those ideas flowing! Either way, there is always a way to utilize your exhibitors’ and non-exhibiting companies’ products at your event. Get creative and you will find a way.
In the End…
Here is where I bust out the Linkin Park song that is now stuck in all of your heads. In the end, it’s key to make sure you are creating and developing sponsorship ideas that will enhance the attendee experience while producing ROI for your exhibitors and non-exhibiting companies. It’s a fine line to hover over, but I am confident you will figure out the best ways your event can produce more revenue while protecting its interests.
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