Booze, swag, and… Where’s the profit?
Why event organisers are missing out on the bacon
Events guru Julius Solaris of Boldpush’s weekly email dropped yesterday. He wrote it from IMEX where he was speaking about Event Tech.
He makes the point that it is beyond him why some brands prefer free coffee and booze over delivering good content at trade shows.
On this side of the pond, we do not have a content problem. In fact, we have the opposite.
Events boast well-thought-out content programmes, stellar keynote speakers, thought-provoking group discussions (some call them ‘fire-side chats’ but I have never seen a fire) and even jogging and swimming group activities for early risers.
Needless to say, there are also the endless coffee and tea stations, and the pop-up bar. But here’s the rub: while organisers are perfecting their barista booths and setting up Instagrammable ping-pong tables, they’re leaving a treasure chest untouched.
Events, especially those in media and tech, are not just about filling seats or handing out goodie bags. The real moneymaker is what no one seems to be selling: the tech behind the event.
Let’s break it down. There are many ways that event organisers could be selling serious value to media tech companies beyond the typical sponsorship malarky. I’m talking about the tech tools and strategic opportunities that companies would pay for - just to be part of the action.
Media tech companies don’t want their logo on a lanyard - they want to showcase their innovation, and to collect data.
So, how do you give them what they’re looking for?
Start by offering opportunities that go beyond the usual sponsorship perks. Tell them they can showcase their VIP Networking Tech, tools that connect key stakeholders and decision-makers with precision. Someone once called it ‘speed dating for business’.
Get rid of exhibitor booths filled with brochures. Instead, offer interactive tech demos and custom installations. Make the space engaging, tech-driven, and focused on showcasing their products to the captive audience.
Branded video interviews
Allow them to track real-time data. Media tech companies want insight. Give them real-time data about who’s interacting with their booth, what content resonates, and the overall impact of their presence.
Offer branded video interviews, podcasts, or live streams that companies can co-create with your event within dedicated content creation spaces. This can be shared across all digital channels, amplifying their reach long after the lanyard logos have faded.
Sell them the rights to post-event webinars along with a list of your members and attendees (but be GDPR compliant). This will keep the conversation going by allowing companies to sponsor a post-event webinar or workshop.
I can go on… But let’s stick to the principle. No-one’s getting ROI from a cocktail napkin. If you want to make your event profitable, stop thinking like a party planner, start thinking like a tech innovator.