Right and Left Brain Event Sponsorship Design
Crafting innovative, data-driven sponsorship experiences
Right and Left Brain Event Sponsorship Design
There’s an ongoing shift in the world of event sponsorships. The traditional model—where sponsors were company profiles, logo placements, brief mentions, and an event booth—is gone. Sponsors need deeper, more meaningful engagements that offer tangible returns on their investments.
In this week’s Substack, I offer a few examples of this change (I also wrote previously about the topic, here, if you want more).
From Visibility to Value
In the past, sponsorship was largely about brand visibility and engaging prospects/leads on the day. This approach no longer meets the expectations or, indeed, what can be achieved. Sponsors should now also get:
Active Engagement: Enhanced service to maximise opportunities to interact directly with attendees.
Data-Driven Results: Access to metrics that help demonstrate their sponsorship's impact.
Strategic Alignment: Partnership options that align with their brand values and marketing objectives.
This evolution is driven by a broader shift in marketing strategies, where authenticity, engagement and data trump mere passive exposure.
The Rise of Experiential Sponsorships
Experiential marketing has been around for ages but is becoming a cornerstone of effective sponsorship. Brands are moving beyond traditional methods to create immersive experiences that resonate with audiences. For instance:
Interactive Installations: Sponsors are setting up engaging booths or activities that encourage attendee participation.
Digital Integration: Utilising digital platforms to enhance the event experience and extend engagement beyond the venue.
Content Creation: Collaborating on content that provides value to attendees while promoting the sponsor's message, from pre- to post-event.
These approaches enhance the attendee experience and provide sponsors with richer engagement metrics. It also helps create event-related content for their marketing channels.
Collaborative Planning for Mutual Benefit
Successful sponsorships require a collaborative approach between event organisers and sponsors. This involves:
Early Involvement: Engaging sponsors in the planning stages to tailor opportunities that meet their goals.
Customised Packages: Moving away from one-size-fits-all tiers to bespoke packages that offer specific value to the sponsors … and the audience.
Ongoing Communication: Maintaining open lines of communication to adjust strategies and ensure alignment throughout the event lifecycle.
With genuine partnerships, organisers and sponsors can achieve greater success … and deliver more value to attendees.
Embracing the Future of Sponsorship
As the landscape of event sponsorship continues to transform, organisers must:
Innovate Continuously: Stay abreast of emerging trends and technologies that can enhance sponsorship opportunities.
Prioritise Attendee Experience: Design events with the attendee journey in mind, ensuring that sponsorships add value to the sponsors and them rather than distract from it.
Measure and Report: Provide sponsors with clear, actionable insights into the performance of their sponsorship.
They must be innovative and data-driven to create more compelling sponsor offers and relationships.
And that requires the right and the left brain to work in tandem together.