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How can you effectively engage sponsors at a hybrid exhibition?

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Hybrid exhibitions are events that combine physical and virtual elements, allowing attendees, speakers, and sponsors to participate in-person or online. They offer many benefits, such as increased reach, flexibility, and cost-effectiveness, but they also pose some challenges, especially when it comes to engaging sponsors. How can you ensure that your sponsors get the most value and exposure from your hybrid exhibition? Here are some tips to help you plan and execute a successful sponsorship strategy.

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1 Understand your sponsors' goals

Before you approach potential sponsors, you need to understand what they want to achieve from your hybrid exhibition. Do they want to generate leads, increase brand awareness, showcase their products or services, or network with key decision-makers? How do they measure their return on investment (ROI)? What are their expectations and preferences for the physical and virtual components of your event? By asking these questions, you can tailor your sponsorship packages and opportunities to align with your sponsors' goals and deliver value.

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Carolina Macias Mojica

Events Marketing Manager | Hospitality
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En eventos híbridos, entender a fondo los objetivos de los patrocinadores es esencial. Ofrecer opciones de patrocinio creativas y personalizadas, aprovechar la tecnología para datos precisos y promover la comunicación constante son estrategias clave. La colaboración activa y la solicitud regular de feedback no solo mejoran la calidad del evento, sino que fortalecen las relaciones a largo plazo. En este complejo escenario, la sinergia entre organizadores y patrocinadores se logra mediante un enfoque integral y adaptativo, transformando la exposición en una plataforma de colaboración fructífera.

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2 Offer diverse and creative sponsorship options

Hybrid exhibitions give you the opportunity to offer a variety of sponsorship options that cater to different budgets, audiences, and objectives. For example, you can offer different levels of visibility and access for your physical and virtual sponsors, such as platinum, gold, silver, and bronze. You can also create specific sponsorship opportunities for different aspects of your event, such as keynote sessions, breakout rooms, networking lounges, swag bags, gamification, webinars, podcasts, or social media campaigns. The key is to be creative and flexible, and to communicate the benefits and features of each option clearly and convincingly.

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3 Leverage technology and data

Technology and data are essential tools for engaging sponsors at a hybrid exhibition. You need to choose a reliable and user-friendly platform that allows your sponsors to showcase their offerings, interact with attendees, collect feedback, and track their performance. You also need to provide your sponsors with relevant and actionable data that helps them measure their ROI and optimize their strategy. For example, you can share data on the number of attendees, impressions, clicks, leads, conversions, engagement, and satisfaction for each sponsorship option. You can also use technology and data to personalize and enhance your sponsors' experience, such as by sending them customized reports, alerts, recommendations, or incentives.

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4 Foster communication and collaboration

Communication and collaboration are key to building and maintaining strong relationships with your sponsors. You need to communicate with your sponsors regularly before, during, and after your hybrid exhibition, and to provide them with clear and consistent information, guidance, and support. You also need to collaborate with your sponsors to ensure that their goals and expectations are aligned with yours, and to co-create engaging and relevant content, activities, and messages for your attendees. By fostering communication and collaboration, you can increase your sponsors' trust, satisfaction, and loyalty.

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Fabian J. G. Westerheide

AI Ecosystem Builder | CEO @ Rise of AI | AI Investor & Advisor since 2014 | Author ‘Die KI-Nation‘
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1) den Sponsoren helfen ihre virtuelle Messest?nde aufzusetzen. Oftmals fehlt den Sponsoren die Zeit und das Wissen dafür. 2) den Sponsoren klare und ausführliche Briefings senden, damit diese wissen was sie w?hrend des Events zu tun haben. 3) den Sponsoren klar machen, dass die proaktiv kommunizieren müssen bei virtuellen Veranstaltungen. Es reicht nicht auf G?ste zu warten, sondern muss diese A) über Netzwerk Tools ansprechen B) die virtuellen Messest?nde optisch hochwertig designen C) sinnige und nützliche Inhalte anbieten D) interaktive Formate (wie round tables) anbieten

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5 Solicit and act on feedback

Feedback is crucial for improving your sponsorship strategy and ensuring that your sponsors are happy and engaged. You need to solicit and act on feedback from your sponsors throughout your hybrid exhibition, and to use it to identify and address any issues, challenges, or gaps. You can use various methods to collect feedback, such as surveys, polls, interviews, or focus groups. You also need to acknowledge and appreciate your sponsors' feedback, and to show them how you are implementing their suggestions or resolving their concerns. By soliciting and acting on feedback, you can demonstrate your commitment and responsiveness to your sponsors, and to enhance your reputation and credibility.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Fabian J. G. Westerheide

AI Ecosystem Builder | CEO @ Rise of AI | AI Investor & Advisor since 2014 | Author ‘Die KI-Nation‘
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Nach der Veranstaltung die Daten analysieren: - eine lead Liste erstellen aller Besucher der virtuellen Messest?nde und virtuellen Kontenformaten - auswerten und dem Sponsor mitteilen, welche Inhalte, von welcher Zielgruppe beachtet wurden (Downloads von Unterlagen, Besuch von interaktiven Formaten, Teilnahme an Vortr?gen, Kontaktanfragen über die hybride Plattform) - mit dem Sponsor auswerten und besprechen, welche Aktivit?ten am besten funktioniert haben, um daraus abzuleiten, worauf man im folgenden Jahr den Fokus legen sollte. - Wichtig ist immer alles gesetzlich regelkonform zu machen (GPR Compliance), weil ansonsten die Daten nicht verwendet werden dürfen.

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How can you effectively engage sponsors at a hybrid exhibition?

1

2

3

4

5

6

1 Understand your sponsors' goals

2 Offer diverse and creative sponsorship options

3 Leverage technology and data

4 Foster communication and collaboration

5 Solicit and act on feedback

6 Here’s what else to consider

Conferences

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How can you effectively engage sponsors at a hybrid exhibition?

1

2

3

4

5

6

1 Understand your sponsors' goals

2 Offer diverse and creative sponsorship options

3 Leverage technology and data

4 Foster communication and collaboration

5 Solicit and act on feedback

6 Here’s what else to consider

Conferences

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感谢您的反馈

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