Does your corporate event strategy silo sponsorships within conferences and trade shows? If so, you’re missing major opportunities to deepen relationships with brand partners. Event marketers should expand the scope of sponsorships into incentive trips to create a win-win experience for sponsors and attendees (and your brand).
Your partners choose to sponsor events for a multitude of reasons, from brand exposure and image enhancement to customer engagement and lead generation. In fact, 71% of exhibitors are satisfied with trade shows as a marketing channel. Ultimately, they’re looking for creative opportunities to get in front of their ideal audience. Incentive trips give exhibitors a chance to connect—away from the noise and competition of the conference floor. They’re meeting high achieving winners where they’re relaxed and happy.
Smart event marketers incorporate standout incentive trip sponsorship elements to achieve brand goals and boost the budget for surprise and delight moments. Tying sponsorships to upgrades that improve attendees' experience creates a positive connection and expand the event budget.
Related: Why your incentive trip needs novelty
Imagine more with incentive travel sponsorships
Event marketers design incentive travel experiences around remarkable destinations. Exploring locations on operational site visits opens your eyes to exciting inclusions, off-site excursions and opportunities to personalize. But budget concerns often scale back ambitious agendas. Bring sponsorships into the mix to make “wish list” items possible.
Maximizing incentive travel sponsorships can become a key element of your event strategy. Here are a few tips to keep in mind as you integrate sponsor opportunities into your overall event vision.
1. Leverage sponsorship opportunities to enliven established experiences
A gifting marketplace is a great place to start integrating incentive trip sponsorships. You’re likely already hosting an opportunity for attendees and guests to choose thoughtful amenities. Getting your sponsors involved can transform a transactional moment. Reimagine the layout to position sponsors at the front of a creatively designed space. Invite them to host hands-on takeaways with area artisans or cover catering that celebrates local cuisine. Gifts are something your attendees will hold onto as a reminder of their once-in-a-lifetime trip. Sponsors can also elevate downtime. Think: VIP poolside cabanas with personalized beach towels.
Related: How cultural immersion inspired a world-class incentive trip
2. Include event sponsors to enhance attendees’ experience
Creating highly memorable and authentic experiences is at the heart of incentive travel. Sponsors can upgrade trip elements to create the over-the-top hospitality that gets attendees talking. Invite sponsors to upgrade your final night's entertainment by hosting a headliner. Have champagne and oysters ready in the lobby at registration. Or underwrite fireworks or a drone show to end the closing celebration.
As our Event Design Leader Erica Lalk puts it: “A private dinner at the Sistine Chapel in Rome? A custom vintage Fiat driving tour including lunch at Castello di Monsanto? We’ve hosted both! Imagine immersive, novel experiences that take guests behind the scenes and give them mind-blowing access.”
Related: Reimagining the future of your incentive travel program
3. Make sure sponsorship opportunities flow with the theme and support the attendee experience
Weaving sponsored moments into the agenda should elicit a “wow,” not make attendees detour or wait. Plan to properly thank sponsors from the stage and design appropriately prominent signage. Don’t disrupt the flow of the event or create a “commercial break” in the action.
4. Understand your prospective sponsors’ goals to communicate value
Present opportunities that authentically align with their brand and help them accomplish their targeted marketing objectives. Some might jump at the chance to add elements of luxury while others may gravitate toward opportunities to do good or promote supplier diversity. B Corps, for instance, could sponsor a give-back activity that highlights their commitment to sustainability. Know how sponsors want to engage attendees and work to balance their goals with event goals.
5. Don’t forget financial modeling
Remember, sponsorships supplement the budget. Showing you have hard costs accounted for helps partners get excited about taking things to the next level. Align your team around both expenses and expectations. Your prospectus should show sponsors that you have a well-planned event that delivers on your shared vision.
Discover how sponsorship support helped a telecom brand turned its top-performer event into an unforgettable experience in Puerto Rico.