Before the Booth: The Anatomy of a High-Performing Sponsorship
The Pre-Event Window Is Where ROI Is Won (or Lost)
(Part 2 of our Love Your Sponsor Series — Read Part 1; Part 3)
By the time an exhibitor walks onto your show floor, their fate is somewhat sealed.
- Did they promote their presence effectively?
- Book meetings in advance?
- Train their staff to engage attendees?
- Define what a “qualified lead” even looks like?
- Set goals they can measure?
In Part 1 of this series, we talked about what sponsors really need from your event so you can be a better partner to them. This article translates that mindset to action, with tactical ways to support your sponsors before the event begins – when their ROI is still up for grabs.
You can’t run your sponsors’ sales or marketing programs, but you can do something just as valuable: help them prepare for commercial success. When you do, everybody wins: the exhibitor, the attendee, and your renewal rate.
From Admin to Ally: Your Role in Sponsor Success
Sponsors don’t always think like marketers, and many don’t treat events like a full-funnel campaign. But those who do see better results. They think beyond the booth. They prepare content. They warm up accounts. They design an offer.
The good news? You can help even the most tactical exhibitor act more like a strategic campaigner. That doesn’t mean more work for you, it just means equipping them to do the right work. The upside for you is massive. Your event will evolve from a one-time activation to an extended revenue driver. Below are 12 ways to make that shift easy.
Note: Many times you’re not inclined to share full attendee and contact lists with your sponsors. These tips are all applicable for your sponsors that are not equipped with those tools.
12 Tips To Share with Your Event Sponsors
- Promote Their Presence on Their Website
Encourage sponsors to add the event to their homepage or Events page. Pro tip: provide a graphic or logo they can plug in without any design work. - Use Your Promo Kits
Tight, templated assets – think email blurbs, banners, logos, social posts – make it easy for sponsors to promote their presence and showcase your brand. - Add the Event to Email Signatures
It’s a low-effort, high-visibility way to reach the exact people they want onsite: customers and prospects they’re already emailing. - Share a “Local’s Guide” Blog Post
Help them frame content around the event. A “Top 10 Restaurants in [City]” blog is a soft entry into event promotion and gives them an excuse to post it, share it, and invite engagement. (This idea also works for “10 Landmarks to See” or “10 Tourist Attractions” in any given destination. But food talk almost never misses. 🙂 - Mention It in Newsletters
Encourage sponsors to include the event in customer and prospect newsletters. If your messaging helps position the event as a must-attend, they’re more likely to tie their presence to buyer interest. - Monitor the Event Hashtag and Event App
Coach them to track early chatter. Liking, commenting, and DM’ing prospects on social or in the warms the ground and starts conversations early. - Activate Email for Accounts in the Event Region
If an event is taking place in Boston, MA, it’s worth targeting accounts in the greater Boston area whether they are attending the event or not. Sponsors might attract local attendees to their booth or a meeting, or they might simply connect with key prospects or customers while they’re in town. - Use LinkedIn Ads
If budget allows, help them think beyond organic reach. Geography and title-targeted campaigns can put them in front of ICP (ideal customer profile) accounts they don’t already have in their own databases. - Make Meeting Booking Easy
Point everything (emails, ads, social posts) to a single call-to-action, whether it’s a Calendly page or a landing page. - Have a Compelling Offer
You’re looking out for your attendee experience and you have an opportunity to encourage real value for them here. Challenge your sponsors to create an incentive that aligns to business value: We’ve seen activations such as “Get a 15-minute lead gen audit” or “See how [Competitor] Stacks Up.” - Map VIPs and Prepare the Sales Team
The booth isn’t just about demos; it’s about influence. Ensure your sponsors plan for meaningful interactions with key decision-makers. - Use Registration Data to Adjust Strategy
When possible, offer aggregated registration insights, such as industries, seniority, job titles, session popularity, and content consumption to help sponsors tailor their outreach and on-site messaging. Give them enough to adapt, not just show up.
Sponsors don’t need or want micromanaging. And you don’t have the time. But they do appreciate tools, templates, ideas, and insights. Great events don’t just impress attendees. They drive business. And for your sponsors, business outcomes start long before the booth goes up.
Read Part 1: Beyond Booths and Badges: What Exhibitors Really Need from Your Event
