What Do Sponsors Really Want?

Every event prof has been through the process of trying to get sponsors. At the peak of your event season it can be a hassle trying to find and convince sponsors to be apart of your event. It’s easy to think about what needs your event has, but if you want to start landing the right sponsorships then it’s time to start thinking about what sponsors need.

Event sponsorships should be a win-win situation for all parties involved. Before you spend time trying to convince a sponsor to invest in your event, read up on what sponsors really want:

Brand Awareness

Brand awareness is a big reason why sponsors want to help your event. Nothing gets a company name out there like sponsoring an event with the same target audience. Sponsoring an event means having your company name on marketing materials, swag, and much more. It’s a great way for sponsors to get right in front of their core audience. It’s also efficient for being introduced to a new audience.

Lead Gen

Sure brand awareness is important, but nothing beats getting a monetary return on an investment. That is why lead gen has become so important to many sponsors. In fact, 50% of sponsors say their primary reason for supporting events is for lead gen. The fact is that more leads means more sales. Now that’s a win-win.

Beat Competition

Sponsoring an event shows a company’s drive and initiative, a key part in staying ahead of their competition. Sponsoring an event gets a company’s product right into the hands of their target customers vs. just running traditional marketing.

Event Reports & Analytics You Need

Did you know that 35% of marketers look at revenue generated to measure event success? While revenue is important, the fact is that an event has many moving parts working together to make that revenue and it’s wise to track the success of each of those parts to make sure your event is a well-oiled machine.

However, the reporting side of events can be difficult and frustrating for event profs. Event profs are busy enough as it is and they don’t have time to track all of the analytics they need. This lack of reporting and tracking can affect sponsorships, grants, and budget. This is where event reports come in handy, and no event management platform does reporting better than Event Master.

With Event Master, event profs get access to several detailed reports to help them analyze their event’s overall performance. These include:

Ticket & Product Finance

All data relating to sales (breakouts of subtotals, service fees, tax, etc) by date, by product, etc. How many tickets and correlating revenue came through all different ticket types.

Ticket & Product Redemption

Real time reporting of tickets as they are checked-in to the event. As the event occurs, you can watch and see which types of tickets are checking in, etc. Of course after the event, all this data is available to you.

Sales Trends

You can look at sales over the last few days, weeks, months, to determine where spikes or lulls were. You can also measure sales trends against previous events- for example, two weeks before this same event last year, we had X tickets sold and $XX, compared to this year’s event two weeks before.

Event Goals

You can set goals (# of tickets sold by ticket type, or $ of revenue earned by ticket type, etc) and be notified when they are reached.

Marketing Channels

You can build campaign codes to use for various digital campaigns. You can then see if more sales are coming through Google vs Facebook, for example, or which type of campaign or ad is performing better, etc. You can see which campaign codes are driving XX tickets and $XX in revenue, etc. You can also see the same data for all promo codes.

Product Vouchers/Comped Tickets

Of course each event needs to know how many free tickets they provided. You can see all data relating to free tickets- how many were given, how many checked in day of, etc.

Vendor/Exhibitor Booth Sales

All data relating to exhibit sales (breakouts of subtotals, service fees, tax, etc) by date, by product, etc. How many exhibit spaces sold and correlating revenue.

Detailed reporting can drastically impact your event, but don’t take our word for it.

“Using Spingo’s program we have captured valuable purchaser information which helps us secure tourism grant funds for the next year’s rodeo” said Cindy from Bit N’ Spur Rodeo. “We have increased the amount of grant money due to the data we now have available.”

Expos: 9 Practical Ways to Turn Leads Into Sales

When you attend a trade show, one of your main objectives for attending is to generate quality leads for your sales team. However, did you know that just 6% of marketers believe their company converts trade show leads into customer business extremely well? For how much time, thought, and effort goes into planning booths and exhibits at trade shows, that number is extremely low for the confidence that marketers have in converting leads into sales.

Having worked with thousands of events, we have noticed firsthand that exhibitors struggle with converting leads into sales. We have a few proven techniques that will help you optimize your leads at your next trade show event.

This solution will work, but it will require work and effort on your part to implement these strategies into your own work.

Before the event:

1. Have a clear objective in mind

Know your goal before you show up at the expo. It doesn’t matter what your goal is, but know that you should have one clear, concise goal that each member of your team attending the show can repeat from memory.

2. Create an email drip campaign

Surprised to see this on the list in the “Before the event” section? You shouldn’t be. Before you take off for the expo, create an email drip campaign that aligns with your goal. If you write the content before you go, you can simply plug in the leads that you gather and have consistent messaging across the whole trade show experience.

3. Create free content of value

As a part of your trade show planning meeting, decide on a valuable offering that you can send your leads for free.

First of all, this will help you collect their contact information in the first place since you have an enticing offer for them. Secondly, it will help you build rapport and goodwill with prospective clients since people love receiving content of value for free. And finally, it is a natural way to follow up with your leads. You can start your conversation up where you left it and check in to make sure the info you sent them makes sense.

Once again, this content should align with your main objective. You may already have some content like this built out that you can use, or if you don’t you can take the time to build compelling content. This could be an ebook, industry-specific calendar, report, scorecard, industry comparison, or any other content that makes sense for your audience. At the event:

4. Collect digital info

We live in a world where physical paper sheets are a seriously endangered species. Many people still carry business cards around with them at trade shows, but you will find that many of the attendees don’t carry business cards anymore.

If possible, use the QR codes from their name badges to simple scan onto your phone. All you need is a QR code scanning app and you can collect their information. When the event is over, you can simply upload the excel sheet into your email system and start emailing your new leads.

Not only will this help you capture more leads, but it will save you a lot of time and help you reach your contacts fast. If the event you are exhibiting at doesn’t use QR codes, reach out to the event producer and ask them to include this functionality at future events so you can easily capture and contact leads.

5. Set up a call on the spot

Don’t wait until after the show to send an email asking when your new lead can talk. Instead, set up calls on the spot. This is easier if you have the right tools in place. You can use tools like Calendly, Doodle, or Cirrus Insight to easily set appointments on the spot.

The meeting should automatically be added to their calendar with any of these tools and will help you keep appointments better. Have one of your team members there to walk them through the process and correctly set up a date and time when they can meet.

6. Email contacts that night

If you aren’t able to schedule a call on the spot, reach out to your contacts that very same day. The longer you wait to reach out to your contacts, the less likely they will be to respond to your outreach.

As you get more sales calls scheduled, you’ll see a greater ROI from trade shows.

After the event:

7. Make your trade show leads a priority

Make it clear to your sales and marketing teams that the leads you collected from the tradeshow take priority over other leads coming in. Set the expectation that they will be contacting these leads and building relationships with them.

8. Send out a care package

Determine the top leads that you would like to close and send them a package in the mail. People enjoy getting mail and a clever, yet useful package will help keep you top of mind.

9. Warm cold leads

Sometimes leads don’t convert right away. It’s a fact of life. But just because a lead doesn’t convert right now, doesn’t mean they aren’t interested in your product. To make sure you are getting the most out of your leads, immediately add them to your drip campaign to keep constant contact with them.

You can also enlist the services of companies like Aktify to warm your cold leads. They will help you find the leads that are still interested in your product and help you close the leads that you thought were lost.

If you follow these nine steps, you will see more leads turn into sales from your expo lead gen list.

20 Powerful Stats on the Value of Trade Shows and Expos

In 2018 the value of expos and tradeshows is still strong. In fact, 99% of exhibitors find unique value delivered by trade shows which are not provided by other marketing channels. Trade shows give exhibitors and attendees the chance to talk face-to-face, an increasingly difficult struggle in the era of video communication, emails, and text messages. Trade shows and expos lead to more conversations, more leads, and more sales than other marketing events. Because of that, we wanted to share with you some powerful stats that help you visualize the impact of your events.

We’ve compiled a list of 21 powerful stats that you can use to plan your upcoming expo while also convincing exhibitors and attendees of the importance of attending your next expo.

Why exhibitors attend trade shows and expos:

1. 88% participate in trade shows to raise awareness of the company and its brand.

Trade shows and expos provide a great way to get your name out and let a very niche audience know about your brand.

2. 72% participate to get leads from new buyers and prospects.

Exhibitors expect to meet new clients and get sales by attending an expo.

3. 65% attend to see current clients – it is harder to get face to face time with clients.

Exhibitors are having a harder time getting face-to-face time with their clients, and trade shows provide a way to reestablish the relationship.

4. The top 3 sales-related objectives at trade shows are related to relationship management and engagement.

Above all else, exhibitors want to meet with existing customers, key customers, and prospective customers.

Value of Trade Shows:

5. The cost of a face-to-face meeting with a prospect at a tradeshow is $142. The cost of a face-to-face meeting at a prospect’s office is $259.

By displaying at an expo, you find a much more cost effective way to have face-to-face conversations with potential prospects.

6. 92% of tradeshow attendees come to see and learn about what’s new in products and services.

Expos and trade shows are a perfect opportunity to highlight the new products, services, or technology you offer. And by doing so, you will meet your attendees expectations at the expo.

7. 77% of executive decision makers found at least one new supplier at the last show they attended.

Expos do create new business opportunities for exhibitors. If you are sitting on the fence about attending an expo because you’re not sure if it is worth it, remember that your competitors will be closing the deals that you could have been closing.

8. 45% of attendees visit only one exhibition per year.

When you exhibit at a show, you will find new prospects that you wouldn’t find at any other show.

9. 51% of trade show attendees requested that a sales representative visit their company after the show.

People are finding valuable solutions by attending trade shows and if you aren’t attending, you are missing opportunities of closing big deals.

10. 87% of exhibitors rate exhibitions as highly valuable for achieving business sector promotions.

Exhibitors are having overall positive experiences at trade shows.

Prospect Building:

11. 90% of expo attendees have not met face-to-face with any companies exhibiting at the show in the 12 months prior to the event.

Trade shows provide a great opportunity to network and build relationships with current clients and potential prospects.

12. Over 50% of the expo attendees are there for the first time.

With so many new people are attending expos each year, it is worth attending trade shows every year to meet prospective clients who did not attend last years show.

13. 67% of all attendees represent a new prospect and potential customer for exhibiting companies.

2 of 3 attendees don’t currently use the product or service of the exhibiting company.

14. 81% of trade show attendees have buying authority.

4 out of 5 people walking through the show are potential customers for exhibitors.

15. The average attendee spends 8.3 hours viewing trade show exhibits at an exhibition.

You have plenty of time to network and make connections at the event. Attract attendees to your booth that will attract attendees to your booth such as visual representations.

Trade Show Concerns:

16. Just 6% of marketers believe their company converts trade show leads, contacts and conversations into customer business extremely well.

Plan networking opportunities into your expo outside of the show floor to increase the chance for building relationships. Use event software that digitally tracks leads through QR codes instead of risking losing paper business cards.

Attendee Experience:

17. The #1 reason for attending (not exhibiting) trade shows is to see new products. 92% of trade show attendees say they are looking for new products.

This has been the number one reason to attend expos and trade shows for over 25 years.

18. Only 34% of attendees said they were very satisfied with their experience at exhibitions they visited.

Attendees provide value for exhibitors and vice versa. Plan activities outside of the exhibitor floor time that provide extra value to attendees. Also provide them with contact information for all exhibitors so they can research the exhibitors they didn’t get a chance to meet in person.

19. Leading reasons why marketers felt disappointed with attending major trade shows worldwide as of May 2017:

45% Cost of attendance

45% Not getting the right spot on the conference floor

36% Low-value leads

36% Wrong speaking slots

27% Company booth was overshadowed by bigger players

20. 56% of trade show attendees travel more than 400 miles to attend an exhibition.

Transportation costs are important to both exhibitors transporting their booths to trade shows, and attendees traveling to meeting sites. If you can help them reduce their travel costs by getting a hotel discount, you can help increase the attendance at your expo.



Center for Exhibition Industry Research (CEIR)


CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget

CEIR Report ACRR 1152.12

Skyline Exhibits market research

CMO Council & E2MA, 2013

Exhibit Surveys, Inc.

CEIR Changing Environment Study

CEIR: The Role and Value of Face to Face