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10 effective ways to retain your event sponsors

Ways to retain your event sponsors

Research shows that the second highest challenge in organising conferences and corporate events is securing sponsors (Source; The State of Conferences and Corporate Events in 2018: Challenges and Trends – Eventbrite). But, would that be so much of a challenge if businesses did more to nurture and retain existing sponsors in the first place?

To ease the struggle, organisers need to do everything they can to keep their sponsors and ensure that their events offer them real value.

According to vice president of Goodwin Group PR JoJo Gutfarb –

“Following up with sponsors after the event is where a lot of people struggle, communicating the wins and losses with them is a critical part of the relationship.”

(Source; Best Practices to renew and upgrade event sponsors – Eventbrite).

Though the biggest challenges in event planning are finding and securing sponsors, event professionals marginally agree that measuring and evaluating ROI are more difficult. Suggesting that organisers aren’t just struggling with one aspect of event sponsorship but with the entire process. (Source; Essential guides: Sponsorship for events – Eventbrite)

Now don’t get us wrong, we know even with masses of effort, retaining sponsors for events can be a difficult process. But with real value measured and demonstrated, it should be a lot smoother. Sponsorship is a partnership between your company and your sponsors so, show them that and build a lasting business relationship from the get go.

Here are 10 tips to keep your sponsors coming back for more:

1. Be absolutely clear about what you can and can’t offer.

Honesty is the best policy and your future self will thank you for it. Failure to deliver or overpromising will leave a very sour taste in your sponsors mouth and will diminish any chance of winning future sponsorship.

2. Know your event attendees inside out

Delve deep into understanding why people are attending your event and the issues they might be having. You can then align it to your sponsors’ products or services and how they can help them with their pain points. This presents great value to not only your sponsors but also your attendees.

3. Give them the right data

Can you provide attendee info such as demographics, industries, job titles? If so, do it. The deciding factor for them will be whether your event will enable them to meet potential clients.

4.Provide sponsors with options

Giving them options to choose from in terms of the assets in your sponsorship packages is a nice touch. You may even want to create bespoke ones – let them know this is an option for them to tailor/customise their package.

5. Enhance their exhibition presence

Offering them an exhibiting opportunity that is unlike any other, shows that you care about their representation and presence at your event. Avoid, giving sponsors the options of dated shell schemes and space only. You want to help them show your audience that they are ahead of the game and ready for business. Give them clean, uniform and professional stand options with high impact graphics that support their branding and messaging. It won’t go unnoticed.

6. Offer a hassle-free experience

Give them a hassle-free solution that helps them to successfully target their key target audience. Conference Expo’s turn-key package offers sponsors a hassle-free “turn up and go” service, so they don’t have to drag their stands across the country or add cost by booking staff accommodation to set up early.

7. Supply dedicated support

Though you’re busy focussing on running your event, remember that it’s your sponsors event too. They’ve invested in it and need to reap the rewards. Offering them dedicated support throughout maintains their satisfaction and enhances their experience so they will continue doing business with you. Conference Expo’s dedicated project manager alleviates all exhibition related pressures and support sponsors from start to finish.

8. Overdeliver where you can

Go over and beyond. Give them complimentary assets whether that’s an extra email to your database or more tweets. Go the extra mile.

9. Stay in touch & follow up post event

Getting in touch with sponsors 6 months down the line to re-sell sponsorship is a no-no. Firstly, 2 weeks after the event you need to set up a de-brief meeting to share results and analyse. Sponsors are extremely results-driven and want to see the fruits of their labour and if they’ve put their money to good use. Take the time to create a sponsorship fulfilment report. This should include:
  • An introduction/executive summary – this is a summary of the event and overview of results and findings. You should also add any recommendations for future events
  • Audience metrics – This will include total numbers, demographics, job titles and responses (from your post show survey). Collating these statistics will help entice show sponsors in future
  • Sponsorship type – the sponsorship type/level
  • Top 3 sponsor objectives – as outlined by your sponsors pre-event
  • Information of any media/PR coverage you provided
  • On site exposure analysis – Any promotion that included your sponsors’ brand at the event.
  • Offsite exposure analysis – Any collateral used to promote the event and partnerships such as posters, newsletters, social posts, mailings and the event website
  • Onsite media – any images that show the sponsors’ logo in clear view or show sponsors engaging with target prospects
  • Outcomes/Results
  • Thank your Sponsors and ask for feedback
*Keep in mind to also document, if you overdelivered, how you did so. This also goes for where you did not deliver, address it straight away and show them how you made up for it elsewhere.

10. Continue to show support beyond the agreement

Use social media to engage and support sponsors. Share, like and tweet. Helping to share your sponsor’s content will show them that there is a genuine interest in their business and in forming a long-term partnership.

If you’re exploring ways to offer your sponsors more than just the ordinary. Speak to us on 0800 028 7580 and discover why conference planners love Conference Expo

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Conference Expo is a prescribed exhibition stand package available to conference organisers holding events with 5-75 exhibiting sponsors. Our stand packages offer far reaching benefits for organisers and sponsors alike and focus on cost savings, enhanced presentation, integrated technology, convenience, time saving and value.

With a uniform and professional look, open format to encourage networking and a fully project managed service from us, this turnkey solution takes the stress away to let you focus on the most important aspects of organising your event.

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