How to get your delegates and sponsors to mingle

Imagine the scene: you have secured sponsors, their logos are everywhere, and eager salespeople with branded pens and lanyards are waiting. The curtain rises, delegates arrive, only to sprint past your eager exhibitors, seeking refuge in the catering haven. You brace for another round of awkward conversations. “Events don’t work, you just don’t get the engagement!”

The sponsorship-delegate engagement struggle is real. But before we throw in the towel, let us understand some of the reasons why it is difficult to talk.

Understanding the issues

We have been told from a young age not to talk to strangers or take sweets from them. Fast forward to an event hall, and it is full of strangers trying to lure you with treats. It is in our DNA to say no!

• Unwanted distraction - associations pour their heart into serving their members' causes, celebrating this excellent work at the annual conference. However, some see sponsorship as a cheapening distraction, fearing it dilutes the valuable content. This mindset creates a barrier to mutually beneficial partnerships.
• Attracting senior audiences is tough - they value their time and expect curated experiences at events. The thought of enthusiastic ill-targeted approaches feels like time-wasting, pushing them further away. They seek genuine solutions, not just a sales barrage.
  
  

Shifting the mindset for delegates

As members, delegates understand the association's mission and support its purpose. Many are business owners themselves and appreciate the need to balance the books. Throughout the year, weave in messaging about how events and fees contribute to this goal.

• Spell out the benefits they receive: affordable fees, top-notch speakers, venues, catering, and networking opportunities.
• Highlight how these contribute to the association's impact and value for all members, ultimately keeping event costs subsidised.
• Reframing the sponsor experience. The "sponsor/exhibitor" label often gets perceived as a sideshow, adding little value to the content delegates seek. But remember, Saturday night TV relies on ads. Embrace the commercial element and shift the narrative. Ditch the outdated terms and reframe them as industry experts, knowledge partners, and solution providers.
• Position these commercial partners as having seen the problems delegates face countless times. They offer real-life experience and solutions that can truly benefit attendees. By showcasing them as valuable resources to elevate their perception, it aligns them as an integral part of the event.
  
  

How to integrate sponsors seamlessly

Create opportunities for sponsors to showcase their expertise in approachable ways. Forget lengthy sales pitches that send delegates diving to check work emails.

• Embrace the short & sweet - leverage the popularity of social media "reels" with short, engaging sessions scattered throughout the event.
• Set up "campfire" or "micro" stages near catering spots for bite-sized presentations during breaks.
• A facilitator can ask key questions that highlight the core offering and its problem-solving potential.
• Let stories sell - pre-arrange compelling case studies with sponsors. Keep it brief (10-15 minutes) with a solution provider and their customer interviewed by a conference producer. Uncover the problem, process, and solution, then record, transcribe, and share it on social media for wider reach.
• Use your goldmine of registration data - it tells you who has problems that need solving. Encourage delegates to connect with solution providers through playful methods like gamified scavenger hunts in the exhibition hall or to gather over targeted topic tables over lunch.
  
  

Final word

Turning the sea of "no thanks" into enthusiastic engagement can seem daunting. But remember, sponsors are not just strangers offering sweets. They are industry experts, knowledge partners, and solution providers waiting to connect. So with a few strategic shifts, you can create an event where delegates and sponsors thrive together.

Source: AMI