Many associations book their event venues several years in advance. While this may garner preferable event dates and locations, it can be difficult to account for growth – especially if it’s sudden or unexpected.
At AH, our Industry Relations (IR) Managers are charged with driving exhibit and sponsorship revenue. Recently one of AH’s client partners sold out their exhibit hall within three weeks of its prospectus being released! While this was a terrific accomplishment and a testament to the event’s success, it did pose a challenge. Companies that normally had a physical presence year after year were suddenly left without a space in the hall. To ensure that revenue wasn’t lost, IR implemented several experiential sponsorships that created a win-win for both the sponsors and the association.
Headshot Studio – Placed directly outside the exhibit hall, this opportunity allowed the sponsor to have the physical presence they would have had in the hall while also providing an attention-getting service to attendees. The sponsor’s representatives could chat with participants while they were reserving their appointments. A lead capture element was included to help bolster the sponsor’s ROI.
Charging Lounge – Unlike traditional charging kiosks, this branded station provided a dedicated area for attendees to get off their feet for a few minutes, network, and catch on up emails—all while conveniently receiving a power boost. The sponsor made the most of the opportunity by positioning a retractable banner in the lounge along with promotional literature. A monitor displayed a custom promotional video on loop.
Wellness Lounge – With many organizations citing wellness as one of their core values, a Wellness Lounge is a great way to tie into corporate responsibility. Again, this sponsorship provided a physical footprint outside the exhibit hall. The semi-private area included two massage chairs and therapists. Attendees were able to sign up for a 15-minute massage and refresh themselves with a bottle of flavored water. Retractable banners allowed the sponsor to promote their services while also highlighting their commitment to wellness.
AH is proud that our Industry Relations managers saved the day by discussing innovative options and partnership goals with the sponsors, ultimately helping the association exceed its revenue goals for the event.
