Case Study: Growing Sponsorship & Exhibitor Value
The Challenge
For years, this client’s goal for their conference was simple: break even. The event was never intended to be a revenue driver, so as long as costs were covered, they considered it a success.
Before we stepped in, the sponsorship program was limited and transactional. Most partners were offered the same $3,000 package with a handful of logo placements or naming rights. The exhibitor program was small and secondary to the conference itself.
The client didn’t raise concerns or ask for change—they expected us to repeat what had been done before. But they were open-minded and willing to try something new. That openness gave us the opportunity to reimagine the entire sponsorship and exhibitor strategy.
The Approach
We began by analyzing their existing base of sponsors and exhibitors. Then, together with the client’s committee members, we researched similar conferences, identifying companies that were actively supporting events in the same space. This allowed us to expand the original pool of 24 potential sponsors and exhibitors to 89 active prospects, plus 115 more identified for future outreach.
Next, we revamped the sponsorship prospectus, making it far more insightful by clearly articulating who would attend the event and the value sponsors could expect.
Instead of offering cookie-cutter packages, we conducted one-on-one calls with every sponsor to design custom opportunities that aligned with their business goals:
- Thought leadership → speaking or panel opportunities.
- Lead generation → curated ways to connect directly with attendees.
- Brand awareness → high-impact visual activations throughout the event.
To ensure accountability, we introduced formal contracts for the first time. These weren’t heavy, legalistic documents—they were clear, straightforward agreements that laid out expectations on both sides. This step helped sponsors take the event more seriously while protecting the client.
While the process was manual in 2024, we’ve since streamlined our systems so the program can scale more efficiently year over year.
Exhibitor Growth & Engagement
Our strategy also focused on elevating the exhibitor experience.
- Bingo Card activity: Attendees visited exhibitor booths to complete their cards, with the incentive of winning high-value prizes: a free registration for the 2026 event, an Apple product, and a Garmin watch. The strong prizes ensured active participation, and overall the activity was well-loved by attendees. While some exhibitors voiced concerns about “manufactured engagement,” without such activities many would have struggled for visibility.
- Integrated exhibitor space: All meals and both receptions were served in the exhibitor area, ensuring attendees passed through multiple times each day.
- Deeper integration: Each exhibitor received one conference pass, allowing them to attend sessions and build relationships with attendees outside the booth environment.
These changes gave exhibitors more meaningful opportunities to connect, while also enhancing the attendee experience.
The Results
- Sponsorship revenue: Grew from $61,867 (2022) to $91,250 (2024) with fewer sponsors but higher average spend (+47%).
- In-kind contributions: Added three valued at $30,935.
- Prospect pipeline: Expanded from 24 to 89 active prospects, with 115 more identified for future outreach.
- Exhibitors: Increased from 9 (2022) to 21 (2024), with improved pricing structure.
- Engagement: Booth traffic and attendee interactions rose dramatically thanks to the Bingo Card and integrated meal/reception strategy.
- Profitability: The event didn’t just break even—it generated a $100,000 profit.
The Impact
Feedback from both sponsors and exhibitors was largely positive. The increase in price was not a barrier because added value and custom opportunities matched each partner’s budget and goals. The client was extremely pleased—not only with the income results but also with the strengthened sponsor and exhibitor relationships.
One sponsor, for example, invested in a room naming sponsorship. We strategically placed them at the first breakout room near registration, with large branded towers outside the door. Their activation not only looked amazing and gained multiple impressions per day, but it also caught the attention of other sponsors—who openly commented (and envied) the exposure they received.
Formal contracts, while initially resisted, proved their worth. They gave both sides clarity and protection, with the kind of reassurance that feels unnecessary—until something goes wrong.
Looking ahead, we’re building on lessons learned:
- Cancellation policies to prevent last-minute exhibitor losses.
- A hybrid sponsorship model, where standard packages can be purchased directly via the registration platform, while custom opportunities are still available through one-on-one consultation.
The biggest win? Moving beyond a break-even mindset to create a sponsorship and exhibitor program that drives profit, strengthens partnerships, and delivers richer attendee experiences.