Lessons from eCommerce on How to Sell More Event Sponsorship

Jun 24, 2024

If you’ve never used an ecommerce platform for your event before, it can feel a little daunting. 

Many event organisers are used to selling on an account-based model and are sometimes unsure of how the experience will be received by their exhibitors, what to include in their event shop, and ultimately, what the scale of the opportunity really is.

The benefits of using an ecommerce platform to sell event sponsorship are huge, namely:

  • Stress-free experience for exhibitors: Removing the barriers of completing additional information or forms.

  • Scalable: Grow your sponsorship inventory, add entry-value opportunities, and build year-on-year.

  • Monies collected upfront: No need for accounts payable to chase for payment. 

  • Additional revenue stream without the need for additional resources: Your ecommerce platform can do the selling for you. 

  • Streamlined sponsorship delivery process: If automation is set up correctly, essential delivery information can be collected and distributed amongst the event team quickly and without the need for manual administration.

  • A better look & feel to your show: Additional banners, floor tiles, lighting, catering all helps to improve your attendee experience and can be a game changer in leveling up your show floor. 

At FFAIR, we've supported event organisers who have never used an ecommerce platform into ones who now have it as a central part of their sponsorship strategy in less than a year.

Here is our guide to the top 10 things to consider when implementing an eCommerce strategy for selling event sponsorship:

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  1. Clearly Define Your Sponsorship Packages and Sponsorship Add-Ons

Be clear with details about what each package offers so exhibitors are aware of what’s already included and what is additional to their needs. Make this information accessible to every member of their exhibit team. Remember, the original event booking may not have been made by the person responsible for delivering the stand.

  1. Get Creative with Your Event Sponsorship Offering

Whether it's branding opportunities, speaking slots, additional exhibition space, email banners, show guide adverts, or pre-event marketing e-blasts, the world is your oyster. We recommend that event organisers include a variety of differently valued items in their inventory to make sponsorship investment accessible to all your exhibitors.

3. Only Use Quality Visuals and Descriptions

Remember this is your event’s online store and you have a keen customer who is in purchasing mode. Investing time in compelling product descriptions, highlighting the specific benefits and appealing imagery can significantly increase conversions.

4. Transparent Pricing and Availability

Display pricing for each sponsorship item clearly and highlight any additional items that maybe required. An additional screen for example, may require an HDMI cable or stand.  Hidden costs can be a real frustration for the buyer and put them off purchasing in the future. Remember indicating availability (e.g., “Only 8 floor tiles remaining”) can create a sense of urgency. 

5. Streamline the Purchase Process

Simplify the purchasing process to make it as user-friendly and barrier-free as possible. Ensure that sponsors can easily select, customise (if applicable), and purchase their options. Additionally, making your ecommerce site an 'opt-out' option for exhibitors can encourage them to visit the shop in the first place.

6. Leverage Data and Analytics

Use analytics to track the performance of your sponsorship page. Understand which exhibitors have visited your ecommerce site, which have yet to login. Be proactive in following up with unengaged exhibitors and gather insights to improve the user experience and sales process.

10. Excellent Customer Support is Key to Success

Ensure there is a dedicated member of your team available to answer questions and assist sponsors through the purchasing process. Live chat, phone support, and prompt email responses can significantly enhance the sponsor experience and eliminate any final barriers to closing the sale.

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In summary, setting up an ecommerce sponsorship sales process requires a new way of thinking for event organsiers who are experienced in selling directly to their customers. However, it can be hugely rewarding on both your event P&L and on your show floor in a relatively short space of time. 


Want to hear how event organisers have significantly improved their sponsorship sales with FFAIR? Book a conversation with our CEO, Adam Jones