Exhibitors and sponsors play a central role in the success of association meetings and scientific congresses. Beyond financial support, they provide industry knowledge, innovation, and real-world solutions that enrich attendee learning and engagement. When sponsors feel valued and supported, participation increases, partnerships strengthen, and long-term event sustainability improves.
Why Exhibitor and Sponsor Experience Matters More Than Ever
However, many associations and PCOs face operational challenges when managing sponsor relationships — from inconsistent communication to fragmented workflows and unclear performance metrics. As expectations rise and hybrid formats become more common, optimizing exhibitor and sponsor management is no longer optional. It is key to improving satisfaction, increasing renewals, and enhancing the professional reputation of your event.
Our guide offers a structured approach to strengthen sponsor engagement before, during, and after your meeting. To make the process even easier, we’ve included a downloadable checklist at the end (timeline included!) that you can use for future meetings.
Common Exhibitor Management Challenges
Sponsor needs continue to expand as events evolve. Some frequent setbacks include:
Information Delays
- Sponsors receiving key documents and timelines too close to the event.
- Uncertainty around branding deadlines, booth requirements, or shipping schedules.
- Last-minute updates causing internal operational strain.
Missed Deadlines
- Lack of shared project timelines and deliverable trackers.
- No automated reminders or assigned responsibilities.
- Difficulty managing multiple sponsorship tiers and entitlements.
Limited Visibility
- Inconsistent application of sponsor benefits across digital and onsite touchpoints.
- Insufficient signage, promotion, or content integration.
- Challenges showcasing virtual sponsors during hybrid events.
Unclear ROI
- Limited reporting dashboards or manual data collection.
- Gaps in tracking onsite traffic, lead capture, and digital engagement.
- Delayed delivery of performance reports.
Communication Fragmentation
- Sponsors interacting with multiple team members or vendors.
- Information scattered across email, spreadsheets, and PDFs.
- Lack of central access to instructions, submissions, and support.
When these issues accumulate, sponsors may struggle to justify continued investment. Well-defined processes and supportive technology can eliminate these operational headaches and foster long-lasting partnerships.
Key Strategies to Keep Sponsors Happy and Organized
1. Provide a Centralized Exhibitor Portal
A centralized exhibitor portal removes complexity and ensures every sponsor has the tools and information needed to participate confidently.
Key functionalities include:
- Secure access to event guidelines, branding specs, and deadlines.
- File upload areas for logos, banners, video content, company profiles.
- Clear overview of deliverables and submission status.
- Booth or sponsorship package details and floorplan information.
- Access to support documentation and helpdesk contact info.
Platforms like cOASIS allow organizers to automate reminders, validate submissions, and reduce manual communication. As a result, organizers save time and sponsors experience a more professional and efficient process.
2. Offer Clear Timelines and Checklists
A detailed exhibitor onboarding kit helps sponsors prepare effectively and minimizes follow-up questions. Include:
- Email welcome pack with instructions and key dates.
- Sponsor checklist (branding materials, deadlines, logistics tasks).
- File specifications for print, web, and mobile assets.
- Shipping and logistics instructions for booth materials.
- Access and badge information.
- Health & safety regulations and onsite service contacts.
Make these resources available digitally and clearly highlight critical deadlines. A structured process sets expectations and reduces friction for both teams.
3. Ensure Strong Pre-Event Communications
Consistent, proactive communication builds trust and keeps sponsors engaged. Recommended touchpoints:
- Welcome briefing email with key steps and tools.
- Live onboarding webinar or Q&A session.
- Dedicated sponsor contact or account manager.
- Regular progress updates and automatic reminders.
- Message templates to guide sponsors through each phase.
Clear communication reduces time spent answering repetitive questions and ensures sponsors are informed, prepared, and confident.
4. Maximize Visibility Across Formats
Sponsors measure value by reach, engagement, and influence. Provide diverse options that reflect modern attendee behavior.
Opportunities can include:
- Onsite booth presence and digital exhibitor listing.
- Sponsored conference sessions, symposia, or workshops.
- Push notifications inside the event app.
- Video spotlights or product demos.
- Event website banners & newsletter mentions.
- Branding in session livestreams and recordings.
- Inclusion in printed programs and onsite signage.
- Participation in networking programs or matchmaking tools.
Offering integrated multi-channel exposure helps sponsors maximize ROI and ensures attendees can easily discover them.
5. Deliver Real-Time Metrics for Post-Event Reports
Sponsors expect measurable outcomes. Use event tech to capture and report:
- Booth and exhibitor page visits.
- Content views and downloads.
- Dwell time and lead interactions.
- Session attendance reports for sponsored content.
- Click-through rates from emails and digital banners.
- Lead capture data from onsite scanners or digital forms.
- Social and engagement data from event platforms.
Provide reports quickly after the event, along with insight-driven recommendations for improving next year’s results.
6. Streamline Onsite Logistics
Strong onsite operations directly impact sponsor satisfaction. Plan for:
- Efficient booth installation and dismantling schedules.
- Access to reliable Wi-Fi and power.
- Clear exhibitor hall signage and wayfinding.
- Assigned support staff during peak setup hours.
- Smooth badge pick-up and materials delivery.
- Technical support for AV and digital displays.
When execution is smooth, sponsors can focus on attendee engagement rather than operational issues.
7. Build in Value with Sponsorship Tiers
Modern sponsors prefer customizable options aligned to their goals. Include:
- Tiered sponsor packages with clear benefits.
- A la carte upgrades (speaking opportunities, app promotion, webinar slots).
- Targeted sponsorships (scientific sessions, networking lounges, charging stations).
- Virtual-only and hybrid-ready packages.
- Data or analytics-enhanced premium tiers.
Flexible programs help attract more diverse partners and increase upsell opportunities.
8. Best Tools for Managing Exhibitor Workflows
Your event platform should simplify planning, communication, and reporting — not add more work. Look for:
- Sponsor dashboards and submission portals.
- Lead capture tools and analytics dashboards.
- Automated notifications and deadline reminders.
- Exhibitor directory and matchmaking features.
- Mobile event app integration.
- Hybrid-ready exhibitor profiles and chat options.
Solutions like cOASIS bring exhibitor management, content uploads, engagement data, and reporting into a centralized workflow.
9. Bonus Tips for Hybrid Sponsors
Hybrid events require intentional design to ensure balanced visibility. Provide:
- Virtual booths with live chat or scheduled demos.
- Interactive features (polls, quizzes, surveys).
- Pre-event sponsor content in the app or website.
- Digital product libraries and downloadable brochures.
- Sponsored push notifications or virtual banners.
- On-demand session access for wider lead generation.
When executed well, hybrid exposure broadens audience reach and increases sponsor value.
10. Build Long-Term Sponsor Relationships
Post-event relationship management is the key to building loyalty and future growth. Best practices include:
- Send reports within a defined timeframe.
- Request structured feedback via survey or debrief call.
- Offer renewal incentives and multi-year package options.
- Share post-conference marketing materials and audience insights.
- Maintain regular communication leading up to next year’s event.
Sponsors should feel like valued partners, not one-time transactions.
Let Technology Simplify Sponsor Success
Managing exhibitors and sponsors doesn’t have to be overwhelming. With the right strategies and tools—like cOASIS—you can centralize workflows, enhance communication, and deliver real value. By streamlining onboarding, logistics, and ROI reporting, you create a win-win environment where sponsors thrive and your event shines.
To make the process easier, we’ve prepared a free guide that you can download here and effectively manage sponsors and exhibitors for your next meeting.
Want to learn more about our exhibitor management tool? Read more here or book a free demo to discuss your specific needs.
