Creating a People Connector Sponsorship

January 31, 2014

Traci Browne

Owner, Red Cedar Marketing, auhor of "The Social Trade Show: Leveraging Social Media and Virtual Events"

One of the top three reasons people attend conferences and trade shows is to network. People want to get together with their peers and exchange ideas, make connections, find help, and sometimes even find a new job.

Organizers tend to see this networking need as fulfilled just because they bring thousands of people together in one place. They stick attendees in a convention center or hotel and say, “There you go, now network.”

The problem is even if you consider yourself an expert networker, it’s hard to find the right people to spark up conversations that help you achieve your goals.

Many attendees walk into the opening night parties not knowing anyone. They wander around for a half hour and then give up because they are just not making connections with the right people.

A study conducted by Paul Ingram and Michael W. Morris of Columbia University titled Do People Mix at Mixers? Structure, Homophily and the “Life of the Party” shows us that while people have the best intentions of meeting strangers, the results don’t quite match up with our desires. The study showed that guests at a mixer tend to spend time talking to the few other guests whom they already know well.

People need help meeting new people. The good news is the help is available, and the right sponsor can facilitate good connections.

In our first piece in this series I talked about how a good sponsorship solves attendees problems. A people connector sponsorship shows the sponsor really understands the needs of their customer when they are attending a conference or trade show.


The People Connector Bundle

This sponsorship could include many different components. Different components that when used together addresses the needs of first time attendees, introverts, extroverts and c-level executives.

Online and mobile matchmaking software

There are many fantastic tools available today at all different price points that shows and conferences could add to their attendees’ toolkits. Some examples are Bizzabo, ConnexMe,Topi and Pathable.

What makes these tools standout is their ability to make it easy for attendees to find appropriate matches based on their social networks, areas of interest, and job history.

They also allow the attendees to start reaching out weeks before the actual event. They can take an active role in achieving their networking goals instead of depending on serendipity in line at the bar.

Dinner Sign-ups

Exhibitor Show does a wonderful job connecting their attendees with their Dinner With Strangers program. This super low-tech idea is easy enough to implement for any type of event.

They hang up sign up sheets in a common area at their event where everyone is gathering naturally. All their attendees have to do is put their name down for one of the pre-reserved dinners and then show up at the restaurant.

All the organizer need do is book the reservation. This gives attendees a chance to meet 10-12 others over dinner. It also gives them an opportunity to try out area restaurants. No more reason to dine alone.

Special Targeted Events

First timer receptions are popular at many events. This gives attendees who likely don’t know anyone at an event the opportunity to meet a group of people and make new friends before the show event begins.

But what about those who’ve been going to the show for years and still want to meet up with other attendees who have expertise they are looking for, or problems similar to theirs?

You might have an event for CEOs, another event for CIOs of small colleges; another one for people going through transition, there is no limit to the number of groups you can connect.

You don’t need to throw expensive cocktail parties for each group either. It could be as easy as providing them an empty room at a specified time, in a sponsors booth after the show floor closes, at a customer site near the show’s location or even tables assigned by topic at lunch.

What a fantastic opportunity for a sponsor to sit in a room with a particular group and just listen to them discussing their challenges and what keeps them up at night. There’s some valuable market research right there.

Icebreakers

Icebreakers can be helpful at large events for people who are not comfortable striking up a conversation with strangers. Just make sure these activities are voluntary. Not everyone wants to play games.

It’s also a good practice, no matter what type of Icebreaker you choose, to keep things focused on business. Instead of having attendees spend the entire night talking about pets, hobbies and number of children, throw in some conversation starters that are business focused.

How to leverage this sponsorship

You’re going to want to market the bejeezus out of this sponsorship to ensure there is wide adoption. Both the show organizer and the sponsor should be working together to market this opportunity and the message should be consistent.

Create videos and tip sheets on how each networking component works. Don’t leave it to the attendees to figure everything out on their own. Especially if you are using tech tools.

Create an “attendee connect” kiosk at the show staffed by the sponsor’s employees to answer any questions attendees may have. You could show them how to use the networking app, how to play the icebreaker games, find a group they could join, and even sign up for dinners.

This kiosk could be in a central area of the show floor, in the sponsor’s booth or even better yet, in a common area that is open even when the show floor is closed.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact