VISUAL BRAND INTEGRATION IS BECOMING MORE SOPHISTICATED Even traditional sponsorship elements—think logos and banners—are seeing changes today. Eisenberg says subtlety is becoming the vibe you’re after. “You want to weave your brand into the aesthetic. You don’t want to just be there at an event, sticking out like a sore thumb.” Rather than plunking down a one-off sponsor booth at an event, says Eisenberg, planners should incorporate brands at events end-to-end. You might slightly revamp a sponsor’s logo, she says, then have it “integrated into the decor a little bit. Then we could create a drink, like a branded beverage, which people love to get their name on.” Branding could also be incorporated on other elements, like photo booths and giveaways, she says. REACH CAN BE AMPLIFIED WITH TECHNOLOGY AND DIGITAL SPACES Technology is another way to enhance engagement, says Eisenberg, including using AI to personalize offerings. She gives photo booths as an example, saying attendees still love them. “The attendee gets an experience and they walk away with something. And the sponsor puts their brand on it.” In addition, sponsors get valuable data, Eisenberg adds, noting that attendees typically share contact information to receive their photos or videos. Good to Know Social media, too, can help event professionals expand the reach of their sponsorship efforts. With the 2025 CanSPEP conference, Blyth says she had a volunteer managing social media before, during and after. “Kudos to her for getting all that captured and translated into great social media posts.” INCORPORATING VALUES AND DELIVERING AUTHENTIC CONNECTION IS THE GOAL Finally, close collaborations between event organizers and brands can help elevate sponsorship, says Eisenberg. “If [as a sponsor] you are representing what the event has to offer, and you’re trying to blend in, it becomes a more authentic experience.” For example, she says, if an event embraces sustainability, you could design an activation where attendees personalize sponsored items like reusable carry bags or water bottles. For sponsors, that provides “a decent amount of face time,” whereas for attendees, the feeling is that “it’s interactive, it’s personalized and it’s authentic.” In thinking about the well-received fashion event at CanSPEP, Blyth says the right concept and thoughtful preparation can help ensure an activation hits all the right notes and is memorable: “There’s not a person in that room that wouldn’t have Regina on their mind, know who represents Regina, and want to go and speak with him during the rest of the conference about running one of their events in Regina.” Scan to access your free Guide to PEI!
