Why are we still using the Periodic Table to name event sponsorships? What are we doing? I’m not a chemist and I have no idea how to compare the value of a precious metal to a gemstone.
“Hmm… Platinum or Titanium? Titanium just sounds cooler, but I think Platinum is up right now. This is a 2026 event.” [Calls Patty in Finance] “Hey, what’s the futures market looking like for Titanium right now? (imagine the voice of an adult from a Charlie Brown special) Ethereum? Dude, what even is that?”
Are we lazy? Is it just easy?
No, yes and maybe
First – Every piece of data I’ve seen over the past 12 months indicates events are exploding right now. If you’re in events and you’re lazy, you’re not going to last. So, it’s not laziness.
Is it easy to just keep naming sponsorship levels “Diamond, Platinum, etc.”? Yes – but for who?
One of the key benefits of using that naming system is that everybody gets it. It IS easy. It’s one less thing for your buyer to think about. Diamond is better than Gold, Gold is better than Silver, Silver is better than (shudder) Bronze. (I have always hated bronze, just call it what it is, Basic.)
By using this common naming system, we’re removing an obstacle (or not creating one). We are making it easier for our sales teams to get to “YES.”
Side Quest: I’ve seen so many prospectuses with additional fees for small add-ons like corners on booths and “compulsory” fees for show guide listings. Please stop with the nickel/ dime stuff, just increase the rates for everything a bit and get your sales team out of time spent negotiating $150 compulsory fees and get them into bigger, more consultative and productive conversations. I promise your sales cycles will decrease, revenue will increase, and customer satisfaction will go up because you are so much easier to work with now. I digress.
Are there situations where using alternative naming conventions make sense? Hundreds, especially if you can weave in some fun industry jargon or word play. Fun is a thing; it’s part of the experience. This is a strong tool in highly competitive markets where you need a differentiator. It’s also a great play with customization for a key partner/sponsor that doesn’t require a huge footprint but needs a different kind of presence.
The key questions are – Why? Will it make sense to the audience? Who are we doing this for? How will it affect the sales process?
And if you’re doing anything Marvel, Superhero or pop culture, and your top sponsorship level is not Vibranium, I mean…
Interested in brainstorming how to make the most of your event sponsorship program? Reach out and let’s talk. We can even start by brainstorming your best naming strategy.
