How to deal with disgruntled sponsors and exhibitors
Supporters play a valuable role in events and exhibitions. What should you do when they are not happy?
Every association event, whether it’s a conference, exhibition (or a mix of both) has multiple stakeholders, each with their own requirements and expectations.
Among those stakeholders are the sponsors and exhibitors. The businesses, or organisations who have made a direct, or indirect financial contribution to support the event, and who will be expecting a return on their investment.
Balancing stakeholders’ expectations is part of an event organiser’s job, but it requires effort to reach the perfect equilibrium, and – in the words of Marta Enes, industry liaison and sales director at Kenes Group - ‘events are dynamic environments, a lot can go wrong.’
So, how do you ensure you’re keeping the sponsors sweet, and what do you do if something does go wrong in the supporter’s corner?
Why are sponsors so important?
Sponsors are often considered the ones providing the funds in exchange for a logo on the programme and a ‘thank you’ during the welcoming address, but they are more than that, say association event organisers.
In the case of medical events in particular, sponsors often play a role that extends beyond the provision of deep pockets.
“They bring expertise, innovation and insight into new technologies, treatments and research that can genuinely benefit the medical community,” says Enes, highlighting the ‘real value’ of partners who are aligned with a conference’s educational objectives.
“They often support symposia, workshops or product demonstrations that introduce advancements attendees may not yet be familiar with,” she adds.
Sponsors who are involved can create a more comprehensive ecosystem of learning and collaboration, says adds Lisa Astorga, director of meetings at the International Society on Thrombosis and Haemostasis (ISTH).
“In fields like thrombosis and haemostasis, industry partners are often closely involved in advancing research, developing therapies, and supporting educational initiatives.”
Whatever the focus of the event, when done correctly, sponsorship ‘enhances the ecosystem’, adds Elianne Baran Ganot, global manager of exhibition and industry operations at Kenes Group.
“It becomes a partnership, not just branding, but real engagement that benefits the entire community.”
How to avoid issues
Recognising the role sponsors play in an event is the first step towards a smoother experience, but the relationship is one that needs nurturing if it is going to be a success says Enes.
“For me, the key is to treat sponsors as strategic partners rather than transactional supporters,” she says.
Enes advocates asking questions about a sponsor’s objectives to ensure things get off on the right foot.
“I want to understand what they are trying to achieve,” she says. “Are they focused on brand awareness, education, lead generation, or building relationships with key opinion leaders? Once you understand their objectives, you can build something meaningful and realistic around that.”
Astorga at the ISTH says setting clear expectations is essential before building the sponsor into the fabric of the event.
“Many of the issues that arise with sponsors don’t come from poor delivery, but from mismatched expectations. So, I always try to align on what success looks like.
“I’m also a big believer in under promising and over-delivering where possible, keeping regular check-ins, and putting everything in writing.”
Communicating clear timelines, what deliverables are required, and key deadlines, as well as providing regular updates is also key in maintaining a strong relationship and can highlight any issues before they happen, Astorga adds.
And reminding sponsors that the attendee experience and educational integrity of the programme is the number one priority will help maintain the right balance, says Enes.
“Sponsors should enhance the event, not dominate it. If attendees feel they are being ‘sold to’ instead of educated, then we have lost the balance,” she cautions.
What to do if things go wrong
No matter how organised or communicative you are, problems can occur. If you’re faced with disgruntled sponsors or exhibitors, what should you do?
If the issue happens before the event, deal with it quickly, and re-visit objectives and deliverables to ensure all is aligned, says Baran Ganot of Kenes Group. “Clear agreements prevent misunderstandings later,” she says.
If things blow up, Enes advocates picking up the phone instead of firing off an email.
“So many misunderstandings happen over email. A 10-minute conversation can clarify tone, intention and expectations much faster,” she says.
“My advice would be to approach the situation with clarity, transparency and expeditiously, keeping the partnership in mind,” adds Astorga, who recalls an operational issue when a supporter requested a last-minute room change at a symposium.
“In that situation, the key was open communication and transparency about what was realistically possible within the logistical capabilities and timeframe. Rather than simply declining the request, we worked together to identify an alternative solution that still met their goals.”
If an issue arises while the event is in full flow, it’s essential that whoever has been liaising with the sponsor in the run up is the one dealing with it during the event.
Keep your cool. “Stay calm and solution oriented,” adds Astorga. “Supporters are usually looking for reassurance and practical solutions, so having an onsite team member dedicated to supporter relations who they have been working with can help address concerns quickly and prevent them from escalating.”
Baran Ganot advocates being ‘visible and accessible’.
“Even if everything is running smoothly, checking in makes sponsors feel supported. If something goes wrong, address it immediately and propose a solution - don’t wait.”
Ultimately, live by the three ‘r’s - responsiveness, respect and reliability – if you want to ensure a successful outcome and build a long-term partnership, is Enes advice.
“The goal shouldn’t be to secure a one-time sponsor, but to build a relationship grounded in trust, strategy and shared objectives,” she says.
“Even if a problem can’t be solved perfectly, how you handle it can often determine whether that sponsor signs up again next year.”
