Author Archives: Endre Rex-Kiss

The 9 best business meeting rooms in London

Ask anyone in the world of event management and business, and they’ll tell you without any doubt that not all meeting rooms are created equal. While there are plenty out there to choose from – indeed, hundreds of examples can be found in almost every city across the globe – some meeting rooms and designated business spaces go above and beyond the call of duty.

Indeed, the finest meeting rooms provide unique spaces, bespoke settings and exciting backdrops, which offer scope to express a sense of taste and style at your event.

Whether you’re gathering your partners and shareholders for an announcement, delivering a key report, planning a merger or wooing a top-end client, nothing exudes confidence like adding a touch of finesse, a dash of bedazzlement and an extra layer of charm to proceeding with one of our meeting spaces.

There are many ways you can achieve this, but if you really want to impress those around you, the setting has to be absolutely perfect, capable of reflecting you and your business’s aspirations.

By selecting an exclusive, unique and beautiful meeting room, you are making a bold statement: you’re proclaiming to your guests or colleagues that not only are you willing to invest in excellence, but also that only the very finest will do when it comes to communicating with those you’re meeting with.

Importance of choosing the right meeting rooms

Business is all about making an impact and leaving a positive impression. No matter what you are using your meeting room for, you want those who are joining you there to leave feeling as though they have been witness to something extraordinary, something memorable, exclusive and special. This isn’t going to happen at a run-of-the-mill meeting space, bedecked with standard office furniture and perhaps a tray of sandwiches… if you’re lucky.

We know the power that a beautiful setting has when it comes to forming a lasting impression – believe us, we’ve trawled the country looking for the most spectacular venues and business meeting rooms – and we want you and your guests to get that sense of awe, that sense of wonder and power that is rare, precious and so enormously effective when it comes to holding meetings, making deals and persuading potential clients.

London Calling

There’s no doubt about the fact that when it comes to making big impressions, London is one of the finest cities on earth. The sheer breadth of possibilities available in our capital city is impressive in itself. When it comes to business meetings in London, the opportunities for making a powerful and lasting impact are endless.

A thousand years of rich and varied history. A set of architectural styles which shaped the world as we know it. A thriving, bustling and highly dynamic contemporary design scene which remains the envy of every other capital… London really does have it all. From the ancient to the futuristic, the classic to the eccentric and the vintage to the avant-garde, London is the perfect location for your business meeting place, and we’re delighted to present to you the very best our city has to offer.

We’ve put together our nine favourite London meeting room locations for your perusal. From Regency era elegance, to state-of-the-art creative spaces, we have little doubt about the fact that – no matter what your requirements, sense of style or personal taste may be – you’ll find something ideal for your needs somewhere in this list.


When it comes to crisp, clean and classic London style, there’s really nowhere quite like OXO2. Situated on the second level of the iconic OXO tower – a genuine landmark on the Thames’ bustling and vibrant South Bank – OXO2 prides itself on being the ultimate blank canvas, the very zenith in versatility and expression, capable of providing the ideal backdrop for any business meeting in London.


  • Capacity: 50 – 150 in the conference area
  • Key features: Stunning view of the Thames and many of London’s landmarks, talented in-house event managers, high levels of flexibility.


Situated in the very heart of one of London’s most famous locations – the historic Covent Garden – Icetank is a beautiful, unique and striking venue which makes a stunning impression on all who enter it. Icetank is a venue which takes the notion of innovation and avant-garde design very seriously: it’s a gorgeously white, open, airy and light creative space, which can be used for a wide range of functions.

Utterly modern, excitingly luminous and sleek, there’s little wonder it’s one of the most popular business meeting places in London.

Icetank - one of london's best meeting rooms

  • Capacity: 120 standing guests
  • Key features: floor to ceiling windows allowing for stunning natural light, a luxury kitchen and fully functioning catering kitchen, state-of-the-art in house PA system.

Plaisterers’ Hall

Grand, beautiful and luxurious, featuring stunning chandeliers and a wealth of original, neo-classical design features, Plaisterers’ Hall is a superb example of London Livery architecture and elegance. One of the reasons why Plaisterers’ Hall is so popular as a business meetings venue is the fact that it features several rooms, each with their own features, and each boasting unrivalled flexibility for a range of functions.

Fully fitted with everything one would require, this venue is the perfect blend of the antiquated and the forward-thinking.

plaisterers hall venue London

  • Capacity: Meeting rooms have space for between 40 and 400 attendees
  • Key Features: stunning original period features, a range of different sized rooms, a highly rated in-house management team, in house satellite links, Wi-Fi, video conference facilities and technical support.

The Saw Swee Hock Centre

Situated just a few minutes from historic Holborn, the curiously named The Saw Swee Hock Centre is the perfect choice for your meeting room. Not only did this building win the prestigious London Building of the Year award, it also continues to impress with its ever-evolving innovative use of interior space, and its unique, purpose built design features which provide those looking for meeting spaces with everything they could want.

Strikingly modern, effortlessly cool, and brilliantly versatile, The Saw Swee Hock Centre is sure to become a firm favourite.

The Saw Swee Hock Centre

  • Capacity: From 10 to 1000
  • Key Features: A range of differently sized rooms, award winning design, private bars, easy access by public transport.

The Magic Circle

If you’re looking for something truly unique for your business meeting, it doesn’t get much more fascinating, eccentric or decadent than The Magic Circle. This beautiful venue offers mystery, intrigue and wonder by the bucketload, and nobody could fail to be impressed by its iconic ‘floating staircase’ which greets you as you step through its stunning portico.

Not only does The Magic Circle offer more character and charm than anyone could wish for, it’s also perfectly situated; being tucked away between Kings Cross and Euston stations, it’s ideal for those travelling into London.

unique venues of london - venueseeker, magic circle

  • Capacity: From 6 to 62
  • Key Features: Genuine period features, a range of differently sized themed rooms, eccentric decorations and exhibits, excellent transport links.

Westminster Boating Base

Floating on one of the prettiest sections of the historic river Thames, Westminster Boating Base feels like an oasis of calm, despite its stunning central location. There’s something utterly unique and charming about holding a meeting on the river, and this venue can provide the ideal setting for all of your meeting room requirements.

Not only is it gorgeously light and airy on the inside, it also features a spectacular view of Battersea Power Station – one of London’s true industrial icons, and a glorious example of the city’s inimitable style.

Westminster Boating Base

  • Capacity: Up to 130
  • Key Features: Beautiful and unique views, huge windows offering natural light, a range of rooms for hire, excellent central location.

Stationer’s Hall

London is dotted with livery halls – grand, stately houses which once represented the prowess of industry in the city – but one of the finest is surely this; the Stationer’s Hall. Elegant, quiet, beautiful and gorgeously decorated, the Stationer’s Hall is the perfect venue for those meetings where you have to make an impressive of sheer class and timeless sophistication.

The entire building positively exudes a sense of history; it boasts stained glass windows featuring the likes of William Shakespeare and stunningly manicured gardens – and yet Stationer’s Hall is also equipped with all modern conveniences, making it a splendid choice for any business requirements.

Stationers Hall

  • Capacity: The Ante Room seats 20 people, the Court Room seats 16.
  • Key Features: Beautiful gardens, balconies and outdoor spaces, and a range of unique and finely decorated rooms, each with original period features. Close to major London landmarks, and easily reachable by public transport.


With its striking and unforgettable modern industrial vibe, gold leaf walls and steel tiled ceiling, Pause is a thoroughly contemporary building which is highly popular with those seeking to express a forward-thinking, on-trend sense of taste and style.

Exuding an effortless glamour and artistic, bohemian vibe, there’s little wonder why this venue regularly features on lists of London’s most sought after locations. Pause prides itself on being the ideal venue for breakfast meetings, although its flexibility as a meeting place is second-to-none.

  • Capacity: Various – up to 220
  • Key Features: Relaxed and open style, highly impressive modern vibe, close to Aldgate station.

London Bridge

With its purpose built facilities, range of meeting and conference rooms and pristine, modern style, London Bridge is the ideal meeting rooms venue for those looking for a perfectly turned out, smart and sophisticated location.

Next to the capital’s world famous Borough Market, this venue offers no less than 18 meeting rooms, and a range of packages to suit all business requirements. Whether you’re looking for a no-nonsense coffee morning, or something a little more bespoke and unique, London Bridge is an superb choice.

London Bridge Conference and Meeting Venue

  • Capacity: 10 to 300
  • Key Features: Iconic location, purpose built rooms, a wide range of state-of-the-art facilities and services, affordable packages

Despite the massive range of styles and services on offer when it comes to meeting rooms in London, one thing remains constant: each of these venues is designed to help you make a bold and memorable impression, and deliver the kind of meetings your business deserves.

Choosing a meeting room or venue isn’t particularly easy. You have to consider the sort of impact you’re looking to make, the best way to reflect your brand through a choice of location, and the kind of features you’ll require.

However, with our expert help, we’re confident you can find something that will tick every box. Here at Venueseeker, we understand the importance of finding that perfect venue – whatever you may require it for – and we always strive to go the extra mile for our clients.

Top 10 Event Concept Ideas That Will WOW Your Attendees

We have been planning events for a LONG time. As veterans of the industry, we can say with certainty that people who attend events are looking for a memorable experience.

It doesn’t matter if it’s a corporate event or private party; people want to experience something novel and worthy of being talked about for days to come.

Whatever your event concept ideas are, they need to be fresh and not have been done 10 times over by other events. Here are a few ideas we have incorporated ourselves and have been modelled by other event planners with great success.

1. Silent Conferences

Silent conferences are a growing fad and one of those concepts for events we highly recommend while it’s trending. So, what is a silent conference? Essentially, it’s an event where guests don wireless headphones and tune into a specific lecture.

The silent conference concept is a huge time saver for event planners because it means multiple speakers can speak at once, while guests tune into the presentation they’re interested in. This is also beneficial when the venue lacks multiple rooms.

Multiple speakers can share the same room without their respective listeners being disturbed by the other lectures taking place.

Watch this video of a silent conference in action. This was a conference on sustainability that took place in Stockholm, and had roughly 700 people in attendance.

Silent conferences have also been used for the entertainment aspect of an event. People on the dance floor can choose which music they wish to dance to.

2. Unconferences

An unconference is another term many of our clients have never heard of. It’s a relatively new concept and one that’s gaining a lot of traction. Unlike a traditional conference, unconferences are loosely structured and often don’t even have a speaker. At most, it has a designated facilitator.

Here’s how it usually works: there are no assigned topics to be discussed. The topics are left to the guests that write down what they would like to talk about on a chalkboard. Based on what is written, guests are broken into groups where the chosen topics become the focus subject.

Essentially, an unconference is one big open discussion forum rather than a structured conference with a speaker.

The Diabetes UnConference is an example of such an event. As suggested in its name, this is a diabetes awareness seminar. It goes by the model that every attendee is an expert and has something to share. Everyone is invited to ask and answer questions in a safe and non-judgmental setting.

3. Secret Events


Throughout history, there were countless high-profile, but secret events that were shrouded in mystery with admission only granted to a select few. The Freemasons or the Illuminati are some prime examples.

To give your event an aura of secrecy, don’t reveal the location until several hours before.

The Cinema Royal, A Czech-based theatre group, is one company that routinely capitalizes on such event concept ideas to perfection. Its live plays are usually held in secret locations, often consisting of abandoned venues. Guests are given very little information other than when and where to show up and how to dress.

4. Collaboration

Collaboration is nothing new. We have hosted countless events where two or more companies come together for a common collective. Collaboration, though, can entail far more than just putting two heads together and sharing resources.

Brooklyn Skillshare, a New York-based education organisation, took the idea of collaboration to the next level. The non-profit group routinely holds events that incorporate elements of a block party and the conference model of EdCamps.

The event consists of a large, community-based get-together where members freely share their knowledge with attendees. Admission is free to everyone, and members are discouraged from making any sales pitches.

The event is one big collaborative movement among attendees who create their own event agenda at the event. In this respects, it also has some hints of an unconference.

5. Inclusive Events

One of the event concept ideas we always liked is the concept of inclusivity. Of course, there’s nothing wrong with restricting admission to a pre-defined audience. However, some events can be totally inclusive without regard to demographic.

One of the models of this idea comes from Burning Man. The Burning Man is somewhat of an unusual non-profit company based in San Francisco. It holds annual gatherings in an area of the city it has designated as Black Rock City.

Everyone is invited and for free. The event is a large festival where people get together to work and display various artwork. There may also be live performances and acts. Regardless, all projects and performances are considered gifts given by individuals or groups to everyone to enrich the overall experience of the collective.

6. Project-Based Events


Project-based events are a norm in the tech industry. So how does this work and how can you adopt this type of event model? Project-based conferences are more or less weekend-long events. In the IT sector, these conferences include one big get-together consisting of designers, developers, and marketers.

They all come together to share ideas, come up with innovation, and even build concept and prototype models. Sometimes, the ideas even lead to an all-new startup company. For attendees, this means the possibility of new business relationships and ventures.

Startup Weekends is an org that holds project-based events all over the world. Their 54-hour long conferences are designed for the purpose just described. You can follow suit by hosting events over the weekend that invite an audience to attend and come up with new advancements in your industry.

7. Speed Networking

Speed dating is one of those event concept ideas that have been around even before the days of social media. It’s a fun way for people to walk away with a dozen phone numbers, a few of which will hopefully lead to a date.

The same concept can be applied in a business sense. We have planned events where attendees meet up with other like-minded people where business cards can be exchanged. We get excellent feedback from these type of events, with guests indicating that the networking has led to more clients or job opportunities.

Keep in mind that speed networking can also be a remote event. This can connect people from all over the globe. More jobs these days are also being done remotely.

EYP is one such group based in London that routinely hosts meetup events for young professionals.

8. Lunch Clubbing


Have you ever seen the 1999 movie Fight Club starring Brad Pitt? The film was about a secret underground organisation where white-collar workers went during their lunch break to vent their frustrations through bare knuckle fighting.

Lunch clubbing is similar, except members attend to dance rather than punch each other in the face. Basically, in place of having lunch at the office breakroom or at the drive-thru, people attend a short dance/network event. Attendees pay a small fee, which also includes drinks and a small lunch.

The concept was started in Sweden by an organisation known as Lunch Beat. The company has a set of established rules for participants, similar to the rules of engagement in the Fight Club meeting. Lunch clubbing is especially a good idea if your event caters solely to a local demographic.

9. Light-Speed Presentations

This is one of those concepts for events that caters to young and hopeful entrepreneurs looking to get their idea out there and attract interested investors and partners.

In a formal light-speed presentation, also known as a Pecha Kucha presentation, each presenter is allowed to show up to 20 images, with 20-seconds of speaking time for each image. Once all images are shown, their time is up, and they must clear the stage for the next presenter.

Here is an example of a light-speed presentation event hosted by the Edmonton-based consulting group Management Consultant.

Knowledge cafes also make good team building exercises. It allows you to gauge how well people are able to work together in a small group and come up with ideas when they combine their minds.

So, did you find any of these concepts for events useful? We know some of them can feel a bit out-of-the-box, but these are ideas we have used with great feedback.

Many of the conference venues in London provide just the right setting needed for hosting unconventional events. All it takes is a little imagination to transform a facility into a setting perfect for your event and its concept. We have done this thousands of times and can do it for your next conference.

Our ideas only represent a small fraction of the possible concepts. Do you have some of your own event experiences you would like to share? Please contribute by tweeting to @venueseeker.

Top pop-up venues in London you can hire

Pop-up venues are a great option for your event! The combination of exclusivity and originality makes for an event that your guests will remember for a long time. If you want to make your event stand out from the crowd, it’s definitely a good idea to plan a pop-up event.

Looking for the best pop up venue London has to offer? Try the Venueseeker selection of the top seven pop-up spaces around our beautiful city when planning your next event.

The Artillery Garden at The HAC

Artillery Garden, Pop up venues london, venueseeker

  • Venue Capacity: Dinner up to 1,000, conference up to 1,500
  • Best for: Corporate fundraisers, company-wide conferences, formal receptions.
  • What makes it unique: Location in the heart of London, limited availability, gorgeous venue.

With venue spaces suitable for every season, The Artillery Garden is one of London’s premier event venues. The outdoor spaces provide the perfect location for your summer events, while the luxurious ballrooms and indoor meeting halls keep you warm during the winter.

The Artillery Garden brings the elegance you want for your event, but with multiple venue options perfect for catering to your event. Best of all, it’s just a short journey from the heart of London–making it ideal for people coming from all over the city.

Check out the venue here!

The Pavilion at the Tower of London

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  • Venue Capacity: Dinner 350-700, Conference 150-600, Reception up to 1200
  • Best for: Large-scale events, corporate parties, pop-up parties
  • What makes it unique: Enormous space capable of fitting more than 100 people, breathtaking views of the Tower of London

If you’re looking for a venue to fit A LOT of people, this is the one for you. Few other London venues can match the space options of this venue and none of them provide such spectacular views of one of London’s most famous landmarks.

Set in the shadow of the Tower of London, this venue is exactly what you’re looking for when planning a product launch, awards ceremony or corporate party. With both indoor and outdoor spaces, it’s easily customised to meet your needs.

Check out the venue here!

The Garden Room at Syon Park

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  • Venue Capacity: Conference up to 600 people, Buffet/Reception up to 800 people
  • Best for: Large-scale outdoor corporate events.
  • What makes it unique: 50 acres of gorgeous parkland, 10 miles from Central London, full services.

Just 10 miles from Central London and situated amidst more than 50 acres of parkland, this purpose-built space is just what you want for your pop-up event!

Your guests will love strolling around the exclusive private gardens, taking in the neoclassical architecture of Syon House and enjoying the luxury of the many Syon Park spaces. Event coordinators will find that the spaces are flexible and fully customisable according to your event.

Check out the venue here!

The Serpentine Gallery

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  • Venue Capacity: Reception up to 500, Conference 120, Outside space up to 500
  • Best for: Summer parties, corporate retreats, product launches
  • What makes it unique: Breathtaking outdoor venue with access to the Royal Park of Kensington Gardens

Nestled amidst the gorgeous Kensington Gardens, the Serpentine Gallery is home to peerless works of art. Just a short distance away sits The Magazine, a restaurant that provides world-class catering for your event.

The historic Grade II listed building makes for a spectacular backdrop for your event, and the contemporary art will make your visitors feel like they stepped into a whole new world. It’s a truly unique venue, one that combines the best of the great outdoors with the creative genius of some of Britain’s greatest modern artists.

Check out the venue here!

Studio Spaces


  • Venue Capacity: Standing 200
  • Best for: Parties, product launches, small-scale banquets
  • What makes it unique: Quality sound equipment and central location are perfect for parties

If you want to throw a pop-up event that attracts a younger crowd, this is the venue for you! It’s one of the latest additions to our Venueseeker catalog, and just what you need to host an event with a true feeling of exclusivity.

The famous nightclub is one of London’s top “blackout” venues, with a studio fully cloaked in black to give you the feeling of a hidden underground venue. It’s a beautiful urban venue that will appeal to a younger crowd, providing you with a space where you can speak their language to share the news of your product or service.

Check out the venue here!

What do you think of these event spaces? Do they fit your needs? Which are your favorites? Drop a comment below and let us know which venues you loved!

We do so much more than just provide the best pop up venue London can offer! In addition to quality pop-up spaces, our partners at Ultimate Experience will help you plan an event like no other. Our goal is to deliver an unforgettable experience for both you and your guests, so let us help you make your event a day or night to remember.


7 Corporate Event Branding Ideas to Increase Attendee Engagement

Hosting a corporate event is a great way to spread the word about a new product, service, or component of your company or corporation. The more people you invite, the wider the word will spread. These type of events can be far more effective than a press release, advertising spot or marketing campaign. After all, word of mouth is the best type of promotion around.

But it’s important that your event is properly branded. What does that mean? It means offering something that is unique and fresh to those who attend, and that is easily identified with your company and product. You don’t want people to walk away from your event thinking, “I had a great time!” without also thinking, “I’d like to learn more about (your company).” Good branding will ensure that your invitees enjoy themselves and leave interested in what you have to offer.

Knowing how to brand an event is easier said than done. Event branding is an art and a science, one that requires a delicate hand. Here are some event branding ideas to help you “hook” your guests with what you have to offer:

Get Social

Did you know that according to 88% of UK marketers use social media to increase awareness about their events before they occur. If you can get people to Tweet and post on Facebook about your event, you’re more likely to spread the word quickly. Social media is one of the best FREE ways to promote your event and product, so it’s vital you take advantage of it.

How can you do that?

  • Offer your guests something special if they “check in” at your event on Foursquare or Facebook.
  • Come up with a clever hashtag that people will want to share on Twitter. There are plenty event-planning specific hashtags. Here’s a list, use it wisely!
  • Make the event something photo-worthy. Encourage your guests to share their photos on social media. Always make sure your logo is visible in the background.
  • Take photos of the guests having fun and send the pictures to them after the event.
  • Live-Tweet activities as they are taking place.

Social media can be an amazing tool to help you promote your event if you know how to use it correctly. It’s worth hiring a social media consultant if you want to make the most of free marketing platforms.


Group of Diverse People Discussing About Social Media

Your Name in Lights

There’s no better way to make your company name or logo stand out than writing it in big, bright letters! You can create an illuminated display with your company name or logo and hang it above the entrance to the event or over the podium, stage, or wherever the centre of attention will be. The brand will be the light that will provide illumination for the event or activities.

It will be impossible for your guests to ignore and it will stay on their minds throughout the event.

Make it Match

Make sure your décor, food and drinks complement your logo, brand, and company image.

Here are a few examples:

  • Make the icing on the cakes or biscuits the same colour as your logo
  • Hire a mixologist to create a custom cocktail with a “flavour palate” that matches your company brand
  • Serve the food or drinks produced by your company

All that matters is that your offerings match the image of your company that you wish to convey. Most people will remember food and drink above everything else, so that’s where you’ll want to focus your attention.

Decorate With Your Logo

Decorating the venue with your company logo and branding is a good way to ensure that it stays in the forefront of your guests’ minds as they eat, drink, relax, and enjoy themselves. For example:

  • Use napkins monogrammed with your logo
  • Use placeholders and seating cards featuring your logo
  • Use your logo as the backdrop for the stage or podium
  • Stamp your logo on every plate, cup, and fork

Be warned: you don’t want to overdo it with the branded decorations! If it’s too “in your face”, it could annoy your guests. You want to be subtle and tasteful with the branded décor, as that will help to keep the logo in your guests’ minds without being too overt.

Have a Photo Wall

Everyone loves a good picture, and a collage is definitely going to attract attention. A great way to get people interested in you and your brand is by putting them in the spotlight.

When each guest shows up to the event, take a picture of them. Perhaps give them a funny T-shirt to wear, a crazy hat, or some other prop that will make the picture amusing and unique. Print the picture out (or take Polaroids), write the guest’s name on the photo and hang it on one wall of the venue. Add new pictures when every new guest arrives, until the wall is covered with pictures.

Blank photos on scattered on a green brick background

At the end of the event, invite all of your guests to go and find their picture and take it home. It’s a fun little memento they’ll have of the event, and it will serve as a reminder every time they look at it. If your logo is featured in the background of the photo, they will associate the memory of their enjoyment with your event. Branding success!

Host a Photo Competition

One of the best new event branding ideas is using a custom Instagram frame to take pictures of your guests. It costs less than £50 to create your own Instagram frame (complete with your unique hashtags). All of the guests hold up the frame, take a picture, and post the picture to their Instagram feed. If every post earns them a chance to win a prize, they’ll be more likely to do it.

It’s a fun, unique way to encourage your guests to share your event via social media, and it will help to put your unique hashtag in circulation around the internet. There are a plenty of companies who do it exceptionally well, take a look at some examples on this link.

Give a Takeaway

Everyone loves a goodie bag! If you want to keep the memory of your event firmly fixed in your guests’ minds, give them something to take home. When they see the item or items the next day, it will imprint the memory of your corporate event on their minds. They will be far less likely to forget about your event – ergo, your brand – as they enjoy whatever items you sent home with them.


A goodie bag doesn’t have to be a costly thing. You can fill it with all sorts of things, such as:

  • Sweets and chocolates with your logo on the wrapper
  • Knick-knacks for home use, all branded with your logo
  • Cookies or mini-cupcakes
  • Your company’s products

All that matters is that your guests have something to take home, something they will see the next day. That will be enough to remind them of the fun they had at your event, and it will keep that positive memory of your brand affixed in their minds. Here’s a compilation of good ideas to get you started.

Find any of these tips useful? We hope so! Our Venueseeker experts have dedicated themselves to planning events that can help you spread the word of your brand as efficiently as possible.

If you are thinking of hosting a corporate event, why not let us help? Not only can we provide you with some of the best, most unique event venues in London and the rest of the UK, but we can help you plan every aspect of your party or event. With our assistance, you’ll make your corporate event the party to remember!

Do you have any tips to help improve corporate branding and increase attendee engagement? Leave a comment below and let us know…


The Complete Guide to Event Sponsorship

The Complete Guide to Event Sponsorship

Event sponsorship is a great way to spread word of your company, product or service without actually having to plan an event. Essentially, you are able to piggyback on an existing event, leveraging their plan to market yourself. For the most part, it’s a simple investment of funds in exchange for marketing. If it’s done right, this type of event can be a great way to reach a wide range of people you’d never be able to on your own.

Did you know that event sponsorship spending has been constantly growing over the course of the past few years? So it’s no surprise that many companies and corporations are interested in sponsoring events, especially events that are fresh, new and out of the box. Your goal is to plan an event that would be attractive to sponsors due to the fact that it will likely draw in the people they want to reach.

The first step, obviously, is planning the event. Most of your time and effort should go into organising an event that will bring in the people you want to reach with your product or message. Find the marketing and promotion methods that will reach your target audience and focus on that aspect of the event until you’re sure you’ve got it just right.

Once you have the attendees in place, it’s time to turn your attention to the sponsors. Here are a few tips on how to get sponsorship for an event:

Determining Your Audience

Before you can figure out who you’re going to pitch event sponsorship to, you have to know the audience of your event. This means going over your guest list (or “ideal” guest wish list) and seeing what type of people you’re marketing to.


Let’s say you’re hosting an event to launch a brand new sports energy drink. Your target market is likely going to be primarily active men and women in their 20s-40s.

Once you know what YOUR target audience will be, it’s time to think about what types of companies and brands would also want to target that audience. For example:

  • A company that sells sports apparel would be a great sponsor or partner for the event
  • A company that sells retirement services would NOT be a great sponsor

Your goal is to find sponsors that will want to market to your target audience. To do that, you need to be sure you know who your target audience is. Only then can you target your sponsorship requests to the companies and corporations that will be likely to work with you for your event. Determining the target audience can be demanding, but there are excellent resources that can come in handy in the process.

Understand the Types of Sponsors

There are a number of different types of sponsors you can work with when planning your event:

  • Media partners. These are media outlets that will help to spread the word of your event and will elevate your event exposure.
  • Venue partners. These are venues and locations that may offer to host your event, using your event as a means of drawing more people to their location.
  • Cash sponsors. These people will provide finances to cover expenses, increase exposure, and provide the customised experience you want to create. They will do so in return for marketing and exposure of their own.
  • Prize sponsors. Some companies (such as car dealerships or electronics manufacturers) will offer items you can use as prizes. They do so to put their product in a highly desirable position (everyone wants to win), thus engendering positive association with their product.

These are all types of sponsors you can work with to increase the effectiveness, reach, and funding of your event.

Set Levels

Not all sponsors have to be “all-in” for the event! In fact, you want to ensure that your product or service is the one featured most prominently. If you have too many sponsors with a high level of investment, it could dilute the effectiveness of your brand message.

Instead, you should set levels of sponsorship. This will allow the various companies you pitch to choose the amount of involvement they want to have in the event, and will make it easier for you to keep the sponsorship in check.

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Sponsorship levels may include:

  • Featured advertisements in the event flyers or materials
  • Publicity in your online marketing
  • Visibility in your event banner and décor
  • “Title sponsorship”
  • Sponsoring a dinner table, with each person at that table receiving a promotional item
  • Featured advertisement in the newsletter

This gives potential sponsors options of how much they want to be involved, and how much they’re willing to commit.

Find Cost-Reducing Sponsors

There are two types of sponsors that can help to reduce your costs:

  • Municipality or Community Associations – These are organizations that can offer you the discounted rates usually offered to NGOs and non-profit organizations in exchange for publicity.
  • Barter partners – Venues, caterers, and other services may offer to reduce costs or even provide services for free in exchange for promotional opportunities.

It’s worth looking into this type of partner, as they can help you save money on your event and free up finances for other aspects of the marketing and promotions.

Draw Up a List of Assets

You need to know what you’re offering sponsors. This includes:

  • Concrete assets – On-site activities, marketing, and expected attendance; the media and marketing value of your event, and the potential for lead generations via your mailing and email lists.
  • Intangible assets – Prestige, brand recognition, popularity, the potential for other future events, retail tie-ins, discounts and sales promotions.

When you know what you have to offer, it’s easier to provide potential sponsors with a clear list of what they can expect to gain from their sponsorship of your event.

Create a Proposition Package

Before you start cold calling and pitching to any potential sponsors, it’s important to prepare a sponsorship proposition package. This includes a list of sponsorship levels, as well as the four P’s:

  • Participants, or how many guests you expect to attend
  • Parameters, or limits on the event sponsorship opportunities.
  • Promotions, or how you intend to promote the event and your partners/sponsors.
  • Partners, what other partners you have signed with.

Speaker at Business Conference and Presentation.

This package will go out to all the sponsors who agree to consider working with you, and it will be a simple, clear way for them to understand exactly what they can expect. Here’s a list of items and steps that can help you a great deal in putting the package together.

Draft a Short, Simple Pitch

You need to have a pitch ready for people who meet and contact, so it’s worth taking a few hours to sit down and craft a short, simple pitch that tells potential sponsors everything they need to know, in a few sentences. This will be much harder than you think, but it’s the best way to be prepared in case sponsors ask for “the bottom line” or an elevator pitch.

Do Your Research

It’s worth learning about the companies, corporations, and organisations you intend to pitch sponsorship to, what their target audience and brand values are, their Corporate Social Responsibility (CSR) goals, and their sponsorship guidelines. That way, when you pitch the sponsorship opportunity to them, you’ll be prepared to pitch them something they’d be interested in.

Prepare to Sell

Sponsorship isn’t something all companies and organizations will consider. In fact, most of the time, you’re going to have to try to “sell yourself” to the company or organisation to convince them to sponsor you. Go into the pitch with the mindset of a salesperson and you’ll have a much better chance for success. It’s all about letting them know how working with you will benefit THEM!

Leverage Relationships

Your board members, company executives and event committee members are all valuable resources you can use to find potential sponsors. All of them have personal and professional relationships with a wide range of people. If you’re smart, you’ll take advantage of those relationships to find sponsors.

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Triple Check Everything!

If a company has invested in event sponsorship, you’d better deliver on your promises!

While no one can guarantee attendance, social reach, or popularity, the least you can do is ensure that your sponsors’ logos and products are placed with sufficient prominence. You have made an agreement to promote them, so you need to honour your deal.

Build a Relationship

Working with sponsors shouldn’t be a one-time thing. If the event is a success, you have delivered on your promises to your sponsors, and thus they will be more likely to want to work with you in the future. Build a personal and professional relationship with them, and you may be able to find sponsors more easily for your next event.

Finding the right type of sponsors is vital for a successful event. This means not only finding partners who are investing financially, but who can provide you with the products and services that will make your event truly memorable.

What did you think of these tips? Do you have any more advice to make event sponsorship work? Leave a comment below and let us know…


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