Tech events: how to sponsor them – and how to participate
Are tech events overwhelming you? Learn how to sponsor and participate in events effectively to amplify your brand, connect with industry professionals and potential job candidates, and gain significant ROI. Your next successful event and profitable connection might be just one well-planned step away.
Participating in and sponsoring technology events can be an effective way to increase your company’s visibility, build brand awareness, and connect with other professionals in the industry.
However, it can also be a daunting task, especially if you are new to event sponsorship and participation. In this blog post, we will walk you through some key steps to successfully participate in and sponsor a technology event.
1. Identify the right event
The first step is to identify the right technology events for your company. When selecting an event, consider the target audience, location, and theme of the event, and ensure it aligns with your company’s goals and values.
Look for events that attract the right demographic and provide opportunities to showcase your products or services.
At Workable, we stay up to date with upcoming events by researching new events, joining relevant communities, and keeping in touch with event organizers.
2. Determine your budget
Once you’ve identified the right event, determine your budget. Consider how much you’re willing to spend on sponsorship, booth space, marketing materials, travel expenses, booth attractions, giveaways, and other associated costs.
Keep in mind that events can be costly, so allocate your budget wisely. At our last two tech events, Workable branded hats, blue light glasses, pencil cases and camera protectors were really popular giveaways as they are useful in a person’s everyday life and that were cost-effective.
3. Choose your level of participation
Most events offer a range of sponsorship and participation levels. Therefore, it’s crucial to select a level that matches your budget and offers the best return on investment. The options often include booth spaces, sponsorships, and networking events. Carefully consider which choices will maximize your visibility and help you achieve your goals.
Having a technology professional from your company speak at the event can effectively showcase your innovative projects, thus attracting potential job candidates. For example, candidates for Workable job positions often mention the presentation by our VPs of Engineering at Voxxed Days Athens in 2022:
This impactful speech has prompted many to apply to our company or respond positively to our LinkedIn InMails.
4. Plan your marketing materials
Before the event, plan your marketing materials, including banners, flyers, brochures, and business cards. Ensure that your materials are visually appealing and informative, and that they convey your company’s message and brand.
If you plan to offer demos or giveaways, prepare them in advance. A great tip is to include open positions in your QR codes on your banner so that potential candidates can easily access and learn more about your company’s job opportunities.
5. Engage with attendees
During the event, engage with attendees and make connections. Ensure your booth is adequately staffed, and your team is knowledgeable and friendly. Having a good number of technology professionals at the event, including hiring managers, can help potential candidates learn more about your company’s culture and job opportunities.
At Workable, our engineers and hiring managers have better knowledge of our products and technologies than anyone else, making them great candidates to engage with attendees. Offer demos, giveaways, or other incentives to draw people in, attend networking events and sessions, and be open to meeting new people and making connections.
6. Follow up with leads
After the event, follow up with leads by sending personalized messages to thank attendees for stopping by your booth or attending your session. Follow up on any promising leads, schedule meetings or demos as appropriate.
The cost of participating in an event can be compared to hiring a recruitment agency to find one technology professional. Agencies usually charge a 15-20% fee of the gross annual salary of the new hire.
So, if an event leads to a single new hire, it’s well worth the investment, and any additional hires translate into profit. It’s important to remember that the effectiveness of an event can be measured by new hires even one or two years down the line.
Tech events are a brand builder
Participating in and sponsoring technology events can be an excellent way to increase your company’s visibility and connect with industry professionals.
By identifying the right event, determining your budget, choosing the right level of participation, planning your marketing materials, engaging with attendees, and following up with leads, you can make the most of your event experience and maximize your return on investment.
Frequently asked questions
How do I choose the right tech event for my company?
Consider your target audience, event location, and theme. Ensure the event aligns with your company's goals and offers ample opportunities to showcase your products or services.
What should my budget for a tech event include?
Your budget should cover sponsorship, booth space, marketing materials, travel, and giveaways. Remember, events can be costly, so allocate wisely.
How do I decide my level of participation in a tech event?
Choose a level that matches your budget and offers the best ROI, considering options like booth spaces, sponsorships, and networking events.
What materials should I prepare before the event?
Plan visually appealing and informative marketing materials like banners, flyers, brochures, and business cards that align with your brand message.
How do I measure the success of my participation in a tech event?
The effectiveness can be gauged by new hires even one or two years down the line, apart from immediate leads and connections.
Does your careers page need to jump out more?
Put your best foot forward with a branded careers page that will make applicants want to work for you.