Strategy
It is important to remember that the Event Platform's primary goal is to help users efficiently complete tasks like matchmaking, scheduling, and wayfinding. Ultimately, the Event Platform is not a promotional website. Sponsorship must be secondary to these user goals. Having this user-centric approach drives engagement which is essential to enhancing sponsorship appeal.
To boost engagement and retention, the Event Platform must focus on users' needs. When users have a positive and helpful experience with the platform, they’re more likely to return, creating a bigger, more engaged audience.
Sponsorship opportunities should be integrated in a way that add value without disrupting the user's journey. The examples below show placements which are having a negative impact on the user experience.
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Don’t offer backgrounds as sponsorship opportunities as busy visuals can create cognitive overload and distract from the main page content.
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Don’t use the main navigation to highlight sponsored pages as this creates too many menu items.
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Below are key questions to ask before adding sponsorship assets to the Event Platform, to ensure they will not negatively impact the user experience.
Are the designated advertising spaces being used?
Has the sponsor been given enough support and information to provide the best user friendly designs and assets in order to be well represented?
Does the sponsorship agreement impact any navigation flows?
Can users easily close pop-ups if not relevant?
Will the advertisement distract from the main page content (i.e. as a background image)?
Is the placement aligned with the Event Platform’s design and tone?
Does the sponsorship include clear, unobtrusive calls to action?
Has the option to toggle in-app ads on and off during peak times been considered for maximum impact?
Future outlook: Further exploration of sponsorship opportunities in 2025.