Three Ways to Diversify Your Revenue Streams as an Events Organizer

Expanding revenue sources is usually near the top of the list of growth challenges for events organizers. 

Your clients notice when cost-cutting measures are put into place. And while going without carpeting the expo hall can be explained by “we’re going green,” the lack of other services and amenities is noticed.

So, what’s an organizer to do? With the current global economy uncertainty and inflation, expanding high-margin turnover streams is something positive and tangible show organizers can do, starting today. Try not to grow overhead, and it will all drop to the bottom line. When presented as a “win-win” to your clients, these new streams, will, at the same time, make your company more valuable when it comes time to sell.

Here are three suggestions:

1. Monetize content. Record your keynotes and most popular educational sessions and place them behind a paywall. Roll out teasers in your event’s e-newsletters all year long.

2. What ways can you help sponsors/exhibitors and visitors connect on a deeper level? Sponsors and exhibitors will pay for access to top buyers they don’t know. Examples:

a. Hold a VIP reception with your keynote speaker and select guests where you, the organizer, invite the selected buyers. Limit the number of sponsors and make it pricey.

b. Hold an invite-only buyers to a special educational session for C-level buyers with a top-level speaker who will address solutions to the pain points in your industry. Again, limit the sponsors and charge for it.

c. Hold sponsored monthly lunch & learns online for specific audience sectors and include a meet-up with food/drink at the expo. (Offline to Online)

3. Bring in non-endemic sponsors who want to reach your audience. There are brands who are industry-adjacent or may want access to your clients. How can you partner with them?

By offering new sponsorship opportunities in a thoughtful manner, your show can bring in new revenue streams and improve your own bottom line.