15 Ways Show Organizers Can Create New Revenue Streams at Live, Virtual, and Hybrid Events

15 Ways Show Organizers Can Create New Revenue Streams at Live, Virtual, and Hybrid Events

Digital activations, leaderboards, and reward systems open up better revenue streams for show organizers. Below are a 15 revenue-generating opportunities for show organizers running live, virtual, and/or hybrid events. 


1. Sell sponsorship branding on games

Companies such as Lead liaison provide an interface to build your own game. Many areas in the game such as backgrounds, logos, game elements, etc. can be easily customized. Offer sponsorship opportunities on an entire game or dissect a single game into individual sponsorships. One of our favorite examples of this is Whack-A-Mole. Instead of the stock game, show organizers could build a Whack-A-Microsoft, assuming Microsoft was the sponsor, and change logos and elements popping out of the hole. 


2. Sell sponsorships at a photo booth or other digital experiences.

The photo booth presents a dual opportunity to create additional revenue between the photo booth and gallery. Inside the photo booth there are customization opportunities for “stickers”, which are elements that can be placed on top of your photo, as well as logos and custom frames. Let’s assume Microsoft was again the sponsor. Have a Microsoft shirt or hat as a sticker that attendees can add to their photo and share on social media or in the gallery. Inside the gallery, more revenue opportunities exist. Logos and backgrounds can be customized in the gallery. The gallery can be displayed live on a web page, posted to social media, or projected on a wall during your event.

3. Sell sponsorship on a digital gift card portal

Lead liaison provides a digital gift card catalog with over 250 gift card options. The portal that attendees visit to redeem their gift cards can be customized with a sponsor’s logo and colors.

 4. Sell sponsorship on leaderboards

Similar to games, leaderboards have their own builder. Every element of the leaderboard can be customized. Show organizers can generate revenue from a sponsor-backed leaderboard that displays their images, logo, and color.

 5. Sell sponsored digital experiences in lobbies 

Think about the main lobby or concierge area of your event as another opportunity to generate revenue from sponsors. Inside these areas you can run educational games, entertaining games, or deliver unique experiences such as a treasure hunt or photo booth. Use as much space real estate as you can to garner additional revenue.

 6. Sell sponsorships with branded Waypoints 

Waypoints are QR codes that can be customized with colors, style, and logos – making them a great opportunity to sell to one or more sponsors.

7. Sell sponsorships on the QR code used to launch poll answers

Host a poll inside educational sessions. Poll answers are launched from a QR code, once again presenting a revenue opportunity for show organizers. Attendees scan the branded QR code to start answering poll questions on their mobile device.

 8. Sponsor a prize

The sponsor can offer a prize to one or more winners. The prize could be one of the sponsor’s services or something more generic, like a vacation that’s offered from the sponsor. All digital activations provided by Lead liaison have a prize system built into them. Whether they’re prizes such as vacations, or digital gift cards, the options to generate incremental revenue are numerous.

 9. Rotating advertisements on digital activations 

All digital activations/games in the Lead liaison library include optional screensavers. Generate revenue from sponsors by offering them an opportunity to display their company’s products or services on the rotating ad. Ads can be displayed on kiosk-hosted games or games running on any mobile device.




10. Sell digital activations to exhibitors 

Show organizers can generate additional revenue from exhibitors by selling them activations. Providers such as Lead liaison work with show organizers on special rates. These services can be sold for additional revenue to exhibitors or included with premium booth space purchases. Exhibitors get more value than just standard lead retrieval, as games attract and engage attendees at the event.

11. Sell universal lead capture to exhibitors 

Universal Lead Capture, also known as ULC, is a premium lead retrieval option over standard lead retrieval services. ULC enables an exhibitor to capture custom questions, qualify leads, send data directly into their CRM or marketing automation system, and so much more. A ULC also works outside the booth space, allowing exhibitors to capture leads throughout the entire event, beyond exhibiting hours, inside and outside of the show venue.

12. Sell exhibitors access as a stop on a tour (tech, startup, etc.) 

Create tours for your event, such as a tech tour, startup tour, or tour of solutions in a specific category relevant to your event. Exhibitor booths can act as one stop on the tour. These stops can yield $1K+ from each exhibitor. Attendees get value from having the tour organized into stops that they particularly care about while participating exhibitors get the increased foot traffic they want from the event. 

13. Sell kiosk terminals with “attract loops” to pull in attendees 

A kiosk with rotating calls-to-action (kind of like a screensaver on your computer) is an upsell opportunity for show organizers. Kiosks present an alternative or additional opportunity over standard lead retrieval for exhibitors to better showcase their services. 

14. Sell branding opportunities on leaderboards 

Exhibitors can also grab paid spots on the leaderboard with background imagery, logos, and more. 

15. Sell enhanced product tours 

We had a client that sold large tires. They attended an event where multiple exhibitors were showcasing their own products (tractors, machinery, etc.) that had the manufacturer’s tires on them. The manufacturer spoke with the other exhibitors and created a product tour where attendees would walk around the event, inspecting tires, looking for QR codes. When an attendee found a QR code on a tire, they scanned it and were identified as a new lead. The tire manufacturer got increased exposure of their tires, while exhibitors generated additional booth traffic – resulting in a win-win. Show organizers can offer certain exhibitors these paid opportunities to participate in their own product tour. 

For more information on how to get started with our digital activations, leaderboards, and reward systems. Contact us here.

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Mastering the Art of Team Communication at Events

Mastering the Art of Team Communication at Events

Corporate event success relies on the use of platforms that are capable of acting as command centers with multiple solutions under the hood, and that prioritize best practices in EVENT TEAM COMMUNICATION.

Paramount to every successful event is how event teams handle COMMUNICATION.

1: A Multi-Channel Approach

At events, team members are often distributed across the show floor; sometimes because they are staffing different trade show booths, other times separated by different tasks. One team member may be networking on the show floor while the other is staffing a support desk or trade show booth.

So, how do you create a clean, organized and cohesive environment for team communications?

An event professional recently mentioned their team uses tools like Slack to communicate at their events. Slack is a great tool to keep teams together on various projects at the same time, but as a communication channel for events, Slack can really create more confusion than good. Considering the volume of channels and team members on Slack, it can be difficult to prioritize messages by importance.

Take this for example, if you’re on the show floor with a VIP and need to connect them with another team member they may already have a great relationship with, would you contact them by Slack? On Slack, they may be getting “@Sally” notifications for everything from what they want for lunch to questions about where a certain box of brochures can be found. To them, your message is just another “tap-tap-tap”.

You might take this message up a level to SMS or phone conversation to elevate the importance. Are you sure the phone number you have is correct? Why aren’t they answering, and why are you interrupting a VIP conversation with phone call or text activity?

There are a plethora of incredible communication channels available: Slack, Zoom, email, phone calls and text messages, WeChat, WhatsApp, Skype and FaceTime… Dropbox and Google Drive, where you can share important documents and more, if you can get to them quickly and efficiently… and therein lies the problem.

Which methods of communication take what priority?

How does your event team prioritize which communication channels to check first?

Communication at events isn’t something you want convoluted or vaguely defined…

And there are personal privacy issues.

Your event team may have the same goals and be employed by the same company… but that doesn’t mean they are comfortable sharing their mobile phone number with everyone on the team.

In some cases, employees have been found using team member phone numbers for prospecting more than just business. This unprofessional and unsolicited style of communication can make team members uncomfortable, further complicate communications, and undermine the undertaking of tasks at hand.

A team member reaching out by SMS to engage someone in personal conversation can easily distract them from an important conversation related to the event, which reflects on overall event success measured by things like brand exposure, relationship / partnership building, and deals won.

Finally, which team members are available to respond to urgent or important requests, and which ones are unavailable; out on a break, in a meeting, etcetera?

These aren’t questions we like to answer by trial and error, dialing multiple numbers, or sending multiple texts and emails.

Every event team needs one central hub where all team members can go for all of their communication needs.


  • Individual and Group Messaging

Corporate event and trade show communications shouldn’t be lumped in with general business conversations where details can get lost amidst multiple other conversations and channels.

When planning event communications, use a platform that provides important information like, where team members are at the show, if they are available or unavailable, and enables group and individual messaging with respect for individual privacy.

  • Documentation and File Sharing

Document and file sharing should be easy to access by all team members, and available to share instantly with prospects. Lead liaison’s universal lead capture app enables users to customize responsive forms and include documentation while scanning in the lead. Automated processes email the documents directly to the prospect using the lead-owner’s personalized messaging and email signature.

  • Team Member Availability Status

Give everyone quick visibility into who is available on the floor, and who’s not. A green circle around the team member’s picture indicates they’re ready and available. A red circle = unavailable.

  • Team Lead Capture – On and Off the Show Floor

Dump the scanning equipment rentals and equip the entire team with lead capture on their own devices. True universal lead capture means being able to scan badges and business cards anywhere, any time, on any connected device with immediate access to your precious lead data.

  • Phone Conversations, SMS Messaging and more – without having to share personal information.

Give your events team the upper hand with a communications hub that exists inside their lead capture app so capturing, grading, assigning, and discussing leads can all happen in one space. This also ensures your team members stay on topic and can keep their personal information private.

  • Performance Metrics for Booths & Stations

Share performance metrics with the whole team inside the lead capture app to encourage healthy competition and victory sharing. Lead liaison’s Stations feature makes it easy to assign booth staff and check leads coming in from each station on the fly.

One Central Hub So That:

  • Team leaders can easily provide and restrict access to group conversations.
  • Team members can get a global overview of needs, leads, lead quality, and important notifications in one place.
  • Phone numbers, email addresses and more are always up to date, and can be kept private.
  • Inappropriate conversations can be flagged, reviewed and deleted by leaders or moderators.

These solutions for event and team building success are all part of the Lead liaison platform, and they’re changing the way events are done for the better. Contact us today for more information!

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison Press Release

Lead Liaison Sales and Marketing Software Integrates with Slack

Lead LiaisonDallas, Texas – “Great work, team! We just closed a NEW DEAL!”

Imagine your team receiving this instant notification the minute a new deal closes. Would this elicit feelings of excitement, motivation, and inspiration across the staff? Would it encourage a little friendly competition between salespeople? Would it trigger the appropriate team members to complete deal-related tasks?

That is the intent behind Lead Liaison’s newest integration with team communication and collaboration software provider, Slack. Slack’s IPO has been one of the highlights of the stock market in 2019. The timing of Lead Liaison’s integration couldn’t be any better. Lead Liaison’s software is used by marketing and sales teams worldwide to capture and manage trade show and event leads, automate marketing, and enable more efficient sales processes. The Slack integration enables the system to automatically post notifications for any number of reasons.  

For example, whenever the sales team closes a big deal, Lead Liaison can post a notification to any Slack channel alerting everyone of the good news. Or, whenever a contract is about to expire, Lead Liaison can remind your contracts team via the contracts channel. What if a V.I.P. lead is captured at your company’s biggest tradeshow and you want to share the news with your business development team on the #bizdev Slack channel? Possibilities are endless. The Lead Liaison and Slack integration fosters greater communication across organizations.

“This is one of those enhancements that we were really looking forward to, ourselves,” says Jen Worsham, Director of Marketing at Lead Liaison. “Not only was it a priority for many of our clients, we also knew we would benefit from better communication. We use our own software, as you can probably imagine. Automating Slack notifications as a part of our processes enables better communication and ultimately increases productivity.”

To learn more about Lead Liaison’s Slack integration, contact the team here

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that help businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and sales automation to boost sales effectiveness. Additionally, Lead Liaison is the global leader in event lead management, enabling companies to capture and manage leads from trade shows and events. Lead Liaison blends ease-of-use, a flexible architecture, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit or call 1-800-89-LEADS (895-3237). To access our Press Kit, visit

Finding Solutions with Marketing Automation

Have you got some marketing or sales problems? It’s time to find solutions with marketing automation. Most marketers end up only using marketing automation as a glorified email system, when there is so much more they could be doing! There are many underutilized features. Instead of looking at your marketing automation company as a bunch of really cool features, try to focus more on the solutions that they bring.

Problem: Our company just lost our best sales person. Now we’ve got to start from scratch with someone else. We don’t have the time or resources to slow down right now!

Solution: Marketing automation will help your company build a process around different phases of your business. For example, discovery meetings, post-demos, new customers, anniversaries, these are all important events in a prospect’s lifecycle that you could systemize for your company. Marketing automation is the right tool to help you implement a process around each of these events. When sales and marketers use these resources, they spend less time doing it manually and communicate your company’s messaging more accurately and consistently. When there’s a process in place, it makes it easier to insert or replace new employees and help them get up to speed; thereby lowering the cost of employee turnover.

Problem: I’ve overused the method of email communication. I need more ways to communicate with my prospects.

Solution: Companies that follow up their initial contact using different methods, in a persistent manner, get people thinking about them more and more. They wonder why this company is spending so much time trying to contact them. Research shows it takes anywhere from 5 to 7 touches in B2B sales before you can get someone’s attention. All five touches shouldn’t use the same communication channels though, they should be different, hitting the prospect from different angles. It could be a postcard, a text message, or even a handwritten letter! Find a marketing automation company that offers multiple channels of communication. Lead Liaison has the most channels of communication on the market.

Problem: I need to shorten my sales cycle.

Solution: It’s a known fact that nurturing leads shortens sales cycles by 23% and increases deal size by 47%. What salesperson wouldn’t want to close bigger deals, faster? Lead nurturing is a subtle way to build stronger relationships with people. The way to communicate is through education, and not blowing up the person’s cell phone or inbox with constant messages asking them if they’re ready to buy. You also want to make your communication personal, with your communication coming from the salesperson (lead owner). This is the entire concept around inbound marketing. Educate people, and when they’re ready to buy they’ll contact you. Nurturing workflows are typically setup by a marketer and used, and reused, over and over by the sales team. Nurturing is a 1:1 strategy, not a one-to-many strategy, and can be applied to prospects, customers, or partners. Check out the “Help Sales” portion of our Marketing Automation Playbook for some ways in which nurturing workflows could be used.