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!

Dear Show Organizers… Here’s What Exhibitors Need

Dear Show Organizers… Here’s What Exhibitors Want Need

We speak with exhibitors daily and learn about their challenges and why some hesitate to invest in events. With virtual events having low satisfaction ratings and live event attendance being uncertain… exhibitors are carefully evaluating each event to decide:

  1. Which events they will or will not participate in (Top performers only, new markets, etc)
  2. In what way do they want to participate (Exhibit, Speaker, Attendee, other)
  3. How much they want to invest (Booth, staff, tech, marketing, sponsorships, private meetings, etc)
  4. With events now being virtual, live and hybrid, what should they change, improve, automate, streamline and make more efficient to set up their team to handle any type of event and get highest ROI

Exhibitors want SERVICE

Each exhibitor from every industry has their own story/experience to share. Some stories are amazing, about organizers who really understand the exhibitor and set them up for success. Other stories are about their frustrations of not being treated as the customer or getting the ROI they expected. Many will be making their decisions based on their relationships with each event organizer and how much they care to hear about their challenges and offer solutions that set them up for success.

Solution: Deliver concierge style service 

Exhibitors want EXPOSURE

Every exhibitor we speak to is asking organizers to make connecting to their target audience easier. They want their brand to be seen, their prospects to find them, and their new products or services to be showcased. Event organizers who build some basic brand exposure opportunities into their event will provide added value to exhibitors on the fence.

Solution: Offer unique engagement experiences that drive attendees to take action

Exhibitors want to STREAMLINE

With every event offering a different lead capture solution, how much time and energy does the exhibit manager spend on training their team for every single event to ensure no lead is missed and everything flows nicely into their sales process? How many leads are not captured because they have one scanner to share among their team? How many leads don’t receive follow up until days after the event or not at all? How does a company close deals if the next step of the sales & marketing process is not integrated into their lead capture workflow? The challenge is real!

Solution: Do not restrict their ability to capture leads. Now more than ever, exhibitors are seeking a Universal Lead Capture (ULC) provider so their sales team can use the same lead capture system with automated follow up and sales analytics everywhere they go. Event organizers who offer an option for exhibitors to plug into their Registration API will see exhibitor ROI soar and attrition decrease. Organizers who use unfriendly platforms that restrict API access for scanning badges will find push back from exhibitors who will find those events less valuable or friendly to their company.

Exhibitors want ENGAGEMENT

Ask any exhibitor…if you put them in front of a prospect…they will take care of the rest. That is why gamification has become so popular. Exhibitors who use an exciting activation or game in their booth are seeing up to 3x to 5x more leads captured than booths who do not. Plus, it is a known fact that attendees who engage in a memorable experience are 22% to 35% more likely to remember the brand and engage in a next step. Ask any marketing person, this is a dream for any brand and a goldmine for salespeople seeking to build new relationships.

 Exhibitors who know this are asking organizers for ways to promote their games and incorporate them into the event experience. Show organizers need to be prepared.  Exhibitors are on the hunt for engagement solutions and want to incorporate them into the event.

Solution: Organizers have an opportunity to make their event more exciting and engaging!  We suggest offering gamified lead capture as a premium option, or inviting exhibitors to “bring their own game” and plug it into your treasure hunt or other event engagement experience!


Exhibitors want ROI

If you were to speak to the CEO of any exhibiting company, they would tell you that ROI is their primary reason for exhibiting. Exhibiting at any event must contribute to the growth of their organization and move the needle forward. Exhibitors measure ROI in different ways depending on their goals. If brand exposure is the goal, they might track email and banner ad views, click thru’s, open rates, game plays, etc. to measure ROI. If lead capture is the goal they would track leads captured, quantity vs quality of leads, and sales generated to measure ROI. The more organizers understand the goals of the exhibitors, the better chance they have at meeting their expectations.

Solution: If show organizers want to improve their attrition year over year, they need to help exhibitors see the value and results your event delivers. Example: Instead of a paper scavenger hunt that cannot be truly measured, use a digital solution (Such as Waypoints or Hybrid Gamification) that can provide detailed analytics to both the show organizer and the exhibitor with a list of leads that supplement the lead capture their sales team is using in the booth.


In a nutshell, as we return to live events we cannot go back to the way things were. Events are forever changed, technology just took a huge leap forward, and hybrid is here to stay. The best thing organizers can do is to listen to exhibitors as they explain their challenges, enable them to be successful, and be open minded to doing things differently.


 A Message for Exhibitors!

Please keep in mind that event organizers need your help too. Their biggest challenges right now are re-negotiating contracts, managing logistics, and trying to organize speaker agendas and finalize floorplans when exhibitors and speakers are waiting until the last minute to confirm. Organizers have a lot on their plate trying to fill the exhibit hall, promote the event, make people feel safe, and bridge the gap between live and virtual. Now more than ever they are stressed to bring their event back to life on tight deadlines while trying to give you the service you need to ensure you return next year. Please work with them, confirm as early as you can, be patient if they can’t get back to you right away, offer suggestions and partner with them to put on a great show. The challenge of getting our industry up and running again is real and the best thing we can do is to help each other succeed.

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!

Setting Goals & Motivating Your Team

Setting Goals & Motivating Your Team

Lead capture is one of if not the most important aspects of events and tradeshows, and it could be argued that it is in fact the main point for driving revenue. Why else are you there, if not to create brand awareness, share your products, educate people about your offerings, and gather leads that lead to new relationships and revenue? The most successful trade show exhibitors create successful and memorable experiences that attract, engage, and ultimately convert leads from prospects into customers and hardcore brand loyalists.

How can you affect audiences positively and leave an unforgettable impression? Start  by setting realistic goals and communicate them to your team. Make sure everyone is on the same page. Managers often overlook team motivation, or they might not realize that their team lacks some motivation since they’re so focused on other things such as setting up the booth to their standards, checking up on the hardware, the kiosks, their lead capture software, making sure that everything works, stressing about time, and the list goes on. Establishing and maintaining goals for the team can easily be overlooked. In this article we will highlight the importance of 2 things:

1- Setting Goals

Setting goals and objectives is vital to track and measure the success of your company, event, booth, team, etc. you name it… And a lot of managers either set up goals that are perceived by team members as unachievable, or that don’t fit best with the situation.

When setting goals, be SMART: Specific, Measurable, Attainable, Relevant and Timely. To elaborate: Be specific so that there is no confusion. As mentioned before, you have to be able to measure specific goals to identify strengths and weaknesses. You also have to be reasonable in goal setting, placing goals within reach so your team can achieve them without them being too easy. Keep the competition spirit up, and make goals relevant to your company’s goals. Be crystal clear about deadlines to which the goals should be met.

2- Motivating Your Team

When it comes to motivation, there are 2 points we want to address. Going back to the second paragraph, I mentioned something important “positively affecting your audiences.” How do you expect to leave a good impression on audiences if your team is unmotivated, or not on their best behavior? How will you convert audiences to prospects, and prospects into leads and loyal customers? Team motivation is very important to the process, especially when it comes to dealing face to face meetings with potential customers, because in their eyes the team member that they’re talking to is the representation of your company. Ultimately, team motivation directly reflects on the brand that you’ve spent so much time and money over the years building.

Before your events, spend some time setting goals and developing a plan to motivate your team. Take the time necessary to motivate your team, talk to them, and ensure that they’re on full alert, equipped with all the knowledge they need to communicate your brand values and solutions to audiences at trade shows. Offer incentives and challenges to keep them motivated to win… which takes us to our second point:

Create corporate loyalty reward programs for team members to spark up a sense of achievement and competition between the team. Lead liaison has a rewards center with a broad selection of e-gift cards, in which Team members receive their own personalized profiles with progress reports indicating milestones they have achieved. This allows them to track their own progress and keep an eye on the big prize to fuel up their performance.

In that way you’ll make them feel like they have a bigger part in the success of your company, which they do! This also fosters a fun, competitive environment, a way for your team members to prove themselves, compete, and gain rewards which they achieve by their dedication and hard work. In the end, Loyalty & Reward programs are a win-win situation for you and your team. They will be motivated to work harder achieving the goals, engage new prospects, build relationships and leave a good impression on your audiences! Basically, everybody wins.

In conclusion

If you want to build a successful brand loyalty, gather good leads, and build a strong relationship with your audiences, start first with your team! Set SMART goals and communicate them to your team. Make sure they’re on board with all the necessary information needed. Motivate them by awarding them when they achieve goals, and give them the choice of rewards to boost performances.

To learn more about Lead liaison’s corporate loyalty reward programs, contact us today!

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!