The relationship between event host and sponsor is a delicate dance, and one that challenges industry professionals to find more effective strategies to deliver meaningful experiences and measure success. Smart planners today are no longer content to incorporate partners by printing logos on invitations and step-and-repeats, and instead are finding unique opportunities for guests to interact with a sponsor's products and create content that can be shared. At the Event Innovation Forum—New York on October 28, Lance Broumand, C.E.O. of UrbanDaddy, discussed how his team approaches sponsorship and the return it can deliver to a partner, new ways of capturing and defining data—including what he calls the FOMO index and the social bragging index—and what really moves the needle at events.
Videography & Editing: Chris Fig Productions
