Maximize Event Sponsorship: A Breakdown of Brex's Approach

How Brex leveraged creativity and strategic planning to maximize event sponsorship impact.

Jul 26, 2024

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Maximizing event sponsorship: a breakdown of Brex's approach.
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Maximizing Event Sponsorship: A Breakdown of Brex's Approach

Many of the big SaaS-focused conferences are down in their number of sponsors by anywhere from 25% to 60% of logos. Getting the most leverage out of conference sponsorships has changed - it requires strategic planning and consideration. Here's a breakdown of how Brex leveraged maximized event sponsorship impact.

Strategic planning prior to the event

Sixty days prior to SaaStr, Brex assembled their core team to brainstorm innovative ways to maximize their event sponsorship. Each team member was tasked with generating three creative ideas, which were then discussed and evaluated collectively. This collaborative process ensured that the selected strategies were both innovative and executable.

Visual impact and brand visibility

Brex took an out-of-home (OOH) advertising approach in surrounding areas for the conference. They placed billboards strategically along the paths that attendees would likely take from their hotels to the event. These billboards, though relatively inexpensive at a few hundred dollars each, significantly boosted brand visibility. They also used bus shelter ads to further reinforce their presence. Most attendees weren’t taking the bus, but they are highly noticeable.

On the ground, the day of

On the day of the event, Brex hired Task Rabbits dressed in Brex-branded gear to distribute "Brexfist burritos" to attendees on the public sidewalk outside the venue. Each burrito was branded with a Brex sticker, creating a memorable and positive brand association. This unique approach cost only around $3 per burrito, making it a cost-effective strategy for engaging with attendees.

Creative booth attraction

Brex's booth at SaaStr was designed to be a major draw. They hired a magician who performed tricks incorporating Brex themes, attracting large crowds. Attendees who watched the magic show received preloaded Brex gift cards, further incentivizing booth visits. You know how it goes - a crowd draws an even greater crowd. People were curious about what was drawing in others and couldn’t resist but peer around, making it consistently crowded and a focal point of the event.

Innovative use of hotel key cards

Brex also sponsored the hotel key cards for the event, ensuring that every attendee's room key was branded as a Brex credit card. This clever use of key cards provided repeated brand exposure throughout the conference, reinforcing the Brex brand every time attendees entered their rooms.

The staged approach that drove positive ROI:

Awareness: The visual branding “warmed people up” before arriving at the event. Brex’s billboards and bus shelter ads strategically placed around the venue ensured that attendees were familiar with the brand before they even set foot in the conference. The strategic branding continued with the hotel key cards, reinforcing the Brex brand every time attendees entered their rooms. This constant reminder kept Brex top-of-mind, increasing the likelihood of follow-up engagement and conversion.
Engagement: Upon arrival, every guest received a "Brexfist burrito" with branding - a value-add that provided surprise and delight. This direct interaction created a positive and memorable first impression of the Brex brand.
Consideration / Conversion: Brex’s booth was designed to engage a subset of attendees more deeply. The magician performing tricks with Brex themes attracted crowds, providing an entertaining and informative experience. The preloaded Brex gift cards further incentivized attendees to learn more about the company and its offerings. Team members were at the booth, forming relationships and connecting with visitors to directly convert them to pipeline.

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Ralph Barsi is the VP of Sales at Kahua, a leading construction management platform. Prior to Kahua, Ralph held executive roles at Tray.io and ServiceNow. While at ServiceNow, he built and led a team of 230 people across the globe, during thecompany’s growth from from $1 billion to over $4 billion in revenue. Prior to ServiceNow, Ralph was the VP of Field Operations at Achievers (acquired by Blackhawk Network) and the Manager of Sales Development at InsideView (acquired by DemandBase). Ralph serves as an advisor to go-to-market leaders at Aircover, Scale Venture Partners, TopHap, and others. He is also a growth stage investor with the GTMfund. Barsi dedicates much of his time serving others. In addition to his work at Kahua, Ralphmentors and advises a host of SaaS leaders and leadership programs.

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🗓️ GTM industry events

Upcoming go-to-market events you won’t want to miss:

Catalyst 2024: August 14 -16 (Chicago, IL)
Live Book Summary on the Cold Calling Manuscript: August 14 (Online)
SaaStr Annual: September 9 - 12 (Bay Area, CA)
INBOUND: September 18 - 20 (Boston, MA)
GTMfund Annual Retreat [community]: October 4 - 6 (San Diego, CA)
GTM Summit: October 14 - 16 (Austin, TX)

Going to the right conferences has always been super high leverage for us.

We don't have a horse in the race anymore, but if done right, it's some of the best time you can spend speaking to customers and connecting with peers. We’ll be at SaaStr and are looking forward to catching up with many of you in person.

Barker ✌️