Event activations that work for your next event

Ever invested in an event activation that just didn’t deliver?

We get it! event sponsorship and activation can be a significant financial and time commitment. And when there’s no return on that investment, it can feel like a missed opportunity.

At Icon Corporate Events, we believe that impactful activations are never accidental, they’re strategic. Here are three critical considerations to help ensure your next sponsorship or activation hits the mark:

1. Get Your Team Involved

Your people are your most powerful brand ambassadors. Involving staff in the planning and delivery of activations creates authentic interactions and deeper engagement with attendees. When your employees feel part of the experience, their energy becomes infectious and that resonates far beyond the event floor.

Whether it’s staffing a booth, running demos, or sharing the story behind your brand, participation = presence.

2. Align with Your Brand Strategy

A sponsorship should never be a standalone activity. It must be an extension of your core brand message. Ensure your activation has a direct link to your marketing goals, whether it’s awareness, lead generation, or repositioning.

Bring your brand to life with creative, experience-led concepts that inspire, educate, and connect with your audience on an emotional level. Consistency across channels—from your booth to your socials is key.

3. Don’t Be Afraid to Go Bold

Looking for cut-through? Add a PR stunt or surprise moment that grabs attention. A well-executed stunt not only energises your activation, it also earns you valuable media coverage and social buzz.

We recommend arranging a discovery session with the event’s PR team to explore how you can leverage their networks and create something newsworthy. A proactive approach to publicity can significantly amplify your impact.

Want to get it right the first time? Let us help you turn sponsorships into standout brand moments. Contact Icon Corporate Events at info@iconcorpevents.com to chat about your next activation.