WHAT’S WORKING / SKIFT
Stay premium
How Skift keeps its events premium by passing on the hosted-buyer model
OVERVIEW
COMPANY
Skift
THE CHALLENGE
Sponsors who judge events by leads and cost-per-lead
THE CHANGE
Skipping hosted-buyer events for travel brands on stage, paid tickets and stage sponsorships
THE TAKEAWAY
Staying premium keeps vendors few, and a lot of the business happens in the green room
Access and proximity are the lynchpins of what makes events successful, especially for B2B media companies. Sponsors pay a B2B media company such as Adweek or Skift, which focuses on the travel industry, to put them in the right rooms with the right people.
A common tactic among B2B media is the “hosted-buyer” strategy, where the media company hosts events or mixers bringing sellers and buyers together. The seller typically pays a sponsorship fee and is looking to get a certain number of meetings out of it. Which means they are often thinking in terms of cost-per-lead because the sponsor has to justify the spend.
- The full library of What’s Working case studies, including The Wall Street Journal, The Daily Beast, People Inc and The Atlantic
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- Discounted access to our summits