Your conference sponsorship opportunities look solid on paper. You’ve filled the exhibit hall and built a sleek event app, however your association’s non-dues revenue strategy is still coming up short. 61% of associations cite “generating non-dues revenue” as their #1 concern.
It could be because there is a massive sponsorship blind spot: the hours your attendees spend between the airport and the convention center. The taxi ride. The hotel lobby. The shuttle commute. The dinner three blocks away. This also means non-dues revenue you are leaving on the table.
Welcome to the Third Space—the most valuable conference sponsorship opportunity you’re not selling.
The Third Space is the connective tissue using Out-of-Home media to link attendees’ experience outside the exhibit hall to that inside, and to their digital experience in your app, and beyond. For associations trying (and struggling) to increase non-dues revenue when traditional options have hit a ceiling, the Third Space offers a lucrative new approach to association non-dues revenue growth through strategic attendee journey mapping and the strategic use of Out-of-Home media.
The shift? Stop selling media. Start selling the journey.
The Limitation of the “Box”: Why Traditional Conference Sponsorship Opportunities Have Hit Their Ceiling
The First Space—the exhibit hall —has been the core of association non-dues revenue for decades. But if you’re relying solely on booth sales, you may find you’ve passed the inflection point of diminishing returns.
Fire codes and square footage create hard limits. Once your hall is at capacity, revenue growth stalls. You can raise prices, however many exhibitors already struggle to stand out in crowded halls dominated by big brands. The First Space is packed.
Here’s the irony: 81% of conference attendees hold buying authority. These are exactly who your sponsors want to reach. But looking at the attendee journey, we see they’re dodging traffic in cramped aisles, overwhelmed by competing booths, and becoming more selective about engagement. Even the best exhibitor engagement strategies struggle to break through.
B2B companies invest $1.4 million annually in trade shows. When sponsors question their booth ROI, associations risk losing both renewal revenue and key relationships.
The First Space isn’t broken—it’s saturated. And saturation demands innovation in conference sponsorship opportunities. Innovation that Out-of-Home media can create in the Third Space.
The Digital Bubble: Why Second Space Sponsorships Are Also Limited
The Second Space is the digital bubble occupied primarily by the event app and related digital packages. Most associations have doubled down on digital conference sponsorship opportunities like event apps, website placements, email features, and virtual networking lounges. This makes a lot of sense at first glance. The Second Space offers virtually limitless inventory without physical space constraints, has relatively low implementation costs, and offers a comparatively high profit margin.
But, despite those benefits, there is a problem. Attendees must actively choose to engage. Even if they don’t stop, they will still see the booth. But digital assets depend entirely on attendee initiative.
Digital fatigue is a real thing. When the event app starts sending alerts about sessions, networking, gamification, and more attendees can tune out. Your premium digital placement can get lost among all the competing elements.
Effective exhibitor engagement strategies require a solution that ties the booth and digital worlds together, and covers the full attendee experience, enabling exhibitors to engage more and maximizing association non-dues revenue. Enter, Out-of-Home media.
Defining the Third Space: Unlocking New Conference Sponsorship Opportunities
The Third Space encompasses every attendee touchpoint from market arrival to venue entry using Out-of-Home media like airport displays, billboards, wrapped rideshare vehicles, street-level media, and more. This is where attendees spend much of their time, hence it represents untapped conference sponsorship opportunities that can significantly increase non-dues revenue for associations.
According to attendee journey mapping, attendees spend 18-24 hours in your venue over three days, but they’re active in the host city for roughly 45 hours. That’s 20+ hours of “un-programmed” time when attendees are receptive and exploratory—perfect for Third Space impact as part of comprehensive exhibitor engagement strategies.
The Third Space acts as a top-of-funnel trigger. An airport welcome display with a trackable QR code drives app downloads before attendees reach their hotel.
This is the OOH-to-digital funnel—using out-of-home advertising to create physical moments that trigger measurable digital engagement. The Third Space makes your First and Second Spaces more effective, creating premium conference sponsorship opportunities.
The Psychological Advantage: OOH Sponsorships Create “Brand Fame” Through Omnipresence
When a sponsor’s message follows attendees throughout their journey, it creates “Brand Fame.” The sponsor isn’t just occupying a booth; they’re welcoming attendees to the city, joining them on their journey, and, most importantly, getting a head start on competitors.
When attendees see a brand across multiple Third Space media formats before they ever enter the exhibit hall, that booth becomes a destination. The brand has already established credibility, and attendees think: “I’ve been seeing them everywhere—I should learn what they’re about.”
This matters because 60% of exhibitors are willing to try new approaches. 35% of “Enthusiastic” sponsors want conference sponsorship opportunities that break free from traditional constraints. The Third Space delivers while creating fresh association non-dues revenue streams.
65% of enthusiastic exhibitors believe sponsorship opportunities enhance the event experience, and Third Space activations deliver this by making sponsors integral to the entire conference journey.
How to Sell More Conference Sponsorships: The Non-Dues Revenue Inventory Audit
How do associations increase non-dues revenue through Third Space strategies? Start by identifying “invisible assets”. These are Out-of-Home conference sponsorship opportunities in the host city that have not been packaged or sold.
Conduct an inventory audit using these questions for effective attendee journey mapping:
The Arrival Path: How do attendees arrive in the market? Is it primarily air travel, significant rail traffic, or even auto traffic? Transportation hubs offer extended exposure for sponsor messaging paired with app download prompts. These touchpoints can often become premium conference sponsorship opportunities that command significant association non-dues revenue.
- The Commute: How do attendees move around once they arrive? Light rail? Taxi? Rideshare? What’s the shuttle route from hotels to the convention center? Can you secure branding rights? Are there primary walking routes from hotels to the conference center for street-level media? Transit advertising is cost-effective due to guaranteed impressions and extended exposure.
- The Social Hub: Identify top-rated restaurants within easy walking distance. Street furniture or digital displays in these zones capture attendees during relaxed, receptive moments. We know that important business conversations happen outside formal settings—sponsors want that access.
- The Digital Bridge: Every physical Third Space asset should be considered for a digital component—QR codes tracking scans, UTM links, geofencing for retargeting, and unique discount codes. This measure makes it easier to sell more conference sponsorships by demonstrating concrete ROI.
- Strategic Clustering: Create sponsor “journeys” where multiple touchpoints tell a cohesive story. Airport arrival, shuttle branding, and street-level media enable repetition while also supporting sequential storytelling. Packaged journeys become high-value conference sponsorship opportunities commanding premium pricing.
How to Increase Non-Dues Revenue for Associations: Pricing Third Space Opportunities
Understanding how to increase non-dues revenue for associations through Third Space Out-of-Home strategies requires thoughtful pricing. Here’s a framework for maximizing association non-dues revenue:
Tiered Packages: Many events already offer tiered packages that combine different sponsorship options. Use OOH media to add Third Space elements progressively. Platinum might include exhibit space, app sponsorship, and airport signage, plus shuttle branding—an actual omnichannel presence.
Exclusive “Host City Welcome” Sponsor: Your premier conference sponsorship opportunity. One sponsor owns the arrival experience across multiple touchpoints. This exclusivity justifies premium pricing (2-3x standard packages) by creating the “Brand Fame” effect.
À La Carte Menu: Let sponsors supplement existing packages with individual Third Space placements. This flexibility helps you sell more conference sponsorships across multiple sponsors.
Multi-Event Discounts: For associations hosting multiple annual conferences, offer Third Space packages across events to increase sponsor commitment while stabilizing association non-dues revenue year-round.
Making the Shift: From Sponsorship Sellers to Journey Architects
The associations that will thrive aren’t those with the biggest exhibit halls—they’re the ones embracing attendee engagement as a holistic journey. Learning to sell more conference sponsorships means continually adapting to the needs and preferences of exhibitors.
The Third Space strategy gives associations a new way to think about conference sponsorship opportunities and non-dues revenue streams. You’re not just selling booth space, lanyards, and banner space in the app; you’re providing visibility across the full spectrum of attendee attention throughout the conference.
For associations serious about increasing non-dues revenue, Third Space offers a genuine opportunity to break free from traditional constraints. You’re creating entirely new conference sponsorship opportunities that enhance the attendee experience rather than cluttering it. Your exhibit hall has a ceiling. Your attendees’ journey doesn’t.
Next Step: Conducting a Third Space Assessment
The question isn’t whether Third Space strategies work for exhibitors or whether they can drive non-dues revenue. It’s about whether your event will take the leap to capitalize on available sponsorship revenue through tactics exhibitors are already using.
Start mapping your next conference using attendee journey mapping:
- Where do attendees actually spend their time?
- What paths do they travel repeatedly?
- Where are natural gathering spots outside your venue?
- Which Third Space locations offer the highest visibility to your demographic?
Then connect with specialists who understand how to increase non-dues revenue for associations through out-of-home conference sponsorship opportunities. Over 50% of meeting professionals “felt their entire association was “understaffed”which can make implementing new ideas challenging.
EMC Outdoor specializes in conference sponsorships for associations, helping organizations identify, negotiate, and activate Third Space opportunities that drive measurable growth in association non-dues revenue.
The journey to stronger exhibitor engagement strategies and expanded conference sponsorship opportunities starts outside the convention center.
Ready to explore Third Space conference sponsorship opportunities? Contact EMC Outdoor for a complimentary Third Space assessment and discover how to increase non-dues revenue for associations through strategic out-of-home sponsorships.