Building Stronger Partnerships with Your AV Providers: A Guide for Meeting Owners, Planners, and CMOs

B. Johannes Bryan - Unlock better AV discounts

When planning a meeting or event, audiovisual (AV) services play a critical role in delivering an engaging, professional experience. As meeting owners, planners, or CMOs, it’s not uncommon to ask AV providers for discounts or sponsorships, whether to maximize budgets or align your event with a high-value partner. However, these requests often overlook the value AV companies bring to the table and the need for mutual benefit.

Let’s explore how to strengthen your relationships with AV providers and create win-win scenarios when requesting discounts or sponsorships.

Discounts Are Sponsorships in Disguise

When you ask an AV company for a discount, you’re essentially asking them to sponsor your event by absorbing costs. Yet, unlike traditional sponsorships, these requests rarely include defined reciprocity, such as exposure, lead generation, or other benefits.

This lack of structure can result in missed opportunities for both sides:

• For AV Providers: They don’t receive clear ROI for their contributions, which can devalue their partnership with the event.

• For Event Organizers: The AV provider may feel undervalued, leading to a less collaborative relationship.

By reframing discounts as sponsorship requests, you can open the door to more productive discussions and ensure a balanced exchange of value.

Why AV Providers Need ROI

AV companies invest significant resources—equipment, labor, and expertise—into events. When they offer discounts or free services, they absorb those costs without guaranteed returns. Like any sponsor, they need measurable ROI to justify their contributions.

Some key ROI drivers for AV providers include:

1. Lead Generation: Connecting with qualified decision-makers who can become future clients.

2. Brand Exposure: Showcasing their capabilities to a relevant audience, such as meeting planners or corporate decision-makers.

3. Thought Leadership: Demonstrating expertise through sponsored sessions, live demos, or event branding.

How to Create Mutually Beneficial Partnerships

Here are some practical steps to strengthen your relationship with AV providers while ensuring they see value in your event.

1. Treat Discounts as Sponsorship Requests

Instead of framing your request as a discount, position it as a sponsorship opportunity. Outline the value they’ll receive in exchange for their contribution.

For example:

• Branded signage and on-stage recognition.

• Opportunities to host a breakout session or live demo.

• Attendee data access (with consent).

• A booth or showcase area to display their technology.

2. Develop Tiered Sponsorship Packages

Create sponsorship tiers specifically for AV providers. This allows them to choose their level of involvement and ensures their contributions align with measurable benefits.

Example tiers:

• Gold Level: Full branding opportunities, lead generation tools, and a speaking slot.

• Silver Level: Logo placement, a booth space, and attendee engagement tools.

• Bronze Level: Basic branding and limited promotional opportunities.

3. Clearly Define ROI Metrics

To build trust and credibility, share clear metrics and post-event reports with your AV sponsors. This includes:

• Number of attendees and their demographics.

• Engagement metrics, such as booth visits or session attendance.

• Leads generated and contact opportunities.

4. Collaborate on Activation Ideas

Engage your AV partner in co-creating sponsorship activations that showcase their expertise. This could include:

• Live demonstrations of cutting-edge AV technology.

• Sponsored content during keynotes or breakout sessions.

• Exclusive AV setups that highlight their capabilities (e.g., a tech showcase).

5. Communicate Value Transparently

Explain how their involvement benefits their business. Be specific about your audience and how it aligns with their target market. For instance:“Our event attracts 500 meeting planners and corporate decision-makers who regularly hire AV providers for large-scale events. By partnering with us, you’ll have direct access to a highly qualified audience.”

Avoiding Common Pitfalls

Here are a few things to avoid when working with AV providers:

1. Vague Promises: “Exposure” is not enough. Define how exposure translates to leads, brand awareness, or other tangible benefits.

2. One-Sided Deals: Ensure your AV partner sees as much value in the partnership as you do.

3. Last-Minute Requests: Start sponsorship conversations early to give AV providers time to plan and maximize their involvement.

Conclusion

Strong partnerships between event organizers and AV providers are built on mutual respect, transparency, and value exchange. By reframing discount requests as sponsorship opportunities, creating structured ROI-driven packages, and collaborating on activations, you can ensure your AV partners feel valued while enhancing the success of your event.

When you align your event’s goals with your AV provider’s needs, everyone wins. The result? Memorable events, long-term partnerships, and a thriving industry ecosystem.

About the Author:Johan Bryan is a seasoned entrepreneur and thought leader in the live event industry, with decades of experience building successful partnerships between AV providers and event professionals. Johan is committed to helping event professionals create impactful, mutually beneficial collaborations that elevate their events and the industry as a whole.