Increasing revenue is top of mind for any event organizer. But did you know that Peer-to-Peer (P2P) marketing also offers new sponsorship opportunities that allow organizers to develop additional revenue streams and add more $$ to their coffers?
Snöball’s Peer-to-Peer Event Marketing 2024 Benchmark Report shows peer-powered campaigns lift visibility by 51%, convert shares at nearly 32%, and bring in a third of new attendees through digital word-of-mouth.
Not bad for something that feels almost effortless.
Here are a few specific real-world campaigns that cashed in.
- Premiere Orlando 2024 (Informa Markets) → 20,340 advocates activated, 6x ROI, 18% bump in attendance.
- SIAL Canada 2024 (Comexposium) → 29.7% conversion from referral shares, 30x ROI, bilingual campaigns.
- ITC Vegas 2024 (Clarion Events) → 64% of participants became brand ambassadors.
Driving registrations and event buzz is only half the story. P2P also opens up an entirely new sponsorship playbook; one that turns every share into revenue potential.
In this article, we will highlight the top three monetization opportunities you can use in your P2P campaigns to get that revenue wheel spinning.
1) Put sponsors on your social cards
What it is
Event advocates gets a ready-to-share “I’m attending” or “Come to my session” card, which are auto generated by Snöball. These can display sponsor logos or names.
How to monetize
- Add “Sponsored by” branding on attendee and speaker social cards, showcasing the sponsor logos
- Include sponsor UTM links on landing pages
- Sell vertical-specific exclusivity. That means only certain brands gets exclusive sponsorship rights for their particular industry.
Why sponsors love this
These cards travel through high-trust, personal networks. They offer brand-safe, non-intrusive visibility where it counts.
2) Use sponsor promo codes
What it is
Referral incentives (discounts, giveaways, perks) motivate advocates to share and peers to act. With Snöball, these promo codes can be co-branded or sponsor-funded.
How to monetize
- Offer branded promo codes e.g. “Use code SPONSORNAME for $X off”
- The incentive can be cashbacks, exclusive experiences, or coupons and vouchers
Why it works
It’s the triple win. Advocates share more, attendees act faster, and sponsors get to be in the spotlight.
3) Brand the referral emails your advocates trigger
What it is
Snöball automates personalized referral emails that can be be used for sponsor visibility
How to monetize
- You can place a sponsor logo at the top for maximum visibility.
- Include sponsor bylines in speaker outreach – “This invite is supported by [brand]”
- Place sponsor snippets below CTAs
Why sponsors love it
Sponsors get their brands sitting right in the inboxes of an already engaged network. These contacts are all dialed in and can bring in the desired engagement numbers.
Bottomline
There’s a lot more to peer-to-peer event marketing apart from amplifying your brand voice and getting more attendee sign-ups.
You can create new revenue streams for your event through easy-to-implement sponsorship options.
This plugs in sponsors to engage with your audience while you add more
