It is no secret that selling sponsorships can bring in BIG money for any event. That is why it is critical that sponsorships are built for the sponsors and attendees benefit, while the event’s financial needs are secondary. Here are the top 5 things that sponsors really want from your event, and missing any of these could cause problems for future sponsorship sales.
Do Your Homework
As you design each sponsorship opportunity, do your homework! Make sure you know which potential companies would be interested in each sponsorship opportunity. Take the time to understand what their business goals are. Find out what kinds of things they have sponsored in the past. Try to match the company with the right sponsorships for the audience they are trying to target. Consider developing a plan that is unique to that sponsor that is also aligned with their own business goals. If your pitch is only talking about how great your event is, then you are likely to lose their interest.
Keep It Simple, But Not Vague
Nobody has time to read through a 60 page sponsorship proposal, but being vague or too generic is not good either. A good straight forward proposal will have professional formatting; correct spelling and punctuation; potential sponsor’s company name; company description; understanding of their company’s goals; list of sponsorship opportunities with descriptions that explain how each will help them to meet their goals; and costs broken down.
Red Carpet Treatment
Sponsors want to feel special. They don’t want to be sold then ignored. Once a sponsor commits to spending money with your event, it is important that you work closely with each sponsor to make sure that every detail is well planned and executed. Your attention to detail here will make or break your chances at future sponsorship sales.
Sponsors don’t want to just be mentioned as a sponsor with a sign on the wall. Sponsors want to be integrated into the event experience. They want to be remembered by the attendees and to connect with them on a deeper level. Event organizers need to get creative, and find out what each sponsor does that is unique, that can be showcased and integrated into the event somehow. Ideas like letting a sponsor bring their mascot in for a photo opportunity, pushing pictures or messages about your sponsors on social channels, or creating an interactive gaming experience, or a fun viral video that can be shared.
Once the event ends, sponsors are often forgotten about. Here is where you can easily set the tone for next year by doing a few simple things: Hire a photographer to take TONS of pictures, specifically for your sponsors. Have them take pictures of the sponsor’s booth, sessions, or attendees shaking hands with them. Send the sponsor’s digital copies of their artwork or ads they placed for their records. Report any stats related to that sponsor’s exposure to the audience they were targeting. Show them how you were able to help them achieve their business goals.
OTHER RECENT ARTICLES