Use Creative Logo Placement to Drive Sponsorship Value To really kick your event sponsorship efforts into high gear, you need to offer different sponsorship packages. Lounges, games, food… the elements that can deliver a sponsor message are endless. Ideally, they will sign a contract to be part of your event for the entire season but even if they don’t, it’s a good idea to continue to provide them with this critical data throughout the timeframe that you’re hosting the event. Sponsors consider their return on investment (ROI) when measuring the value of sponsorships, and the most important elements include awareness and financial benefits. A great pace to start is by reading this post and following the guidance from event planners that have been successful in attracting sponsorship investment into their events. If they’re stuck, help them out with suggestions based on their needs. They can quickly become useful for encouraging networking at your event when used for meetings. Hubspot INBOUND is one of the most anticipated marketing conferences. You could also consider sponsored golf carts. Learn from the past to create better sponsorship deals in the future: Here are the most common: Japan A shout out on the main stage often isn’t even heard. Successful events are aware of the worth of their inventory and allocate it knowing exactly the demand levels for each item. Add a bit of glamor to your event with signature cocktails wearing the name of your sponsors. keyboard_arrow_right Poland Today’s no, could easily be tomorrow’s yes. You may decide to capitalize on this photo experiences by including props. If you can show your prospect that your offer will yield “X” dollars, it will be much easier to secure that sponsorship activation. 100 may sound like a big number, but it is very achievable for almost any event. This is primarily because event planners are often not comfortable with the sponsorship process and finding the right sponsors. Belarus Requiring them to pay the entire sponsorship years in advance does not make it “easy” to say yes, so agree to a realistic payment schedule. The banner could convey information to help your attendees get to the event. You can: give them something fun to sponsor. It’s up to you to make these introductions and turn your mass traffic into valuable leads for them. Coca-cola's long-standing olympic partnership keyboard_arrow_right Allow them to bounce ideas off you so you can get a better idea of what they’re drawn to. Yemen Palau Korea South This means that you need to build a list of well-matched organizations to approach. You will have one chance to convert a potential sponsor so you need to be 100% ready and prepared. keyboard_arrow_right Education level Cater for Busy People With Meals to Go As major sponsors of SXSW in 2016, Ten-X brought it all to the event to provide as many offerings as they could to this popular event. Sponsored photo backdrops are a surefire way to reach a wider audience through attendee social media channels. Ask a few questions on the event ticket/registration page, through spot surveys on social media and as part of the event evaluation. Before attempting a sponsorship sales pitch, planners should know specific information about the lifestyle habits of their event attendees. Burundi So, if you can show your prospect that your offer will yield “X” dollars, it will be much easier to secure that sponsorship activation. Kosovo The First Steps To Securing Event Sponsorship Deals (steal the blueprint experienced eventprofs follow) What sponsors want is solid data. Ethiopia Topics: If you know your audience demographics line up, keep the lines of communication open. At each event, models are provided with swag to promote if they choose and just being seen with their label can boost ROI for these complimentary products which see customers wanting what is being showcased by runway models. Mini-events like after-parties and dance parties can create several sponsorship opportunities. Look at these sponsors as business partners and you’ll be more successful in landing them. Obviously, you could add more packages to better accommodate sponsor needs but increasingly that’s unlikely to give you the flexibility your sponsor desires. If so your sponsorship approach will be a little different to a one-time event, or one that runs once or twice a year. Sponsorship revenue was also an important factor for around a third (32%) of eventprofs. Brands may run their own events but customers know there will always be a bias or a secondary objective. Give your sponsors the option to sponsor a lounge or charging station. That’s a great feeling to have associated with a brand. Event sponsorship often seems like one of those unobtainable, too good to be true options. It is one thing having the ideas but you also need a way to contact them. Drones give events an opportunity to provide branded live streamed video content in new and exciting ways. You can extend this idea beyond branding the body of the machines. Allow your sponsors to turn a mundane surface into an animated scene to delight attendees. For most sponsors, the reality is that brand awareness is difficult to measure and therefore often not an important factor. When we asked eventprofs about their biggest challenges, finding sponsors was the second most popular response, agreed by almost half (49%) of respondents. Advertisement Use Brand Dollars to Pay for Star Speakers Interested sponsors may insert their questions into organizers' surveys, share data with organizers, or even sponsor entire studies. For example, the sponsorship prospectus for Open Data Science Conference’s Virtual AI Expo includes a section dedicated to reasons that a virtual expo is actually an even better investment for sponsors. Although their reliability ratings were higher than some other brands, the perception of American consumers was that the Hyundai family of cars, including KIA, were poor quality vehicles. LinkedIn is likely to be your top resource finding out who you need to speak to and fleshing out the contact details on the list ready for an approach in the future. When a pairing between event and sponsor is done correctly, it is a great way to … Plan ahead of time: A fun event, fun theme, or fun … The idea is you’d place either staff in branded clothes or branded signage at vital wayfinding spots to help attendees with direction. Branded badges and lanyards can be a great way to put sponsor branding right in front of your attendees. What is the company targeting and what do they seem most concerned with? Sponsored Self-Check-In Experiences It’s better to have someone bail in the planning stages than mid-way through your sponsorship agreement. Suriname Lounges, games, food… the elements that can deliver a sponsor message are endless. Exclusive Benefits for Attendees Provided by Sponsors Create a separate list of companies that have products or services your attendees might buy. Estonia After all, you may have the occasional sponsor who has very exacting needs or vision for a package. If you’re having an open air event, then you may benefit from sponsor-branded portable toilets too. Company name * Event Sponsorship in 2019: In January 2018, we conducted one of the largest pieces of event planning research ever completed, with 2,400 contacts and over 1,000 respondents. Self-check-in kiosks can provide sleek, personalized experiences that stick with attendees long after the event is over. Companies who want to sell a product at a particular venue will often seek a sponsorship relationship because they can negotiate terms such as exclusivity or guaranteed exposure to the attendee. Too often, a few sponsors get too much, leaving a little for others. Now it's time to dig deeper. You can unsubscribe from our lists at any time. "We really try to work with sponsors to achieve their goals, while at the same time, maintaining editorial independence. St Kitts & Nevis Once they’ve satisfied the need of the consumer, they won’t get their business in the future. Specific Tactics to Get Your Recurring Event Revenue Rocketing The real question is, can you get sponsors to work with you on creating value? They stop between booths to take notes or talk with fellow attendees. The most comprehensive 2021 tech events directory on the web. Innovative sponsorship programs look at the needs of attendees first. To set yourself apart, you really have to step up your event content game and be recognized as valuable in the community, which makes your event sought after and almost inevitable as a sponsorship decision. Here’s an example from a MASCC event. Take the time to explain your reporting so they can feel confident in your method. As we all know, one of the biggest challenges for any marketing department is being able to justify the “spend.” It’s often difficult to draw a line connecting certain marketing activity to a particular sales result. Walk through the scenarios. {Make your sponsor know why you need this sponsorship … Logos from ice: CES Unveiled used this logo idea to catch its attendees’ attention. It places the head marketer in the hero seat, which is a much more intoxicating thought than merely paying money to your company. Partner with Sponsors on Rental Equipment and Your Mobile Event App Feature New Tech to Create Novel Engagement Opportunities Seychelles These “thank you” pages can be on the homepage, but they’re often unique pages. With each event, Coca-Cola creates new and interesting ways to use their sponsorship opportunity to their advantage, whether it’s the mini events and pop-ups they create or the original recorded song they created. Think about these as you work on your event strategy. keyboard_arrow_right 2. It’s surprising how few event planners truly understand their attendees. Then, you are simply harvesting the good results of your amazing event and event content. This year’s event saw the tagline “Let Music Start Something Priceless” which is a key branding phrase for Mastercard to integrate showing the uniqueness of their sponsorship deal. If not, try to secure the largest time possible such as a month or six week commitment. Virtual and hybrid events rely more on technology than in-person events did previously. Traditional sponsorship deals based on logo placement and name drops are no longer sufficient and it is long overdue to shake up the options. Malawi Allow your sponsors to turn a mundane surface into an animated scene to delight attendees. To do this, make your pitch about the company you're contacting, not your event and focus on how it benefits them. Austria One of the most effective ones you can tell in a sponsorship proposal is how your organization helped another sponsor have their most effective return to date. Keep this section brief, but stories are often a good introduction. Turkey That delight in hospitality will often translate to good feelings about the vendor. But to really supercharge your packages and entice organizations to spring for more expensive sponsorship options, you need to create unique opportunities. Like-minded people are often eager to find the perfect platforms to connect in person. Fiji But don’t worry, all the information you need is at your fingertips. At each event, models are provided with swag to promote if they choose and just being seen with their label can boost ROI for these complimentary products which see customers wanting what is being showcased by runway models. Do your research on LinkedIn and Google. Red Bull has been venturing into its lifestyle brand by hosting music and sporting events and as they focus on showcasing extreme sports and stunts, GoPro aim to capture them in detailed ways, having just solidified a sponsored partner deal. Another option is to use a white label WiFi service that can be sponsor branded. Think about any pain points or areas that you want to make changes and improvements at your event to trigger genius sponsorship opportunities that can address them. The real question is, Can you get sponsors to work with you on creating value? Slovenia You want attendees to remember their contributions and not just assume everything is brought to you by the event. They want to do something that has a real conversational element to it.". Customize your approach: However, some sponsors will shy away from weekly recurring events because it is the same old group of attendees. United States Never make this big event sponsorship mistake For example, Vasil Azarov from the Growth Marketing Conference focuses on building mutually beneficial partnerships and co-sponsoring programs. That is why collaterals are quite worthless if mass produced. Get Sponsor Help With WiFi Thailand Country * No matter what you’re seeking sponsorship for, the basic setup of the proposal will be the same. Your sponsor promotes (or wants to create) a caring image. Sponsorship Letter for Event: Be it corporates, wedding planners, event management companies, or any other related service; events are an important part of the daily work culture. Seeing this as an ongoing relationship. What’s going on in their industry? To dive deeper into budgeting for your events, check out the 2021 Event Budgeting Guide. In fact, 37% of event professionals agree that providing value for their sponsors is a challenging aspect of planning virtual events. It has helped the annual conference secure other sponsors by showcasing the positive ROI that Rolex has received from the partnership. The PyeongChang 2018 Winter Olympics marked the 90th year for this partnership, as Coca-Cola has been sponsoring the games since 1928. Do you sell out the entire season as one sponsorship? This is a simple sponsorship idea that's also helpful for keeping attendees engaged during the event. This year, for example, the “Coca-Cola” branded truck transported prominent athletes including South Korean figure skaters on the torch route, with large branding and their recognizable colors to showcase the torch on its journey to open the games in front of fans, front and center in the action. Luckily, you can bring sponsors along. Brand Experiences at Vending Machines and Food Stalls 8. Get to know your audience better to find a perfect sponsorship match: keyboard_arrow_right Encourage them to make a suggestion to you about what they’d like to do but provide suggestions based on your audience and what’s worked (or hasn’t in the past). This ensures that the right language is included. Give your sponsor’s status a boost by making them the official sponsor for their particular industry. If you are approaching a business for the first time, a business who has not sponsored something previously or over the long term, it may not have all of the materials it needs. Understanding the amount of money, donated goods or type of support one hopes to gain from a letter is essential. Your sponsor wants to sell their product. Projection mapping, also known as spatial augmented reality, allows you to transform a 3D object into a visually stimulating lightshow to engage your event attendees. Slovakia The Brit awards have just ended this year and if you aren’t aware it’s a UK annual event to celebrate British pop music and artists. The new way of approaching sponsorship is different. Data in terms of attendee behavior, actions and demographics The idea is you’d place either staff in branded clothes or branded signage at vital wayfinding spots to help attendees with direction. Customization, conversation, and flexibility in inventory make sponsors happy. Switzerland How do you find potential event sponsors, convince them to partner with you, and create valuable sponsorship packages? When you are approaching sponsors for recurring events and hoping for a seasonal or multi-week commitment, you’ll be well served to check the local event calendar. That’s why you should take the time to do at least minimal formatting. A lot of these sponsors don't just want to have a sponsor sticker slapped onto an event. Why are sponsorship opportunities often so hard to secure? If your sponsor wants to promote its product to “middle America”, they might choose to partner with NASCAR. Recurring events come with their own set of challenges when creating sponsorship packages. Work Email Address * Market it accordingly. There needs to be a good reason to keep your community active and contributing, rather than just trying to build momentum in the lead up to the event. Upsell your sponsors. Fostering a collaborative environment also helps to maintain good relationships with key sponsors in current and upcoming events. But trade show attendees eventually sit down. 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