Sponsors can be an integral part of your event program. The revenue they bring to the table helps you increase the value of the event for your attendees.
The question we are asking today: What motivates sponsors to spend valuable marketing dollars on your show?
As the event producer, you should treat sponsors as customers when you design sponsorship packages and look to address these objectives for each potential sponsor:
- Boost brand awareness
- Increase sales opportunities
- Enhance business relationships
Here are a few ideas to consider as you start to think about sponsorship sales for your program.
1. Sell next year this year
Take the opportunity to start talking with this year's sponsors about their plans for next year. Even if you don't have the show date or location set, you can still connect with each sponsor before the end of the show to gather feedback about their experience.
You might also consider offering incentives, discounts or other benefits to your current sponsors to increase loyalty and drive commitment to future events with your organization.
2. Listen to the feedback
Surveys are a given these days. What is more important than conducting the survey? Listening to the feedback you gathered and using it to make improvements to your shows throughout the year.
Believe me when I say that sponsors who take the time to complete the survey will notice if no changes are made at the next event.
3. Build packages with sponsors in mind
As you are selecting the venue for your next event, think about the sponsor experience in the space. Walk through the venue and get a feel for all the potential places for display booths and other branding spots to showcase their brand and logo placement.
Put yourself in their shoes. Think through all the different ways to package a valuable experience for them.
4. Follow up, follow up, follow up
Look at your outreach schedule and make sure to include multiple followup points with your targeted sponsors. Be diverse with your outreach plan with multiple forms of communication.
However, don't cross the line and become annoying. You don't want sponsors to get irritated and be turned off from your event.
5. Sincere communication
As companies consider investing in sponsorship packages, they will have questions. They may even want to negotiate the price of the package. Be there to give them the answers they need and show them the value your event will deliver.
Keep them informed with regular updates on attendee numbers, logistics plans and speaker updates. It will make them feel more in touch with the event — and open up ideas on how they can further promote their participation.
6. Consider sponsor-only benefits
Everyone loves the VIP treatment — including event sponsors. Consider an online resource center where they can register, download sponsor checklists and access marketing materials.
7. It's all about the relationship
Cultivate a solid relationship with your sponsors. Reach out to them after the event and thank them for their participation. This is a great chance to hear anecdotal feedback on their experience at the event. Consider doing a post-event report you can share with your sponsors.
More sponsors is not always better. Take a close look at your sales goals and financial targets — it might be possible to reach them with fewer sponsors.
If you create a meaningful and enjoyable event that delivers the value they need, you are on the right path to build loyalty from your sponsors.
