You have a stellar event planned from venue to program. You have excited event registrants and a schedule full of industry leaders and fun engagement opportunities. What could complement your event and take it to the next level? Sponsors.
Securing sponsors is a crucial part of organizing any event. Sponsors give you a financial boost, promote your event to new audiences and give your event legitimacy. Read on for the ultimate guide to approaching (and securing!) sponsors for your next event.
The first step to securing sponsors for your next event is understanding exactly what a sponsor does. Promotion, event goodies, cold hard cash – there are a few main sponsorship types you’ll encounter when seeking sponsors for corporate events:
Every event organizer could use a healthy mix of the four types of sponsors, but how do you determine which in-kind sponsors to target, or which promotional sponsors will reach the right potential attendees? The next step in approaching event sponsors requires some research.
Sponsorship isn’t just about the financial aspect of your event. It’s tempting to reach out to as many potential sponsors as possible, but consciously seeking out sponsors that align with your values, demographics and event goals will create a better experience for you and your attendees.
Here’s what to look for in a brand or company when choosing sponsors for your next event:
Don’t be afraid to get picky with your specifications when looking for sponsors. Finding the right brands or companies using this criteria will result in a slate of sponsors that increase promotion, engagement and successful event outcomes.
With these ideal traits in mind, here’s how to start the search for sponsors that fit the bill:
We’ve all learned the 5W’s & H in our entry level English classes. Put them to good use when contacting potential sponsors about getting involved in your event. Whether via email, phone call, social media or in-person meeting, make sure to include all relevant info in your pitch to get your sponsor interested from the jump.
It’s important to include all the specifics of your great event in your initial pitch, but when approaching sponsors it’s equally important to make it about them – that is, what do they get out of the deal?
Clearly outline your sponsorship levels and benefits. We’re all familiar with the free booth, sponsor logo on promotional materials and social media shout-outs, but to really personalize your sponsor relationship, ask what “bucket list” items you can cross off for your sponsor. Get creative with your brand activations; when you ask your sponsors what their ideal role or presence in your event looks like, you might be surprised at what unique, engaging things they come up with. Another win-win for your event and your attendees.
Providing hard data on event success is another way to prove value. To ensure confidence, use key data points from past events, showing gross revenue, event turnout (registrants vs. attendees), demographic profiles, social media engagement and active event community members.
Finally, making it about your sponsor can look like showing them why you’re interested in their sponsorship in the first place. Go back to those guiding traits you used when starting the sponsor search, and emphasize how they’re a great fit for your event.
A signed sponsorship agreement is crucial in outlining the exact details of your sponsorship package, and what you’ll receive in return. Written confirmation creates a paper trail of transactions for reference.
Managing the actual logistics of your sponsors’ involvement doesn’t have to be complicated. Use an event management platform like PheedLoop to coordinate sponsor registration, manage contracts and finances, automate communication with sponsors and create sponsor portals for self-management – all in one place.
Organizing a great event for your event community should be your top priority. When you have a clear goal in mind for your event, and know the need it will serve for your attendees, finding sponsors that align with your vision will be easy.
Choosing an event platform that centralizes sponsor communication and management makes the sponsor search even easier. Check out PheedLoop.