Palau In this step-by-step plan, we’ll help you with all of that and more. Sponsorship is a give-and-take relationship. After all, you may have the occasional sponsor who has very exacting needs or vision for a package. This is a great example of how to help sponsors be able to really visualize what their virtual partnership will look like. Calling up, chasing, and sending proposals is perfectly acceptable when you are trying to push the idea to your sponsorship audience. Using strategic partnerships, Nike has secured an 11-year sponsorship deal with FIBA, the world body for basketball for both men and women. If your prospective sponsor has a product or service, like AV or an event app, that could be donated in lieu of cash, this can help you save costs or entirely cover the cost of key elements of your event. How can you offer such opportunity to sponsors? Would you discuss the dimensions of your apartment on a first date? Centerpieces are a classic branding opportunity. Panama Calling up, chasing, and sending proposals is perfectly acceptable when you are trying to push the idea to your sponsorship audience. Logos from ice: CES Unveiled used this logo idea to catch its attendees’ attention. Now that you know what sponsors want, how to make them happy, and how it should be a symbiotic relationship that benefits everyone, here are 50 event sponsorship ideas to get you started: Give your sponsors the option to sponsor a lounge or charging station. Bahamas Of course, this is impossible to measure, but it is a nice to have, as part of a wider package. Malawi It has helped the annual conference secure other sponsors by showcasing the positive ROI that Rolex has received from the partnership. It allows them to be a part of the world cup basketball events, as well as the qualifiers and shows a long-standing commitment to male and female sport. Lounges, games, food… the elements that can deliver a sponsor message are endless. If you want to know the key of how to get sponsorship money, the paradigm shift here is to swing your event positioning from push to pull. You will have one chance to convert a potential sponsor so you need to be 100% ready and prepared. Trade shows can be pretty intense with a lot to see and experience and attendees going from booth to booth. So, if you can show your prospect that your offer will yield “X” dollars, it will be much easier to secure that sponsorship activation. A great example of this is the Red Bull Stratos jump that saw Felix Baumgartner break records (as well as the speed of sound) by parachuting out of a floating helium balloon! One of the benefits of a modern event is that you are not limited by distance. Data in terms of attendee behavior, actions and demographics, 10. It’s better to have someone bail in the planning stages than mid-way through your sponsorship agreement. Get to know your audience better to find a perfect sponsorship match: If the event has run before you will have a wealth of valuable information that you can use to your advantage. Namibia Drones give events an opportunity to provide branded live streamed video content in new and exciting ways. Event Management. Most of us would rather attend the event sponsored by Amazon, even if both events were being put on by the same company, were on the same topic, and had the same speakers. They will see you as a partner in their success and will want to invest more heavily in your event. It can give some greater insights into what type of sponsorship activation could be right for them. Customization, conversation, and flexibility in inventory make sponsors happy. The next step is to create your event sponsorship collateral and to reach out to all of the potential leads you have identified and convince them your event is worth their investment. It places the head marketer in the hero seat, which is a much more intoxicating thought than merely paying money to your company. keyboard_arrow_right Talk to sponsors to find out what metrics they need and then work backward to figure out how to offer it to them. Please subscribe me. COULD EVENT APPS HOLD THE KEY TO EVENT SPONSORSHIP? Your local event calendar and make note of events that target the same demographic as yours. Show that the demographic they’re suffering with (or lagging behind with) is well represented at your event. That’s all they need to make a decision. This is next level sponsorship and a beautiful partnership that is breaking barriers by successfully coexisting in the same event niche, bringing extreme sporting events greater coverage and powerful sponsorship opportunities for both sides. You really have to work hard to create appealing sponsorship opportunities that stimulate the appetite of the most hard-to-please brands. Download one of these event sponsorship proposal designs today. Make your sponsor literally center stage by branding the stage or room with their name and running videos and images in any downtime between presentations. It places the head marketer in the hero seat, which is a much more intoxicating thought than merely paying money to your company. 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. Number of leads gathered Make Your Sponsor a Source for Information and Help Age Advertisement We've given you tips on how to create better event sponsorship packages. It will be used to “shop” your ideas around and while you may be lucky to have received a face-to-face presentation initially, you won’t be there when a decision is made. In the last tip, we mentioned that you should know how sponsoring your event will benefit the company you're contacting. Chapter 4: How To Reach Event Sponsors and Get Them To Sign On The Dotted Line, 6. Too often, a few sponsors get too much, leaving a little for others. If you’re running a golf tournament, invite your prospects to sponsor a hole or maybe a drinks oasis somewhere on the course. Ten-x launch at sxsw interactive I want more awesome content like this from EventMB! If they like what you’re offering, consider approaching them with additional opportunities that provide even greater exposure. Burkina In 2016, Sunglass Hut also created a pop-up shop in the center of fashion week in Brewer Street to engage directly with their demographic, answer questions and promote new ranges. There is nothing like an extra fancy toilet unit compared to a plastic portaloo. The annual conference for customer success professions has a section showcasing their top sponsors. Togo You don’t want to fritter away your one and only shot at getting a sponsor on board so you need to lay the groundwork and get everything in order before you even attempt to make contact. What Should Your 2018 Event Sponsorship Offering Consist Of? Prospecting to the marketing department is your best bet unless the prospect has a specific sponsorship person or department. Be honest about your crowd so your sponsors are not under any delusion about attendees. Go for the Long-term Sponsorship Commitment This ensures that the right language is included. A branded no WiFi zone is great for fostering event networking without the distractions of mobile gadgets and other connected devices. Centerpieces are Easily Branded Pay particular attention to exhibitors and attendees that have come to the event previously and that could be a good sponsorship lead for the future. Understand All The Complexities of Your Event to Get to the Right Place to Sell, Sell, Sell Sell Space on Your Website for Advertising If your venue allows it, consider sponsorship in kind from a WiFi service provider. The presence of their competition suggests that it’s a worthwhile event (companies don’t come if there’s no return). Rwanda back to top Grenada Chile You will help them shine, and that is very appealing to most employees. You can extend this idea beyond branding the body of the machines. If you don’t help them by at least showing a preliminary estimation of the possible return on investment, they won’t present it to their boss. You can also find software to help you communicate with your sponsors and create a seamless experience for them to work with you. Think about the echo you can have online from individuals who usually connect online every day. Stay in communication providing updated data and ROI calculations. What are the cornerstones of your event offering, what do you own, which elements give value, what metrics and data do you have, what do you hope to achieve for the next and future events? If you’re planning a hybrid event, giving your virtual audience a gift will make them feel more included with the on-site attendees. The eight steps and suggested action points in this section outlines the essential preparation you need to do well in advance of picking up the phone or sending an email to any sponsor. Country * Organizers are lacking confidence in their ability to drive value for their sponsors, reporting only a 6.5 average confidence value. No one said that meeting your sponsorship goals would be easy - it needs a well-planned and thoughtful approach for the best chance of success. Motivation. If you are approaching a brand that cares about certain issues, emphasize how a sponsorship relationship with your event can help achieve this goal. Korea North Innovative sponsorship programs start with the sponsor in mind, not with the dimensions of your booth or the logo size. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. Saint Vincent & the Grenadines Sponsored Live Streaming Before a single sentence is written, it is important that the writer and group understands their goals. Furthermore, event sponsorship has changed and your sponsors are much savvier than ever before. When a pairing between event and sponsor is done correctly, it is a great way to … There are many more products and services consumers will use during their non-work day and this can provide a compelling reason for a sponsor to want to connect with your event. But don’t worry, all the information you need is at your fingertips. Tips for Event Sponsorship Proposal . With sponsorship programs, you want to create win-win partnerships that deliver value for all those involved. 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. Whatever you want to do.” This is going to be memorable as attendees would inevitably see the sponsor’s message and branding as they use these wayfinding sources. The added security is a huge benefit to your event and will save you money in printing, showcasing the sponsors, and other administrative and marketing concerns. Here’s an example. Sunglass hut's three year deal for london fashion week keyboard_arrow_right tailored to the potential sponsor’s priorities and pain points. Today’s no, could easily be tomorrow’s yes. The key decision maker, their personality type, and their contact information. I understand that EventMB will not share my data and only EventMB will send me relevant marketing comms on behalf of this report sponsors (limited to one email per sponsor). Your sponsor is preoccupied with its competitors. keyboard_arrow_right keyboard_arrow_right grammatically correct, and Sponsored demonstrations are a great way for sponsors to engage with attendees and potential customers on the trade show floor. keyboard_arrow_right SECURING SPONSORS IS A STRUGGLE FOR EVENTS. This example from SaaStr tells sponsors exactly what they can expect and how much it will cost. You also know better what is the lowest viable offer you can accept to get a sponsor on board. Swag bags are a classic sponsorship opportunity, and they’re still one of the greatest too. Making your top sponsorship packages exclusive will increase the chances of people wanting to buy them. But sponsors can benefit from these studies too. If that’s the case, you’ll probably need to divide the sponsorship request quarterly or have some other way of designating a set time commitment. Consider extending the theme to your event decor for more impact. Don’t forget about the floor… it’s everywhere at your event. Pulse does a great job highlighting sponsorship opportunities. Sponsorship of events in particular can be especially effective as a marketing tool because it can be a means of accessing a wide range of audiences such as decision … Mozambique Why? Liechtenstein 2012 was particularly notable as Bell held a cinematic art exhibition with live street artists that also allowed them to integrate their products alongside the festival. Understanding the full picture can trigger ideas for sponsorships going forward. Guinea Most event apps welcome brand sponsors. Your event’s social media advertising could be a great opportunity for your sponsors to get more exposure. Algeria Use Branded Badges for Increased Sponsor Presence In 2018, sponsorship spending, according to, exceeded 24 billion dollars in North America alone. The sponsors of the event are Mastercard, who are in their 20th year of being the headline sponsors of the awards, showcasing the long-term partnership that has been mutually beneficial for two decades. There are several ways to delight your way unto sponsors’ hearts. The Competition Attendees love this idea, particularly for music festivals and other outdoor events. Concentrate on providing them things like “cost per impression. Do they have a family? It has been a … 10. Lets start off by getting on the same page through defining what an ev… From the Boston Pride Festival to the NYC Heritage of Pride, their sponsorship had expanding reach due to the network of these events. back to top Show that the demographic they’re suffering with (or lagging behind with) is well represented at your event. What can you give them exclusively? By submitting your data, you consent to the sharing of your data with the sponsors of this report and to receive marketing notifications from EventMB according to our Privacy Policy. Organizers will send push notifications to attendees during their events. The rules are that no ideas are too crazy to put forward. If the recurrence is annual or biannual, it’s easy enough but what if those events are monthly or weekly? Instead, get to know your potential sponsors and look for ways to partner with them in order to make both of your dreams come true. Sponsors can get their brands in the hands of event attendees while getting joy from solving a critical problem. But that data is not beneficial if they glance at it or miss key information. You need to up your game to keep in front of the pack. It used sponsorship opportunities by encouraging branded staff to be part of the parades, start their own local initiatives to support their communities and fly flags, have branded apparel and large red signage balloons at the event themselves. They may even be interested in multiple years or multiple events if you can promise exclusivity or making them the “official ____” of your event. keyboard_arrow_right EventMB may send you marketing notifications on behalf of the sponsors of this report. These aren’t the only brands making a name for themselves using event sponsorship, here are 5 more to watch out for: Lesotho Knowing this will help you communicate value, which you must do to secure partnerships. When building sponsorship packages for your event, consider creating multiple tiers (at least three) of sponsorship, each equipped with different benefits and sold at varying price points. 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. With strong sponsorships, you can accomplish much more than your original budget allows. Sponsors want as much bang for their buck. Your event’s social media advertising could be a great opportunity for your sponsors to get more exposure. As well as sponsored bars and signage, you could use decor that matches sponsor branding to increase the overall presence. They make it clear that last year's conference produced an average of 1,800 leads per sponsor. Storyline As mentioned before, it is imperative for you as an event organizer … Measurement of different touchpoints 100 may sound like a big number, but it is very achievable for almost any event. To claim CE credits register here But you still need to actually go out and find organizations that fit your criteria. There you have it, a complete event sponsorship guide for 2021. In order for them to become partners, they may need to see certain actions on your end. keyboard_arrow_right Align a sponsorship with the mission behind the brand. In-Kind Sponsorship Sponsored photo backdrops are a surefire way to reach a wider audience through attendee social media channels. If so your sponsorship approach will be a little different to a one-time event, or one that runs once or twice a year. They'll also need to know how to become eligible for each package. back to top How can you make hungry, attendees happy: by offering packed grab-and-go snack packs through a sponsorship. Congo Advantageous for them to sign on for the amount of time you’re requesting. Political ideology Sponsored Networking Activities and Experiences Somalia Metrics say it all. No organization will support your event out of the goodness in its heart. Targeted Marketing. It is one thing having the ideas but you also need a way to contact them. Armenia Does it preclude them from participating in yours? Poland We identify and store the URL to this page for every single organization we find, across the U.S. For example, you can add lower thirds and other visuals like sponsor logos on transition slides or even promo videos that play between sessions. Sponsorship revenue was also an important factor for around a third (32%) of eventprofs. Use this information to create a personalized approach using the data you learned and crafting a sponsorship opportunity that will meet their needs. Interested sponsors can continue to feature in your email list messages, forums, breakfast meetings, post-event surveys, meetups, discussion groups, and other ongoing attendee-facing channels. For example, a dairy company seeking to displace a powerful incumbent brand in Las Vegas recently began sponsoring a wide variety of events, including wine and food festivals. Number of interactions recorded by the sponsor Do they have a family? keyboard_arrow_right professional QR-code games and scavenger hunts are a great way to engage attendees whilst capturing useful data. Know Your Audience Profile Inside Out to Harness Big(ger) Bucks It is one thing having the ideas but you also need a way to contact them. Or sell them individually on a per event basis? 1 Total event attendance SXSW writes articles about the innovative things their top sponsors are doing and what visitors can expect to see from them. Sponsors consider their return on investment (ROI) when measuring the value of sponsorships, and the most important elements include awareness and financial benefits. Brands may run their own events but customers know there will always be a bias or a secondary objective. A sponsors’ logos on the backdrop of a panel discussion is good, but you can push for great by getting creative. Use Creative Logo Placement to Drive Sponsorship Value What they share is often what they value. How can you make hungry, attendees happy: by offering packed grab-and-go snack packs through a sponsorship. Pro tip: Nauru However you are presenting the sponsorship opportunities, you will be most successful if your approach is personalized to the sponsor. A shout out on the main stage or logo placement on your event collateral is worth zero. And here’s another example. Share it with them. You want attendees to remember their contributions and not just assume everything is brought to you by the event. This innovative activity stands out, in a good way, in this environment and also offered a memento to raise awareness throughout the event. Austria Sponsored demonstrations are a great way for sponsors to engage with attendees and potential customers on the trade show floor. To these industries, being able to displace a competitor is a major focus and advantage. Think differently to entice your sponsors: Eventually sponsors interested in that demographic will come to you. Sponsorship Letter for Sports Clubs. An effective method of rehabilitating a struggling brand is to associate that brand with prestigious events. 6. How can you solve the issue of attendees waiting in line for hours? A lot of these sponsors don't just want to have a sponsor sticker slapped onto an event. Think of potential questions they will have before they bring them up so you’re ready. During the event, the primary focus is on brand activation, often using influencers to drive sales and increase awareness of their product during this lengthy, high profile event. 1. Be open-minded and don’t leave companies off the list because you think they are too big or too small at this point. While these activities don’t normally fall to event planners, when it comes to recurring events sponsors, these organizations become more like business partners because a commitment to an entire season is much harder to accomplish than a one-time donation. To better understand how sponsors think and what they actually want from a sponsorship relationship, let’s look at the specific reasons companies invest in events. Period. 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. Here are our key takeaways: You now have everything you need to start contacting potential partners and securing sponsorships for your event. The best way to stand out is to do it your own way. You also know better what is the lowest viable offer you can accept to get a sponsor on board. I understand that EventMB will not share my data and only EventMB will send me relevant marketing comms on behalf of this report sponsors (limited to one email per sponsor). The first 5 floors become the epicenter of the event each year. keyboard_arrow_right This will affect their desire to do business, which will yield a bad sponsor experience. Being prepared for this by doing your homework means you’re more apt to walk away with some sort of sponsorship deal. Why are sponsorship opportunities often so hard to secure? 3. An event sponsorship allows sponsors to give some sort of investment in exchange for marketing at an event. Of course, logos on branding are nice to have but that’s all. We have three tips for you in this regard: First, you have to know and understand the particulars of your event. For example, a dairy company seeking to displace a powerful incumbent brand in Las Vegas recently began sponsoring a wide variety of events, including wine and food festivals. It decided to use the popular music festival to showcase its new range of laptops, which are focused on an artistic demographic. Vietnam Australia Never make this big event sponsorship mistake Less than a quarter (22%) said that they weren’t struggling to secure sponsors. Chapter 3: Understand the 8 Real Reasons Driving Event Sponsorship (and lock down more revenues), 5. What are they looking to do, traditionally and this year? Brands often will sponsor an event simply to block one of their competitors from doing so. Make a list of the top 100 companies willing to sponsor events in cities where your event runs. Do you have the technology in place to provide this data to your attendees? They are a generic attempt to just sell. Secure event sponsorships. Like other photo opportunities, attendees can share these professional headshots on social media to draw attention to the event. If you would like a copy of this research for publishing purposes, you can request it here: State of the Event Industry Research. If 10 people want to pay SaaStr over a million dollars to sponsor the event, why would they only accept 6 of them? Gold, Silver, Platinum, became the default way of outlining the cost for each sponsor offering in a one-size-fits-all approach. Mongolia If the event has run before you will have a wealth of valuable information that you can use to your advantage. Look for ways you can help them obtain these things at a reasonable price. How many attendees registered or attended sponsored workshops/sessions? keyboard_arrow_right Tree planting can be a great way to achieve these goals. Belize Upsell your sponsors. Everything from cricket tournaments to the Super Bowl to local little league baseball games. Have Your Sponsors Provide Necessary Relief The way you did things in the past probably doesn’t cut it anymore. But they also offer other options, like in 2015 when they set up a photo booth to encourage customers to capture themselves trying on their products, promoting the event hashtag #driveintofashion. In most cases, the responsibility of sponsorship activation usually falls to the marketing team. It’s always worth a shot for any aspect of an event that can pay for itself. One powerful feature of event sponsorship is that event planners understand the demographic and economic makeup of the audience. Motivation. Social proof in the form of testimonials from previous partners can go a long way towards convincing a brand to sponsor your event. Events go through a lot of bottled water so it would be silly not to exploit the opportunity. Paraguay Laos Use technology that can give you real-time results. Innovative sponsorship programs look at the needs of attendees first. With the recent industry shift to virtual and hybrid events, there are new opportunities for sponsorship ideas, so get creative. Surveys help planners justify their event ROI, discover new opportunities, and uncover attendee sentiments. 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. A majority of event professionals (53%) agreed that finding sponsors for events is a struggle. Even better, you can do the two; position branded signage and staff at wayfinding points to the event. Event attendees need their phones and other mobile devices to receive push notifications, interact with the event's content, and more. pay special attention to whether or not the venue has an exclusive contract with another brand that may prevent the sponsor from serving their product. What’s going on in their industry? New Zealand This lengthy relationship goes hand in hand and as an online media company, they have a variety of platforms and channels they utilize for marketing, especially in the run-up to this annual event. For instance, if they are “green” - point out what you’re doing to create a sustainable event as well. There are some industries which can be characterized as “hyper-competitive”, like car insurance, soft drinks, beer, and apparel. Your sponsor wants to sell their product. Make your inventory creative! Estonia One of the biggest ways to up your game in the eyes of a sponsor is to harness the opportunities offered by social media to enable spontaneous communities to flourish around your event. Successful event sponsorship packages contain something for everyone, you, your attendees, and your sponsors. Build your hit list and get off to a flying start: Take time to review all angles of your event. But trade show attendees eventually sit down. For example, Bizzabo recently launched our partner and speaker management solution which makes it easier than ever to manage your sponsors. Sweden Also, what sets your event apart from other events on similar topics? If you’re giving back at your event, your sponsor may want to donate time or resources as part of the community. Cuba And that means producing a sizeable return on the investment. Sponsored event push notifications could be subsidized by sponsors it places the head in. From previous partners can go a long way towards convincing a brand lower if you ’ re suffering (... T worry, all the data you can give some greater insights what... Assume everything is brought to you zaniest sponsorship opportunities available to events another fun addition is attendee testimonials in hands. A sizeable return on the backdrop of a panel discussion is good but. Valuable relationship for all stakeholders get something out of the event buying sponsorships we recommend starting with least. 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