How can you effectively communicate the value of your event to corporate sponsors?

Companies are great at sharing their values on their websites. Some even share how they give and are proud to showcase the organizations they've sponsored in the past. This information will indicate if your event is a fit and if so, you have already passed the first test. Instead of sending a PDF packet with lots of verbiage on the benefits of the sponsorship, search their site to see if they already have a sponsorship form or a contact name. If there is a contact name and email, contact them directly to start a conversation about what they'd like to see as a benefit that they haven't received from any sponsorship yet and see if you can deliver on that.

To effectively communicate the value of your event to corporate sponsors, consider these steps: 1. Know Your Audience 2. Craft a Compelling Proposal 3. Highlight Benefits 4. Showcase Past Successes 5. Tailor Offerings 6. Offer Unique Opportunities 7. Provide Data and Metrics 8. Build Relationships 9. Follow-Up and Persistence 10. Deliver on Promises By effectively showcasing the alignment between your event and the sponsor’s objectives, emphasizing unique benefits, and maintaining a professional and personalized approach, you can increase the likelihood of securing corporate sponsorships.

Understand that Exhibitors and Sponsors have different objectives and ultimately the ROI/ROO will be different for both. Many exhibition salespeople try and sell sqm and sponsorship the same way. They are different products!

If experience has taught me anything, it's to make sure that you get your name out there by proposing an event that will also benefit your specific sponsor. Sponsors tend to promote live events, if both parties share the same vision. Once you've done that you should make sure that you know the needs of your audience.

Can you put yourself in the shoes of your client? Perhaps you did exactly what they did and know how they think. And if you don't, give them the opportunity to make you smarter and wiser.

Need clear strategy and target of the event clearly define your value proposition. Highlight the main unique benefits of the sponsors will gain, such as brand visibility, targeted audience exposure, networking opportunities, and potential ROI. Showcase past successes, emphasize alignment with their brand values, and provide data on attendee demographics and engagement to demonstrate the event's reach and impact and targets for the benifit of the event and all parties.

I agree, many organizations will want to know what they stand to gain on your event. Therefore you need to create visual illustration of what they stand to gain at the event. An overview of the participants and how they can network their services. You also need to talk about flexible agenda on the event that showcases their business and services to the audience and participants. These and more along with the publicity brief should convince the organization enough of the benefits of participating on your event.

Defining your value proposition is very fundamental to seeking sponsorships. Alignment of value proposition with the marketing objectives provides a higher chance of securing the sponsorship fees. I had a sponsorship proposal for a music concert at a beach. As the head of marketing for a power generator, a very functional product, some may not associate the product with a music lifestyle event. However selling the idea of being the reliable power solutions company for a large outdoor event reinforces the trust in my power solutions brand and I can craft my brand message to suggest how my solution enables spending more time with your loved ones - tying to the fun times at the concert with loved ones.

Your value proposition is the beacon guiding sponsors to why your event is a must-invest opportunity. Answer the golden question: what's in it for them? Unveil the unique features, benefits, and outcomes your event offers. Showcase specific opportunities – exposure, recognition, engagement, leads, sales, feedback, and impact. Craft a narrative that narrates not just an event but a strategic partnership that propels sponsors toward tangible success. It's more than an event; it's a tailored journey where sponsors don't just participate; they flourish. Your value proposition should be the irresistible melody that resonates in sponsors' ears, making your event an offer they can't refuse.

This stage depends on if you are client direct or going through a "System" of command authorisation. If it's direct you should always have a fantastic result but always be aware that they are the client. If it's through a chain of command don't be shy at flagging something up and make sure it's documented - If it's not written down it didn't happen.

To win sponsors' trust, project an image of unwavering professionalism and reliability. Demonstrate your event prowess through evidence, testimonials, and a proven track record. Showcase past successes, embodying the reliability sponsors seek. Share your vision, mission, and values – the guiding lights steering your event. Paint a vivid picture of your passion, purpose, and the story behind your event. Transparency and authenticity become your greatest assets in building a foundation of trust. It's not just an event; it's a commitment to excellence, and your sponsors should feel secure knowing they're partnering with a team that not only talks the talk but walks the walk.

Like I mentioned earlier, you need to show the sponsors what you are made of. Like the history of your past events and what came out of it. You also need to share your company track records and other believable facts in form of video, picture, news stories or magazines.

If you are brand new with no conections you probably won't be here reading this - This community started as a way for professionals to meet and introduce people that they trust to people that they know and trust. It's very likely that your client has looked you up here so be it on the web or face to face be honest, be straight, and be helpful.

Describe to your sponsors how your event is going to be tailored to your audience. Give them a breakdown of how you’ll achieve this by knowing your audience. Be concise and specific with the details of achieving the main objective, which is to draw in your audience.

In my experience, your proposal should be colorful, brief, organized, and informative. People’s attention span these days is very minimal and is why very lengthy explanations in your proposal may not be it. Although for some sponsors they the epistle. You should showcase your past events in few paragraphs and well detailed pictorial illustration. You could also do a model what the coming events will look like a simple 3D model as well and what their brand will look like on the event

As a brand manager who's had to review so many sponsorship proposals, it's amazing how generic many are. You may tick all the boxes with regards to TA, event concept, location etc but if I don't see how it addresses or aligns with my marketing objectives, I'm not going to approve. However I'd be willing to give an opportunity to the organisers to provide more details only IF the highlighted check boxes exist. Event organisers seeking sponsorships should realise that the sponsorship fees sought are in exchange for marketing KPIs to be met

Every gig is different but the goal in order of importance is happy punters. If the guests arn't happy happy when they leave you have failed...

In order to gain the trust of the sponsor for future engagements, make sure that the first assignment lives to the promise..make sure you deliver what you promised. It like love at first sight.

Repetition can help.. keep the idea of why the event is essential to the growth of your sponsor fresh in their minds! It can seem as though you might be repeating the same reasons over and over, however, one needs to remember that sponsors might have many different clients they are working with and their memory can be short lived. Gentle reminders of the value you bring to them can go a long way, especially for future collaboration.

Many organizations lack the habit of responding to proposals. You have to do a strong following up. From the day you initiated the interest to have them sponsor your event, you need a contact in the company. You need strong networking from inspection. That is, get a follow up contact. You need to call them as frequent as possible not to pressure them but a friend reminder. You occasionally show up to get updates on your proposal. Confirm your availability to answer any question and clarify any doubts. Your availability and persistence sometimes is what get the job done

In am ideal world your client or their rep is on site until the end and you can have a quick chat - If everything was great you should leave it at that, if something went wrong this is not the time to go into detail and you should arrainge a meeting or phone call within the next couple of days.

Essentials to communicate: the description of the event, the target audience, the contents that will be covered during the event, with the draft program. Information on people you intend to invite (presidents of institutions, media, celebrities). Add info on the marketing plan and on the exhibition area where sponsors will be visible. Underline how much visibility the sponsor will be able to obtain and how this result can be achieved. Also indicate the benefits and WHY the event represents an unmissable opportunity. Finally, put yourself in the sponsor's shoes, thinking about the event in a different way, learning to observe the details as if someone were to judge its value, solely from the point of view of convenience.

Know what you are trying to “sell.” I was in radio for eleven years, and explaining the value of “air time” to potential advertisers was more than the customers it would bring to their business. Based on radio listener habits, at the time, reports showed it took an average listener to hear the same add at least six times before they would react to the advertisements in some way. What you needed to sell was a plan of action to a potential advertiser, based on what they would like to accomplish with the advertising. This is key to selling anything…know what you are selling. Rather than simply pre-qualifying people to sell ads, work on developing a growing relationship based on their needs. Gimmicks are temporary.