How do you create unforgettable experiences for live event sponsors?

1 Understand their goals

The first step to creating a memorable experience for your sponsors is to understand their goals and expectations. What are they hoping to achieve by sponsoring your event? How do they measure their return on investment? What are their key messages and target audiences? By having a clear and open communication with your sponsors, you can align your event objectives with theirs and tailor your sponsorship packages accordingly.

2 Offer creative and customized opportunities

The second step is to offer creative and customized opportunities for your sponsors to showcase their brand, products, or services. Don't limit yourself to the standard logo placements, banners, or booths. Think of ways to integrate your sponsors into the event content, activities, or experiences. For example, you could invite them to host a workshop, a panel, or a demo; you could create a branded lounge, a photo booth, or a pop-up store; or you could feature their products in a giveaway, a contest, or a swag bag.

3 Provide exclusive and VIP benefits

The third step is to provide exclusive and VIP benefits for your sponsors that will make them feel appreciated and valued. These could include access to premium networking opportunities, special invitations to pre- or post-event functions, recognition and shout-outs during the event, or feedback and testimonials from attendees. You could also create a dedicated sponsor portal or app where they can access event information, analytics, and leads.

4 Engage them before, during, and after the event

The fourth step is to engage your sponsors before, during, and after the event. Don't wait until the event day to start interacting with them. Build a relationship with them by sending regular updates, newsletters, or surveys; by inviting them to planning meetings, webinars, or site visits; or by featuring them in your event marketing campaigns, social media posts, or blogs. During the event, check in with them frequently, ask for their feedback, and introduce them to other stakeholders. After the event, follow up with them promptly, thank them for their support, and share the event outcomes, results, and testimonials.

5 Ask for their input and suggestions

The fifth step is to ask for your sponsors' input and suggestions on how to improve your event and your partnership. Don't assume that you know what they want or need. Ask them what they liked and disliked about the event, what they would like to see more or less of, and what they would change or add. Listen to their ideas and opinions, and show them that you value their feedback and insights. This will help you to enhance your event quality, increase your sponsor satisfaction, and strengthen your long-term relationship.

6 Surprise and delight them

The sixth and final step is to surprise and delight your sponsors with unexpected gestures or gifts that will make them smile and remember your event. This could be anything from a personalized thank-you note, a video message, or a certificate; to a branded souvenir, a gift basket, or a donation to a cause they care about. The key is to be thoughtful, creative, and genuine, and to show your sponsors that you appreciate their contribution and collaboration.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?