What is the most effective way to choose a sponsor for your event?

Outline your event objectives (3 clear objectives (qualitative and quantitative). Based on the type of event you can nearly align with any sponsor, to create a win/win sponsorship opportunity. Ensure your objectives and your sponsors’ objectives are aligned.

Lo primero que se tiene que definir es el objetivo general del evento, el proyecto debe tener toda la infraestructura necesaria para buscar que sea rentable por sí solo. En mi experiencia, lo más importante es crear un concepto alrededor de tu evento, esto no solo te ayudará a la hora de buscar patrocinios, sino también, será una guía para cualquier toma de decisión que hagas y que tu evento tenga más probabilidad de ser exitoso.

Clearly define your event objectives and what you hope to achieve through sponsorship. Whether it’s increasing brand awareness, driving attendance, or generating leads, articulate your goals and expectations to potential sponsors to ensure alignment and mutual benefit.

Everything should be clear and transparent. Clear communication, fixed and summarised presentations plus extra options. Present CTA opportunities alongside expected results and branding opportunities.

In my experience you have to be thoughtful about the role and function of the person your asking to sponsor the event. Before reaching out think of what pain point they are experiencing and how this event will be a win win for both parties. I only ask people to sponsor events who have the ability to write checks, who are directly in charge of the corporate brand, and responsive!

Look into the sponsorship history of potential sponsors to identify companies that have previously supported similar events or initiatives. This indicates a willingness to invest in sponsorship opportunities within your niche and increases the likelihood of securing their support for your event. Look for sponsors that offer complementary products or services that align with the needs and interests of your target audience. This creates opportunities for strategic partnerships where both parties can provide value to each other's customer base.

A thorough study of the sponsor is crucial. Because for the event brand association its important that there is a rub off a relevance between the event and the sponsors DNA. Irrelevant tie ups may boomerang and sponsor may not get the much needed visibility and mileage through the association. What have been their previous tie ups has the association worked etc needs to be scrutinised

Normalmente, solo las marcas trasnacionales tienen considerado un presupuesto para patrocinio y es probable que, desde su planeación anual, ya esté asignado para un proyecto. Por lo tanto, es más fácil iniciar por los que son en especie. Revisa con la producción todos los insumos que se necesitan para que a partir de ahí puedas buscar la forma de involucrar marcas que sumen con intercambio. Para la mayoría de las empresas es más fácil hacer inversiones en especie que monetarias. En general debes fijarte en el valor intangibles y ADN de marcas, para que busques el match de acuerdo con el concepto y los valores de tu proyecto.

Don't just ask for money. Highlight how your event can benefit the sponsor, like brand exposure, lead generation, or positive community association. Craft sponsorship packages with clear benefits for different budgets.

Develop tailored sponsorship packages that align with the objectives and preferences of potential sponsors. Highlight the specific benefits and opportunities your event offers, such as branding opportunities, speaking engagements, product showcases, or access to attendee data, that can help sponsors achieve their goals.

Sponsors just want to make sure dollars spent equate to increased revenue + max reach. Develop your content + copywriting, and most importantly -- include relevant + accurate data in your proposal that shows how you can deliver that.

Recuerda que lo que busca cualquier empresa es un retorno de inversión. Algunas de las principales preguntas que te debes hacer son: Qué puede dar mi evento que no pueda conseguir invirtiendo el dinero en otros eventos, pautas digitales, o cualquier inversión publicitaria, tal vez puede ser, reputación, estatus, vinculación con una comunidad, exposure o experiencia de marca, por mencionar algunos. Realiza un documento formal y sintetizado con la información más relevante del proyecto, con los posibles alcances y personaliza cada presentación, dale mayor importancia a las cosas que veas que es más relevante para la marca de acuerdo a su comunicación y publicidad.

Una vez que la marca está interesada en el proyecto, debes ser flexible y tratar de integrar el patrocinio lo más “orgánico” a tu evento. Recuerda siempre buscar la formalidad, trata de asesorarte con un experto para redactar los contratos. Y toda negociación debe quedar por escrito.

Once you've secured sponsorship partnerships, diligently measure and communicate the impact of their investment in your event. Provide regular updates on key metrics, ROI, and success stories to demonstrate the value they've gained from sponsoring your event and encourage continued support in the future.

Focus on building continued relationships with sponsors based on mutual trust, respect, and shared goals. Invest time in nurturing these relationships through ongoing communication, collaboration, and follow-up to maximize the chances of securing sponsorship support for your event.

The relationship with your sponsor should be mutually beneficial and should enhance the experience. Your primary sponsor should be very important to the event, providing funds and/or products that contribute to a positive experience. The experience should be reciprocal in that they feel as if their company is getting additional recognition and exposure for the contributions they made.

Engage! Empower! Execute! Sponsors are in the business of giving to get. How can they realize their goals while meeting the needs of their allies/partners too? When we engage our sponsors, we determine the extent to which they want to partner on an initiative and how their interests will be protected and promoted. EMPOWERED sponsors are well informed about the impact of their sponsorship, and the audience that will promote the sponsor's brand. EXECUTION happens when agreements are signed and the partnership is elevated to a contractual arrangement. Recipients of the sponsorship are held to account for all actions related to the endowment received. All parties should ensure mutual respect is the foundation of their relationship.

Algunas de mis recomendaciones son: Nunca envíes una propuesta sin antes revisar al menos, la página y redes sociales de una marca, seguro te dará una pista para saber si podría interesarle o no tu proyecto. (No gastes energía innecesaria). Recuerda que siempre hay riesgo en cualquier inversión que hagas a la hora de producir un evento. No olvides, que no se cierra un patrocinio hasta que no está firmado el contrato, pues muchos te dirán que sí, pero del dicho al hecho hay mucho trecho. Y lo que para mi es más relevante, no dependas 100% de los patrocinadores, siempre hay que verlos como un extra para tu proyecto, pero jamás como el único ingreso.

Always conduct an integrity background check before considering a certain organization as your sponsor. There are hundreds of corporations that appear supportive and do not hesitate to back initiatives, yet their sources of income and reputations may raise questions among your partners, attendees, or employees. Obtaining sponsors is never easy, and many companies might prefer to clear their name or showcase their Corporate Social Responsibility (CSR) through your event. However, this could turn out to be a catastrophe for your company's interests.