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What are some strategies for adapting to different types of live event sponsors?

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Live events are dynamic and diverse, and so are their sponsors. As a live event planner, you need to adapt to different types of sponsors and their expectations, goals, and preferences. In this article, we will share some strategies for working with different types of live event sponsors, from corporate to nonprofit, from local to global, and from exclusive to collaborative.

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1 Corporate sponsors

Corporate sponsors are usually interested in boosting their brand awareness, generating leads, or showcasing their products or services. They may have specific requirements for logo placement, signage, media coverage, or audience engagement. To work with corporate sponsors, you need to understand their marketing objectives, their target audience, and their budget. You also need to communicate clearly and regularly, provide them with feedback and metrics, and deliver on your promises. A good way to impress corporate sponsors is to offer them creative and customized solutions that align with their brand identity and values.

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Guillermo Vizcaino

Founder, Growth Hacker and Community Builder
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Sponsors are awesome people or companies who want to help you out and get some exposure in return. But how do you find them and make them happy? - Look for sponsors who share your vision and values, and have a big or loyal audience that you want to reach. - Make a killer sponsorship proposal that shows them why they should sponsor your event. - Create awesome sponsorship packages that fit different sponsor types and budgets. So, give them options like logo placement, booth space, speaking slots, attendee data, or discounted tickets. - Show them the money by proving ROI and sharing insights, so they can achieve their goals. - Keep in touch with your sponsors and thank them for supporting you.

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Cesar Tinjaca

Hablo de Marketing | Comunicación | Marca | Posicionamiento | Con JATAI establecemos puntos de conexión entre audiencias y marcas. Creatividad, Comunicación, Marca y Posicionamiento ?Se trata siempre de aportar!
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Dentro de lo que hay que considerar esta: conocer a tu audiencia objetivo, el uso correcto de técnicas de marketing diferenciadas, ofrecer un Punto de Venta único, Wi-Fi gratuito, estaciones de carga, una buena línea de merch, anuncios publicitarios y una conexión especial con el cliente y sus objetivos.

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2 Nonprofit sponsors

Nonprofit sponsors are usually motivated by a social or environmental cause, a community need, or a charitable mission. They may have limited resources, but high expectations for impact and outreach. To work with nonprofit sponsors, you need to demonstrate your passion and commitment for the cause, your knowledge and respect for the beneficiaries, and your ability and willingness to collaborate. You also need to be transparent and accountable, provide them with stories and testimonials, and acknowledge their contributions. A good way to inspire nonprofit sponsors is to show them how your event can make a difference and create a positive change.

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Emily Copperud

MBA | Partnership marketing & brand strategy | Sports, tech & entertainment
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With any sponsor, an alignment of values and outcome is crucial. Even more so with a nonprofit - as these are organizations with a specific mission. It's important to tell the story of how your event will contribute to that mission. Because of often limited resources, nonprofits can be both creative and demanding. They often have experience making the dollar stretch further, and because they have that knowledge, for a sponsorship to be worthwhile, the perceived value needs to be high. How this can be done varies by event, but proving this ROI will be important no matter what. Note that the ROI will also consider that contribution to mission as well in terms of goal and KPI alignment.

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3 Local sponsors

Local sponsors are usually familiar with the area, the culture, and the audience of your event. They may have strong connections and networks, but also face competition and challenges. To work with local sponsors, you need to show your appreciation and support for the local community, your awareness and sensitivity for the local issues, and your flexibility and responsiveness for the local needs. You also need to be accessible and approachable, provide them with opportunities and benefits, and build long-term relationships. A good way to attract local sponsors is to show them how your event can enhance their reputation and visibility, and create value for the community.

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Margarita Tobón López

?Marketing ? Procurement ? B2B ? SAP Business Partner ? Linkedin ? Content ? Events? Intuitiva y creativa, estratega de generación de leads, growth marketer.
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Según mi experiencia, si trabajas con un partner global, sumar esfuerzos y aterrizar eventos en vivo de tipo one-to-few localmente es una excelente estrategia. Y quiero resaltar 3 puntos importantes para el desarrollo exitoso de un evento de este tipo: 1. Construye una relación sólida: mantén comunicación clara con el sponsor, sobre todo en la planeación previa; de igual manera recuerda mantenerte flexible frente a los cambios que se puedan presentar. 2. Haz marketing colateral: integra la identidad de marca de ambas empresas con una propuesta creativa y clara para promocionar el evento en múltiples canales. 3. Retroalimentación post-evento: recuerda mantener la comunicación e identificar áreas de mejora para futuros eventos.

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4 Global sponsors

Global sponsors are usually experienced and influential, with a large and diverse reach and presence. They may have high standards and expectations, but also offer resources and opportunities. To work with global sponsors, you need to show your professionalism and competence, your adaptability and openness, and your cultural and linguistic skills. You also need to be consistent and reliable, provide them with quality and innovation, and leverage their network and influence. A good way to impress global sponsors is to show them how your event can showcase their leadership and excellence, and create a global impact.

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5 Exclusive sponsors

Exclusive sponsors are usually willing to pay a premium price for a unique and prominent position in your event. They may have exclusive rights or benefits, such as naming, branding, or speaking opportunities. To work with exclusive sponsors, you need to show your gratitude and recognition, your loyalty and exclusivity, and your attention and care. You also need to be discreet and respectful, provide them with value and satisfaction, and protect their interests and reputation. A good way to retain exclusive sponsors is to show them how your event can highlight their uniqueness and superiority, and create a loyal and engaged audience.

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Josh Griffin

Awards program specialist ???? helping organisations connect to the community whilst achieving great marketing results through awards programs! Co-host of the Inspirational Australians Podcast
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When working with exclusive event sponsors, there is not a "one size fits all" approach. The partnership needs to be tailored to specifically suit both parties and achieve great results for both. This means being on the same page and having a good line of communication. Is it more work? Yes of course, but the benefits are well worth it!

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6 Collaborative sponsors

Collaborative sponsors are usually open to sharing and partnering with other sponsors, organizers, or stakeholders. They may have common or complementary goals, values, or audiences. To work with collaborative sponsors, you need to show your cooperation and coordination, your synergy and alignment, and your trust and respect. You also need to be inclusive and supportive, provide them with feedback and recognition, and foster a sense of community and belonging. A good way to engage collaborative sponsors is to show them how your event can create a win-win situation and a positive sum game, and create a collaborative and interactive experience.

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Josh Griffin

Awards program specialist ???? helping organisations connect to the community whilst achieving great marketing results through awards programs! Co-host of the Inspirational Australians Podcast
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At Awards Australia we utilise collobrative sponsor for all of our events. A typical example is to partner with beverage companies (whether wine, beer, soft drink or other!) showcasing their products to our audience and in turn, providing boutique offerings to our guests, that they wouldn't normally see at similar events. For example, at an event celebrating regional WA, we partner with a regional WA winery and brewery. It stays within the purpose of the event, it provides guests with products they may not have tried before and it puts lots of attention onto those local companies, providing ROI opportunities.

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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?

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Josh Griffin

Awards program specialist ???? helping organisations connect to the community whilst achieving great marketing results through awards programs! Co-host of the Inspirational Australians Podcast
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One question to ask yourself when looking for an event sponsor, is would the partnership make sense to the event attendee? If the answer is yes, then you will have a much easier pitch to any potential sponsor partners. Look for shared values and audiences, this will help to narrow your focus and identify who potential sponsors could be.

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What are some strategies for adapting to different types of live event sponsors?

1

2

3

4

5

6

7

1 Corporate sponsors

2 Nonprofit sponsors

3 Local sponsors

4 Global sponsors

5 Exclusive sponsors

6 Collaborative sponsors

7 Here’s what else to consider

Live Events

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What are some strategies for adapting to different types of live event sponsors?

1

2

3

4

5

6

7

1 Corporate sponsors

2 Nonprofit sponsors

3 Local sponsors

4 Global sponsors

5 Exclusive sponsors

6 Collaborative sponsors

7 Here’s what else to consider

Live Events

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