Sponsorship is a powerful way to boost your brand awareness, reach new audiences, and generate leads. But how do you find the right events to sponsor, and how do you measure the return on your investment? In this article, we'll share some tips on how to identify the best event sponsorship opportunities for your brand, and how to make the most of them.
Before you start looking for events to sponsor, you need to have a clear idea of what you want to achieve and how much you can afford to spend. Do you want to increase your brand recognition, generate leads, or showcase your products or services? How will you track and measure your success? How much value do you expect to get from each sponsorship? Having a realistic and specific set of goals and budget will help you narrow down your options and evaluate potential events.
Set KPIs prior, measuring success. Suggestions : Brand Visibility: Measure through metrics like social media mentions, press coverage etc during the event. Audience Engagement: Track the level by analysing social media interactions, event app engagement, and any direct interactions. Lead Generation: Assess the number generated during or after the event. Conversion Rates: Monitor conversion rates from leads to customers. Website Traffic: Analyse during and after the event, identifying any spikes or sustained increases. Social Media Follower Growth: Track the growth in followers during and after the event. ROI (Return on Investment): Calculate by comparing the cost of the sponsorship to the revenue generated or expected as a result.
Few key pointers that can be considered to sponsor any event are: - The TG of the event, whether it is in line with the brand - Reach and engagement of the event - Visibility for the brand - Media exposure that the brand would get as a sponsor. - If the sponsorship is able to create legacy for the brand, thus contributing to the brand recall for long term. Ideally, if the ROI and ROE is above 4x, that engages the brand's TG, that would be the ideal event to sponsor.
On the business development side, create a solid top business prospect list and research those future customers' affiliations to find out where best to connect. For client retention, find out from your most loyal, valued customers which events and respective organizations are of value to them.
I like to do a pressure test . We pay attention and quantify : vision, values, verbiage and vices .. Does the vision of the event align with the brand or the brands intent for impact? Do the values of the organization align with our values ? Are they using asset based language in their marketing and promotions? Are there any flags that could cause pain points or required pivots. Once I look at these, it simplifies the process for myself and my team .
For me it is all about target audience, fit and value, and customizing each sponsorship while staying with the brand. It's also the special opportunity that comes with a sponsorship - connecting IN PERSON! Rarely do I sponsor an event that I am not able to attend. The value to me is being a part of the brand while getting front of those I already have a relationship with and building on that and also connecting with new people, forging new relationships while I am connected to my brand. I always have fun customizing my sponsorship while keeping with the brand - fun door prizes that stay with the event theme; branded swag, fun snacks and drinks and other give aways that are useful to attendees and stay with the brand and conference theme.
The next step is to research your target audience and market, and find out what events they are interested in, attend, or follow. You can use online tools, surveys, social media, or your own customer data to gather insights on their preferences, needs, challenges, and interests. You can also look at your competitors and see what events they are sponsoring or participating in. This will help you identify the events that are relevant, popular, and influential among your potential customers and partners.
Make a spread sheet of the last 6 to 18 months of your sales data. Include columns for gender, age, location, industry they work in, product they purchased, how much the spent etc. You want to have as much information to analyse as possible. You want to look for set patterns for each column. You can then work out exactly WHO your target market is. Once determined, it will be clearer to see whether an event is the right fit.
Your brand must always connect with your target audiences, it is vital to be in the know about what is relevant to them and which events they like or would like to attend. You also need to make sure that there is synergy between your brand positioning and what the event stands for or is promoting (there must be a fit). You also cannot be everywhere and anywhere, your brand must be seen and felt by your audience as genuine, being selective is very important as well.
Impossible for sponsorship to come without expecting cash benefits. 1. Ensure the target market aligns with the prospective sponsor's product/brand. 2. Create a target market plan that offers many advantages for the prospective sponsor to implement at the event. 3. Set ambitious yet reasonable KPIs, with achievements exceeding the offered sponsor value. 4. Create triggers to reach the target sponsor.
Do your research. If it’s a new event for you, is your competition attending (or have they in the past?). Looking at the vendors from past years can give you great insight into the event’s potential. If your competitors were there one year and dropped out, there was a reason.
Important to access your sales and who is getting the most value out of your products and opportunity! Then once you know that make sure to add value for your demographic not only on products but on there needs . Alway educate, joke, be real and include lifestyle as well! People need to trust you! ????
Once you have a list of potential events to sponsor, you need to evaluate how well they fit your brand and how much value they offer. You can use criteria such as the event's size, location, format, theme, audience, reputation, and goals. You can also look at the event's sponsorship packages, benefits, and costs, and compare them with your own goals and budget. You want to choose the events that align with your brand's values, message, and vision, and that provide the most exposure, engagement, and leads for your investment.
This is where it's important to tamp down that inner people-pleaser...ask me how I know LOL! If the event won't be mutually beneficial, or if it'll cost you too much emotional, energy, time, or monetary capital - consider delaying your participation to a timeframe that works better with your life. If it's an opportunity for a great collaboration, your potential partner will understand your prioritization. #SelfCareIsNOTselfish
Assessing the fit of the event with your brand is important to ensure that the event is aligned with your brand's objectives and your strategic planning for that year. This can help increase your brand's visibility and improve audience engagement. It can also help ensure that the event is successful and achieves its objectives. Of course, after evaluating these aspects, we have to assess which sponsorship fits into our budget or if we have room for extra requests or negotiating values with the sponsor.
When creating sponsorship tiers and inclusions, make sure to consider your event's audience, and which organizations, companies and entities will truly benefit from being in front of your audience. Similarly, if you and a potential sponsor have complementary audiences (for example, you are having a coffee-focused event and your potential sponsor sells a plant-based creamer), it could be a wonderful partnership to join forces and create an onsite experience at the event.
Check out who else is sponsoring- is there a conflict of interests?! It's important to find out who other sponsors are- if there is a sponsor that would have a negative impact to your brand the last thing you’d want is to have your logo next to theirs. For example if your business is in the enviromental space and has strong sustainable values, being associated with a company that had recently been in the press for unethical disposal of waste materials into water supplies would not be good.
Uma empresa que queira patrocinar algum evento, precisa ter em mente sempre o que vai ser agregado ao seu produto final. Por exemplo, um festival de artes para crian?as pode ter patrocínio de uma empresa de chocolate, papel, canetas, lápis, gráficas, etc. Empresas que tenham liga??o com o mundo infantil.
After you select the events that you want to sponsor, you need to negotiate and customize your sponsorship agreement. You want to make sure that you get the best deal possible, and that you have a clear understanding of what you and the event organizer expect from each other. You also want to tailor your sponsorship to your brand's goals and strengths, and to the event's audience and format. You can ask for specific benefits, such as logo placement, speaking opportunities, booth space, attendee data, or social media promotion.
In my view, the key to choosing the best sponsorship opportunity lies in understanding and aligning with key stakeholders. I believe in customising sponsorship packages to match a brand's unique identity and goals, ensuring they deeply resonate with the target audience. It's about creating more than visibility; it's about forging authentic, engaging connections that truly reflect the brand.
Never settle for/offer one-size-fits-all sponsorship packages. Always negotiate the best value because then you can assure the best support. Tailored experience will provide an opportunity for a long-term support, especially if the event is/has the potential to be a traditional one.
Evaluate Sponsorship Packages: Review the sponsorship packages offered by each event. Assess the visibility and promotional opportunities provided, including logo placement, speaking slots, and exhibition space. Consider Attendee Engagement Opportunities: Explore how you can engage with event attendees beyond traditional branding. Opportunities such as workshops, interactive sessions, or experiential marketing can create a memorable impact. Assess Past Sponsors and Success Stories: Look into the history of the event and identify past sponsors. Reach out to them or analyze their success stories to understand the benefits they gained. This can provide insights into the event's effectiveness for sponsors.
é importante que você tenha mapeado suas cotas de patrocínio, mas é ainda mais importante entender que isso é apenas um ponto de partida para uma longa troca de emails e telefonemas para o alinhamento de expectativas. Negocia??o é como uma dan?a. Você pode dar o primeiro passo, mas dan?ar junto demanda flexibilidade, sincronia e uma curva de aprendizados. Comece com as cotas, tenha claro o que vc consegue abrir m?o e n?o, seus pre?os de partida e de saída, mas n?o se fixe demais em sua posi??o. Ao vender um patrocínio, você ganha um sócio. Combinar muito bem tudo desde o início é a garantia pra evitar desentendimentos adiante.
I love custom sponsorships, especially if you can create a multi-event or annual agreement. When it comes to a new sponsor/event relationship, it's important to evaluate the sponsors' goals and objectives against the goals and objectives of your event, as well as their budget and which department(s) are invested in your event. If you don't know where to start with a custom sponsorship, begin by listening to why the organization is considering supporting your event and determine which facets of the event would create the most impact with their presence.
The final step is to prepare and execute your sponsorship plan. You need to have a clear strategy and action plan for how you will leverage your sponsorship before, during, and after the event. You need to create and deliver your sponsorship materials, such as banners, flyers, brochures, or giveaways. You need to train and motivate your staff, and assign roles and responsibilities. You need to communicate and collaborate with the event organizer, and follow their guidelines and deadlines. And you need to engage and interact with the attendees, and collect their feedback and contact information.
Make a work back schedule based on deadlines that the sponsorship portal provides for you, and add key dates to your calendar. Share this work back calendar with your team and review it every week with stakeholders to ensure that nothing is falling behind. For example, for booth designs, you need time to get a designer draft, reviews, edits, final reviews, and then submission time. All of these key milestones should be reflected in your event work back schedule.
Also check up on competition’s sponsorship. Find their sponsors, and contact their sponsors’ competitors! Of course taking into consideration all above . Like budget, sponshorship goals etc
My favorite way of doing this is to host a podcast relevant to those who might be potential sponsors. I then invite them to be guests on the podcast and offer to edit the audio and video to send over for them to use as thought leadership content for their website or social channels. In doing so, this has opened so many amazing relationships for our company and led to easier conversations in pitching the sponsorship opportunities.
Ideally, this is as collaborative as possible between you, the event, any agency partners, and other relevant stakeholders. The event should want to see your sponsorship succeed - thereby increasing chances of renewal - and authentically interweaving what they're doing and what you want to do has one of the greatest chances of maximum impact. You're sponsoring that event, make it evident why, how it matters - just changing a few standard marketing pieces isn't going to cut it.
Knowing your audience is key. Choose events that align with your target demographic to ensure that your brand connects with individuals who are genuinely interested in your products or services. Consider the relevance of the event to your industry. Sponsoring events within your niche not only enhances credibility but also positions your brand as an authority in the field.
To identify the best sponsorship opportunities for your brand, align with events reflecting your values and target audience. Choose engagements offering meaningful visibility and interaction. Prioritize collaborations allowing creative brand integration, and consider long-term partnerships for sustained impact.
Patrocínio é sobre reputa??o, confian?a e credibilidade. Se você n?o tem, é por aí que deve come?ar. Especialmente se é o seu primeiro projeto/evento, esteja aberto a oferecer uma degusta??o para um potencial cliente. Fa?a uma entrega que ele veja o valor em investir, de verdade, no próximo ano. Alguns dos melhores projetos de patrocínio que conhe?o s?o rela??es construídas há anos, com muitos aprendizados, persistência e cess?es de ambos as partes. N?o espere que seu patrocinador banque o seu sonho. Convide-o a fazer co-criar esse sonho com vc, cada um com seu risco e possibilidades. Quanto mais você mudar a mentalidade de patrocinador para parceiro, melhor será a negocia??o para ambas as partes.
Strategic partnerships when it comes to sponsorship can be a great way to maximise the impact. If another business shares your target market audience, but aren't in competition for business you can leverage each others audiences to have a larger impact. Social media can be an effective way of collaborating before and after events. Social media posts tagging each other will leverage both audiences and heighten visibility.
Sponsorships have to go beyond logo placement! Making a sponsor an integral part of the onsite or hybrid experience, and ensuring that there are human beings onsite to make connections when possible, will go a long way.
I say: 1. Identify the sponsorships that align with your events core values and morals. 2. Know thy budget. Calculate a budget for your event.