Reimagining The Sponsorship Quest for Events

REIMAGINING THE SPONSORSHIP QUEST FOR EVENTS

Sponsorship is often the main revenue generator for most events today. While attendee registration and other fees, such as for workshops and seminars, can be helpful, sponsorship dollars usually determine if an event is profitable overall or not. When done correctly, sponsorships can also help fund an organization’s other vital programs and core services throughout the year.

When an organization reaches out to ABCD & Company for guidance on their next event, their biggest focus is often on sponsorship. While every organization has different goals, I want to share my thoughts on the best ways to reimagine the sponsorship quest that will ultimately result in a win-win for everyone.?

CREATE INTENTIONAL AND MEANINGFUL PARTNERSHIPS

Organizations often take a traditional route when finding sponsors and treat it as a transactional opportunity. For example, a non-profit is hosting a week-long conference. They seek sponsors who, in exchange for paying X amount of money, will receive name recognition during the week, free tickets/registration, and any additional comps (meals, etc.). The conference ends and the non-profit hopes that the sponsor is satisfied with their experience enough to want to renew their commitment for next year.

Instead, organizations should seek out entities to become long-term partners who will help support and elevate their programs and events all year.

Find companies that genuinely align with the organization’s “Why” and want to advance that mission. Sponsors may spend money to see their company name up in lights and in front of potential customers for only a week, but sponsors value their brand and want to ensure that wherever they spend their time, and money, ultimately the organizations and events they support will connect with their core goals that can lead to long-term success. They also will spend more for that alignment.

HELP SPONSORS ENGAGE ATTENDEES WITH THEIR PRODUCTS OR SERVICES

When a sponsor comes aboard for an event, they often will see their brand or logo featured on signage and programs throughout the venue. While those are great and generate impact, it’s better to think of non-conventional or out-of-the-box opportunities that an audience can engage and interact with more intention.

For example, perhaps one of the sponsors manufactures personal protective equipment (PPE). Have that sponsor manage the event’s attendee health check-in process at registration. This ensures that their product or service is seen in action. Now, the sponsor is engaged in an intentionally meaningful way because attendees are interacting with them, rather than just casually seeing the sponsor’s brand during the week.

?Another example is hydration stations or relaxation areas throughout a conference or convention center. While these can certainly be sponsored and feature a company’s logo, go a step further and have its products inside the space, especially if they are in the consumer goods or beverage industry. Putting the sponsor’s product directly in the hands of the attendees will give them a memorable and immediate impact.

?FIND A SHARED STORY THAT ALIGNS WITH A COLLECTIVE GOAL OR CAUSE

Storytelling is the best way to create a tangible impact for any organization and sponsors during and after an event.

Find common ground or a favorite cause that connects both companies. For example, both organizations are committed to advancing educational opportunities in underserved communities or helping fund initiatives focused on solving big issues like climate change, clean water access, or similar causes.

As the event is happening, make sure that attendees are aware of that shared vision throughout the event. That can include when a sponsor representative provides remarks before a keynote speaker and even through a video presentation while attendees wait to enter a specific event or reception. When attendees return home, continue the storytelling with post-event messaging on social media, email, and website to reinforce the partnership.

Sponsors are a key and necessary part of any event. Finding ways and opportunities to elevate this process will connect the sponsor with an audience or customers through intentional interactions, and thoughtful storytelling will ensure a winning formula for success.

?Are you seeking fresh ideas to excite and engage sponsors for your next event? Contact me for a strategy session today. www.abcdandcompany.com