Many event planners find it so hard to find potential sponsors. But it won’t be difficult when you know that you have a target audience they would want.
Following the steps below can help you to find sponsors for your event, help you win them over and even build strong relationships with them.
Building a list of ideal sponsors
Event sponsors would want to be connected to people who can be loyal customers and advocates for their brand. As an event organizer, you will need to find out the brands and products your attendees love in order to match their needs to the potential sponsors. There are ways you can use to help you find a match between your attendees’ needs and the products that your potential sponsors sell. They include:
- Finding potential sponsors for your event: Since the sponsors want people who will be their customers, your attendees will be people who will want their product or service. After knowing the needs of your attendees, you will now have to list the companies that can match those needs.
- Locating the decision maker: Now that you would have listed the potential sponsors, you will need to contact them in order to ask them about the person that makes decisions on sponsorship. It could be the owner of the company, the marketing director or a sponsorship manager.
- List building: You can create a risk of prospects in a spreadsheet. You can include columns such as company, decision maker, meetings booked, contacts made, proposal submitted, follow-up meeting and outcome.
Using data to prove sponsorship value
Companies want to know if they will get something in return when they give you sponsorship. From your event data, they should be able to see how many people they can reach to, who they could rich and the amount of money they can get out of the sponsorship. Ensure that you include the following:
- Ticket sales: The attendance records will show the number of people the sponsor could reach and how your event has grown.
- Demographics of the attendee: One thing about the sponsors is that they would want to know the kind of people they are dealing with. Therefore you should show them the audiences’ age, gender and where they come from.
- Demographics of the non-attendee: Sponsors would also want to know more about the media and vendors at your event.
- Actions on social media: You should also include the places and the number of times your event is mentioned on social media.
Connecting with event sponsors
Now that you have been through the basics of finding the sponsors, and probably you have background information about them, you need to reach out to them. Follow the following steps:
- Drafting an elevator pitch: You will be required to write a short statement about the type of event you are planning, what the sponsor will gain out of it and request to meet them.
- Connecting with prospects: The goal here is to get a meeting and not finalizing a deal. You can connect with them on LinkedIn, by sending emails, through social media interaction and by attending events.
- Kind follow-up: People making sponsorship decisions could be busy. Silence doesn’t mean a no. They will eventually get back to you; you only need to be patient and show respect for their time.
- Meet and listen: When you bring your data, you don’t have to give them everything. Just pick information that you think is relevant and present it to them. Don’t forget to write down what they would want regarding your proposal.
Designing your event to attract sponsors
If the sponsor is excited about your proposal, you will have to craft a sponsorship package that entails your brands. You will need to work together on this, by doing the following:
- Proposal customization: Now that you must have known the partnership between your event and your sponsors, it will enable you to write down how your event will help them achieve their set goals and objectives. Show them the value of them spending to sponsor your event.
- Give them excitement: You can do this by coming up with an exciting marketing campaign mentioning their brand.
Build a long-term relationship
If you satisfy the needs and the interests of your sponsor, they will always come back to build much better and exciting experiences for your attendees. There are ways through which you can strengthen your relationship with your sponsors so that they can come back again:
- When your proposal has been accepted, it’s important that you keep a checklist that will enable you to honor the promises that you have made to them.
- Keep your sponsors always posted by involving them in the organization of the event so that they are always knowledgeable of any upcoming events.
- Be flexible by accommodating certain changes. For example, if there are adjustments that your sponsor wants you to make and they can benefit them, then you have made them.
- Be a generous host by looking for ways to extend the VIP slots or even certain privileges to the sponsor employees.
- Be free to share the data from the event, particularly those related to the sponsorship, for example, sales generated.
Offer an easy way for them to sponsor the event
Did you know you can use Event Registration Pro Calendar as a way for your sponsors to purchase event sponsorship packages? For example if you are having a conference type of event, you can just create an event named “Sponsorship Packages” and then create a ticket type for each sponsorship package with individual pricing. You can use a custom registration form to collect all the information you need from your sponsors such as logos, contact info, etc. This offers you a “hands off” way to sell your sponsorship. And it also offers sponsors that you do not event know that exist a chance to sponsor your event without even talking to them first.