Attracting Sponsors for Your Live Event
There are many different places you can locate potential sponsors for your events. You can approach customers, vendors, complementary businesses, or even big name brands to become sponsors for your event.
Know Your Audience – With everything you do, understanding who your audience is will help you plan better events based on the needs and interests of your audience. By knowing your market, you’ll know what they can afford, what types of products and services they’re interested in, how much they’re willing to pay for the event and even what location is best.
Craft a Compelling Platform – It’s important that sponsors understand how your relationship with your audience will translate into sales if they sponsor your event. If you can demonstrate extended relationships with the people who will attend your event, then you can make a more compelling argument about why a sponsorship might offer them a great return on their investment.
Get the data – How many people will attend? Who are they? Where do they come from? How much do they spend on peripheral products at your event? How many people see your adverts? How big is your list? The sponsors will be looking for maximum exposure from the event which comes not just from the event itself, but also its promotion. Have a media pack prepared which shows your sponsors exactly what they get for their money.
Demonstrate High Integrity – No matter where you are in the process of your business or live events planning, continue to demonstrate that your business represents very high integrity. Remember that anything you do and say, especially online, will always be there. How you deal with customer complaints, how you answer email, and how fast you do what you say you will do are all important when trying to get sponsors for your event.
Plan Your Event Around Sponsorships – If you can focus events around sponsorships, you can almost guarantee that you’ll always have sponsors for every event that you do. If you give sponsors some control over the event in terms of naming them or choosing locations, you will be assured easier and faster agreements in the future.
Write a Directed Proposal – Every contact with a potential sponsor should be written for and sent to a specific person. Don’t write just one template and mass send it to many. Instead, write each proposal to a particular sponsor focusing on how the sponsorship will benefit them specifically. You may want to have a list of different sponsors and approach each in turn (e.g. Preferred sponsor, followed by next preferable one) and have a list like this for different kinds of sponsors. E.g. Accountancy products, CRM systems, Legal firm etc).
Planning and getting sponsors for your live events goes hand-in-hand. Sponsorships can not only add to the bottom line by increasing the revenue on your event but it can also add to the success of the event itself. The attendees will leave having a bigger and better experience due to the sponsorships, and the sponsors will be happy for having connected with the attendees.
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