Neglecting to seek and work with sponsors for each of the
events that you are holding means that you will be missing out on an important
revenue stream for your event. There are
a number of different methods available for effectively obtaining the sponsors
that you will need for your event and the methods that are used will depend on
the type of event that is being held.
Depending on the event, sponsors can be obtained from local, regional,
or national sources.
Step 1 – Determining The Value Of Your Event
The first step in obtaining sponsors for your event is to
determine what value your event will have for the sponsors that decide to
invest in the event. Some sponsors are
interested in the networking opportunities at the event while some others are
looking to display their name prominently as a leader in the industry. By determining the value that your event will
have for the sponsors before beginning to offer sponsorship opportunities, you
will have a better idea of how to sell the idea of sponsoring the event to
Step 2 – Creating Participation Levels
Any successful sponsorship program will have several
different participation levels for potential sponsors to choose from. Each level will have different benefits and
amounts of recognition associated with participation in the level with the
highest level receiving the most recognition and prominent placement of their
booth and/or displays at the event.
Having different levels of participation available will allow a greater
number of individuals and companies to find a sponsorship level that they will
be comfortable with and increase the number of sponsors that you will be able
to obtain for the event.
Step 3 – Creating Marketing Materials And Strategy
Having the proper marketing materials and a strategy to
convince the sponsors that investing in the event is in their best interest is
very important for successfully obtaining sponsors for your event. The marketing materials may be any type of
media that will work well for the type of event that is being held, including brochures,
television advertisements, radio advertisements, print advertisements,
marketing emails. The goal of the
marketing materials is to generate interest in sponsoring the event and
encourage potential sponsors to inquire about sponsorship opportunities for the
event. Some event planners obtain ideas
for successful marketing strategies from information sources such as the book
"How To Be Successful At Sponsorship Sales" by Sylvia Allen.
Step 4 – Working With Sponsors
In order to encourage participation in the current event and
provide an open door for sponsoring future events, it is important for the
event planner to work closely with the sponsor before the event has begun,
during the event, and after the event has been completed. By working with the sponsors during each step
of the process, you will be showing them that you are reliable and are willing
to work with them as well as ensuring that they see the benefits that
sponsoring the event will provide. By
being hospitable and showing the sponsors how they are able to earn a return
from their investment in your event, you will continuously build an association
with sponsors that you will be able to depend on in the future.