Sponsorships provide value to your event; therefore, it is crucial to know how to promote these customized packages to achieve the best outcome. Event sponsorships are specifically when another organization provides financial support or other resources to an event and in return, they receive promotional benefits. This can help create great B2B relationships and build potential future collaborations.
We, The LaClare Group, have worked with many of our clients to help them promote their sponsorship opportunities and have put together a step-by-step guide to help you do the same.
Here are 6 steps to successfully promote customized event sponsorship packages for both in-person and virtual meetings:
Step 1: Figure Out What You Can Offer
Whether your meeting is in-person, virtual or hybrid, you will need to determine what you will offer the sponsors. Be sure to consider what is important to your supporters and include those items. Then, make a list of categories with features and prices. Additionally, note how many sponsorships are available in each category. When creating the fee for each opportunity, keep your budget and goals in mind. Your goals will likely include offsetting some of the meeting costs and even bringing in extra income.
Check out this list of Sponsorship Opportunity ideas to help you get started:
In-Person Event Sponsorship Ideas
Virtual Event Sponsorship Ideas
Step 2: Make a List of Potential Sponsors and Their Contacts
Who will you contact to sponsor your meeting? How will you connect? If you are unsure who to reach out to, consider past networking connections or other businesses within your industry who would want to have exposure to your audience. It is good to keep all potential sponsor contact information in one place. In the past, we have found that using an Excel spreadsheet works well to stay organized.
Here are a few items to keep track of when creating your Sponsorship Contact List:
Confirmed / Denied
Step 3: Showcase the Benefits of Sponsoring an Event
Next, it’s time to use all of the information you have collected to create a flyer or booklet showcasing every benefit and opportunity for sponsoring your meeting. Use brand logos, colors, fonts, and so on to make it stand out. On the other hand, don’t go too overboard with the design. You want the message to be clear and easy to follow. Design should complement the message of benefits and opportunities rather than be the priority. Be sure to include HOW to commit to being a sponsor at the end of sharing the benefits and opportunities. Your flyer or booklet can be turned into a PDF and sent digitally, or printed to give in person. Here are a few design tools to help create your Sponsorship Benefits Flyer or Booklet:
Step 4: Make the Committing Process Seamless
Too much of anything (clicks, questions, pages, etc.) will deter potential sponsors from commitment, so it is imperative to be precise and make the committing process seamless. We use both paper and digital form options for different meetings and events. Whichever you choose, you will want their contact information, package selection, any additional opportunities selected, terms & conditions, and a place to sign. In the end, note clearly when and where to submit the sponsor commitment form.
Step 5: Reach Out Early (Phone, Email, or In-Person)
Plan, collect, and create your sponsorship packages early in the planning process so you can reach out to potential sponsors as soon as possible. Why? Reaching out early benefits everyone. Depending on the sponsorship package, the earlier a sponsor commits, the longer they will reap the benefits of their package. More “bang for your buck” as some may say. Sponsor companies will need to consider their budget and more time is helpful for them. Of course, reaching out early also benefits you and your business. More time to arrange and plan whatever you need regarding sponsors for your meeting or event.
Step 6: Communicate and Follow-Up
Lastly, whether they are thinking about it or have committed to a sponsorship package, it is crucial to communicate and follow up appropriately. According to IRC Sales Solutions, “Only 2% of sales happen during the first point of contact.” Failing to follow-up or communicate can lead to losing potential sponsors and B2B relationships. Pro Tip: Make notes about when you last connected with your potential sponsor and what the conversation was about to keep track of when to appropriately follow-up.
What additional information or guidance can we provide you? Contact The LaClare Group (firstname.lastname@example.org) for a free initial consultation or for more information on planning meetings and events.