Creating a “Win-Win” Strategy for Your Event Sponsors
Oct 10, 2011 by DeDe Mulligan
Planners are in a bind. They want to implement creative, state-of-the-art technologyWin-Win Strategy for Event Sponsors solutions for their attendees but they don’t have the funds to make it happen. Sponsors want to laser their brand into the brains of every attendee, to the point of being obnoxious. So, just like an unhappy marriage, the planner and sponsor continue to work together even though they don’t want to. Does it really have to be that way? The short answer is No.

Here are some ways to make the relationship better, allowing everyone to ultimately get what they want.

PLANNERS

  1. Determine the demographics of your audience and figure out which sponsors make sense to approach. 

  2. Eliminate sponsors that don’t match your audience needs, even if they have sponsored your event for years. It just sets you up for failure and them for poor ROI.
  3. Figure out how many sponsors you need and how you are going to promote their brand. Now with very cool interactive technology tool rentals, sponsors can blend their message through a variety of methods. Rent iPads and they can run video, photos, and demonstrate their product or service. Kiosk rentals can also be used in the same fashion, as well as, to run a contest or provide digital signage. Logos can be put on wireless audience response systems. And the list goes on and on.
  4. Choose partners that are trustworthy and you enjoy working with. 

  5. Ask them how they want to promote their brand at your conference and be prepared to compromise. 

  6. Get everything in writing. 
SPONSORS
  1. Make sure this is a fit; right audience, right message, right time. Sponsorships can run into the thousands or millions of dollars and you want to make certain you are maximizing your investment dollars; not throwing money out the window.
     
  2. Talk to the planner about ways to maximize your exposure. Besides the ways mentioned above, having a banner, product demonstration table, or providing sample product giveaways might make sense. If that’s what you want, ask for it but do it early.
  3. Find out if there are different levels of sponsorship and what each level will get you. Know how many attendees will be there, how your company will be profiled to them, and try and determine if you really need to be a gold sponsor when a bronze will do just fine.
  4. Figure out if it is in the budget. Your organization can’t sponsor every meeting and event out there so have a budget for the year and stick to it. 
  5. Set up goals beforehand and then figure out if you met them. Maybe your goal is meeting so many attendees, gathering a certain number of leads, or selling your product or service to x number of attendees. Whatever it is, it needs to be measured in some way.
  6. Get everything in writing. 
Are you event planning in California? AV Event Solutions can provide you with the right technology tools to make your sponsors pop! Give them a call today or contact one of their creative Account Executives to learn more!
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