What Sponsors Are Looking for in Event Exposure

October 3, 2022 Desiree Homer

More businesses and brands are showing interest in sponsoring events as an effective form of marketing. As an event planner, you should be developing sponsorship strategies and tapping into this growing trend. And the key to landing event sponsorships lies in your ability to deliver precisely what sponsors want from their support. Here’s a captive list of what to focus on when creating and selling your sponsorship packages.

Sponsors Want to Know What’s in It for Their Brand

Every sponsorship package should be transparent in describing the value proposition. Your targets won’t be interested in supporting your event out of the goodness of their hearts. They’ll need to understand the ROI and what’s in it for them. 

  • Spell out benefits and advantages upfront
  • Outline the size, scope, and demographics of the audience they’ll reach
  • Do the math and crunch the ROI numbers for them, demonstrating value
  • List any freebies or discounts prominently

Sponsors Want Exclusivity

Exclusivity sells. And your target sponsors want unique-to-them opportunities. Make the top packages exclusive and even pitch them with lofty language. They’ll be more attractive to your potential sponsors who are interested in securing the “best” opportunity that only one brand can have. Whether it’s “invite-only” or “reserved for you” with a Platinum level opt-in, make sure you have at least one investment opportunity that exudes exclusivity.

Sponsors Want Options

Would you like to sponsor my event? That question only offers two responses, yes or no. Instead of giving yourself a 50/50 chance of landing a sponsor, create options. Today’s brands want sponsorship packages to choose from, each at different price points and offering levels of benefits. Most event planners tier their packages based on bronze, silver, gold, and platinum benchmarks. But the idea is to sweeten the deal with each step up, whether it’s freebies, additional promotional opportunities, tickets to the event, or VIP access. So when you ask, "would you like a bronze, silver, or gold-level sponsorship," you’ll be providing your prospect with three “yes” packages from which to choose.

Examples of Sponsorship Opportunities

For more inspiration, look to segment the many facets of your event to provide various sponsorship opportunities. Here are sponsor-worthy examples to consider:

  • Event Sponsorship
  • Entertainment Sponsorship
  • Learning Initiatives or Sessions
  • Breakout Sessions or VIP Lounges
  • Live-Stream Sponsorship
  • Catering or Meal Sponsorship
  • Prize or Award Sponsorship
  • Free Swag or Gift Sponsorship

As you develop sponsorship strategies for your events, consider what it is your sponsors really want. And then position your packages to hit these key preferences to see better results!

You can meet sponsors, vendors, and more when you get to The Event Planner Expo 2022 and 10-Year Anniversary, too! Contact our team about remaining exhibitor spaces on the Trade Show Floor and position yourself as an absolute leader in your niche!

Previous Article
How Selling Event Sponsorships Is a Game-Changer for Your Business
How Selling Event Sponsorships Is a Game-Changer for Your Business

These are the various benefits to validate why selling sponsorships is a game-changing business decision fo...

Next Article
The Complete Guide to Landing Event Sponsorships
The Complete Guide to Landing Event Sponsorships

Landing event sponsorships is an essential part of generating revenue for your event business. Here’s the s...