Did you know that approximately one-third of businesses allocate more than one-fifth of their event budget for sponsorships? That’s because event sponsorships can be lucrative partnerships for both event planners and the businesses sponsoring the event. So why does it sometimes seem so difficult to find sponsors for your events? It all comes down to showing businesses how they will benefit from the partnership. So, if you are struggling to land event sponsors, try these five brilliant sponsorship magnets.
1. Create an Enticing Sponsorship Page
One of the first things a potential sponsor will do is visit your sponsorship or event pages because they want to see exactly how their brand will be represented if they choose to move forward. So it’s important that you make your sponsorship page as enticing as possible. Start by choosing an attractive color scheme, and organize your sponsors in a visually appealing way.
Include logos of existing sponsors, with links to company bios, websites, and social media channels. Remember, your page shouldn’t be cluttered, so if you don’t have enough space, focus only on top sponsors. This also creates a competitive element because companies will want their brands to appear on the sponsorship page.
2. Promote Big Sponsorship Brand Visibility
One of the biggest reasons companies provide sponsorships is to increase their brand visibility. That’s why you see logos on everything from race cars to movie props. Be clear with potential sponsors about how you plan to offer them brand visibility.
Whether you plan to offer sponsors space on event materials, custom signage, or digital promotion, specify exactly what type of brand visibility your sponsors can expect. And if you plan to offer special perks, like networking events or sponsored sessions, be sure to highlight that as well.
3. Provide a Clear Explanation of Benefits
Businesses don’t want to spend money unless they know they’re going to get a return on their investment. Detail exactly how companies stand to benefit from sponsoring your event. Be specific about how past sponsors have benefitted from your events, too. List things like the amount of sales and leads generated, along with positive participant feedback. When companies can visualize their potential ROI, they are more willing to sponsor your event.
If you don’t have past sponsorships to draw from, spend some time researching potential sponsors so you can show how your event will reach its target audience. And if you can introduce your sponsor to an audience that is normally difficult to reach, be sure to highlight that, as well.
4. Develop Attractive Sponsorship Tiers
Sponsorship tiers are a great way to land event sponsors. Be sure to clearly show what is included in each tier. Sponsors appreciate knowing exactly what they’re getting for their investment.
Creating an element of exclusivity in your sponsorship tiers is always enticing for sponsors. So, limit your top sponsorship tiers to a specific number of sponsors. This introduces a competitive element and ensures you can dedicate the necessary time and resources to provide a valuable sponsorship experience to your best sponsors.
5. Offer Exclusive and VIP-Level Perks
Exclusive perks are always a great way to land event sponsors. Decide which exclusive perks you’re able to offer, and be sure to highlight them in your proposals. You can and should combine exclusive perks with sponsorship tiers. Save the best perks for the top tiers to make them more appealing to potential sponsors.
Exclusive perks come in a variety of forms. Maybe you can offer exclusive access to attendees through a designated networking opportunity. Promotional opportunities like being featured on social media channels for a specified period, are always appealing. And after-parties exclusively for sponsors serve the dual purpose of showing appreciation to your sponsors while also providing an opportunity to strengthen your sponsorship relationships for the future. Whatever you choose, highlight the exclusive perks sponsors receive in all your communications.
The ability to land event sponsors is a skill that develops with time and practice. But you can give yourself a leg up on the competition by learning from experts in the field. The Event Planner Expo 2024 provides an unparalleled opportunity to learn from the events industry's leading experts, network with other event planners, and meet potential event sponsors. Get your tickets here.
