What does your sponsor want?
First of all, they spend money, and that investment needs to be justifiable. They need to see a return on investment.
In order to provide them with the outcomes they are looking to achieve, you need to prove how sponsoring your event can help reach and engage their target audience.
There are many reasons why they sponsor your event:
- To increase awareness around a new product or service
- For the purpose of increasing brand awareness
- For acquiring new audiences
- To build relationships and engagement with your online community
- To reposition themselves
The only way that you are going to identify what it is they are looking for, is by asking the right questions. It is then in your hands – you need to forge a plan to achieve this.
Whether you want to attract a new sponsor or look to impress and retain your current sponsor, here are 4 ways to maximise their exposure and help them achieve their goals.
1. Through brand awareness
Use your event app home screen to make a powerful first impression for your sponsor. This is often the first engagement an attendee will have with your conference and so this is the best place to offer them exposure.
You should also display sponsors on all email communication. This includes post-event communication. Don’t forget to add their social media links on your website, event app and across your association’s social channels too.
Further to this, you need to tie into their brand mission as this will give your sponsor more stature in the market place.
2. Through physical branding
The main reason a brand sponsors an event is undoubtedly visibility. They want to be seen by as many people possible within their target audience. Although we are in the digital age, there is still value in physical branding. Here are some ways of maximising exposure for your sponsor.
- Promotional items
Your sponsor should appear on the event brochure, giveaway bags that include items like pens, mugs and on the actual giveaway bag itself.
Your event sponsors need to appear on posters, flyers, outdoor branding and screen advertising during the event.
- Event branding
Another great way to create exposure is by giving your main sponsor the opportunity to be included within the name of your event.
This can either be alongside your name, such as “presented by…”, or for e.g. if your event is called “FutureTech Brighton” and your sponsor is “EnergyCore”, then call is something like “FutureTech Brighton X EnergyCore”.
This will be massive exposure for your sponsor as no one will have a choice but to see their name every time they see your event.
3. By giving them facetime with your audience
Another fun way to give them exposure is by allowing them to take over your social channels for a day or two. Let them do a Facebook Live video and get your audience to interact and ask industry related questions.
- Keynote speaking
If you are hosting a conference and your sponsor is a player in your relative industry, allow them to host a talk. This will prove to be an incredibly effective way for them to get face to face with your audience.
- Help them generate leads
Event sponsorship is of huge value in itself because it gives your sponsor the opportunity to get face-to-face with prospective clients.
So, do just that. Give them the opportunity to meet with your attendees as this will generate new leads for them to pursue.
4. Through social media
Social media can be your most powerful tool if used correctly. The more creative you get with social media the better. All of the content you post online needs to resonate with your audience.
The only way to be seen though is by building a creative social media strategy that is targeted. You will also need to back this up with a social media budget. There is little point in creating exciting, engaging content that you do not promote.
Due to the sophisticated targeting capabilities of platforms like Facebook, Instagram and LinkedIn, you will be able to drive more relevant traffic to your website and therefore to the website of your sponsor.
We have organised hundreds of conferences and meetings all over the world. If you need assistance with gaining sponsorship for the conference or maximising visibility for your sponsor, feel free to reach out to us, we’d love to see how we can assist.
At Congrex, we are professional association consultants providing flexible and integrated solutions. We strive to build forward-looking associations, so, if you need to achieve your objectives without losing long-term perspective, get in touch with us today.
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