When looking for corporate sponsorship to help defray the costs of your meeting or event there are a few things to consider. Sponsors want to gain your favor so becoming a strategic business partner will benefit both you and the sponsoring organization. It’s critical to any partnership that you first determine what your negotiating power is and realize you are offering a great value. You are proposing access to their target audience and that’s what they are looking for so be confident that this “ask” is a mutually beneficial business opportunity. Here are 4 tips for maximizing your meeting or event sponsorship strategy.
1- Ad Placement and Promotional Collateral: Study the most effective ways to present your sponsor. Place logos and other sponsor information on signs, emails, direct mailings, brochures, attendee bags, event websites, and sponsor pieces in attendee bags. Information tables also provide a variety of touches that are the types of branding opportunities sponsors seek.
2- Encourage Positive Experiences: Every business wants attendees to remember their event and organization with a pleasant experience. Here are a few sponsorship opportunities that offer a wealth of worth to attendees and sponsors: Sponsorship of golf, raffle items, cocktail and networking receptions, offsite activities, promotional items, breaks, meals, and offering sponsorship of tables at meals.
3- Unique Opportunities: There are less flashy ways of offering a sponsorship/partnership at your meeting or event. Exhibit space, organization memberships, annual nominations, awards for achievement, and speaker spots for industry leaders are recognition factors that encourage sponsor participation. These all build the credibility of investment, awareness for companies, and offers attendees better access to them than non-sponsoring companies.
4- Non-Cash Sponsorship Partnerships: Many organizations are looking for cash sponsorships to lower the cost of the event for attendees. You may find that a sponsor may not be able or willing to cover the entirety of the amount you’re looking for. If this is the case continue the conversation by seeing if there are other areas where you may be able to barter. Things you may find valuable in return include free advertising, access to databases, joint sales/recruiting efforts, or other service exchanges.
Finding the right meeting and event sponsor is not always an easy proposition. It’s important to clearly identify the value proposition, create a true business partnership and specialize your sponsorship levels to meet their needs. If you can be persistent, creative, and can show a clear ROI you should be successful in finding a mutually beneficial event sponsorship partner.
Happy Planning!
For more information, or help with a meeting or event, contact bd@americanmeetings.com/ or call American Meetings, Inc. @ (866) 337-7799
