How to increase sponsorship for your events

In January, two of our Senior Event Managers, Kerry and Holly, attended the Events Events Summit in London, a fantastic day of industry insights, networking and talks from expert panels.

As part of the events team that produces large scale award shows such as William Reed’s Publican Awards and Metropolis’ AV Awards, Kerry and Holly know that awards evenings just wouldn’t be able to be the spectacular events they are without the support of sponsors. But getting sponsorship is becoming an increasingly more difficult task. Here are the most valuable takeaways they gained from the Events Events Summit to help you boost your sponsorship sales:

The early bird catches the sponsor…

Ensure the success of your event early by re-signing sponsors in the days following the event.

…But remember to keep in touch

Speak to your sponsors all year round, not just in the lead up to the awards and on the night. Follow up with them straight after, ask them about their ROI and perhaps put on a sponsors’ drinks evening a few months before the event.

Think Experiential

There is a real need to think outside the box when it comes to sponsorship ideas. Sponsors are no longer happy with their logo ‘slapped up there’, they want something innovative and exciting. Anything experiential typically goes down well with sponsors.

Get to grips with ROI

It’s important for your sales team to understand the sponsors return on investment and “sell them the dream”. It’s not as simple as gold, silver or bronze packages anymore it needs to be more, you have to explain the event and entice sponsors to not want to miss out.

Forget selling, be consultative

Some sponsors won’t know what they are looking to achieve, so your sales team should become marketing consultants, they should explain what sponsorship is and what return they could get out of the partnership.

Change up your offering each year

It’s a good idea to change the sponsorship package you offer year on year, differentiate! Make it something extra so that the sponsor feels they are getting added value each year to avoid it being stagnant.

Make your awards stand out

The most common words that people use to describe an awards event are “leading, unique, leaders, great & top” – avoid using these words as it makes you sound like all the other events out there and you need to be different to the rest otherwise, they won’t want to give you sponsorship!

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