How to Increase Visibility for Event Sponsors
Last Updated on October 7, 2021
As you go through the event planning process, at some point you will be faced with the task of signing up sponsors. If you already have relationships in place, such as from past events, this should not be a challenge. On the other hand, you may have quite a bit of work to do if you are starting from scratch.
Sponsors are interested primarily in “brand visibility.” In other words, they care about nothing more than getting their brand in front of your audience.
Here are three of the best ways to increase visibility for event sponsors:
Online visibility: This is usually the most important goal for sponsors, though it may vary per event. You can offer to share their photos or information on Twitter and Facebook. You can also add sponsor information to your website, complete with a description and logo. Another way is to provide sponsor information on any promotional or follow-up videos.
Print visibility: Despite the fact that online visibility is extremely important, don’t overlook what you can do on the print side of things. Are you printing brochures for the event? Are you sending out mailers to attendees? Are you going to hang signs, thanking your sponsors? These are all ideas to consider as you look for ways to increase visibility for event sponsors. Every way that you can create value for the sponsor means more money you can possibly get.
Announcements: From the beginning of the event until the end, you will have plenty of opportunities to communicate live with the audience. If there is an introductory meet up, for example, this is a great time to thank all sponsors, naming each one. It will only take you a couple of minutes, but will go a long way in bringing value to those that signed up to sponsor the event.
Just because you have big plans for increasing visibility does not mean that potential sponsors are going to understand your strategy. For this reason, it is essential that you explain your vision, including what each sponsor will receive in return for their money. Consider the following:
Don’t just tell potential sponsors their brand will be visible to your audience, explain how you intend on making this happen. Focus on the three ideas above, as well as any others you will be implementing along the way.
Rely on case studies. If you have any information from past events, such as sponsorship results, you should share these details with potential sponsors.
Some companies may be willing to sponsor your event because of your relationship with them. Others, however, will require that you earn every last dollar. It is your job to explain the benefits of sponsorship, down to every last detail. When you do this, your chance of success is much greater.
It is important to offer a follow-up after the event to show the brand how and where they were featured. It is important to nurture that relationship so you can possibly have them sponsor other events in the future.
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