Approaching a company with a sponsorship request for your event is always difficult. A few years ago my students had to organise their very own festival. The plan was to organise a town based festival for the local community. We approached a bank that had recently opened a branch in the centre of town. After researching the bank’s mission and business approach, as well as their customers, we sent them an email and got invited for a meeting.
Sometimes you have meetings that just don’t work out. This was one of those. And after 5 minutes that became painfully clear. Long story short: we had misunderstood the bank’s mission. “We cannot provide sponsorship for your event”, the bank manager said, “but I can place some of my employees outside and hand out balloons”. Yes, that is really helpful.
Before you approach a potential sponsor you need to have a good look at your own event, the audience you are aiming for, your own data, and what you actually want from a potential sponsor.
This slideshow will help you identify some of the questions you need to find the answers to with regards to event sponsorship.
Event Sponsorship: 4 questions every event planner should ask themselves
1. Event Sponsorship:
4 questions every
event planner
should ask themselves
by Jarno Stegeman
The Event Tutor
www.eventtutor.com
2. Event
sponsorship
$878m in USA
spend on
sponsorship for
festivals, fairs &
events
Top 3
industries
to sponsor events:
alcohol brands,
health & beauty brands,
food brands
3. Before you approach any potential
sponsor you need to have a word
with yourself.
You need to come up with some
really good and well thought
through answers to the following
questions:
4. What is your event? Who is my audience?
Do you need
sponsorship?
What can you offer
your sponsors?
5. You need to decide what the story of your event is. Be clear on what you are trying to achieve
with your event. Make sure that the story of your event is a compelling one. Are you able to
explain what the essence of your event is?
Like any other good story yours needs to have a beginning, middle, and an end. Now look at
the story of the company you want to approach. Are there similarities with their story?
Are you both trying to achieve the same thing? Look for common ground.
What is your
event?
7. Online searches for Glastonbury 2016:
what people were Googling
Where is Glastonbury
festival?
How long is
Glastonbury festival?
How big is Glastonbury
festival?
What is Glastonbury
festival?
How often is
Glastonbury festival held?
• Gigwise
• Mountain
• Warehouse
• Skiddle
• Tesco
• Her Packing List
• All Noise
• Go outdoors
Sites taking advantage
of these searches:
8. Does your event
need sponsorship?
Shambhala Music
Festival in
Canada, with
10,000 attendees,
has no corporate
sponsors
9. Added value of sponsors through
money
products
or
goods
know how services
exposure
experience
10. What do you want from a sponsor? Asking for money requires a different approach
than asking for media exposure. Don’t just approach any company.
Your sponsor needs to ADD VALUE to the overall event experience.
If there is no added value (could come from money, products, know how, services,
media exposure), than why are you talking to that company?
11. WHAT CAN YOU OFFER
YOUR SPONSORS?
know your
own event
know your
audience
= what you
can tell
potential
sponsors
12. How companies
can sponsor
your event
• Introduce a new product or service
• Promote their product or company (branding)
• Increase awareness
• Join in your marketing efforts
• Use your event to impress their relationship with their clients
13. Know what you
can offer your
sponsors. Do not
promise them
something you
cannot deliver
If you promise
sponsors branding
opportunities you
need to be able to
live up to that
promise
What is your:
marketing plan
promotion plan
website traffic
social media data
14. Overall you need to plan your sponsorship outreach campaign. Keep
in mind that larger companies set their annual budget once a year.
Think of your event story and make sure it is compelling and
worthwhile for potential sponsors.
15. For more information about
event marketing
visit
EventTutor.com
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