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Event Sponsorship Guide

May 25, 2021

How to Get an Event Sponsor

Planning a high-scale event without a budget is like having a car without gas. To bring your event ideas to life, you will need sponsors to back your event.

Contrary to what many think, getting an event sponsor is not begging for free money. It centers on trading values to create a win-win situation for both parties (sponsors and event organizers). Your sponsors can reach their target audience, and in return, they support your event. Collaborating with the right sponsors will help them expand their reach.

Getting sponsors might sound easy. But you will have to wade through rejection. With that said, the right approach is the key to bend the odds in your favor. This article will walk you through the step-by-step process of finding the right sponsors for your event and sending pitches that get their attention.

Finding Event Sponsors

The biggest hurdle is finding a sponsor that is the right fit for your event. But you will be surprised by the number of companies that like you to support your event as long as it gets them to their targeted audience.   

Before pitching a list of a potential sponsor, follow these basic steps:

Understand your Event

The questions prospective event sponsors will ask you about:

    • Your kind of events
    • Your goals and objectives
    • What makes your event stand out from other similar ones?
    • Who is your targeted audience?

Answering all these questions will help them figure out if they are a great fit.

Spot the Right Partners

It is advisable to identify companies that would be a good fit for your event. The process is preferable to spam random companies you find with event sponsorship proposals.

Ensure that you target partners that align with your brand and your event, as this will prevent your audience from getting confused. For example, if you think of organizing a health-related summit, getting backings from a tobacco company might not pass the right message. Contacting the right partners will conserve your time and increase your success rate.

A partnership can come in forms like :

    • Publication: Here, a public figure, local blogger, or celebrities with influence will put a word out about your event. Doing this is a great way to drive more eyeballs to your event and create the right kind of buzz.
    • Finances: This type of sponsorship is monetary, and in exchange, you help your sponsor reach a target audience.
    • Media publicity: Sponsors invest in media coverage such as online campaigns, or newspapers, an article in a relevant publication, and commercials. Their name appears as the sponsor on all ads. Finding a media sponsor can be difficult because the budget for media exposure can be costly.
    • Services partners: services or products are provided instead of cash. Services can be in the form of food, water, t-shirts, venue, and transportation.

 

Pitching Event Sponsors

Now that you have a list of potential event sponsors, the next step is getting in touch. When pitch sponsors, make sure they understand your objectives and how your event is the right fit for them.

When putting together a pitch, you make it cut across the following:

    • Introduce yourself
    • Let them understand your brand and the kinds of events you organize?
    • The location of your event
    • Who will be your attendees/audience?
    • The total numbers of attendees

 

Identify your Assets to the Sponsor

Nobody in their right state of mind would anyone give out thousands of dollars without getting anything in return. One thing you need to know is all sponsors see sponsorship as a marketing strategy. It is a win-win proposal. Outline the benefits that align with their business goals and other unique facts about your event. Your event should represent a forum for the sponsor to display their brand. To help with your proposal, list all of the assets as you go. These assets like:

    • Products giveaway
    • Products Exhibition
    • Mentions on your marketing posts, social media, and website
    • Speaking opportunities
    • Newsletter
    • Increasing their awareness to promote their social media presence.
    • Gaining access to a specific audience through participation in your event.
    • Logos on banners, stages, entrance, exits, and presentation screen

 

Right Timing

In some companies, the event budget is formulated in the previous year. These companies sponsor events at certain times of the year. Other companies sponsor events all year-round but have a limited budget during some seasons.

Conclusion – How to Pitch Potential Sponsor

Whether you pitch via email or any other means, it is paramount to communicate the benefits of the partnership on both sides. Let them know what you want and what is in for them.

Chances are, you are not the only one pitching them. Ensure your pitch stands out and realistic.

Do not beat around the bush, be specific about your needs. Break down the expenses.

Your expression goes a long way. Use plain and simple terms to get the message across.

    • Talk about the opportunity embedded in the program or event.
    • Tell them your story – This will help you create an emotional connection that resonates with your prospective sponsor.
    • What do you do?
    • How your audience is the best target market for the sponsor
    • Highlight how sponsoring your event will help their brand.

 

At SmartWorks, we believe every event is unique. When you hire us, we provide services that cover a complete spectrum of events.