Research shows that the second highest challenge in organising conferences and corporate events is securing sponsors (Source; The State of Conferences and Corporate Events in 2018: Challenges and Trends – Eventbrite). But, would that be so much of a challenge if businesses did more to nurture and retain existing sponsors in the first place?
To ease the struggle, organisers need to do everything they can to keep their sponsors and ensure that their events offer them real value.
According to vice president of Goodwin Group PR JoJo Gutfarb –
“Following up with sponsors after the event is where a lot of people struggle, communicating the wins and losses with them is a critical part of the relationship.”
(Source; Best Practices to renew and upgrade event sponsors – Eventbrite).
Though the biggest challenges in event planning are finding and securing sponsors, event professionals marginally agree that measuring and evaluating ROI are more difficult. Suggesting that organisers aren’t just struggling with one aspect of event sponsorship but with the entire process. (Source; Essential guides: Sponsorship for events – Eventbrite)
Now don’t get us wrong, we know even with masses of effort, retaining sponsors for events can be a difficult process. But with real value measured and demonstrated, it should be a lot smoother. Sponsorship is a partnership between your company and your sponsors so, show them that and build a lasting business relationship from the get go.
Here are 10 tips to keep your sponsors coming back for more:
1. Be absolutely clear about what you can and can’t offer.
2. Know your event attendees inside out
3. Give them the right data
4.Provide sponsors with options
5. Enhance their exhibition presence
6. Offer a hassle-free experience
7. Supply dedicated support
8. Overdeliver where you can
9. Stay in touch & follow up post event
- An introduction/executive summary – this is a summary of the event and overview of results and findings. You should also add any recommendations for future events
- Audience metrics – This will include total numbers, demographics, job titles and responses (from your post show survey). Collating these statistics will help entice show sponsors in future
- Sponsorship type – the sponsorship type/level
- Top 3 sponsor objectives – as outlined by your sponsors pre-event
- Information of any media/PR coverage you provided
- On site exposure analysis – Any promotion that included your sponsors’ brand at the event.
- Offsite exposure analysis – Any collateral used to promote the event and partnerships such as posters, newsletters, social posts, mailings and the event website
- Onsite media – any images that show the sponsors’ logo in clear view or show sponsors engaging with target prospects
- Outcomes/Results
- Thank your Sponsors and ask for feedback
