This video is brought to you by EventMB, the number 1 blog for event professionals.
Whether you are hosting a conference, trade show or even a charity event there’s a good chance that, in order to be profitable, you need to get sponsors on board. If selling sponsorship doesn’t come naturally to you, here are some top tips to deliver great results.
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Hey, this is Samantha from EventMB and today we are going to talk about how to get more sponsors for your events.
Whether you are hosting a conference, trade show or even a charity event there’s a good chance that, in order to be profitable, you need to get sponsors on board. However in many cases, that’s easier said than done.
If selling sponsorship doesn’t come naturally to you, here are some top tips to deliver great results.
Never forget that your sponsors are your customers.
The first questions before launching an event shouldn’t be,
“have I got a great venue lined up?”
Or “will I be able to get people to come?”
Instead the first question should be
“can I sell sponsorship to companies who want to reach this audience?”
Thinking of your sponsors as customers first will have an impact on how you programme events and make decisions that might impact the attendee experience.
Every decision has to achieve two things:
One – it must make for a better experience for our sponsors.
Two – it must make for a better experience for our attendees.
If it can’t do both of these things it’s not something you should be doing.
Know Where You Add Value
A mistake many event planners make with sponsors is bundling everything they possibly can into a sponsorship package.
Try to take a longer term view. Sometimes you’ve got to walk away from the deal, and the revenue, if it jeopardizes the future of your event.
A great example of this is around data. Never sell yourself short.
Get Proactive
Sponsorship is hard to find. You cannot sit back, put a link to a sponsor pack on your website and expect the money to come rolling in. You need to work hard. Knock on a few doors, make a few calls and send a lot of emails.
Often these requests will be cold to people who’ve never heard of your event, but there’s loads you can do to improve your odds.
Make use of LinkedIn.
If you know the company you want to approach, search for that company name on LinkedIn and trawl through their employees to find the person with the right job title.
The person you’ll want to speak to will often be the boss or at least someone very senior and they often tend to start work early or leave the office late. It can work wonders sending your email or making your call outside of conventional office hours for exactly this reason.
LinkedIn can also help you out even if you don’t know which other companies to approach, find just one company who fits your sponsor profile perfectly and use the ‘People Also Viewed’ data.
In Conclusion
A lot of great event managers don’t think they can sell sponsorship, but they are wrong. Every event manager is great problem-solver, so think of selling sponsorship as a project with clear steps to go through and you’ll deliver great results, like you deliver great events.
This was brought to you by EventMB, the number one blog for event professionals.
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