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January 16, 2025Navigating Corporate Event Sponsorships
Tips and Tricks · 6 Feb 2025
Corporate event sponsorships can provide the perfect opportunity if you’re looking to enhance brand visibility or foster relationships within your ecosystem. Navigating this requires identifying potential sponsors, creating exciting sponsorship packages, leveraging relationships, and evaluating success after the event. Let’s understand a little more about each from an event company in Singapore.
Identifying Potential Sponsors and Partners
This is a critical step that can have a huge impact on the success of your event. Here’s how you can identify and engage with the right sponsors.
Audience: First, research the audience your event will attract. Understand their interests, behaviours, and demographics. Then, tailor your sponsorship approach per the audience profile to attract sponsors from your target audience.
Value proposition: Find a company whose values and target audience are the same as that of your event. If you’re hosting a tech conference, tech companies would be ideal sponsors. Put together a detailed list of potential sponsors and ensure you include large and small businesses for diverse opportunities.
Existing networks: In Singapore, networking is crucial. Ensure that you attend industry events, conferences, and networking sessions so that you get to meet representatives from potential sponsors. Personal introductions always enhance the chances of gaining sponsorships.
Competitors and trends: Take a look at past events to see which companies have sponsored events similar to yours. The involvement of competitors may indicate the event’s credibility and attractiveness. If there are sponsors that return for multiple events, it could mean that the partnership has yielded positive returns on their investment.
Using the above methods can help you and your event management company in Singapore identify and engage with potential sponsors to create mutually beneficial relationships that enhance your event’s success and the sponsor’s visibility with the right audience.
Creating Sponsorship Packages That Appeal
As an event organiser, we can confidently share that creating a comprehensive sponsorship package is necessary to attract sponsors for your event, whether it’s a roadshow in Singapore, a seminar, or any corporate event. However, you need a strategic approach to get it right. Here’s a quick guide.
Introduction: Start your sponsorship package with a warm welcome and an inviting introduction that sets a positive tone. Let the excitement the event promises come through even before you present the potential benefits for the sponsors. Let them feel valued right from the start.
Details: It’s all in the details. So, share a comprehensive overview of the event. Mention its purpose, the target audience, and its USPs. Use this part like a movie trailer to create anticipation about the event and to excite sponsors to engage with it.
Tiers and benefits: Now that your sponsors are engaged, share the sponsorship tiers you should have already made, e.g., Copper, Silver, Gold, and Platinum. This approach allows you to cater to different budgets and objectives. Be sure to highlight the specific benefits associated with each sponsorship tier, making the higher tiers particularly appealing. It’s also essential to offer customisation options to meet the varying needs of different sponsors, which will enhance your event’s attractiveness and accessibility to a broader range of potential sponsors. Additionally, consider providing unique sponsorship opportunities, such as sponsoring items like lanyards, lounges for networking events, break rooms, or other activities that may interest your sponsors.
Community impact: If your event supports a cause, emphasise this. Sponsors are usually keen to link their brands to events that have a positive social impact. It helps enhance their corporate image.
Call to action: End your sponsorship package presentation with a clear call to action. Outline what you’d like potential sponsors to do. This could be to contact you for more information or to confirm that they’re interested. This makes it easier to engage with them.
Pricing: When pricing the sponsorship packages, consider the expected audience size and marketing reach. Larger events call for higher fees as they offer more visibility. Also, mention how you will promote the event across channels. If you have a well-planned marketing strategy, it could justify higher sponsorship costs as you can promise high levels of exposure for brands.
With these points, event organisers can help make packages that offer great value and are extremely attractive to a range of potential sponsors.
Leveraging Sponsor Relationships for Mutual Benefit
If you want to maximise value for event management companies and sponsors, you must leverage sponsor relationships. For this, you will have to create a collaborative environment where everyone involved can benefit from a partnership. Here’s how to go about it.
Clear communication: Always ensure open communication lines with sponsors before, during and after the event. Send them regular updates about the event and any promotional efforts to help build their trust and keep them engaged. Ensure there are enough feedback channels so that sponsors can share insights about their experience and give suggestions for things that could be improved.
Value-added opportunities: Ensure your sponsors have easy access to networking events, VIP areas or special sessions to interact with key stakeholders or potential clients. Better still, keep it exclusive to them to enhance their experience and encourage them to support you in the future. Co-brand marketing materials and campaigns to highlight the event and your sponsors to amplify visibility for both and reinforce your partnership.
Engage at the event: Ask your sponsors to set up interactive booths or live demos during the event. It will help enhance the experience for attendees and allow sponsors to showcase products and services directly to potential customers. Ensure they receive recognition at the event with mentions in speeches, logos on signage, and promotional materials. It will help reinforce their investment.
Digital marketing: Promote your sponsors on all social media platforms before, during, and after the event. Tag them in your posts and share their content to enhance their online presence and promote your partnership. Create blogs or articles to highlight the contributions from sponsors to the event, any success stories, and relevant industry insights. This will add value for attendees and help position your sponsors as thought leaders in their industries.
Evaluating Sponsorship Success Post-Event
After the event comes the part where you must show your sponsors their investment was worthwhile. A structured approach to such evaluations will enhance relationships with sponsors and improve future events as well.
Quantitative data: Compare attendance numbers to projections to indicate that your sponsors received a successful level of visibility. Include total participants, demographics and engagement levels in your data. Your event design company may be able to help with this. Remember to measure social media interactions, website traffic, and email open rates related to the event. It will help understand how well your sponsors could connect with the audience.
Qualitative assessment: Get feedback from your sponsors about their experience. Conduct surveys or interviews with them to understand their views on visibility, audience engagement, and overall satisfaction. Ask attendees to fill out post-event surveys to understand their thoughts on sponsor presence and its impact. Ask how they interacted with sponsors and if they recall any specific brands at the event or on the promotional material and digital platforms.
Marketing impact: Check media coverage that mentions sponsors before, during, and after the event. Positive media mentions can enhance brand reputation and awareness.
Post-event reports: Compile all the data into a detailed report that summarises key metrics, feedback from sponsors and attendees, and insights into what worked and what could be improved. Include any case studies or testimonials to showcase success. It will validate the sponsorship and can be used as a marketing tool for future events. Be transparent with these reports to show your accountability.
These approaches can help benefit current partnerships and attract new sponsors by showcasing a commitment to mutual success. If you would like a partner who follows these steps and works hard to ensure that your event is always a success, talk to us.
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