Date post: | 24-Jan-2017 |
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Marketing |
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Event Sponsorship:4 questions every
event planner should ask themselves
by Jarno StegemanThe Event Tutor
www.eventtutor.com
Eventsponsorship
$878m in USA spend on
sponsorship forfestivals, fairs &
events
Top 3industries
to sponsor events:alcohol brands,
health & beauty brands,food brands
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:
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?
Research youraudience
demographics
Commonalities between your
audience and that ofyour potential
sponsor
What do your fans eat, drink, like, consume, wear,
etc.
Who is your audience?
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:
Does your event need sponsorship?
Shambhala Music Festival in
Canada, with 10,000 attendees, has no corporate
sponsors
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?
WHAT CAN YOU OFFER YOUR SPONSORS?
know your own event
know your audience
= what you can tell
potential sponsors
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
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 planwebsite traffic
social media data
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.
For more information about event marketing
visit
EventTutor.com
You can also follow me on Twitter and Facebook