Event sponsors go out of their way to provide financial assistance so you can achieve your event goals. A successful event can hinge on the number of sponsors and assistance they provide. Because of the important role they play, it’s vital to make sure they get proper recognition and that you show your appreciation.
Follow these five tips to ensure that event sponsors feel valued when participating in your event:
1) Add sponsors’ names to ALL the event’s media announcements.
Nothing shows appreciation and adds value to your sponsor like putting their name on all the elements of the show. Add their name and logo to all of the following:
a) Social media sources – LinkedIn, Facebook, Twitter, Pinterest, and all the mobile apps as well
b) All press releases
c) All printed materials
2) Present them as experts.
Do a speed-networking event, where you have each sponsor present or host a table highlighting their expertise so attendees can ask questions. This gives them credibility and puts them in the position to sell to your attendees without being “salesy.”
No one wants to be overtly self-promotional, and your attendees don’t want to be sold to. This practice is the best way to give your attendees information they are interested in and to allow your sponsors one-on-one time with attendees who may be interested in what they offer.
3) Feature sponsors as speakers for breakout sessions.
Have your sponsors speak on their expertise and be the featured speaker for a breakout session. This is a great way to fill your program with speakers who will speak for free.
This method also sets your sponsors up for success. A well-delivered presentation will automatically make them the expert in the field and people will approach them for more information following their speech.
4) Highlight sponsor logos and names.
Use the walk in and out of your general session as time to flash sponsors’ names on screen – this builds sponsor brand recognition. They are your audience and funders for your show; show them the LOVE!
The screens in your general, opening, and closing sessions should be used to the fullest. There will be approximately 30 minutes before the event that guests will be entering the room and getting situated.
Use the visual space to thank sponsors, do light housekeeping, and remind attendees of special events or breakout meetings – but really use that time for sponsorships. If your sponsors have commercials or YouTube videos, you could play those as well.
5) Give them stage time.
For your presenting sponsor – let them introduce your keynote speaker. For example, imagine you are bringing in the best NFL football coach to ever live and he’s talking about how to produce winning teams and be a great leader. What sponsor wouldn’t want to introduce this guy??
Being the sponsor associated with the NFL football coach with the most wins places your sponsor in a great position to look like a winner as well. Done right, that sponsor will be sure to support your event in the future.
Your sponsors are the lifeline to your event. In order to keep them coming back year after year, show them the love. It is important that your sponsors are made visible to your attendees to highlight exceptional business services that benefit your event participants.
One important tip to remember: Make SURE that you spell your sponsor’s business name correctly on all formats. Check, double check, and triple check to avoid embarrassment and lost revenue.
How do you show your sponsors love?
Tracy Fuller-White has owned and operated an event production company for 30+ years and has done events nationally and internationally for fortune 100 and fortune 500 companies.