Basics of Event Sponsorship
Event sponsors have been an essential source of revenue in the past. This is especially true now that hybrid and virtual events are just as common as in-person meetings. How can you offer valuable and competitive in-person, virtual, and mixed event sponsorship packages? What can event platforms do to make a difference? Since 2020’s widespread adoption of virtual events, there have been many challenges surrounding the value of sponsorship packages for these events. Recent research by UFI/Explore found that virtual events have a lower ROI than in-person events. This is because they allow exhibitors to represent their brand and generate leads. These attitudes can be changed by becoming more familiar with virtual events. According to the same research, exhibitors begin recognizing the benefits of virtual event sponsorship packages through leads and ROI.
Although there were some initial challenges, virtual events offer sponsors more ways to connect with their communities and increase brand awareness. To capitalize on these opportunities, event planners need to understand the goals of their sponsors and present sponsorship packages tailored to them.
A sponsorship package for an event is your pitch to potential sponsors on why they should choose your event instead of other events and channels. It is essential to know the goals and objectives of any potential sponsors.
Sponsors are looking for customized sponsorship packages that provide the highest ROI. The two essential benefits that sponsor value the most are:
- It’s possible to make connections with attendees
- Maximize brand exposure
You will want to provide as many opportunities for face–to–face interactions as possible, either in-person or online, depending on your event format. Sponsors will also be required to have high-visibility opportunities to embed their brand messaging in your event content. All of these requirements should be addressed in your event sponsorship packages. You’ll have significant event revenues and loyal sponsors that return year after year.
Two of the most popular ways to approach event sponsorship packages are
- Tiered Sponsorship ModelThis traditional approach allows various features to be included in event sponsorship packages, depending on sponsorship level.
- A La Carte Sponsorship Modell: This model is used frequently to help sponsors with specific goals or needs. Flexibility and customization are critical features of an event sponsorship package.
The Tiered Sponsorship model
This is a step-by-step guide to creating a tiered sponsorship model with event technology features.
Step 1: Create Tier Levels
The tiers are often referred to as Exhibitor, Gold, Silver, or Platinum. However, you can be creative and name them whatever suits your event theme. This is your chance to make the event exciting and appealing to sponsors.
Your in-person and virtual event spaces offer plenty of visual cues to indicate sponsorship level. It’s worth thinking about the types of ribbons and badges you can use to highlight different sponsorship levels when choosing labels for virtual events. Each part of the sponsorship package for a virtual conference should elevate the sponsor’s status and drive traffic to their booths.
Step 2: Decide Quantities Per Tier
Next, determine the number of event sponsorship packages you will need to sell to reach your event revenue goals. Because of the exclusivity of the box, you will be able to charge more for it. This will encourage sponsors to sign up earlier so that you can plan your event and predict your revenue.
This principle also applies to features within each sponsorship tier, especially high-value offerings such as prime scheduling slots for brand content. Your most popular sessions will be the ones that draw the most foot traffic to your trade show booth. Exhibitors will be eager to grab your event sponsorship packages if only the top sponsors are allowed on a keynote panel discussion.
Step 3: Distribute Sponsorship Benefits Per Tier
Higher tiers offer more high-value benefits. As you reduce your levels, rank your gifts according to their value. This will enable sponsors to pick the best story for them, increasing sponsorship opportunities.
A La Carte Sponsorship Model
Sponsors seeking specific outcomes or goals can consider the a la carte sponsorship model. This could include brand exposure or attendee engagement. Here is an example of an a-la-carte sponsorship offering based on event lifecycle stages.
Pre-Event
Marketing Communications
- Incorporate the sponsor’s logo in your event registration page and all marketing communications that promote the event, such as registration invite emails.
- Promote sponsors by using social media shoutouts
- Encourage session attendance by promoting speakers from sponsors.
- Promote registration by including pre-event sponsor giveaways. These prizes can be sent to participants online with swag bags or given as digital coupons, gift vouchers, and discounts.
During the event
Digital Brand Exposure
- Banner ads highlight top-tier sponsors on the mobile app and virtual space home screen.
- Include the sponsor’s logo in the sponsorship section of the mobile event app or virtual platform.
- Highlight the logo of the sponsor on the results window/graphic. This applies to all live polls as well as the home screen.
- Provide links to download resources from the sponsor, such as brochures and collateral.
Attendee Engagement
- Gamification can encourage attendees to visit exhibitors’ booths either physically or online to collect codes. For more intimate interactions with sponsors, award extra points and prizes.
- Sponsor giveaways and sponsor offers can be promoted.
- Sponsors can connect with attendees through sponsored group discussions, private chats, and 1:1 meetings.
- Sponsors can create a deeper connection with attendees through breakout sessions that are either held on-site or online.
- Send targeted alerts and push notifications using the sponsor’s logo
- Send targeted emails with sponsored content to your audience.
On-site Brand Exposure
- All printed and electronic marketing materials/signage in the event registration area, theatres, or areas should bear the sponsor’s logo.
- Create floor tiles with arrows that point towards sponsors to incorporate their logo into the show design.
- Sponsors can rig a banner above the expo hall to be visible from all sides.
Post-Event
- In the email or survey to attendees after the event, mention the sponsor’s logo.
- Include sponsor content in an on-demand library of video content. Add links to their website or virtual booth and contact information in the session description.
Example of Event Sponsorship
You now know the basics of event sponsorship packages. How do you put them together and promote them?
Next steps: Designing your Event Sponsorship Packages
Whether the event is virtual, hybrid, or in-person, the fundamentals of event sponsorship packages are the same. Sponsors want to make connections with attendees and increase their brand exposure.
Event tech is now a vital component of the event industry. Hybrid and virtual events are increasing, and the attendees at hybrid events depend on event apps to stay informed and engaged. As you can see from our list, many benefits sponsor members receive for both the in-person and virtual event platforms.
