It is getting difficult for event managers to secure event sponsorships. It is an increasing struggle to keep sponsors engaged in providing much-needed financial and in-kind supports. Something needs to change. It is time to bury the old idea of developing one-size-fits-all programs that beautifully outline our event’s Platinum, Gold and Silver sponsorship levels. These packages are still being heavily relied upon to secure revenue to help sustain our events.
There is a better way.
During a panel session of sponsorship buyers at the Western Sponsorship Congress, a marketing executive for a Fortune 500 company indicated that he doesn’t even consider engaging in these
types of programs. The other buyers on the panel were quick to agree and indicated they all place these sponsorship packages in the trash where they belong.
So what is the problem with these programs? For one, these programs tend to be very event-centric without taking into consideration the specific needs of the potential sponsor. A one-size-fits-all sponsorship program cannot be effective in delivering value to a sponsor in today’s economy where every marketing dollar is being scrutinized.
We have to understand that sponsorship is a business transaction and must generate a positive return on the sponsor’s investment. If it doesn’t, then it will be viewed less as marketing, and more as a donation or philanthropy.
The key is to make our sponsorship programs sponsor-centric and to give greater consideration to their marketing and investment needs. When we open a dialogue with potential sponsors we will quickly understand that they are looking for longterm relationships and are ready to invest in the right opportunities.
Our job is to identify the right sponsors for our event, customize the right program that meets their goals and objectives, and help prove the value in their investment.
How do we do that?
The sponsorship industry has developed into a structured industry with a defined methodology for managing sponsorship programs. As event managers, there is so much we can learn from sponsorship professionals who build programs on a daily basis.
The following are the 6 steps they follow to develop and implement a sponsorship program:
1) Inventory and Valuation
Every event has physical and non-physical assets or benefits that sponsorship buyers have an interest in. We need to catalogue these assets and individually determine their market value. We need to do some research to gain an understanding of what value to apply to each asset.
2) Prospecting
We need to research and build a database of potential sponsors. When we understand our attendee demographics, we can determine what type of companies will have an interest in gaining exposure to them. Qualified sponsors will also have business goals and objectives that align with our event.
3) Discovery
We need to take time to meet with prospects and begin building relationships. Our goal should not be to educate them about our event, but to learn about their business goals and objectives, the opportunities they are looking for, and the outcomes they expect from their sponsorship marketing investments.
4) Custom Proposals
We need to utilize our inventory list and what we learned from discovery to develop a customized proposal for each potential sponsor. Our proposal should
focus on the sponsor outlining the benefits being afforded to them. It builds a business case describing how their investment supports their business goals and objectives.
5) Activation
Once a company has invested in our event they receive the agreed upon benefits which may include the right to conduct additional marketing activities to further leverage their sponsorship. We must work with our sponsors to ensure they take full advantage of the rights and benefits afforded in their contract.
6) Fulfillment Management
We need to ensure that the benefits promised to our sponsors are fulfilled. Not only do we have to work to deliver on our promises, we also need to provide our sponsors with a post-event fulfillment report. This report outlines what benefits were committed to and describes how each was achieved.
There are some great resources available in Canada to learn more on developing sponsorship programs. Canadian sponsorship expert Brent Barootes recently published a comprehensive guide to sponsorship titled, Reality Check: Straight Talk about Sponsorship Marketing. You may also consider attending the Western Sponsorship Congress – Alberta Forum which is held annually in Edmonton or Calgary.
Brent Taylor is a partner with Timewise Event Management and Event Technology Solutions based in Edmonton. He has 24 years of experience as an event professional and is very active in helping advance the industry. He was recently appointed to the International Board of Directors for Meeting Professionals International (MPI).
