In this article, we’ll review the following topics:

• What Are Event Sponsorship Packages?
• How to Create Event Sponsorship Packages
• What Should a Sponsorship Package Include?
• How to Set Up Sponsorship Packages Using the Tiered Model
• Ideas for À La Carte Sponsorship Packages
• Event Sponsorship Examples
• Level Up Your Sponsorship Packages With Event Tech
• How to Find the Right Event Sponsors
• How to Pitch Event Sponsorship Packages

Before you partner with businesses to make your event a success, your sponsors should know who you are, why your event matters to them, what’s in it for them, and how they can help—all from your event sponsorship packages.

What Are Event Sponsorship Packages?

Event sponsorship packages, or sponsor packs, are collections of marketing services and benefits offered by an event organizer to potential sponsors. They typically include various sponsorship tiers or levels, each with distinct benefits designed to attract sponsors of different sizes and budgets.

How to Create Event Sponsorship Packages

Sponsors have always been a crucial source of revenue for events. However, with so much competition for attendee attention, it’s crucial to show that you’re offering competitive and valuable in-person, virtual, and hybrid event sponsorship package options.

To start, think like a sponsor! That means considering what goals your event sponsors might be hoping to achieve by supporting your event, including:

• Spreading the word about a new product launch
• Reaching out to a new target audience
• Increasing brand awareness with an existing audience
• Building relationships and engaging with a relevant community
• Repositioning a brand that has become stagnant
• Aligning a brand with corporate social responsibility (CSR) initiatives

An event sponsorship package is essentially your “pitch” on why potential sponsors should choose your event over other events or channels in which they could invest their budget. It’s critical to understand the goals of any existing and potential new sponsors so you can align your packages with those objectives.

Now more than ever, sponsors are looking for customized event sponsorship packages with the best ROI possible. No matter their more specific event goals, most sponsors are looking to unlock two main benefits from your partnership:

• The ability to establish connections with attendees
• Opportunities for maximum brand exposure

Considering these benefits, you’ll want to offer as many opportunities as possible for direct interactions between sponsor representatives and attendees. You’ll also need to provide sponsors with high-visibility opportunities to incorporate their brand messaging into your event content wherever possible.

If you address all of these needs in your event sponsorship package offerings, you’ll be guaranteed to yield excellent event revenues and loyal sponsors who return year after year.

What Should a Sponsorship Package Include?

There are many options when it comes to building a sponsor pack! To help guide your decision-making, you could follow one of two models:

1. Tiered Sponsorship Model. This is the traditional approach where a variety of features are included in the event sponsorship package offerings, depending on the sponsorship level.
2. À La Carte Sponsorship Model. This approach is commonly used to serve sponsors with specific needs or goals—being able to customize their event sponsorship package is essential to win their support.

Regardless of your model, all event sponsorship packages should include:

Starting with those points, you can then decide whether to use a tiered model or à la carte. We’ll review these different approaches in greater depth in the following sections.

How to Set Up Sponsorship Packages Using the Tiered Model

A tiered sponsorship model has a clear structure to follow. When you’re creating your sponsor deck, you can easily present the tiers in ascending order, from least to most expensive.

Here is a step-by-step breakdown of how to build a tiered sponsorship model (that includes event technology features!):

Step 1: Create sponsorship levels.

Common sponsorship tier labels include Platinum, Gold, Silver, and Exhibitor, but you have lots of creative freedom to name the levels so that they fit your event theme or brand. Use your sponsorship levels to make your event seem fun and appealing to sponsors!

Remember that both your in-person event app and virtual event space provide plenty of opportunities for visual cues to signal sponsorship levels. When creating your tier levels, it’s a good idea to think about what sorts of badges or ribbons you can use to highlight each level of sponsorship. For instance, your event agenda may list the sponsors with a different colored star corresponding to each company’s tier level.

Tiered sponsorship packages allow sponsors to choose a level that best fits their budget and goals. Remember to include a range of options for both large and small sponsors! As you assign your sponsorship levels, be mindful to offer increasing value with each tier.

Step 2: Decide quantities per tier.

The next step is to determine how many event sponsorship packages of each tier level you need to sell to achieve your event revenue goals.

The more limited the quantity, the more you can charge for the sponsorship package. This exclusivity will also encourage sponsors to commit earlier so you’re able to better predict your revenue and plan your event.

The same principle applies to sponsor tier features—especially high-value offerings like prime scheduling slots for branded content.

When it comes to virtual events, your most popular sessions are equivalent to the trade show floor space that draws the highest foot traffic. If only your top sponsors are allowed to contribute to a keynote panel discussion, for example, exhibitors will rush to claim your premium event sponsorship packages!

Step 3: Distribute sponsorship benefits per tier.

The higher and more exclusive the tier, the greater the number of high-value benefits. Rank your benefits by value, and add increasingly more benefits as the tiers ascend. This step will allow sponsors to choose the tier that works best for them, increasing your overall opportunities for sponsorship.

To offer additional value, go beyond the standard tiers by offering custom sponsorship opportunities. Tailored packages may include sponsored networking events, VIP experiences, or opportunities for sponsors to provide educational content.

Ideas for À La Carte Sponsorship Packages

The à la carte sponsorship model is an alternative model for sponsors seeking to achieve specific goals or outcomes, such as attendee engagement or brand exposure. Consider structuring your à la carte sponsorship offerings based on the event’s lifecycle stages, like this:

Pre-event sponsorship options

Involve your sponsors in your marketing communications to build excitement before your event! Promote your sponsor using:

• Logos. Include the sponsor’s logo on your event registration page and any marketing communications promoting the event, such as registration invite emails.
• Social media. Post social media shout-outs to thank and promote sponsors ahead of your event. Make sure your attendees know which event features are made possible thanks to each sponsor!
• Speakers. Highlight your sponsors’ speakers! Building hype encourages session attendance on the day of your event.

• Giveaways. Everybody loves a prize! Your sponsored giveaways can help promote registration and build excitement for the event. For a virtual event, you can always mail physical prizes to online participants together with swag bags—or they can be rewarded through digital coupons, gift certificates, and discounts.

Highlight sponsors during the event

There are so many ways to promote your sponsors during your event! Try these methods to heighten your sponsors’ visibility:

• Banner ads. Use an event sponsor banner to highlight top-tier sponsors on the mobile event app and virtual event space home screen. It’ll be the first thing every attendee sees! You may also offer sponsors the option to hang a physical banner at your venue.
• Directions. Incorporate the sponsor’s logo into the show design by creating floor tiles for high-value sponsors with arrows pointing toward their stand. Then attendees will know exactly where to go!
• Sponsor profiles. Create dedicated sponsor profiles where you can feature the sponsor’s logo and information on your event app and virtual event platform.

• Signage. Place the sponsor’s logo on any printed and/or digital marketing materials or signage displayed in the event registration area or venue.
• Alerts. Send targeted alerts or push notifications with the sponsor’s logo included.
• Live polls. Running live polls during your event? Try highlighting the sponsor’s logo on the results window.
• Resources. Your event attendees are itching to learn more, and your sponsors have the info! Include links to downloadable resources provided by the sponsor, such as brochures or product collateral.

• Gamification. Structure your challenges so that attendees need to visit sponsors’ exhibitor booths (either physically or online) to collect codes. Award extra points and prizes for more in-depth interactions with sponsors.
• Appointment booking. Enable sponsors to connect with attendees via sponsored group discussions, private chats, and 1:1 meetings. Bookings are easy when they’re built into your event app! 
• Exclusive sessions. Help sponsors create a more personal connection with attendees by hosting breakout sessions for targeted groups, either on-site or in interactive breakout rooms online.

Post-event opportunities for sponsors

Although your event may be over, there are still ways to promote your sponsors. Experiment with these post-event sponsor opportunities:

• Follow-up communication. You’ll be emailing your attendees with post-event surveys and other information, so why not include the sponsor’s logo and mention them in your message?
• Volunteer thank you party. If you have volunteers, your sponsors could fund a post-event get-together where you show your appreciation for their time.
• Video library. Incorporate sponsor content into an ongoing library of on-demand video content. You could embed links to their virtual booth or website and then add contact information in the session description.

Event Sponsorship Examples

Now that you know what goes into the two main types of event sponsorship packages, how do you put one together so you can start promoting it? You can try out both models (and even see examples!) by downloading these free templates:

Level Up Your Sponsorship Packages with Event Tech

When curating irresistible event sponsorship packages, offering unexpected value can help attract and build relationships with your ideal event sponsors. 

One of the simplest ways to do this? Using the latest event tech to build impactful packages that sponsors can’t resist! Here are a few ideas to get you started:

• Offer virtual and hybrid event sponsorships. With virtual and hybrid events and event spaces, sponsor visibility can go digital! Consider benefits like sponsored sessions, digital banners, or branded virtual lounges.
• Leverage tech to connect. Use event technology to provide unique opportunities for sponsor engagement and visibility. Send push notifications in a mobile event app, leverage sponsored polls during sessions, or gamification features that drive attendees to the sponsor’s virtual or physical booths.
• Measure and share analytics. Sponsors want to see the return on their investment. Event technology makes it easy to track and share detailed analytics, which allows you to provide sponsors with tangible insights into their impact and reach.

If you’re looking for an event platform that can support your sponsorship strategy at every step of your event journey, EventMobi offers all of the above and more! Using EventMobi’s hybrid events platform, you can implement your digital event sponsorship offers and provide in-person support to your sponsors, with the post-event analytics to match.

How to Find the Right Event Sponsors

Equipped with top-tier event sponsorship packages, it’s time to go out and find your sponsors! Keep the following tips in mind to find sponsors that are right for your event and organization.

• Look for sponsors that align with your event’s theme, audience, and values. For example, if you’re organizing a tech conference, tech companies might be interested in your event sponsorship packages.
• Research each potential sponsor thoroughly. Understand their objectives, their target audience, and what they usually sponsor. It may also be beneficial to review their past sponsorships, their presence on social media, and any recent news about them to get an idea of their interests and reputation.
• Personalize communication. When you approach potential sponsors, make your message about them and how the sponsorship packages for your event can benefit them. Show how your event aligns with their goals and can offer valuable exposure to their target demographic.

How to Pitch Event Sponsorship Packages

Pitching your event sponsorship package effectively is crucial for securing sponsorships. Here are the steps to ensure a successful pitch:

1. Prepare a compelling sponsorship deck. A sponsorship deck, or sponsorship packet, is a presentation that highlights the benefits sponsors will receive from partnering with your event. It should include information about the event, audience demographics, sponsorship tiers, benefits of each tier, pricing, and examples of sponsorship packages from previous events.
2. Tailor your pitch. Customize your pitch to reflect each potential sponsor’s goals so you can show them exactly how your event will help achieve their objectives.
3. Highlight benefits. Clearly outline what’s included in each sponsorship tier. This could range from logo placement on promotional materials to booth space at the event to speaking opportunities to social media mentions.
4. Provide a clear call to action. Make it easy for potential sponsors to take the next step. This could be a meeting to discuss the event sponsorship packages in detail, a link to a registration form, or contact information for further inquiries.

Remember to follow up after your pitch, thank the potential sponsor for their time, and be prepared to negotiate the details of the sponsorship package.

Also, consider offering digital event sponsorship packages for sponsors who wish to reach out to your online audience! This can be especially useful if you run a year-round event space, so sponsor engagement isn’t tied to specific events—just to how engaged your community is.

Next Steps: Designing Your Event Sponsorship Packages

By now, you should be well-equipped with the best strategies and tips to take your event sponsorship game to the next level. You know how to approach potential sponsors with the right pitch and create compelling, customizable event sponsorship packages that cater to their unique marketing objectives.

Remember that the secret to crafting an attractive sponsorship package lies in alignment—aligning the sponsor’s goals with the benefits you offer. Whether it’s through brand exposure, audience engagement, or valuable networking opportunities, ensuring your sponsors find the value they’re seeking is paramount.

With the rise of virtual and hybrid events, event tech has become a mainstay of the event industry—especially since in-person attendees at hybrid events rely on event apps to stay engaged and informed. As you may have noticed from the list of à la carte sponsor features above, many sponsor benefits apply equally to the in-person mobile event app as to the virtual event platform.

With the best event sponsorship packages at your disposal, you’re poised to form strong and enduring relationships with sponsors. These partnerships will not only provide critical support for your current event but pave the way for ongoing collaboration, bolstering your organization’s events now and in the future.

Want to learn more about increasing your event’s sponsorship opportunities? Check out these resources:

• 66 Creative Event Sponsorship Ideas to Help You Secure Your Ideal Sponsors. Not sure what to include in your event sponsorship packages? This article will equip you with a wide variety of ideas so you can secure your ideal sponsors.
• How to Create Sponsorship Levels & Lock in Sponsors [Examples!] For more in-depth information about how to create sponsorship tiers, check out this resource.
• 3 Ways to Attract Sponsors and Exhibitors for Your Next Event. Half the battle is finding and attracting sponsors that align with your event and your organization. Test out these three ways to attract sponsors and exhibitors.

The post How to Design Event Sponsorship Packages Too Good to Pass Up appeared first on EventMobi.

Your sponsor levels should speak to your sponsors’ needs. One way to do that is to research your sponsors (and your competitors!) and come up with event sponsorship levels that are made just for them.

But let’s be real, figuring out sponsorship options can feel a bit overwhelming. What benefits should you offer? How much should you charge? How many should there be?

In this post, we’re going to break down the ins and outs of sponsorship levels—what they are, whether you should use them for your event, and how you can create levels of sponsorship effectively. Let’s dive in.

What Are Sponsorship Levels?

Sponsorship levels provide potential sponsors with options to support your next event.

That could mean they receive more benefits for more money; they could be themed for different types of sponsors (eg. media, venue); or they could be off-the-wall creative.

For events like conferences, trade shows, or festivals, sponsorship levels can include benefits like:

And tons of other boons.

For nonprofit events like a charity run or a gala, sponsorship levels can include donor networking opportunities or exclusive access to events. 

Ask First: Do I Have to Have Sponsorship Levels?

Hold up: not every event needs sponsorship levels!

Managing levels of sponsorship can take a lot of time and energy from your team, so ask yourself these questions first:

• How big is your event?  Sponsorship levels may be more suitable for larger, more complex events with a range of potential sponsors and stakeholders. Plus, you need an audience big enough to attract sponsors!
• Do you have different types of sponsors?  If your event attracts sponsors with different needs and goals, creative sponsorship levels can provide them with benefits tailored to their needs.
• Do you have the capacity to manage tiers? Consider whether you’ll have the time and resources to implement sponsorship levels. You’ll need to fulfill benefits for each tier, manage and track sponsor agreements at each level, and more.
• Are you bringing value at every tier? Ensure you can offer unique value at every sponsorship level, and make sure you can deliver on the promises made to sponsors.
• Can you meet your event’s needs without sponsorship levels? You might not need sponsor levels if you have a small event or a big one with a small range of sponsors. Or your sponsors may prefer having tailored sponsorship packages for their investment.

To summarize, whether you need sponsorship levels will depend on your goals, your event’s size and scope, your resources, and your sponsors. Think about what’s involved in having basic sponsorship offerings vs. levels or custom packages, and which will fit your sponsor profiles more.

The Benefits of Event Sponsorship Levels

Okay, so we know we need sponsor levels. Your sponsors are ready to feel special and gain extra value—and your event has tons of needs to fulfill.

What’s in it for you? Here are the common benefits:

Generate more revenue through upselling

Say you’ve worked with a sponsor who’s totally invested in your mission. If you build out a tiered sponsorship level package, you give them the opportunity to invest more in your event—and get even more out of it. That’s an A+ for both parties.

Lighten your team’s workload

There are two ways sponsor levels help you ease the stress of event planning. First, you’re not running around creating custom packages for every single sponsor—you’ve got a plan! Second, it gives you more ways to have your sponsors help you run an awesome event. For example, what if you had a sponsor responsible for your networking programming?

Better sponsor relations

Everyone likes to feel seen. When you craft sponsorship levels that are made directly for your target—or existing—sponsor types, you make it easier on both of you to have a relationship that works. It’ll make pitching sponsors easier, and they’ll also know they’ll be taken care of and understood when they sign on.

Increase sponsor visibility

Your sponsor levels should offer benefits that get sponsors directly in front of the audience they’re trying to reach. Do you have a stage that’s all about marketing nonprofit events? Make sure a nonprofit advertising agency has the chance to sponsor that stage!

Give sponsors the VIP treatment

Sponsors that invest at higher levels can have unique perks, such as dedicated speaking time to event attendees and access to VIP areas of the event. This can make sponsors feel valued and appreciated, which can help to build stronger relationships and loyalty over time.

How to Create Sponsorship Levels

You’re ready to build out your sponsorship levels, put together your sponsorship packages, and start converting sponsors.

Here are the 9 steps that will help you create your sponsor tiers, monitor them, and improve them for the future.

1. Evaluate current sponsors and identify potential sponsors

Before looking for new sponsors, you should first look into current sponsors and their contributions to past events. This can help you understand the benefits sponsors are looking for, which allows you to improve your event sponsorship levels to attract new sponsors.

You should also take a look around your space. What are the sponsors for similar events? Which potential sponsors are out there still?

2. Figure out sponsor needs

Once you’ve identified the targeted sponsors for your event, you can start figuring out and categorizing their needs and goals. Learn what sponsors hope to achieve through this collaboration and what benefits are most important to them.

Survey sponsors, check out competing sponsorship levels, and look at sample sponsor packages from outside your space—you never know where inspiration will strike.

3. Assign resources to fulfill sponsorship agreements

Before reaching out to sponsors, make sure you know if you have the resources to fulfill your offers. Make someone your sponsorship lead, responsible for fulfilling any and all obligations that come with signing on a new sponsor—especially the big ones.

4. Identify the benefits for each level

Start categorizing your benefits into your sponsorship levels. Make sure you clearly define and communicate these, and make them look absolutely irresistible. If you decide to offer à-la-carte sponsorship packages, start writing these down too.

5. Name your event sponsorship levels

You can use the good ol’ tier names (Diamond, Platinum, Gold, Silver, Bronze) or come up with new ones depending on your event. Events with creative sponsorship levels may even attract the attention of more sponsors.

Say you’re organizing an annual fundraising event called the “Stars of Hope” Gala. The names of the gala sponsorship levels could stick to this theme. 

Here’s an example: Supernova Supporters ($50,000), Glittering Galaxies ($25,000), or Guiding Lights ($10,000). Or you can name your fundraiser sponsorship levels based on planets or solar systems. For example: Big Dipper Sponsors, Milky Way Sponsors, and Andromeda Sponsors.

6. Price your sponsorship levels and create your sponsorship package

Pricing your sponsorship levels is the trickiest part of the process. You’re going to want to look at your organization’s needs, what your sponsors can afford to pay, what competitors are offering, and what the overall cost of your event is. Every event is different, but make sure you’re meeting industry standards!

7. Reach out to sponsors and follow up with good leads

After creating and designing your sponsorship package, you can start contacting sponsors. As mentioned, make sure you reach out to your current sponsors first. And don’t send and forget: create a follow-up system to secure sponsor support and keep leads hot.

8. Deliver on your promises

It’s time! Your sponsors have held up their end of the bargain, so make sure you put together a sponsorship fulfillment checklist and start checking off those boxes. Keeping sponsors in the loop at every step is another great way to build trust.

9. Report on the results

Track and report on the results of your event and sponsorship efforts. This helps sponsors know how their support has paid off and can encourage them to collaborate with you again. 

Some event management platforms allow you to track and report on your analytics. EventMobi, for example, offers different ways to measure your event analytics like:

• Meetings booked
• Banner views and clicks
• Company page views
• Live poll and survey results
• Session data for sponsored programming
• Gamification participation
• Video views

Whether your event is virtual, hybrid, or in person, your sponsors will have a clear idea of the benefits of your partnership.

Get Inspired: Event Sponsorship Level Examples & Ideas

Need some inspiration to get going? Check out these event sponsorship level examples. The first example features a virtual conference with meaningful sponsorship level names. The second one is a personal finance annual event that also includes an à-la-carte benefits package.

Event 1: GitHub Universe 2020

GitHub Universe 2020 is a virtual conference that brings together tens of thousands of people to explore the future of software development, and the tools that will help us get there.

The full experience offers attendees three days of discovery and 50+ hours of content, with executive keynotes, speakers from prominent software companies, workshops, entertainment, and lots of opportunities to network in between.

Sponsorship levels for this event:

Event 2: FINCON 2023

FinCon is an annual event for personal finance content creators and influencers to connect with other bloggers, podcasters, YouTubers, authors, advisors, coaches, and freelancers who create new media about financial topics. The vast majority of creators also attend to connect with brands for influencer or affiliate partnerships.

Sponsorship levels for this event:

À-la-carte benefits:

• Pro Networking table where companies can meet 1:1 with Pro Pass attendees: $2,500
• Brand Studio (to record content with creators and influencers): $1,000/30 minutes
• Host or plan your own dinner/event in conjunction with FinCon: $8,500

Next Steps: Design Your Own Sponsorship Package With Creative Sponsorship Levels

Having sponsorship levels tailored to the needs of your sponsors can benefit all parties involved. With the right sponsor levels, you can attract a wide range of sponsors. In return, sponsors can increase their brand exposure, generate leads, and build strong relationships with attendees.

Every year, EventMobi helps thousands of attendees meet & engage with awesome sponsors, in-app and on the event floor. We offer…

…and everything else you need to create sponsor value that will keep your revenue streams steady.

Additionally, if you’re looking for more sponsor-related information, check out these resources:

• How to Design Event Sponsorship Packages Too Good to Pass Up. Create event sponsorship packages that entice potential sponsors to commit to your event.
• 66 Creative Event Sponsorship Ideas to Help You Secure Your Ideal Sponsors. Check out this comprehensive list of event sponsorship ideas you can add to your sponsorship levels.
• 3 Ways to Attract Sponsors and Exhibitors for Your Next Event. Make sponsors excited about partnering with your organization using the tips in this guide.

The post How to Create Sponsorship Levels & Lock in Sponsors [Examples!]  appeared first on EventMobi.

Here are 11 strategies for successful sponsorships for your association starting TODAY.

1. Move from ABCs to VIPs

Let’s talk about how to move from ‘Always Be Closing’ or selling sponsorships to creating Values-Aligned, Inclusive Partnerships to support your association’s mission and strategic objectives. Commit to making your sponsorship programs align with your association’s mission. Always focus on the needs of your association’s members!

2. Don’t Buy Into Old Methods that No Longer Work!

The sponsor is NOT always right. Your members and your staff deserve your diligence in ensuring the sponsorship serves your members and serves your association. Your staff should not be bullied into submission. Sponsorship should be a positive experience for all individuals involved. 

3. Cultivate a Long(er) Relationship

What would a “year-long” sponsorship engagement look like versus a “conference” or event-based activation? Having all sponsorship benefits concentrated around a several-day conference may not have as much value for your top-tier sponsors that have year-round business goals.

Recommended Read: Looking for detailed advice on designing an event sponsorship package that will be competitive in today’s market? Download the free Sponsorship Strategy Guide to learn how!

Download Now

4. Know Your Members’ Values

Researcher David Allison talks about the importance of using values rather than demographics to make decisions about everything from marketing to benefits. The same applies to thinking about your members’ needs. To decide the benefits to offer sponsors, start with an analysis of what your association and your members really value. Sponsors’ benefits can be better crafted to support what your members uniquely care about within your association.

5. Avoid the “One Size Fits All Approach”

To package benefits for sponsors, make sure they match the needs of each company – especially for top-tier sponsors. The Gold/Silver/Bronze-level pre-packaged sponsorships are a popular sponsorship option but are unlikely to inspire creative strategic thinking when it comes to identifying the best products and offerings for members and sponsors. 

6. Understand your sponsors’ businesses better

Test out direct, one-on-one dialogues with the executives from each company. Ask them about their marketing goals and what they believe a successful sponsorship would look like. Try to find out if there is one type of member or member segment in particular that they would like to connect with for the sponsorship. 

7. Understand your sponsors’ timing better

To determine the beginning and renewal date for sponsorships, base it on the best timing for the sponsor (not your association’s fiscal year or the calendar year). Ask each company when they make budgeting decisions and when they would like their sponsorship to begin.

8. Collaborate on new initiatives

To create benefits of value to sponsors that are also based on member needs, think about high-level recognition like co-branded content, joint social media campaigns, and consider involving sponsors in toolkits, focus groups, and roundtable meetings with the association’s staff and/or board.

9. Augment the sponsorships with other types of engagement

To increase sponsor value at virtual conferences, provide top-tier sponsors opportunities to post educational content for conference attendees; participate in live or videotaped interviews on topics of importance to members; serve on panels for sessions; access registration data segmented by demographics.

10. Explore new voices and choices

Consider new companies your association’s members purchase from that could become sponsors. Are there new companies and products in your members’ industries that could “shake things up” in a good way for your sponsorship engagements? 

11. Invite vulnerability into sponsor relationships

”The more that we tell sponsors about what we do as associations, the better our sponsors are at understanding ways they can provide value to our members,” said Tanya Hannah Rumble, CFRE, Association of Fundraising Professionals.

Recommended Resource: Watch 8 short videos to learn how the EventMobi event platform can help you deliver events in any format that engage attendees and offer sponsors more value.

Watch Now

KiKi’s Bio

KiKi L’Italien helps organizations develop stronger ties between their mission and their members. She has honed her approach to communications and strategy for many organizations – nonprofits and corporate alike – including Optica, American Red Cross National Headquarters, QVC, and the American Institute of Architects, to name a few.

KiKi is a senior consultant with Tecker International and speaks regularly about management strategy and cultivating communities of trust.

KiKi is the creator and host of Association Chat, an online community, blog, and podcast reaching 72k individuals every month. She was also featured in 2021 by Cvent as one of the ‘20 Event Professionals You Should be Following’, and in August 2021 as ‘30 Nonprofit IT Influencers to Follow in 2021’ by BizTech Magazine.   

KiKi has served on the membership and component relations section councils for ASAE, and was recognized in 2019 at IMEX as a Hall of Fame recipient for Organizational Leadership by the Association for Women in Events. Other awards include BizBash Top 1000 People in the U.S. Event Industry (2019) and SURGE Innovation Pioneer (2018).

She is the current president of the Woman’s Club of Wenonah.

The post 11 Secrets for Successful Association Sponsorships in 2023 appeared first on EventMobi.

Traditional sponsorships—placing company logos and messages on banners, window clings, signage, badge stock, and lanyards or underwriting lounges, meals, and parties—differ in many ways from technology-based event sponsorship opportunities. While there are benefits, the return on investment (ROI) is difficult to quantify, and they do not easily provide measurable engagement, feedback, or data. The methodologies for measuring the effectiveness of banners and signage, for example, include post-event surveys and analysis to prove brand awareness and other objectives, which can be expensive. 

Traditional Event Sponsorships vs. Technology Sponsorships

On the other hand, the return on technology sponsorships, which can include interactive digital signage, mobile applications, games, social media activations, and other digital platforms, is highly measurable. The data byproducts are more obtainable and immediate. Metrics, such as downloads, clickthroughs, and survey responses can be delivered to sponsors in real time, providing proof of the return on investment as well as actionable intelligence. Technology sponsorships can deliver on more than brand awareness objectives. They can provide actual engagement.

Traditional sponsorships can be easier to understand, less expensive, and more accessible. Thousands may pass through the lobby of the convention center where a banner hangs, whereas only hundreds might see the sponsor splash page on a mobile app that has poor adoption at the event. Nevertheless, traditional sponsorship opportunities are somewhat limited. There is a finite amount of physical space and number of activities in any given event. In the technology arena, the choices are virtually unlimited, and innovation in technology sponsorships is moving quickly.

Did You Know?

Commercial sponsorship emerged during the post-modern period of the mid-twentieth century. The 1984 Summer Olympic Games in Los Angeles, California prominently showcased commercial sponsorship. For the first time, soft drink firms Coca-Cola and Pepsi bid against one another for the rights to become the exclusive sponsor of the games.

Thirty years later, Coca-Cola is still a major corporate sponsor of the International Olympic Games, paying in the range of $100 million US dollars for that privilege.

Most Common Event Technology Sponsorships

While sponsorship opportunities around augmented reality, virtual reality and the Internet of Things is coming closer to fruition in event environments, there are a variety of technology-based activations commonly in use at present. This is by no means a complete list and should be expanded by you on an ongoing basis.

Most Common Event Technology Sponsorships

Evaluate the Return on Investment (ROI) for Your Sponsors

With almost unlimited choices in the technological sponsorship arena, it is more critical than ever to show how your sponsors can benefit from supporting your meeting or event. You need to consider how you can show return on investment for your sponsors.

How Technology Sponsorships Benefit Sponsors

In addition to measurability and engagement, technology sponsorships provide a number of other benefits to sponsors:

• Flexibility. Digital sponsorships can be updated or modified quickly in response to changes in marketing campaigns or in the event of a company acquisition or merger
• Education. Interactive sponsorships can provide more complex and detailed information to attendees. Engagement with attendees can also foster learning
• Memorability. Experiential activations using technology can be more memorable (entertaining, emotional, thought-provoking) than traditional sponsorships
• Crossover. Engagement with one technology, a mobile device, for example, can easily be transferred to another platform like social media websites, extending the footprint of the sponsorship
• Differentiation. The medium is the message in technology sponsorships. The use of mobile apps or digital displays instead of vinyl banners and lanyards can in itself convey a more forward-thinking message about the sponsor to attendees

In addition, it can be argued that organizations with technology sponsorship offerings are viewed as more credible than organizations that only offer traditional sponsorships.

Mapping Sponsor Objectives to Technology Offerings

With a solid understanding of how a particular technology works and the specific benefits it delivers, you can begin matching technologies to sponsor objectives. The examples below illustrate how the features of a mobile event app address sponsor goals.

Pre-Event Exposure

Brand Awareness in Mobile Event App

Interact with Attendees and Collect Insights

Brand Awareness Onsite

Direct Messages to Attendees

Post-Event Mentions

Measuring the ROI of Event Technology Sponsorships

To convince potential sponsors to purchase technology-based sponsorships, you have to be transparent about how such opportunities help them address ROI. There are a number of ways that technology sponsorships deliver on return on investment or return on objectives metrics. The simplest way to start is through the metrics that the specific activation provides, such as link clickthroughs, votes, and survey results; net new social media followers, likes, views, and shares; and downloads, in-app purchases, and email addresses. These metrics are most effective when they align with the sponsor’s objectives from the beginning.

But outputs like views and shares aren’t the same as outcomes, such as actual purchases, intent to buy, or brand awareness (technology sponsorships, like their traditional sponsorship counterparts, can also deliver on visibility metrics). This type of information isn’t normally within reach of event planners. What you can do, however, is to look for technology-sponsorship providers that can easily integrate with other solutions, such as the sponsor’s marketing automation or sales automation platforms so sponsors can convert outputs to outcomes more easily after the event.

According to a report from sponsorship research firm IEG, sponsors want help from event organizers and rightsholders to understand the ROI of sponsorships. In its annual What Sponsors Want And Where Dollars Will Go in 2016 report, the group says sponsors want the properties’ assistance in measuring return. “Providing fulfillment/recap reports were extremely valuable to them with the number who scored fulfillment reports highly jumping from 32 percent in 2014 to 52 percent in 2015.” You have to work closely with technology providers to develop reports they can give to sponsors to prove the ROI from the activation.

How to Price Event Technology Sponsorships

Pricing any sponsorship—traditional or technology-based—is more complicated than it seems. Setting the price at the same amount as the cost of the technology doesn’t recognize the true value of the sponsorship, which should, at the very least, include delivering exposure to and engagement with a pre-qualified audience. Plus, pricing a sponsorship at cost doesn’t add to the profitability of the event.

In fact, you should take three value components into consideration when pricing a technology-based sponsorship opportunity:

• Tangible value. The quantifiable value of any and all measurable benefits the sponsor receives (booth space, event tickets, online directory ads, game stops)
• Intangible value. The qualitative value of being associated with the event or with the technology
• Market value. The fee that other sponsors are willing to pay for similar offerings at similar events

Event organizers often bundle technology sponsorships, i.e. different technology features are included or excluded, depending on the sponsorship level. Table 5.b shows an example of four levels of sponsorship, each with a different grouping of features from a mobile event app. Each level should be priced commensurate with the components of the bundle and the associated value components

Recommended Read: How to Design an Event Sponsorship Package

Steps to Sponsorship Success

Selling a technology sponsorship requires a more elevated skill set than selling a traditional sponsorship. Sponsors are less familiar with technology offerings, and some are wary of “shiny objects.” To be successful, you have to understand the technology first before you can explain it and the benefits to potential sponsors. Second, you have to collaborate with sponsors to understand the target audience and goals for the sponsorship so that the technology implementation delivers on the sponsor’s objectives.

Technology sponsorships are highly dependent on the technology on which they are based. If the execution fails, for example, attendees neglect to download the mobile app or the digital game stops working, it can reflect poorly on the sponsor. Some sponsors are risk averse so selling them on an activation or technology that hasn’t been fully vetted will likely be met with hesitation or rejection. One remedy is to ask technology providers for references, case studies, and proof that the technology works before building it into a sponsorship offering.

Related Resources:

[Blog]: 10 Tips to Maximize Event Sponsorship 

[eBook] How to Create a Sponsorship Strategy that Maximizes Event Revenue

[Webinar] 5 Things Every Sponsor Wishes Event Professionals Knew

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