Weemss | Looking for an event sponsor?
Event's Anatomy 28 Jan 2013 Simona

Looking for an event sponsor? Here’s the first thing you should do

Just imagine how disappointing it is to have the desire to organise an engaging event, but no one would sponsor it.

The number of companies who perceive sponsorship as unnecessary luxury is frightening, so make sure you attract the right ones.

The first step in the process of finding the right sponsor is to determine the audience

Sponsorship is aimed at encouraging the consumers to associate the sponsor’s corporate brand with the brand/idea of the event. However, this idealistic aim does not prove to be sufficient for the sponsor. It is expected that they should have direct or indirect financial benefit in return of the sponsorship. This is the slight difference that distinguishes sponsors from donors.

There are some events which attract a lot of sponsors. These are events which involve either a large number of people or a small group of people with specific interests.

If your event is not a mass one, but it is aimed at a group of people sharing specific interests, surely your chance of finding a sponsor increases. An advertisement to the right audience is much more valuable than the advertisement to a mass audience.

If the sponsors you want to attract are not interested in your company or event topic, do not exclude the possibility they might be interested in the audience, attending your event.

It is important that the people attending are not only physical persons, but also company representatives. By inviting professionals you will attract the sponsors, who, on the other hand, are interested in attracting B2B clients.

Now, here’s how to determine the audience in answering 5 simple questions

1. What’s the topic/theme of my event? Is it a niche topic, where specific individuals will turn up, does it concern a business sector or is it a mass one?

2. Who’s the lecturer/ speaker? Depending on your speakers, you can start unfolding your audience analysis - may the speaker is popular with young people, may be with professionals?

3. What ‘s the price of attendance? Determining the social status of your attendees can serve you well in sponsorship negotiations. Products, as we know, are marketed to selected audiences.

4. What’s the location of the event? Look for sponsors that may be companies operating within a certain area, like catering companies for example.

5. When are you holding your event? If it’s during the summer, maybe you want to attract ice cream companies, if it’s during the winter tea making companies. Target your sponsors carefully.

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