Looking for an Event Sponsor? Here’s the First Thing You Should Do!

Have the desire to organize an awesome event, but not able to find event sponsors?

The number of companies who perceive sponsorship as an unnecessary luxury is frightening, let’s try to change that view!

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

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

Events which attract a large number of sponsors 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 is aimed at a group of people sharing specific interests, your chances of finding an event sponsor increase. An advertisement to the right audience is much more valuable than the advertisement to a mass, mixed 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.

How many of the attendees are company representatives? By inviting professionals you are likely to attract more sponsors, who are interested in attracting business-to-business (B2B) clients themselves!

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

1. What’s the topic or theme of the 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 are the lecturers or speakers? Depending on your speakers, you can start unfolding your audience analysis. Is the speaker popular with young people, with professionals, young professionals?

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

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

5. When are you holding your event? If it’s during the summer you may look for ice cream companies. If it’s during the winter maybe tea-making companies? Target your sponsors carefully!

Sponsors are essential to any event, but you also need to have the right solution in place for your event marketing and sales!


Image: Jazmin Quaynor | CC0 License