Planning to Attract Sponsors for Your Events?

Planning to Attract Sponsors for Your Events?
14 May 2023 20:00

Planning to Attract Sponsors for Your Events?

Securing sponsorships for your event can significantly enhance its value, reduce costs, and elevate the attendees' experience. However, attracting the right sponsors requires a thoughtful approach, strategic planning, and a clear understanding of what sponsors look for in an event. In this comprehensive guide, we will walk you through the steps necessary to attract and secure sponsorships, along with top tips to ensure your success.


1. Understand your event and audience:

Before approaching potential sponsors, it's crucial to have a deep understanding of your event and its audience. Sponsors will want to know who they will be reaching through their investment. Gather demographic information, including age, gender, profession, interests, and other relevant details about your attendees. The more specific you can be, the better you can align with potential sponsors.


2. Identify potential sponsors:

Next, compile a list of potential sponsors. Look for businesses that align with your event's theme, values, and audience. This alignment will make your proposition more appealing, as the sponsor can see the potential for reaching their target market.


3. Create a compelling sponsorship proposal:

A well-crafted proposal is key to attracting sponsors. Your proposal should clearly outline the event details, audience demographics, the benefits to the sponsor, and sponsorship packages available. Tailor each proposal to the specific sponsor, highlighting how the partnership can help them achieve their marketing or corporate social responsibility goals.


4. Offer tangible benefits:

Sponsors will want to know what's in it for them. Offer tangible benefits such as logo placement on promotional materials, mentions in press releases, an exhibition space at the event, or opportunities to interact directly with attendees. Providing clear, measurable benefits will make your proposal more enticing.


5. Establish a clear communication plan:

Ensure potential sponsors understand how you plan to communicate before, during, and after the event. This might include regular updates, opportunities for input, and post-event reports detailing the sponsorship's impact.


6. Approach potential sponsors:

Once your proposal is ready, it's time to approach your potential sponsors. A direct, personalised approach is often most effective. Email or call to introduce yourself and the event, then ask if you can send them your proposal. Follow up a week or so after sending the proposal to answer any questions and discuss next steps.


7. Foster relationships:

Building strong relationships with your sponsors doesn't end once they sign on. Keep them engaged and informed throughout the planning process, be open to their ideas and feedback, and make sure they feel valued and appreciated. This relationship-building will increase the likelihood of ongoing sponsorship for future events.


Top Tips for Attracting Event Sponsors:

1. Start early: The process of identifying, approaching, and securing sponsors can take time. Start as early as possible to give potential sponsors plenty of time to consider your proposal and make a decision.

2. Be flexible: Be prepared to negotiate and customise sponsorship packages to better align with a sponsor's goals and budget.

3. Leverage networks: Use your professional and personal networks to identify potential sponsors and make introductions.

4. Offer exclusivity: Where possible, offer sponsors exclusivity in their industry or category. This can add significant value to your sponsorship packages.

5. Show gratitude: Always express your gratitude to your sponsors. A simple thank you note, acknowledgement on social media, or a small token of appreciation can go a long way in building strong relationships.


Checklist for Attracting Event Sponsors:

1. Understand your event and audience demographics

2. Identify potential sponsors that align with your event and audience

3. Create a tailored, compelling sponsorship proposal

4. Clearly outline the benefits to the sponsor

5. Establish a clear communication plan

6. Approach potential sponsors with your proposal



**Case Study: The Brighton Fringe Festival**


Consider the Brighton Fringe Festival, one of the largest arts festivals in the UK. This event attracts a diverse range of performers and attendees, offering an exciting opportunity for local businesses to get involved as sponsors.


In 2021, Brighton Gin, a local distillery, chose to sponsor the festival. The partnership was a fantastic fit, with both the festival and Brighton Gin sharing a love for creativity, community, and the spirit of Brighton.


Brighton Gin benefited from extensive brand exposure through logo placements on festival materials, a presence at festival venues, and engagement on social media. In return, the festival could offer unique experiences to attendees, like gin-tasting sessions, enhancing the overall event.


The result was a significant increase in brand awareness for Brighton Gin, with the festival's diverse audience aligning perfectly with its target market. The partnership was so successful that Brighton Gin chose to renew its sponsorship for subsequent years.


This case study demonstrates the potential benefits for businesses sponsoring events that align with their values and target audience. It's a clear example of a win-win situation, with both the event and the sponsor gaining value from the partnership.


Including this case study in your blog post not only provides a practical example of a successful event sponsorship but also shows potential sponsors that you understand their goals and are committed to creating mutually beneficial partnerships.