Key Elements In Your Sponsorship Packages
Let’s take a look at some of the most significant aspects of your sponsorship packages. If you apply these characteristics, it will be simple to increase sales of sponsorship packages for your event.
To begin, present yourself and your ambitions to potential sponsors. Make sure to include the following information with each shipment:
- Who you are
- Why you are holding the event
- Who will be attending the event
- Who has attended in the past if you have held this event before
- The size of the event
- The target audience of the event
- Past sponsors that have supported you
- Why you need sponsors
- What you hope to achieve
To maximize the chances of potential sponsors saying yes to your event, give them with as much information as possible ahead of time.
What’s In It For Them
Prospective sponsors will want to discover the unique benefits of funding your group. Explain why you feel they should spend their money on this. Be as specific as possible in your contact with potential funders.
Discover who they are, what they do, who they serve, and whether they have previously sponsored similar events. Make it as simple as possible for individuals to invest in your event by personalizing your message to their unique needs.
What Do You Offer
Keep in mind that sponsorships are an excellent way for businesses to promote themselves. This implies that they require some sort of reward for their work before they will consider it worthwhile. Think beyond the box regarding what you can offer them.
A range of sponsorship tiers can help you attract support from businesses with various marketing budgets, which is especially important if you’re planning a large event. Don’t simply offer them what they can get from other sponsorships; think beyond the box.
Your Call to Action
Don’t be afraid to include a call to action in your sponsorship packages. This allows them to respond to your idea more quickly and maybe approve it.
Include your name and a contact method. It’s probable they’re worried about the sponsorship. If a response to their enquiry is the difference between a “no” and a “yes,” then making it simple for them to reach you is critical.
Spice Up Your Sponsorship Packages
After we’ve established the typical fare for sponsorship packages, let’s take a minute to talk about some unique methods to make yours stand out.
Remember that sponsorship requests are frequent for businesses. Making your proposal stand out can help you win over the essential sponsors, many of whom have limited funds.
No Generic Sponsorships
If you’re planning a large event, you’ve undoubtedly already put up typical sponsorship packages. Event organizers frequently employ this method. The availability of a multi-tiered plan or a trio of price levels is handy, but it does not absolve you of the need to be innovative.
Put on your thinking cap and come up with some creative ways to dress them up for your event. To make your event more memorable, collaborate with them to create a theme that is related to it. Such innovative techniques will set your sponsorship pitch distinct from the crowd.
Allow Package Customization
Many major event organizers may provide a variety of sponsorship packages to entice sponsors, however even these may not be sufficient. You might replace the traditional tiers of your programs with a flexible, all-inclusive bundle that your sponsors may customise to their own needs.
In the case of your event, for example, you may discover that some sponsors are only interested in offering broad financial assistance, but others would want to finance a more specific component of it.
The flexibility to personalize a company’s sponsorship of your event to its unique demands will distinguish you from competitors and promote additional sales.
Include Sponsors in Your Planning
While it is natural that you would want to plan the event on your own, it is also appropriate to include your sponsors. Allow them to weigh in on the plan and consider their suggestions.
Furthermore, they may advise something you haven’t considered yet. They will place as much importance on the opportunity to contribute to the outcome as they do on the prospective cash payout.
Not every event can take use of the same sponsorship package. However, sponsorship packages fall into three main types.
The event’s organizers create tiered sponsorship packages, each delivering a different set of incentives to the sponsor at a higher price point. Those that sponsor at higher levels have access to greater premium benefits.
While most tiered sponsorship packages are fixed and limited in quantity, some wiggle room may be permitted to fulfill the needs of potential sponsors and further their commercial goals.
Prospective sponsors have greater flexibility with à la carte sponsorship packages since they may pick and choose whatever assets best fit their needs and business objectives.
Some sponsorship assets may be more suited to businesses aiming to raise their profile in the event organizer’s industry, while others may be better suited to brands looking to generate leads.
Another alternative that event organizers might offer potential sponsors is in-kind sponsorship, in which companies contribute goods or services in return for financial support or the label of “official supplier.”
This design is perfect for large conferences and trade shows since it has so many moving pieces, such as audiovisual, entertainment, food, branding, swag, and so on.
In addition to the aforementioned choices, certain events may choose to give title sponsorship. A firm may have total control over the event’s naming and promotion by having its name appear in the event’s name (e.g., EE British Academy Film Awards).
The Tiered Sponsorship Model
We have outlined the approach in detail below to assist you in developing a tiered sponsorship package that combines event technology.
Step 1: Create Tier Levels
The most common levels are Platinum, Gold, Silver, and Exhibitor, but you may be creative and use any titles that reflect your event’s theme or brand. To entice potential sponsors, write an engaging and enticing description.
Keep in mind that visual cues to express sponsorship level will be abundant in both your in-person event app and your virtual event area. When choosing on labels for your online events, consider the numerous badges or ribbons that might be used to designate the various sponsorship tiers.
The sponsorship package for the virtual conference should aim to boost the sponsor’s exposure and attract participants to their virtual exhibit areas.
Step 2: Decide Quantities Per Tier
The next step is to determine the number of sponsorship packages necessary for each sponsorship category in order to fulfill your income goals.
A higher price may be imposed due to the sponsorship package’s limited availability. If you can get sponsors early on, you’ll have a better understanding of how much money to allocate for the event and how many people to expect to attend.
Similarly, the most valuable features, such as prime timeslots for branded programming, are kept for the highest levels of sponsorship. In the online realm, your most popular sessions are analogous to the busiest aisles at a physical trade show.
You may enhance demand for your more expensive event sponsorship packages and attract more exhibitors by limiting participation in a keynote panel discussion, for example, to just your top sponsors.
Step 3: Distribute Sponsorship Benefits Per Tier
The higher and more exclusive the tier, the more valuable the perks become available. We work with our customers to develop unique sponsorship packages that allow them to realize the most benefits from your mobile event app and online venue. The following is an example sponsorship tier structure for an event:
The À La Carte Sponsorship Model
Unlike traditional sponsorship, the à la carte method allows sponsors to select only the services they require to achieve their goals. Event attendees’ participation and/or product promotion are two examples.
A example sponsorship package is provided below for reference, divided into areas that correlate to the various stages of an event’s development.
- Remember to include the sponsor’s logo on the event’s registration page as well as any promotional materials you send out, including invitation emails.
- Give your sponsors social media shout-outs to promote them.
- To increase attendance, publicize the business sponsors of the session speakers.
- Attendance can be increased by distributing freebies sponsored before the event (physical prizes can be mailed to online participants together with swag bags, or they can be awarded through digital coupons, gift certificates, and discounts).
2. During The Event
Digital Brand Exposure
- The event’s top-tier sponsors should be included in banner advertising on the mobile event app and the virtual event space’s home screen.
- Sponsors should have their brand prominently displayed and detailed information in the event app and virtual platform.
- Display the advertiser’s brand prominently on the homepage and in the live poll results window/graphic.
- Make it simple for consumers to obtain downloadable documents from the sponsor, such as a brochure or a white paper.
- The event’s top-tier sponsors should be included in banner advertising on the mobile event app and the virtual event space’s home screen.
- Encourage sponsors to include promotional offers and/or rewards in any gamification challenges or sponsored giveaways.
- Allow sponsors to engage with conference attendees by hosting sponsored roundtables, one-on-one interactions, and chats.
- Breakout sessions with specialized groups, either in-person or in virtual interactive breakout rooms, may help sponsors engage with guests on a more personal level.
- Send branded push notifications or location-based alerts to a select group of people.
- Sponsored email may be used to target a certain demographic within your audience.
On-site Brand Exposure
Include the sponsor’s logo on all promotional materials and signage (print and digital) at the tickets and ticketing locations of the event.
Make bespoke floor tiles for large sponsors that highlight their brand and add directional arrows to their booth.
Allow sponsors to have an actual banner draped from the expo hall’s ceiling, making their message visible from all angles.
Send out a follow-up email or survey to event attendees, including the sponsor’s logo and/or mentioning them.
Incorporate links to the virtual booth or website, as well as contact information, into the session description, and incorporate sponsor content into a continuous collection of on-demand video content.
Any firm wishing to boost its name recognition among the event’s intended audience would benefit from promotional materials that contain mention of the event’s sponsors.
As a result, strong branding of the sponsors’ names and logos in all promotional materials for the event is standard practice for sponsorship packages. Sponsors may receive merely a logo placement at the end of these emails, or they may receive a complete profile, depending on their sponsorship level.
The organizer of an event may do more than simply include a sponsor’s logo in promotional photographs; they can also publish in-depth social media posts or email blasts leading up to the event, detailing the sponsor’s brand and its engagement in the event.
By ticking a box in the online registration system, participants can elect to receive information from sponsors and partners. Contact information for persons who opt in can be given to potential contributors to boost the value of sponsorship packages.
If you want to spice up your sponsorship package, consider offering the opportunity to deliver a speech.
A sales pitch may not be allowed during a speaker’s designated time, according to event organizers. Instead, they can participate in existing panels to discuss specific industry topics related to their company’s expertise.
If they are also speakers at the event, the host will make a point of mentioning the sponsors’ names in his or her opening remarks. They will be seen as a reputable source, which will benefit the firm they represent.
Because there is so much competition for people’s time and attention, each opportunity to promote a firm is highly valued. Sponsor logos or branded graphics can be utilized as virtual backgrounds during live broadcasts, significantly improving brand identification.
Sponsorship packages typically include advertising space for sponsors, which has proven to be extremely advantageous for online events.
Organizers may certainly include a continuous ad display alongside the main live broadcast, promoting the sponsor’s brand and/or corporate message. They may then more easily access the sponsor’s website, browse the company’s products, and speak with a brand representative.
During in-person events, sponsors are frequently given the chance to distribute brochures. Flyers may be scanned, converted into a one-pager or slideshow, and distributed to virtual guests via a common resource center or a files tab inside each sessions.
To entice sponsors, virtual events may use gamification in a variety of ways, for as through engagement activities or engaging games with prizes. The games might be themed after the sponsoring company or industry.
The game may be a word search utilizing phrases from the sponsor’s brochure, or a jigsaw puzzle including the brand’s logo.
In this instance, the sponsor is not required to “deliver” the rewards to the game’s victors. This simple recognition connects the organization with a specific event for attendees, in addition to possibly building strong brand relationships.
There is no necessity for physical presence to trade swag or business presents. Sponsors can enhance the event experience by having branded gifts and items (pens, notebooks, mugs, and t-shirts) delivered directly to participants’ homes.
If the event will have several sponsors or will last more than one day, it is critical to incorporate sponsorship of particular sessions within sponsorship packages. The event session that will have the most impact on their brand and audience can be chosen by the sponsors.
Event organizers may then promote themselves at the start and end of sessions (for example, “this session is hosted by”) and include advertisements that play in sync with the live broadcast during the session.
Sponsor booths, a classic feature of trade shows and conferences, have made the transfer to the internet sphere and are now significant components of sponsorship packages.
In fact, virtual booths may be customised to the sponsor’s brand and aims. The sponsor can either set up a drop-in where someone from their team is present at all times to connect with guests, or they can play recorded material.
Virtual booths are unique in that they enable sponsors to acquire detailed information on the behavior of event attendees while also making the process of following up with visitors easier.
Remember that not every company you contact for partnership will have the same marketing budget.
That is why having many sponsorship tiers is critical. This is true for both conventional in-person gatherings and the increasingly prevalent virtual gatherings that have sprung up in reaction to the epidemic.
Consider the tips below if you want to build sponsorship packages for your events that will truly wow your business partners.
Inclusde Different Event Sponsorship Levels
To maximize efficacy, all sponsorship packages should contain at least three tiers of support. Each tier’s price and perks rise steadily. The following are some examples of common pricing tiers for your event:
- Bronze Package: $1,000 – Your event offers to place their company logo on all event marketing materials and perhaps a sponsored grab bag for attendees.
- Silver Package: $2,500 – All benefits of the Bronze Package plus a branded breakout room named after their company.
- Gold Package: $5,000 – Everything from the Bronze and Silver Packages plus a guaranteed speaking opportunity for their company’s CEO.
Remember that the more money the sponsor gives you, the more value you must provide back to them.
Sponsoring meals, cocktail hours, and rideshares are all excellent ways to market your various package tiers, but there are other options as well.
Exclusivity Is Key
If your package is more expensive, you should limit the number of units sold. I recognize that this sentence appears unreasonable. Why limit the Gold Package to only ten sponsors when you can find 20 companies willing to spend that much?
The first factor is the obvious mathematics aspect. As more firms take advantage of the bargain, the bundle’s allure fades.
The second reason is that scarcity creates interest and incentive. It is safe to suppose that everyone will want a limited resource.
As a result, you should limit the number of people who may purchase your premium products. A decent balance would be to have 20 Silver Packages and 5-10 Gold Packages on hand.
After you’ve spent time establishing your event’s various sponsorship packages, you should be as transparent as possible with potential sponsors about their worth.
Specify who is eligible and what advantages sponsors will receive after making a purchase. Because of the larger quantities of money that higher-level sponsors will be forking over, it is critical that all parties involved be on the same page.
Event organizers who are new to virtual events may find it challenging to come up with sponsorship package ideas that would lure potential partners. Try out these ideas; they truly work!
Allow Sponsorship For Event
Event apps have fast become an essential aspect of virtual events since they allow more engagement from remote attendees. Advertisers can place adverts, sponsored content, or logos on different screens inside these apps.
Sell Ad Space On Your Live Stream
Depending on the sort of virtual platform you use, you may have branding chances in the form of pop-up commercials or banner ads. These can include clickable connections to the event’s sponsors’ websites, enabling visitors convenient access to extra content.
Between breaks, plan to broadcast a quick video advertisement prepared by your sponsor.
The examples above are just a few ways you may design event sponsorship packages that give great value to sponsors and so attract marketers.
The sponsorship package is a critical component of every sponsorship letter. A letter may convey a lot of information about an organization or event to a potential donor and possibly generate support on its own.
The sponsorship package will frequently contain a monetary value, making it easier for those in charge of handling sponsorships to do so.
The sponsorship package may contain suggested donation amounts as well as a summary of the potential benefits for the individual or corporation supporting the event. Sponsors who were on the fence earlier may be persuaded by this new incentive.