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Tag: events sponsorship

  • How to attract sponsors to your event

    How to attract sponsors to your event

    How to attract sponsors to your event.

    Following the previous two articles relating to sponsorship, this article guides event planners on how to strategically target their events to help attract sponsorship. Simply put, what will make sponsors come to you?

    One thing I have noticed from experience is that hard work pays off in the end, if you are consistent in what you do and work hard, ultimately, it will pay off. However, with the constant technological changes, you must now market your event smarter. We understand that we live in the numbers game, however, for events that do not yet have big numbers, we all need to learn how to market or events to get there.

    Simply put, marketing is about selling and advertising. It is about finding out what the consumers want and then providing it to them. This is the corresponding technique to attract sponsorship. Find out what the sponsors need and then attract their market. Sounds simple, but that’s just it.

    Before you attract a sponsor, your event must answer these three questions?

    1. Is my event concept attracting the sponsor’s target market?
    2. Does my event offer promising superior value?
    3. Is my event growing and delivering satisfaction to the sponsor’s target consumers?

    With the high level of competition for sponsorship, event marketers should further streamline their events to attract niche consumers (small market segment). The more you can attract a small section of the market, the better your chances are of getting sponsorship from brands who sell to that same market. Can you think of any niche market that your event concept fits?

    Focusing on a niche market gives your event a competitive advantage as you can target your marketing and reduce promotion cost. Furthermore, you may also find that your event has fewer competitors. However, you need to ensure that your event has a significant size to make it profitable for your organisation as well as attractive for the sponsors. In addition, the consumers need to have purchasing ability.

    In summary, events planners must take advantage of technological trends in the industry to help them work smarter. Ensure your event attracts niche consumers, provides value for and its delivering value for the sponsors target customers. Focus your event on niche consumers to get the attention of sponsors in that market.

    Enjoy your event experience.

    Written by Ronnie Jacobs. 24/05/2021.

    Jreep #eventmarketing #eventplanning #eventservices #eventsmanagement.

  • How to attract sponsorship to your events. Part 1 of 4.

    How to attract sponsorship to your events. Part 1 of 4.

    Getting sponsorship for any events may not be an easy process, however, if you apply some basic principles and understanding, you will find it a lot easier to reach your target partners.

    Years ago, when I first started organising events, I would create the event concept, then print out loads of booklets, post as many as possible to companies using the big ‘yellow pages’.  Yeah, this was years before the internet. I never got any responses; therefore I would cancel the event as I had no funds to make it happen.

    Event sponsorship has evolved over the years from just being about brand awareness and association to brand interactions and engagement with consumers and stakeholders. The more your event hits these three essential points, the better your chances are of getting the right sponsorship that fits your event.

    From our previous article, we talked about the strategy of building your event to attract your sponsors.  Sponsors always lookout for what is good for their brand. One thing that we often overlook is, what is the character of the organiser? Using social media, we can find out comments and activities of event organisers and how well their character influences others. So, if your social media contents are against the values and ethics of a brand, this may affect your opportunities.

    On the surface however, sponsors what to know your target market. We will discuss marketing/promoting events on a later topic. Nevertheless, the question you must ask yourself is, are the guests attending my event the same demography with the market that patronises the sponsor’s product or services?  For example, you are hosting an event that attracts young mothers, you can then approach companies that provide a service to this segment of the market.  However, this is just one benefit. It does not mean, that just because you fit their market, they would buy your event, they get 100’s of similar proposals each day. Again, what is your competitive advantage?

    In part 2 of 4 will discuss Brand awareness and using a conceptualising approach.

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