Eventbrite recently released a very helpful resource for B2B event marketers, the “2017 Guide to Event Sponsorship - The Current Trends and Best Practices for Success.”
If you’re involved in events (and most tech marketers are in some capacity), take the time to go through the full report and think about how you can better support your events. You may find some helpful tips for your upcoming emails, sales materials and deliverables.
Some things that caught my eye from the guide - with my commentary in bold.
- Sponsors don't just want your attendees to be aware of their product or service. They want to offer value, provide solutions, and create deeper, long-lasting connections with your attendees.
- There are too many events offering the same access to the same sponsors. If you want to win sponsorship today, you’re going to have to know who your attendees are and how sponsors can help them.
- Knowing why people attend your event and the problems they are experiencing in their professional lives can help you create valuable sponsorship opportunities.
- From purchasing market research to analyzing your attendee data, there are numerous ways to define your attendees — but the best method is surveying. Surveys allow you to go deeper by asking your attendees about their frustrations, goals, budget responsibilities, and other information potential sponsors will find valuable. >> Are you using data from surveys enough/effectively?
- Let's say a large number respondents to a post-event survey from last year mentioned wishing there were more networking opportunities at your single-track conference. You want to fulfill their wishes, but you only budgeted for one cocktail mixer. This is the perfect opportunity for a sponsor — and a valuable asset, too. >> Do you know what attendees are asking for and what sponsorship “assets” could fulfill those needs?
- When you look at other events, don’t just look at what they're charging sponsors. Look at what they’re offering them for that price! >> Do you have info on sponsorship packages for competitive events that you can compare to our own? This could be a helpful way to distinguish your events from others they may be considering.
- List your sponsorship assets by activation type — branding, on site, samples, experiential — to help sponsors quickly understand the potential value of each asset.
- When you truly understand your attendees and have created sponsorship opportunities that perfectly align with your prospect's objectives, a menu will open the door to sponsors. Leaving the price off forces them to contact you. >> Does it make sense to have a “menu” without pricing and then provide sales with a price sheet? This may be an opportunity to connect with your reps and sales management to better understand their process so marketers can provide the right tools instead of guessing.
- Within two weeks of your event's end, call a meeting with your sponsors to discuss the outcome of their investments. Come prepared with a fulfillment report outlining how you delivered (or hopefully over delivered) on each promise. Your fulfillment report should include five elements:
- Intro & summary: Start off with a few sentences about your event's value proposition and a brief summary of the results.
- Attendee stats: Use visualizations (charts, graphs) to summarize attendee demographics, attendance, and survey results.
- On-site stats: Disclose on-site activations. Include photos of activations, brand impression numbers, and anything else you promised.
- Off-site stats: Share documentation of off-site exposure from screenshots of social media mentions to number of impressions and engagement.
- Last page: End your fulfillment report with gratitude for the sponsor's support and the immeasurable impact they've made on your attendees.
- Know your show! I can’t stress that enough. Too many events offer sponsors the same old basic packages. If you know your audience — their goals and KPIs — and how sponsors can add value to their event experience, you’ll be able to make the most out of every sponsorship opportunity. >> Great tip for any outreach/advertising marketers do. What are your exhibitors’ goals & KPIs and how can our events help them? This goes back to knowing our prospects’ pain points and nurturing them through the purchase process. Sponsorship deliverables are good to know, but it’s more important to explain how those deliverables will help an exhibitor meet their marketing goals.