The Queen Elizabeth II Conference Centre (QEIICC), in conjunction
with Gallus Events, is running a Masterclass in June titled ‘How to make a
big profit from a small budget’.
William Thomson of Gallus Events will
be presenting a session and explains how a creative approach to
sponsorship can see an increase in sponsorship:
does not mean reducing the price of your sponsorship packages. My first
bit of advice is not to drop the price of your sponsorship packages.
Rather than reduce the price, look to increase the value of the packages
What does creative actually mean?
Ask your potential sponsors what their objectives are. This may sound
easy but be prepared to hear a stony silence at the end of the phone
when you ask this question. The occasional sponsor is simply looking to
spend money at any event. Deal with sponsors who know what they want to
achieve from your event.
2. Tailor every package. State quite
clearly that your packages are only a guide and that you will tailor
every sponsorship opportunity. If you do get a clear idea of the
objectives you can, perhaps, increase face to face interaction, or offer
a slot on the programme: it all depended on the sponsor’s objectives.
Don’t reduce the price: reduce the offer. This was one of the most
successful techniques you can use. If a potential sponsor says they
don’t have the budget you say, “No problem. We believe we have a fair
value for the package so why don’t you tell us what you would like to
remove and we will re-price it for you?” This really does work. You
either end up with the sponsor paying the full value or a reduced
package that leaves you with parts of a package you can sell to someone
4. Every event is different so really think about how you
can add value to your event by leveraging the support of your sponsors. I
have two great examples to give at the event in at The QEIICC and I
won’t spoil the surprise for the readers who are attending the event.
Don’t say ’sponsored by’. I often struggled with the term ’sponsored
by’. I tried ’in association with’ and ’partnered by’ but they all
seemed to fall short. This year at Tech-Fest one of Gallus’s events we
have ’powered by’ and we think it was a factor in selling our packages
so quickly. The two sponsors Eventsforce and Conferize really are ’powering’ our event with one providing a marketing platform and the
other an event management platform: we really couldn’t power our event
without them. This is the value a creative approach can add.
The more your sponsorship package says ’brand awareness’ the less value
it will add. Events have to offer much more than logo placement. Focus
on real value, not vanity value.
7. Never, ever sell more than a
handful of sponsorship packages. Gone are the diamond, platinum, gold
and silver multi sponsorship packages. The more logos the less value.
Use your event theme. Help and support your sponsors to leverage your
event theme. Consider the theme when you are thinking about how
exhibitors and sponsors can use it to create interesting content around
your event. If you are creative they will be creative too.
Create value by being creative
summary, sponsors are people too. And they like to be treated well and
as individuals. Tailor your offering. Speak to them. Get to know them.
There is a good chance they are quite creative too. So harness that
creativity and focus on value.
Doing this will mean there is no
need for creative accounting – only room for creative sponsorship.
Follow these tips and you will see sponsorship revenue rise!
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