Table Of Contents
Pg 3 - The State of Sponsorships
Pg 3 -The New Currency: Your Event Data
Pg 7- Identify Sponsors
Pg 8 - Get to Know Sponsors
Pg 10 - Anatomy of the Sponsorship Proposal
Pg 11 - Maintaining Healthy Partnerships
Pg 12 - Evaluating Sponsorship Success
Pg 13 - In Closing
First 3 Pages
The New Rules of Event Sponsorships
01 The State of Sponsorships
Access to new and affordable tools have leveled the playing field for data-driven sponsorships. Event organizers who take advantage will be able to unlock unique sponsorship opportunities.
02 The New Currency: Your Event Data
To find and win sponsors, today’s organizer must dive deep into their event data.
Here’s what you’ll need to collect and where you’ll find it.
03 Identify Sponsors
The process of winning sponsorships is a lengthy one. Start early. If this is your
first event — start even earlier. These five ideas will get you going.
04 Get to Know Sponsors
Not all sponsors will be interested in a prominent logo placement at your event.
With a list of potential sponsors in hand, it’s time to gain insight into why they’ll
want to sponsor your event.
05 Anatomy of the Sponsorship Proposal
After gathering your event data and researching sponsors, you’ll need to craft
a winning sponsorship proposal. Transform your proposal into a commitment
with these essential components.
06 Maintaining Healthy Partnerships
Winning sponsors is only half the battle. Once they’ve committed, sponsors
are eager to know you’ll meet their expectations. With these guidelines, you’ll
07Evaluating Sponsorship Success
Once your event has ended, the partnership with sponsors continues. A post-
event recap sent within the week of your event should capture the zeitgeist of
your event and quantify the value your event generated.
08 In Closing
The State of Sponsorships
Merely promise exposure to a company’s target market in return for an event sponsorship today and you might get rejected. How you win and retain sponsorships has changed. What was once a one-way conversation meant to drive attendee awareness for brands has transformed into a sophisticated set of possibilities for organizers and sponsors. But with change comes opportunity.
“Event sponsorships are experiencing their greatest revolution I’ve ever seen in my
professional and business career,” says Vince Thompson, the CEO and founder of MELT,
a full-service marketing agency that has produced thousands of events for multinational
brands like Coca-Cola and ESPN.
New, affordable technology and the rise of mobile have leveled the playing field in
the events industry, opening up innumerable chances for organizers, sponsors, and
attendees to interact with one another. Sponsors now expect more than a prominent
logo placement and a few hospitality perks for their contributions. Instead, they’re
partnering with smart, creative organizers who can develop fresh and innovative ways to
connect with their attendees.
“This revolution has manifested itself in several ways,” says Thompson, “Social platforms
amplify the reach of your event, live interactive tools bring events to life on a global scale,
and data allows you to understand your attendees like never before.”
The New Currency: Your Event Data
At the heart of this tectonic shift is your event data, or rather, your access to it. For
decades, organizers who wanted to accurately measure their event data needed a
budget to support it. That’s all changed. Now, thanks in part to free web analytic tools
and inexpensive databases, the world of data-driven sponsorships has opened up to all
who choose to participate.
But if you want to offer data-driven sponsorship packages and write a winning proposal,
you’re going to have to dig deep into your event data. Let’s start by looking at the
different types of information you’ll want to gather, then follow with where to find it.