Website guide after sponsorship of events (from a company that spent $ 500,000)

The secret weapon behind a successful event is not only great speakers, a nice place or sold out tickets. They are also sponsors who bring critical revenues, while increasing the credibility of your event.

When well -known sponsors place their logo on materials from events, they basically say: “This event matters.”

We know this first hand, because sponsorship of events was a gigantic part of our marketing strategy. We spent about USD 500,000 on them, sponsoring everything from intimate industry meetings to huge international conferences.

Our stand in Chiang Mai SEO 2024

TL; DR: If you run events, you absolutely want sponsors like us.

But how to convince companies like ours to open their wallets to your event? I talked to He is happyOur event marketing manager to find out what we think about in sponsorship of events.

Think about this guide on the website with victorious sponsors of events.

For sponsors, every dollar spent on sponsorship is an investment that must ensure a refund. Here’s what drives our sponsorship decisions:

• Hunting for our perfect customers -We want to meet potential buyers face to face. We are increasingly looking for gigantic fish: decision -makers at the level of enterprises who can sign significant contracts. If your event attracts our target demographic group, you’ve already won half the battle.
• Creating personal connections – We want qualitative insights that can only come from someone’s eyes, illuminating during a demo or directly hearing their pain points. Human connections tell us that digital analytics could never have been.
• Build closer relationships with our existing clients – Sometimes our clients are in the industry and also run events. Supporting their events brings us closer.
• Planting the brand’s strategic flags – We are looking for visibility that is impressive, not just a massive logo plastered on the walls that nobody remembers.

We do not automatically choose the largest or most prestigious events. The size of your event is much less than the way it is in line with our goals.

Here’s how we evaluate the events to sponsor:

• Equalization of the audience – We assess both size and quality. Who exactly will be in the room? What decision -making power do? Which industries represent? However, size is not everything. A smaller event with 90% participants of a perfect Fit overcomes a huge event with 10% each time.
• Potential of lead generation – Like above, we look at the quality of possibilities during this event. How is it like that these participants will become our clients? Do they represent customers at enterprise level or only a beginner SEO (or even digital marketing?)
• True feedback – Elys digs the threads of Reddit, LinkedIn comments and talks about X about previous editions of the event to find unfilted feedback about this event. Former participants (and even sponsors!) Are your most reliable or harmful marketing tool.
• Vibe Organizer control – Your answer to our questions shows how you can deal with the actual event. Are you lucid in terms of the number of attendance? Do you avoid questions about the experiences of sponsors from previous sponsors? Sometimes the decisive factor is at the moment when our team of our events says: “something feels about these organizers.” In such cases, we follow him.

By the way, they are not set in stone. There are times when we also break our own rules.

For example, we have recently sponsored Us Summit in Singapore. Although it was a gigantic conference, it was an event for both current and beginner content creators who are on paper kilometers from our perfect customer profile.

In fact, according to our own calculations, 62% of events did not know our brand.

So why did we write a check?

The main reason was that the value of the value was too unusual. We received the same value for a modest investment, which would cost 5x in other events. We had a cabin, screams in social media, observable branding (e.g. on the media wall), and even tickets for events.

Although it did not match our criteria, we could not miss the unique offer. Instead, we turned it into a game for brand awareness.

The fastest way to lose our interest is to hide unclear claims, such as “well -attended” or “industry professionals”. We want to see how everything has laid down, so tell us:

• Exact numbers of attendance from previous events
• Detailed demographic division which go beyond work titles and include such things as work level, company size and more
• Straightforward summaries of what happened In previous editions
• Clear and comprehensive information about sponsorship This defines exactly what we get for our investment

Elysa also likes to jump on talks with the organizers of events to learn more information and feel the people involved.

What information about sponsorship do we want to see? Here are the packages that we have seen so far (which you can inform yours):

• $ 2000 – $ 3000 – only visual branding (e.g. logo on the stage and website)
• $ 5,000 -Visual Branding + Tiny cabin on the spot
• USD 10,000 – USD 20,000 – visual branding, larger stand space and full list of participants’ registration
• > $ 20,000 – All of the above, but with even greater space of the stand. It also includes a speaking nest. You can also attach your loot in the conference bags.

One thing is certain: each sponsorship package is only the starting point for negotiating. We have never accepted the sponsorship package exactly as presented, like most sponsors.

As an organizer, this should be expected and be adaptable. Just because you organized a sponsorship package in this way does not mean that it should be repaired in this way. Sponsors may have budget restrictions and may want branding that differ from what you were thinking.

For example, they may not only want a visual brand, but also screams on their own media channels, such as website, social media and e -mail newsletter. Or they may want their Standees to be on stage, along with a massive logo.

Or they may want additional screams on the stage for their brand or participants to check their stands.

If you run the event more than once, the key is the return of sponsors. In this way, you don’t have to constantly think about acquiring recent sponsors.

But how do we decide if we want to sponsor the same event many times?

The most critical factor we look at is the post-mort of our team. Within a few days of the end of the event, the team on the spot conducts a brutally candid rating, which includes:

• Did the participants fit who we were looking for
• Who we talked to and whether they were potential potential potential clients
• )
• Whether our loot was popular or everyone ignored
• Whether the event worked smoothly or had a lot of logistic nightmares

Here is an example of a report published by my friend:

If we do not have a team in place, i.e. we sponsored only for brand awareness, we will check feedback on social media.

We also give many bonus points to organizers of events who are proactive. The best organizers with whom we worked with:

• Send regular E -Mail updates – They update the progress of their events, their speakers secured by them, other brands that they sponsored, etc.
• Lend a hand us maximize the value – They assist in branding, logistics and other possibilities to escalate our roi.
• Take full property – We had organizers of events who willingly offer us discounts for the next edition, because they were personally disappointed that they did not get us the results they thought.

Ultimately, sponsorship – not only for events, but also for creators – concern relationships.

Do not be surprised when I say this, but sometimes we sponsor the event because the organizer is a prospect or customer at the company level. Sometimes events give sponsors discounts because they perceive them as a long -term partner and want them to regularly return to all future editions.

It is critical that your event is profitable. But don’t forget that relationships are leading the world. Expect you to be adaptable and negotiate in the direction of winning both for you and the sponsor.

Final thoughts

Protecting sponsorship of events involves creating mutual value.

The organizers of events from the greatest success understand what sponsors are looking for and build packages that provide real results. Being lucid with the data, flexibly with offers and proactive in communication, you build relationships with sponsors who last outside one event.

Remember: sponsors like us are looking for roi, but we are also looking for partners who understand our goals and are involved in helping them.

Are you trying to organize an event? We also organized our own conference and wrote how we did: