Event Planner Spain, organisation d'événements en Espagne et Maroc Idées et ressources pour événements et réunions en Espagne et Maroc
Over 1,500,000 page views in September
Newsletter (15,000+ abonnés) Event Planner Spain mobile version RSS Event Planner Spain
 Recherche d'Hôtels
 et lieux de réunion
 Recherche d’Agences
 Évènementielles
 Prestataires
 Événementiels
   Services
Event Planner Spain, organisation d'événements en Espagne
Toutes les catégories
La Roca Village. Expérience Shopping: La Roca Village Barcelona, shopping outlet de luxe idéal pour événements corporatifs, Espagne
EIBTM 2014

The Global Meetings & Events Expo, Barcelona 18-20 November
The Global Meetings & Events Expo, Barcelona 18-20 November

Articles intéressants
Ten Transformative Meetings Technology Trends for 2015 Ten Transformative Meetings Technology Trends for 2015 ...
Ticket to Ride Ticket to Ride ...
The Top Ten Questions to Ask Your Online Media Agency The Top Ten Questions to Ask Your Online ...
Make Your Meeting Go Viral Make Your Meeting Go Viral ...

Sponsorships Done Right!

Envoyer cette nouvelle a un ami
Share to Facebook Share to Twitter Share to Digg Share to Delicious More...
Sponsorships Done Right!Are budget woes leaving something to be desired with your meetings lately? Wish you could serve more than pretzels and domestic beer at your cocktail party? Maybe some of your meetings have been eliminated altogether due to lack of funds. There is at least one viable solution: open your events up to sponsorship to fund a large portion – sometimes 100 percent – of your bottom line.

“But who would want to sponsor my meeting, anyway?” you may ask. First consider your audience. What do they have in common? What companies that call on your audience members to sell them products or services time and again? If you have a group of real estate brokers attending your meeting, consider contacting builders, financial managers, banks and the like. Are farmers attending your event? Seek out equipment manufacturers, fertilizer distributors and seed companies. Consider the audience, and you have your answer.

Building a Sponsorship Campaign
How do you know what to charge? You can back into this number by first determining how much you want to raise in sponsorship dollars. Then divide that by the amount of exhibit spaces or other branding opportunities you have to sell. If your sponsorship pricing is too low, you’ll sell out immediately and wish you’d started out higher. If your pricing is too high, the market will let you know, and you’ll be in the awkward position of offering discounts to fill unsold exhibit spaces, which could anger those who signed on early at full price.

Marketing Your Sponsorship Campaign
If you’ve held your event before and have a track record of attendance numbers and demographics, you’re well on your way. Potential sponsors always want to know how many possible (and highly qualified) leads they can draw in exchange for the investment they make. If you’re starting an event from scratch, you’ll have a harder time getting sponsors to commit the first time, so consider outsourcing. Companies that operate sponsorship campaigns typically work on a percentage basis, so there is no risk, and you could reap far more revenue for your meeting compared to doing it yourself.

Selling Techniques
Companies hate to be left out if their competition has signed on. If Chevy learns that Ford will be attending or sponsoring an event, Chevy will want to be there in a bigger, splashier way. The flip side of this: Companies love exclusivity, but make it worth your while. Offer Pepsi the opportunity to sign on at the highest level, and guarantee them exclusivity if they do, meaning you will lock out the competition. In the sponsorship campaigns I operate, I typically only offer exclusivity if a company commits at the top level. Otherwise, I’m shooting myself in the foot when it comes to finding other sponsors. If you’re selling sponsorships for a convention of millionaires and you offer exclusivity to the first bank that comes along at any level, you’ve lost the ability to fill the exhibit hall with a dozen other banks.

Build Sponsor Loyalty
Every good sponsorship campaign must incorporate something to reward loyal sponsors who participate year after year. For annual sponsorship campaigns, contact last year’s sponsors first, and offer them the first look at this year’s opportunities and a chance to book at a discount long before sending the information to potential new sponsors. This builds a sense of privilege and makes your most loyal sponsors feel valued. Always make them aware, however, that this sneak peek lasts only one month (or whatever your preferred timeline), which also helps to get quick decisions. When you’re done with the preview period, you should have a number of renewals, which means you can populate your Web site or event brochure with sponsor logos. Sponsors love the extra visibility, and all these renewed sponsors will help your credibility when soliciting new companies that aren’t as familiar with your event.

Be Creative
Yes, Bronze, Silver and Gold are perfectly fine and functional for your sponsorship levels. Everyone understands the varying levels of importance. But why not have some fun with it if your company’s culture allows? I ran a sponsorship campaign in Las Vegas that named the various levels after members of the Rat Pack. Several sponsors got a kick out of e-mailing me questions about their Frank Sinatra or Sammy Davis Jr. sponsorships. I work with other planners who book dozens (or even hundreds) of sponsorships for their companies on an annual basis, and sometimes it’s hard for them to remember whether they’re Bronze or Silver at this particular show or that one, but if they’re the Dean Martin level, it’s hard to forget.

Don’t Just Sell the Basics
Every sponsorship campaign should come with varying levels of benefits depending on the cost, but don’t forget about the ancillary opportunities available for sponsorship. Every company wants a speaking opportunity, great branding exposure and access to your attendee mailing list (be sure to inform your attendees during the registration process and offer an opt-out, unless they are employees of your company). I encourage my clients to offer speaking opportunities only to the top sponsors, however, so their events do not turn into three-day-long commercials.

Your registration materials are very attractive branding items for sponsors because every attendee is going to receive them. Lanyards are hugely sought-after for sponsorship—they’re almost always the first item to sell (at practically any price) when I operate a campaign. Handing out attendee gifts? Consider adding a sponsor logo to offset your costs. With a sponsor, you may be able to afford 1GB USB sticks instead of 256MB or polo shirts as opposed to T-shirts. Going green? Sell the opportunity to brand refillable sports bottles to one sponsor and water dispenser branding to another.

Get the Biggest Bang for Your Buck
If you’re on an extremely tight budget, there are ways to incorporate sponsors into your meeting that cost very little. For example, you could charge $10,000 for a luncheon sponsorship, which may only cost you a couple hundred dollars for custom napkins with the sponsor’s logo, plus a speaking opportunity at the luncheon. You could alternately sell two non-competing companies a luncheon co-sponsorship at $7,500 each, put both companies’ logos on the same napkins and earn 50 percent more sponsorship revenue.

Beware Rookie Mistakes
Although it may be tempting, don’t oversell. Nobody likes a meeting room that looks like Times Square, full of neon billboards and branding overkill. It’s distracting to the attendees, annoying to the sponsors and can cheapen the feel of your meeting. If your walls, slides or signs look something like a NASCAR jacket with every square inch covered with logos, perhaps you’ve gone too far in your efforts. It’s better to scale back on the number of sponsorship opportunities and offer them at a higher price. Remember the 1984 Los Angeles Olympics? If thousands of sponsors are given the honor of being “the official sponsor of the 1984 Olympics,” then in the end it’s really no honor at all.

SHAWNA SUCKOW, CMP, is president of COMPASS Events, an Eagan, Minn.-based company that specializes in sponsorship campaigns. She can be reached at [email protected].
Comment on this news item
Name     Email

See more sustainable events news, corporate social responsibility (CSR)
See more Meeting Professionals International (MPI) news
See more MICE industry good practices news

Tags, event suppliers: Registration  Sports 

Tags, news section: Attendance  Audience  Beer  Budget  Campaign  Clients  Competition  Culture  IT  Meeting  Olympics  Sports  Web 

Glossary, news section: Branding  CMP  Convention  Event  Mailing  Opt-out  Show  SITE  Sponsor  Sponsoring 

Number of views of this article: 11,781

Rechercher tout
Loading
Newsletter
Prestataires
Accès Membres
nom d'utilisateur
mot de passe
INDIGO DMC GROUP S.L.. Agence réceptive, organisation de congrès, voyages incentives et événements en Espagne, Portugal, Maroc, Amérique du Sud
AR Diamante Beach Spa Hotel & Convention Centre. Hôtel spa pour réunions d’affaires à Calpe, Alicante, Espagne
Experience Box Spain. Événements d’entreprise, activités pour mariages, câdeaux orginaux en Andalousie
TPV Express. Location de terminaux de point de vente pour événements et foires-expositions dans toute l'Espagne
Autocares Ruíz Muñoz. Location d’autocars Madrid Espagne

 
À propos de nous | Annoncez-vous | Contacter | Légal | Glossaire | Plan du site
Si vous planifiez un événement en Espagne ou au Maroc, prenez contact avec nous ou directement avec les
500 prestataires de qualité sur notre portail pour des devis gratuits, sans obligations et sans commissions.

Avec plus de 1,500,000 de pages vues et 1,000 demandes de devis par mois, Event Planner Spain est actuellement le portail le
plus visité pour l'organisation événementielle en Espagne, disponible en huit langues et avec des visites de plus de 160 pays.
Si vous offrez des services pour événements en Espagne ou au Maroc, inscrivez-vous et profitez de nos promotions actuelles.
Si vous souhaitez annoncer sur notre portail, contactez-nous pour une proposition intéressante.

Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, Espagne
© Copyright Event Planner Spain 2006-2014
Tel. +34 952 294 327

La Finca Golf Resort. Hôtel 5 étoiles de luxe sur la Costa Blanca, Alicante, Espagne, avec salles de réunion et son propre parcours de golf

Dernière prestataire

La Finca Golf Resort. Hôtel 5 étoiles de ...
Prepare to Meet Success in November, December and January

Dernière promotion

Prepare to Meet Success in November, December and ...
Incentives on Wheels by Exploramas

Dernière actualité

Incentives on Wheels by Exploramas ...
Fox Group. Organisation et production d

Prestataire aléatoire

Fox Group. Organisation et production d'événements et spectacles ...
Congresses, Meetings, Wedding Receptions, Banquets at Gran Hotel Las Rozas

Promotion aléatoire

Congresses, Meetings, Wedding Receptions, Banquets at Gran Hotel ...
Monte-Carlo’s Talents & Productions Sets the Trend in Corporate Event Entertainment

Actualité aléatoire

Monte-Carlo’s Talents & Productions Sets the Trend in ...

Málaga Convention Bureau Member MPI Member, Meeting Professionals International CO2 Neutral Website Exhibiting at EIBTM, global event for meetings and incentives IMEX 2015 – Frankfurt 19-21 May. The essential worldwide exhibition for incentive travel, meetings and events ICCA Iberian Chapter