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How to Find Companies Interested in Sponsoring Events
By Stephen Kim for bizzabo.com

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Sell to those who want what you’re selling! Sounds obvious, but organizers often overlook this fact when the need for buyers becomes urgent and overbearing. These 10 tips can help you find the right sponsor partnerships:


1) Define The Fundamentals of Your Event

  • What is the overall vision of the event?
  • What overarching goals are you trying to achieve through the event?
  • What are the values of the event brand?

Even interested companies will only only buy-in if they understand your event’s goals and vision. Being able to clearly communicate these values will be crucial in helping you find companies interested in sponsorship.

2) Know Why Companies Want to Sponsor Events

  • Increasing social media impressions - Because events are a great platform for social media content, companies seek to elevate their social media presence through event sponsorship.
  • Collecting customers leads - Many companies are excited at the prospect of gaining more potential customers, especially if the attendee demographic overlaps with a target customer base.
  • Gaining access to specific demographic - Companies are especially interested in sponsoring events if the sponsorship can give the brand the exposure it needs in regards to a specific demographic.

Whatever the reasons may be in your sponsor's case, make sure to be very mindful of the "why" behind their eagerness to sponsor and address those needs as directly as possible.

3) Define The Sponsorship Criteria

It's helpful to keep in mind a few questions when speaking to potential sponsors to see if they would align with your event vision.

Remember, event sponsorship is not only about asking for financial support. It's about creating a partnership where both sides are mutually invested.

4) Research Companies That Have Sponsored Events Similar to Yours

Check out their sponsor's pages.  If possible, get in contact with the event organizer and ask for tips on shaping the event sponsorship package.

5) Use Online Resources That Connect Organizers with Sponsors

There are plenty of online resources to connect you with possible sponsors. These are just a few of the possibilities:

*SponsorMyEvent: The homepage features events looking for sponsors with a minimum prices range for each. The site functions as a complete sponsorship management tool, allowing organizers to organize their data as well as process payments all within the platform.

*SponsorPitch:  Unlike many other sponsor search platforms, SponsorPitch provides analytics to help both organizers and sponsors make smarter decisions as well as analyze their competition.

*SponsorPark: is particularly geared towards event organizers, requiring all organizers to post event sponsorship proposals and then wait to be contacted. Companies can also search for sponsorship opportunities by  various criteria.

*Sponseasy: can be viewed as a Squarespace for sponsorship proposals. The site’s emphasis on visually captivating proposals is what makes it stand out from other sponsorship platforms.

6) Find Companies With The Right Resources

Here are three qualities to keep in mind when looking for companies that are both interested and eligible to be sponsors.

  • Companies with sufficient budget: The main reason for sponsorships is to cover costs that the event organizer could not cover otherwise so make sure that your potential sponsor has a large enough budget to offer financial support.
  • Companies with Advertising/Marketing Departments: You'll notice that companies with separate advertising or marketing departments oftentimes set aside a budget for sponsorships.
  • Companies through referrals: Once you’ve secured some of the first few sponsors, enroll them into a referral program that incentivizes them to promote your sponsorship opportunity to other companies.

7) Focus On Key Decision Makers

In the end, it will only be a handful of people who make the ultimate decision to sponsor your event. With that in mind, make sure to reach out to those individuals sooner rather than later.

Tools such as LinkedIn and Hunter.io are helpful for targeting these relevant stakeholders. Once you find their contact info, send them personalized event sponsorship emails that will pique their interest.

8)  Have Valuable Event Data Readily Available

Companies interested in sponsoring events will always be interested in the type of data you're able to collect. Just as event data is important for you as an organizer, that same event data will help companies better understand the impact of their sponsorship and how to follow up with the attendees.

9) Tap Into Your Event Organizer Network

Don’t overlook the value of your event organizing network. Reach out to those who you feel you could learn a lot from. As long as the organizer is not a direct competitor, connecting with your peers is a great way to learn new insights as well as add to your list industry contacts.

10) Organize An Exceptional Event

At the end of the day, your main goal is to organize a spectacular event. Yes, sponsorships are important but they pale in comparison to your mission and vision as an event organizer.

Securing event sponsors is never an easy task but with the right resources and strategy, the endeavor could prove to be much simple and more enjoyable than you anticipated!


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