One of my clients (Anna from #The Big Freeze), is currently seeking partners for her event to be held next June (an amazing winter festival for families who want to experience snow). Many businesses get approached to sponsor events, activities, teams or charities. I have been on the giving and receiving end of event management partnerships. I know when it is done well, like all transactions, everyone benefits. The organiser, the partners and ultimately the recipients – in this case the event attendees. I thought I would consolidate what goes in to making an event partnership a success.
The key to ensuring success happens from the planning phase. The event organiser and partners mutually agree on: the partnership objectives, the event target audience, innovative ways to activate marketing; the goals and success indicators.
Sponsor benefits of events can include: increased brand royalty, awareness, image, sales, samples and access to marketing activities outside of their industry standard.
To achieve these benefits, partners need to leverage the experience beyond the event. Find ways to really engage the audience. This could include providing discounts to participants, integrating other promotions, involving customers and stakeholders.
When all goes well participants will have an exceptional experience… and your brand is right there. People will recognize and remember that your brand helped them have a good time – in the case of The Big Freeze – the best day of winter with their family. Sponsors should choose events that adds depth to their brands.
The same goal applies to an event organiser – they want people to have an exceptional experience – this will help them make the event sustainable. The first year, when done well, can provide the foundations for the years beyond. It is the obligation of the organiser to provide, not only a successful number of attendees but an operating standard that meets the expectations of all involved.
So – from a potential partner point of view (left column) and event organiser point of view (right column) here is want you need to consider when sponsoring an event:
1. Make sure the event represents the culture you want to promote with your brand. | |
Know your audience: know their interests, their opinions, what they care about. Don’t waste time trying to force your way in front of an audience that won’t care. | Target sponsors who share your target market. Show them why your audience will care about their brand |
2. Make sure you are confident the event will be run well. | |
If the event is poorly run, the participants will extend their disappointment to your brand. That may not be fair, but that’s how it is. | Ensure you have a team of event management specialists. Set an operating standard you are proud of. |
3. Know what you will receive for your investment from the partner and leverage from the investment with your own activities. | |
Different events offer different levels of sponsorship. Know exactly what you will receive, and if you’re looking for exclusivity (like you want to be the only sponsor from your particular industry), make sure you ask. | Be specific about what each sponsor will receive, help them develop ideas to create leverage. |
4. Decide if your brand adds something meaningful to the event. | |
Maybe it’s a product, or experience, or resource. Make sure your brand can be an integral part of the event, even if only in a small way. | Value cash and in-kind contributions |
5. Don’t forget the community impact. | |
Events drive people to particular places and bring communities together – celebrate that with your stakeholders. | Remember there is more to events than the event itself. Get the local community involved as stakeholders |
5. What is the opportunity cost? | |
How else could you spend these marketing dollars? Is this a good ROI for your business | Demonstrate the unique and practical benefits to the sponsor. Deliver on your promises |
So as an event organiser or potential sponsors, sit together to work on a plan where everyone is clear about their goals and roles and gets to enjoy the success together. Similar consideration should be given to all sponsorship opportunities.
PS: If your target market is families and you are looking for a great event partnership opportunity in Melbourne contact Anna: anna@thebigfreeze.org.au. Or view the 1 minute video of partner benefits here.