SPONSORSHIP WEEK: Ask Event Tech Live's Adam Parry anything!


(Adam Parry) #21

Hi Brenna

All three have their strengths and weaknesses. Facebook for instance has a very strong events platform and the tools to target prospective sponsors with the event itself. Instagram is extremely visual with scope for video and images in the same post, but I would probably focus on driving attendees via that particular platform.

Twitter is a great news and article driver. It’s the place to entice potential sponsors by posting articles relevant to your niche.

(Adam Parry) #22

Hi Kristina

The first thing to do is make sure you understand what the client wants and needs, then see if you can get an idea of what they want to spend. Most will say they don’t have a budget. If that’s the case, throw out an arbitrary number to gauge reaction. If they squirm, you know it’s lower and that’s a platform to push them for a realistic number.

From there, I usually put three options together. One is slightly lower than the budget, one on or around their figure and a third that’s higher but brings greater exposure. This process sets expectations and gives you room to negotiate.

When agreeing to a sponsorship deal I would clearly state every deliverable on the contract and stress that anything, in addition, will be quoted for or billed separately.

(Adam Parry) #23

Our approach is to provide each sponsor with a timeline of communication leading up to the event, which helps to limit the number of times you need to touch base with them all.

You could also set up some automation through, say, your mailing system, so it sends communication to sponsors and clients within their time zone.

(Adam Parry) #24

I would offer sponsorship opportunities around existing elements of the event. This helps to ensure the deal is structured and costs don’t get out of hand.

On Event Tech Live and The Event Technology Awards we have the following sponsorship opportunities for clients

Headline Sponsor
Registration Area Sponsor
Lanyard Sponsor
Badge Sponsor
Stage Sponsor/s
Launch and Networking Area Sponsor
Event App Sponsor
WiFi Splash Screen Sponsor
Live Streaming Sponsor
Social Wall Sponsor
Photo Booth Sponsor
Floor and Wall sticker sponsor
Drinks Reception Sponsor
Round Table Sponsors - a great way for clients to engage with attendees directly
Table Gift Sponsor
Napkin Sponsor

Really though, sponsorship opportunities are endless. It’s best to start with what the client wants to achieve and work with them to create opportunities you can deliver.

(Richard Heathcote) #25

Hi Adam,
That’s great, many thanks indeed! Certainly some food for thought for future sponsorship offerings the team and I can think about.
Many thanks!

(Melissa Saunders) #26

The great thing about digital is that you can so easily test each channel out then make changes when you can see what’s working and what isn’t. You can manage your budget day to day, move it around to the better performing channels and try out different creative/messaging. Each of my campaigns have grown and developed throughout and as @Adam_Parry said, each of the channels can be good at a particular function. Like most marketing activity, it’s usually a combination of tools rather than one magic answer that gets the job done!

(Melissa Saunders) #27

You can also invite them to sign up for your event newsletter so that they’re kept updated with all the news and can see the build up.

(Melissa Saunders) #28

You might find this post helpful too: How do you structure your sponsorship inventory?

(Richard Heathcote) #29

Brilliant, will take a look. Many thanks @MelissaJane

(Kathryn Webb) #30

Hi, i am brand new to event planning. We have a major yearly event that i have to plan in June. Everything is going good so far but someone has come to me and asked to sponsor this event. The event is normally sponsored by esso and the local council so we have never had other sponsors. I just don’t know where to start? How much do i ask for? What do i give him in exchange? I really don’t know where to start.


(Melissa Saunders) #31

Hi Kathryn, have a look at @Adam_Parry’s reply to @Voicey above - there are many suggestions for things you can offer for sponsorship. You might find this post helpful too: How do you structure your sponsorship inventory?

(Belinda Booker) #32

You can ask them to cover the cost of things you need for the event such as equipment hire or food and drink. The best way to know what they would like in exchange is to ask them!

(Melissa Saunders) #33

A big thanks to @Adam_Parry and all who participated in the sponsorship week discussions. We hope you found it interesting and helpful.
Look out for our networking themed week coming soon!

(Belinda Booker) #34

Big up to Adam! :raised_hands:

(Gordana Stevanovic) #35

Thank you for that, yes it would be better approaching a sponsor individually. I see the validity.

(Gordana Stevanovic) #36

I was wondering what sponsors would be great to approach, for a home fragrance product launch? Home fragrance I mean wax melts, oils with the reed sticks, essential oils.

(Belinda Booker) #37

@Gordana1165 Maybe a complementary category like home furnishings (sofas, curtains, carpets) or bathroom fittings (i.e. people like to burn candles when taking a luxurious bath). You attendees could well fit the target customer profile of these types of companies.

(Gordana Stevanovic) #38

Thanks Belinda, I didn’t think of that. very useful. We have here Home Decor specialised stores, that sell eclectic items, such as the products I’ll be launching, candles and such, I’ll try there first, if they like then they could also stock the items. Woohoo, you’ve got me excited now!

(Melissa Saunders) #39

Also maybe give some thought to things your target audience might also be interested in or suppliers who might be interested in your audience. Whilst you don’t want to distract from your product there may be other businesses you can involve to build the experience for your guests whilst promoting their own products/services. e.g. home insurance, florists services, food, cars, holidays. e.g. you could incentivise attendance at the product launch with the chance to win a weekend away.

(Gordana Stevanovic) #40

Wow, that’s awesome, I’ll definitely look into that. Some of these could become potential sellers of the products to, great follow up marketing after the launch and keep people interested in the products.

Thanks heaps Melissa.