{"id":55142,"date":"2022-09-01T00:00:00","date_gmt":"2022-09-01T07:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=55142"},"modified":"2025-03-13T06:58:43","modified_gmt":"2025-03-13T13:58:43","slug":"event-sponsorship-guide","status":"publish","type":"post","link":"\/us\/en\/blog\/event-sponsorship-guide\/","title":{"rendered":"An expert\u2019s guide to event sponsorship"},"content":{"rendered":"<p><em>Hopin is now RingCentral Events<\/em><\/p>\n<p id=\"\">Event sponsorship is, for all intents and purposes, the exchange of funds for access to an event audience. For example, let\u2019s say your company wants to announce a new and exciting product during the keynote at an industry conference. To do this, you\u2019d pay its organizers for the chance to score some early customers at their event.<\/p>\n<p id=\"\">Sounds simple, right? Well, according to sponsorship veterans Larry Weil and Chris Baylis, there\u2019s more to this <a id=\"\" href=\"https:\/\/www.globenewswire.com\/news-release\/2021\/06\/21\/2250352\/0\/en\/Global-Events-Industry-Market-Anticipated-to-Garner-a-Revenue-of-1-457-2-Million-at-a-CAGR-of-23-1-during-the-Forecast-Period-2021-2028-Absolute-Report-Pages-301-by-Research-Dive.html\" target=\"_blank\" rel=\"noopener\">billion-dollar industry<\/a> than sponsored keynotes.<\/p>\n<p id=\"\">Larry is <a id=\"\" href=\"https:\/\/thesponsorshipguy.com\/\" target=\"_blank\" rel=\"noopener\"><em id=\"\">the<\/em> Sponsorship Guy<\/a> and Chris is the president and chief executive officer of <a id=\"\" href=\"https:\/\/sponsorshipcollective.com\/?gclid=CjwKCAiA6Y2QBhAtEiwAGHybPXOoDBON1ooS3F3_yTLp803pt1JsZUWLELKf5QLsI0_MqwIYxQsa0BoCxgUQAvD_BwE\" target=\"_blank\" rel=\"noopener\">The Sponsorship Collective<\/a>. Collectively, they have multiple decades of experience. And while they may disagree on some things, they strongly agree on one thing \u2014 achieving event sponsorship success these days is not quite as simple as it used to be.<\/p>\n<p id=\"\">In this guide, they\u2019ll show you how to win event sponsors today and retain them. Let\u2019s go!<\/p>\n<h2 id=\"\">In this guide, you\u2019ll learn how to:<\/h2>\n<ul id=\"\">\n<li id=\"\"><a id=\"\" href=\"#sponsorship-pitfalls\">First, avoid common event sponsorship pitfalls<\/a><\/li>\n<li id=\"\"><a id=\"\" href=\"#strategic-approach\">Take a more strategic approach to finding and securing event sponsors<\/a><\/li>\n<li id=\"\"><a id=\"\" href=\"#increase-ROI\">Unlock meaningful engagement to increase ROI for event sponsors<\/a><\/li>\n<li id=\"\"><a id=\"\" href=\"#reason-to-renew\">Give your event sponsors a reason to renew (again and again)<\/a><\/li>\n<li id=\"\"><a id=\"\" href=\"#offer\">Offer your event sponsors stability during uncertainty<\/a><\/li>\n<\/ul>\n<div><\/div>\n<h2 id=\"sponsorship-pitfalls\">1. First, avoid these common event sponsorship pitfalls<\/h2>\n<p id=\"\">Event sponsorship is a competitive field. For example, <a id=\"\" href=\"https:\/\/www.eventbrite.com.au\/blog\/increase-event-sponsorship-ds00\/\" target=\"_blank\" rel=\"noopener\">almost half of event organizers in the United States<\/a> report event sponsorships as a top source of revenue. And according to Larry, other events are just the tip of the competitive iceberg.<\/p>\n<p id=\"\">\u201cToday\u2019s event professionals are also competing against anything sponsors could spend their money on to achieve their goals \u2014 from online and social media advertising to affiliate marketing,\u201d he says.<\/p>\n<p id=\"\">That\u2019s right. The brands you want to sponsor your events aren\u2019t just deciding between you and your event\u2019s direct competitors. They\u2019re also comparing your sponsorship opportunities to those offered by YouTubers and TikTokers.<\/p>\n<p id=\"\">With this in mind, your path to event sponsorship success begins with understanding some common pitfalls, such as:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Altruistic or one-way agreements: <\/strong>While goodwill may be the cherry on top, event sponsorship is always a two-way street if both parties want to extract mutual value. Sponsors only invest in events \u2014 or anything else for that matter \u2014 that promise to produce meaningful results.<\/li>\n<li id=\"\"><strong id=\"\">A one-off logo placement or banner: <\/strong>Companies have many cost-effective options to build awareness, especially compared with the price of event sponsorship. To justify their spend, event sponsors need something of comparable value in return. And Chris explains, \u201cit is not the act of putting logos on crap.\u201d<\/li>\n<li id=\"\"><strong id=\"\">An event planning afterthought: <\/strong>No sponsor with skin in the game wants to be tacked on at the end of the planning process. To increase your odds of success, get started on event sponsorship early. \u201cGive yourself enough time to find sponsors and to weave them into your event\u2019s overall engagement strategy,\u201d Larry suggests.<\/li>\n<\/ul>\n<p id=\"\">It\u2019s easy to see the advantages of staying ahead of potential mistakes. But understanding them won\u2019t help you avoid them, which begs the question\u2026<\/p>\n<h3 id=\"\">So, what do sponsors <em id=\"\">really<\/em> want?<\/h3>\n<p id=\"\">In today\u2019s digital-first era, brands that sponsor events want access to their target audience and the opportunity to meaningfully engage them. As Chris puts it, \u201cAudience is to event sponsorship as cold is to snow. You can\u2019t have one without the other.\u201d<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-center\" data-rt-type=\"image\" data-rt-align=\"center\">\n<div id=\"\"><img decoding=\"async\" id=\"\" src=\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-content\/uploads\/2023\/10\/620bc8fdd9f0371c949344c8_what_is_event_sponsorship.png\" alt=\"\" width=\"auto\" height=\"auto\" \/><\/div>\n<p>&nbsp;<\/figure>\n<p id=\"\">Why are sponsors interested in engaging with today\u2019s event communities? According to Larry, it\u2019s simple. \u201cSponsors seek to tap into the audience&#8217;s affinity with your event,\u201d he says. \u201cThey seek to borrow your halo.\u201d<\/p>\n<p id=\"\">The positive associations and feelings your attendees have for your event unlock a sponsor\u2019s desired outcomes, like:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Corporate social responsibility: <\/strong>Brands looking to bolster their public image, as a means of increasing profits, might seek to sponsor events hosted by nonprofits or other philanthropic organizations.<\/li>\n<li id=\"\"><strong id=\"\">Early traction for <\/strong><strong id=\"\">product launches<\/strong><strong id=\"\">: <\/strong>Companies seeking potential buyers for new products or services might look to sponsor events to generate interest and support the launch of their latest offerings.<\/li>\n<li id=\"\"><strong id=\"\">Brand awareness and credibility: <\/strong>Event sponsorships can help brands gain the exposure they need to achieve their sales objectives. This may be especially relevant for companies entering a new market, preparing to go public, or looking to land large corporate accounts.<\/li>\n<\/ul>\n<p id=\"\">These outcomes, however, are almost always tied to one outcome that rules them all. \u201cAt the end of the day, one event sponsorship outcome that rules all others is driving sales \u2013 directly or indirectly,\u201d Chris says. \u201cSo take return on investment (ROI) seriously.\u201d<\/p>\n<div><\/div>\n<h2 id=\"strategic-approach\">2. Take a more strategic approach to finding and securing event sponsors<\/h2>\n<p id=\"\">If 2020 taught us anything (the understatement of our time), we learned that virtual events can be inexpensive, inclusive, and interactive. But with online events and marketing channels now on every corner, it takes a thoughtful and data-driven strategy to stand out in the crowd.<\/p>\n<p id=\"\">Wondering how you can rise above the competition? Consider taking a more methodical approach to finding and securing event sponsorships. And learn how to convey why your event is a win-win scenario for attendees and prospective sponsors alike.<\/p>\n<h3 id=\"\">Do your research<\/h3>\n<p id=\"\">Finding event sponsors begins with doing some homework. Where to start? You guessed it: Your event audience.<\/p>\n<p id=\"\">Our experts say the best way to pique sponsor interest is by highlighting the value of your event community. They suggest expanding what you know about your event audience by taking a data-first approach. And <a id=\"\" href=\"https:\/\/www.hubspot.com\/make-my-persona\" target=\"_blank\" rel=\"noopener\">creating two to three attendee personas<\/a> to help bring your audience to life for prospective sponsors.<\/p>\n<p id=\"\">\u201cYou\u2019ll want to have 25 to 30 data points on your audience,\u201d Chris says. \u201cBe sure to have insights on who attendees are, what they want, what they&#8217;re interested in buying, their interests, and their values.\u201d<\/p>\n<p id=\"\">Beyond their event platform\u2019s insights, event professionals can also tap into the following sources to weave data into their approach:<\/p>\n<ul id=\"\">\n<li id=\"\"><a id=\"\" href=\"https:\/\/analytics.google.com\/analytics\/web\/provision\/#\/provision\" target=\"_blank\" rel=\"noopener\"><strong id=\"\">Google Analytics<\/strong><\/a><strong id=\"\">: <\/strong>Understand website visitor trends and shared behaviors to get a pulse on an audience\u2019s online habits.<\/li>\n<li id=\"\"><strong id=\"\">Email marketing platforms: <\/strong>Learn about popular topics and shared interests by analyzing email campaign data.<\/li>\n<li id=\"\"><a id=\"\" href=\"https:\/\/www.google.com\/alerts\" target=\"_blank\" rel=\"noopener\"><strong id=\"\">Google Alerts<\/strong><\/a><strong id=\"\">: <\/strong>Discover top media outlets and new stories relevant to your event audience \u2013\u2013 all delivered to your inbox.<\/li>\n<li id=\"\"><strong id=\"\">Survey tools: <\/strong>Create survey questionnaires to send your audience to understand their needs, desires, values, and the like.<\/li>\n<li id=\"\"><strong id=\"\">Social media accounts: <\/strong>Find out what drives engagement with your audience by looking at your social media account analytics.<\/li>\n<\/ul>\n<p id=\"\">Equipped with an in-depth audience understanding, you\u2019re ready to start searching for potential sponsors. Since access to audiences is top of the list for potential sponsors, be on the lookout for companies whose potential buyers, amplifiers, or influencers mirror your attendee audience.<\/p>\n<p id=\"\">Here are some ways to help you identify potential sponsors to target:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Search event sponsor marketplaces and websites<\/strong>, like <a id=\"\" href=\"https:\/\/www.sponsormyevent.com\/\" target=\"_blank\" rel=\"noopener\">SponsorMyEvent<\/a> and <a id=\"\" href=\"https:\/\/sponsorpitch.com\/\" target=\"_blank\" rel=\"noopener\">SponsorPitch<\/a>, to find prospective sponsors to engage based on their audience and needs.<\/li>\n<li id=\"\"><strong id=\"\">Look at past events different brands sponsored<\/strong> to determine if your event might be a good fit for their audience.<\/li>\n<li id=\"\"><strong id=\"\">Scour articles and corporate websites<\/strong> to get a feel for prospective sponsors\u2019 target audience and marketing initiatives your event can support.<\/li>\n<\/ul>\n<p id=\"\">Want a success shortcut? If your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/event-budget-guide\/\">event budget<\/a> allows, you can engage with experts like <a id=\"\" href=\"https:\/\/thesponsorshipguy.com\/sponsorship-phone-consultation\/\" target=\"_blank\" rel=\"noopener\">The Sponsorship Guy<\/a> or <a id=\"\" href=\"https:\/\/sponsorshipcollective.com\/book-a-call\/\" target=\"_blank\" rel=\"noopener\">The Sponsorship Collective<\/a> to guide your sponsorship efforts.<\/p>\n<p id=\"\">Once you\u2019ve found a set of initial companies to target, do some research <a id=\"\" href=\"https:\/\/thesponsorshipguy.com\/2019\/06\/searching-for-sponsors-switch-up-the-job-titles\/\" target=\"_blank\" rel=\"noopener\">by job title<\/a> on LinkedIn to determine the best people to approach. Then, get ready to spend some time reaching out to these folks to gauge their interest in sponsoring your event.<\/p>\n<h3 id=\"\">Personalize your outreach<\/h3>\n<p id=\"\">Do you open every email that hits your inbox? Probably not. With that in mind, aim to be thoughtful in your approach so potential sponsors will actually click on your message.<\/p>\n<p id=\"\">Avoid taking a blanket approach to your outreach or you\u2019ll wind up lost in the noise. Instead, Larry suggests tailoring your pitches to prospective sponsors.<\/p>\n<p id=\"\">\u201cIncorporate what you\u2019ve gleaned about your target sponsors into your personalized outreach,\u201d he advises. \u201cGet at <em id=\"\">that thing<\/em> that indicates [metaphorically speaking] their desk is on fire and you&#8217;re selling fire extinguishers. Show them that you understand their challenges and have just the solution for them.\u201d<\/p>\n<p id=\"\">Here\u2019s how to ensure your outreach emails don\u2019t get lost in an inbox abyss:<\/p>\n<ul id=\"\">\n<li id=\"\">Keep your emails short and sweet<\/li>\n<li id=\"\">Use catchy,<a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/email-subject-lines-for-sales\/\"> must-click subject lines<\/a><\/li>\n<li id=\"\">Highlight audience data and key value points<\/li>\n<li id=\"\">Include a prompt to connect in every email<\/li>\n<li id=\"\">And, of course, avoid getting your communications caught in spam filters<\/li>\n<\/ul>\n<p id=\"\">\u201cIt typically takes eight to 10 [outreach] touches before someone will respond,\u201d Larry says.<\/p>\n<p id=\"\">He suggests planning for additional follow-ups and encourages event professionals to give folks a ring. Sometimes a phone call can add a <a id=\"\" href=\"https:\/\/blog.hubspot.com\/sales\/call-or-email-tips-to-determine-when-to-use-which-in-sales\" target=\"_blank\" rel=\"noopener\">personal touch<\/a> that&#8217;s difficult to ignore. And don\u2019t forget to leave a voicemail as an extra reminder to connect.<\/p>\n<p id=\"\">Once potential sponsors see you as an ally who will help them solve their problems, they\u2019ll be eager to hear what you have to say. But first, you have to get their attention.<\/p>\n<h3 id=\"\">Start with a one-page proposal<\/h3>\n<p id=\"\">The most <a id=\"\" href=\"https:\/\/www.researchgate.net\/publication\/308168801_ADVERTISING_CLUTTER_AND_CONSUMER_APATHY\" target=\"_blank\" rel=\"noopener\">recent research<\/a> from 2006 suggests consumers were exposed to 5,000 marketing messages a day. Today, many <a id=\"\" href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/08\/25\/finding-brand-success-in-the-digital-world\/#:~:text=Digital%20marketing%20experts%20estimate%20that,to%2010%2C000%20ads%20each%20day.\" target=\"_blank\" rel=\"noopener\">digital experts agree<\/a> this number may be closer to 10,000.<\/p>\n<p id=\"\">One way to cut through all the clutter and grab your recipients&#8217; attention? Less is more according to our experts.<\/p>\n<p id=\"\">\u201cPeople often put everything they can think of in the initial outreach and proposal because they&#8217;re concerned that whatever they leave out would have closed the deal,\u201d Larry says. \u201cWhen in fact, the opposite is true.\u201d<\/p>\n<p id=\"\">So instead of throwing everything at the wall to see what sticks, consider creating a one-sheeter to send along to prospective sponsors. This is a document that brings your audience data to life in the form of infographics or other graphical designs.<\/p>\n<p id=\"\">\u201cKeep it simple,\u201d Chris suggests. \u201cOutline your audience, include a mini case study showing how you helped brands achieve their goals, and always have a very strong call to action.\u201d<\/p>\n<p id=\"\">Outbound outreach is a numbers game. But focusing on your in-depth event audience understanding can help you get potential event sponsors on the line.<\/p>\n<h3 id=\"\">Elevate your event sponsorship proposal<\/h3>\n<p id=\"\">Once you\u2019ve captured the interest of a potential sponsor and scheduled a discovery call to discuss their objectives, customize your event sponsorship proposal around their needs to help you seal the deal.<\/p>\n<p id=\"\">Both Larry and Chris suggest using your event sponsorship proposal as a way to bridge the gap between where your potential sponsor\u2019s brand is now and where they want it to be.<\/p>\n<p id=\"\">\u201cDon&#8217;t send sponsors a 50-page deck including everything under the sun because they&#8217;re just not going to go through it,\u201d Larry says \u201cAnd, you don\u2019t want to lose them. Instead, create a library of slides you can customize for each individual sponsor.\u201d<\/p>\n<p id=\"\">Knowing what your event audience <em id=\"\">and <\/em>your sponsors want \u2014 along with how your event will help them achieve it \u2014 is the first step to earning a reputation that sends potential sponsors flocking to be part of your event.<\/p>\n<h3 id=\"\">Drive inbound sponsorship interest<\/h3>\n<p id=\"\">If you are finding sponsors for the first time, you\u2019ll likely need to go through an outbound-heavy sales process. But, what if you could turn the tables?<\/p>\n<p id=\"\">&#8220;It\u2019s hard to argue that doing cold outreach and sales doesn\u2019t kind of suck,\u201d Chris says. \u201cInstead of cold calling sponsors, aim to find ways to attract them and to make your phone ring.\u201d<\/p>\n<p id=\"\">According to Chris, you can make life easier by learning how to get sponsors to come to you. Here are a few ways to help you get sponsors to initiate contact with you \u2013\u2013 all because they want in on the action:<\/p>\n<ul id=\"\">\n<li id=\"\">Share the success of your event\u2019s sponsorship activations<\/li>\n<li id=\"\">Seek to proactively publicize your event\u2019s success<\/li>\n<li id=\"\">Assert yourself as an event industry thought leader<\/li>\n<\/ul>\n<p id=\"\">As you start to turn heads, think about turning the <a href=\"https:\/\/visme.co\/blog\/sponsorship-packages\/\">sponsorship packages<\/a> on your event website into an inbound conversion tool.<\/p>\n<p id=\"\">By proactively promoting your event you can start to rely less on outbound selling and instead, let event sponsors come to you. Not to mention, it\u2019s a lot easier to sell people on something they\u2019re already interested in purchasing.<\/p>\n<div><\/div>\n<h2 id=\"increase-ROI\">3. Unlock meaningful engagement to increase ROI for event sponsors<\/h2>\n<p id=\"\">Landed your first event sponsor? Cue the victory dance. But don\u2019t forget that getting folks to sign on the dotted line is only the first step on the path to success.<\/p>\n<p id=\"\">To truly win sponsors, get into the relationship-building game. And, don\u2019t wait to get started. Align on value and understand sponsors\u2019 needs at the outset by:<\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Deep diving on their goals<\/strong> at the very beginning<\/li>\n<li id=\"\"><strong id=\"\">Co-designing the sponsor experience<\/strong> around your event\u2019s attendee engagement strategy<\/li>\n<li id=\"\"><strong id=\"\">Co-creating value-centric activations<\/strong> that benefit both your attendees and your sponsors<\/li>\n<li id=\"\"><strong id=\"\">Showcasing how they\u2019ll benefit<\/strong> from ongoing engagement with your event community<\/li>\n<\/ul>\n<h3 id=\"\">Offer valuable attendee engagement opportunities<\/h3>\n<p id=\"\">Ever been to a conference where the exhibitor hall is empty? It\u2019s hard to imagine sponsors will want to return the following year.<\/p>\n<p id=\"\">A similar concept applies to event sponsorship ROI and attendee engagement. If attendees aren\u2019t inclined to engage with sponsors, the chances of driving any real value plummet for both parties.<\/p>\n<p id=\"\">Help your sponsors get started with these expert tips for pumping up the value for all:<\/p>\n<p id=\"\"><strong id=\"\">Provide thought leadership opportunities:<\/strong> Sponsors often want a prime speaking slot, but their session has to be tailored to the attendee audience to be effective. Thought leadership is meant to impart practical value and inspiration. So don\u2019t let your sponsors fall victim to losing their audience by focusing too much on their product or service.<\/p>\n<p id=\"\">\u201cFor example, if event sponsors want to speak at the main stage, coach them on what type of session will engage your event&#8217;s attendees,\u201d Chris says. \u201cAnd help them avoid the temptation of turning their presentation into a commercial because success always comes down to creating attendee value.\u201d<\/p>\n<p id=\"\"><strong id=\"\">Avoid salesy or overly product-forward activations: <\/strong>\u201cPeople don\u2019t mind buying but they don\u2019t like being sold to,\u201d Larry says. And who can\u2019t relate to this scenario? Being strong armed into making a purchase isn\u2019t the way to go.<\/p>\n<p id=\"\">Here\u2019s a great example: Chris once helped an emerging coffee brand design an activation at a conference. Their aim? Not to force it, but rather to naturally engage attendees. Opting to transform the simple concept of a \u201csponsored\u201d coffee bar, they created a lounge where participants could hang out and network together. Oh, and sip on some upscale coffee to keep the conversations flowing.<\/p>\n<p id=\"\"><strong id=\"\">Help sponsors create an IKEA effect: <\/strong>Encourage sponsors to host workshops geared at creating new things and teaching new skills that attendees can put into practice<strong id=\"\">. <\/strong>The reason? Creating something of value can help forge a genuine connection between sponsors and attendees. And if event sponsors&#8217; end game is driving sales, the emotional bond they create can <a id=\"\" href=\"https:\/\/hbr.org\/2015\/11\/the-new-science-of-customer-emotions\" target=\"_blank\" rel=\"noopener\">help them win over new buyers<\/a>.<\/p>\n<p id=\"\"><strong id=\"\">Go beyond your event to unlock more opportunities:<\/strong> Your event might be a moment in time, but your event brand extends before it begins and after it ends. \u201cBy far, this is the biggest unrealized opportunity in event sponsorship,\u201d says Larry. \u201cI strongly recommend thinking about ways to drive engagement beyond the show itself.\u201d<\/p>\n<p id=\"\">To make it happen, here are a few ideas to inspire you:<\/p>\n<ul id=\"\">\n<li id=\"\">Offer sponsors an email bundle where you email featured content to attendees<\/li>\n<li id=\"\">Go beyond simply calling out your sponsors in your social posts. Include links to their website, or insert their content<\/li>\n<li id=\"\">Repackage and share event content featuring sponsors long after it concludes<\/li>\n<\/ul>\n<p id=\"\">\u201cNot only does this open the door to engaging your event community, it also provides you with the opportunity to continue adding value for your sponsors\u201d Larry adds.<\/p>\n<div><\/div>\n<h2 id=\"reason-to-renew\">4. Give your event sponsors a reason to renew (again and again)<\/h2>\n<p id=\"\">A simple thank you goes a long way. But in the hyper-competitive world of event sponsorship, you\u2019ll need to go beyond expressing your gratitude (although <a id=\"\" href=\"https:\/\/hopin.com\/blog\/impress-your-digital-audience-with-virtual-event-bags\" target=\"_blank\" rel=\"noopener\">swag<\/a> does add a special touch) to keep the relationship momentum rolling with your sponsors. Doing so opens the door for a renewal conversation and ongoing partnership.<\/p>\n<p id=\"\">To justify a lasting relationship, sponsors are looking to see if their investment was worthwhile. That\u2019s where it\u2019s on you to help them understand the ROI of their sponsorship. So, prepare and deliver a fulfillment report explaining \u2013\u2013 and showing \u2013\u2013 how your event helped them reach their goals.<\/p>\n<p id=\"\">Gather examples of all the data-backed ROI insights and performance metrics into an event report that demonstrates the results of your sponsors\u2019 activations.<\/p>\n<p id=\"\">In addition, Chris points to the value in asking attendees for their feedback after the event to present to sponsors.<\/p>\n<p id=\"\">\u201cHere&#8217;s the survey we hit our people with,\u201d he suggests communicating to sponsors. \u201cHere&#8217;s what they think about you and your activation, and what they thought about our conference.\u201d<\/p>\n<p id=\"\">He also explains that if you come up short on sponsors\u2019 expected results, you can use digital advertising to make up the gap \u2013\u2013 a nod to the fact that, while it\u2019s competitive, today\u2019s digital-first world does come with some clear advantages.<\/p>\n<h3 id=\"\">Initiate an authentic renewal conversation<\/h3>\n<p id=\"\">By now, you\u2019ve thanked your sponsors and prepped your fulfillment reports. So, it\u2019s time to get on some debrief calls. A debrief call is the perfect time to present a sponsor with how your event helped them achieve success. And it\u2019s also an opportunity to solicit sponsor feedback and invite them to be involved in upcoming events \u2013\u2013 also known as a renewal.<\/p>\n<p id=\"\">As Chris explains, it\u2019s a \u201cshort window after an event where you deliver a fulfillment report and\u2026where you talk about everything that sucked, everything that went right, and everything they wish had happened.\u201d<\/p>\n<p id=\"\">True partnerships are transparent. So while it may sound counterintuitive to ask event sponsors what didn\u2019t go well from their perspective, it can help strengthen your relationship. This action also sets you up to deliver your renewal proposal by posing the question: What can we partner on \u2014 together \u2014 to make the next event solve all these challenges?<\/p>\n<p id=\"\">\u201cThe most powerful window for asking sponsors to renew is giving them a hand in planning your next experience,\u201d Chris says.<\/p>\n<p id=\"\">Don\u2019t sleep on asking for referrals either. You already share an audience, and chances are more people in their network would benefit from connecting with your attendees. Along with new revenue, it can save you the time and stress of cold calling another round of potential partners.<\/p>\n<h3 id=\"\">Look to build a true collaboration<\/h3>\n<p id=\"\">According to our experts, you win over sponsors by getting them involved in your next event before the creation process kicks off. This helps set the guardrails for what comes next: inviting sponsors to collaborate with you to bring that experience to life.<\/p>\n<p id=\"\">\u201cAsk your sponsors<strong id=\"\">:<\/strong> How can we co-design our next experience to create value for our shared audience and achieve our respective goals?\u201d Chris says. \u201cAnd then, the conversation becomes simple: This is how we&#8217;re going to build that event.\u201d<\/p>\n<p id=\"\">The result? Sponsors benefit from a true partnership while having a hand in shaping their future success. And, event professionals get the best of both worlds: an experience their event community will love and sponsors who are already convinced of the event\u2019s value.<\/p>\n<p id=\"\">Ask up front for multi-year event sponsorship agreements for future events. Chris notes this is a simple way to turn one-time sponsorships into longer-term partnerships centered on value.<\/p>\n<p id=\"\">\u201cThe pitch is that we can start to advertise and market our conference the day after the conference wraps,\u201d Chris says. \u201cAnd then they\u2019re going to have access to all of that throughout the year.\u201d<\/p>\n<h2 id=\"offer\">5. Offer your event sponsors stability during uncertainty<\/h2>\n<p id=\"\">Sponsors value partnerships that can weather the storm. By building lasting relationships with sponsors, you can become committed to each other\u2019s long-term success. So a bump in the road is just that \u2013\u2013 and nothing can derail you and your key partners from achieving the desired results.<\/p>\n<p id=\"\">Satisfy today\u2019s hunger for data-driven, co-designed sponsorship opportunities by leaning on event technology. A robust tech platform will help forge lasting organizer-sponsor relationships that help everyone succeed.<\/p>\n<p id=\"\">Ready to achieve event sponsorship success? Get in touch with our team of experts to explore the possibilities for your event sponsors, and see if RingCentral Events is the right event platform for you.<\/p>\n<p id=\"\">\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hopin is now RingCentral Events Event sponsorship is, for all intents and purposes, the exchange of funds for access to an event audience. For example, let\u2019s say your company wants to announce a new and exciting product during the keynote at an industry conference. 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