Event Sponsorship Package Basics
Sponsors are a crucial source of revenue for events, so make sure that you are able to offer competitive and valuable event sponsorship package options. An event sponsorship package is essentially your “pitch” on why potential supporters should choose you over other events or channels they could invest their budget. That’s why it’s so critical to understand what are the goals and objectives of your sponsors and potential new sponsors.
The biggest demands tend to be a need for customization of event sponsorship package features, establishing connections with attendees, integration with the various event technology used throughout the event for maximum brand exposure, and of course, ROI. Address all of these needs in your event sponsorship package offerings and you’re guaranteed to yield amazing event revenues and loyal sponsors who return year after year.
The two most common ways to approach building event sponsorship packages are:
- Tiered Sponsorship Model: This is the traditional approach where a variety of features are included in the event sponsorship package offerings, depending on the sponsorship level
- A La Carte Sponsorship Model: This approach is commonly used to serve sponsors with specific needs or goals, so flexibility and customization in their event sponsorship package are key
1) The Tiered Sponsorship Model
Here is a step-by-step breakdown of how to build a tiered sponsorship model that includes event technology features:
Step 1: Create Tier Levels
Tiers are commonly labeled as Platinum, Gold, Silver, and Exhibitor, but you have lots of creative freedom to name the levels whatever you think best fits your event theme or brand. It’s your chance to make it sound fun and appealing to sponsors.
Step 2: Decide Quantities Per Tier
The next step is to determine how many event sponsorship packages of each tier level you need to sell in order to achieve your event revenue goals. The more limited the quantity, the more you can change for the sponsorship package because of its exclusivity. This will also encourage sponsors to commit earlier so you’re able to better predict your revenue and plan your event.
Step 3: Distribute Sponsorship Benefits Per Tier
The higher and more exclusive the tier, the greater the number of high-value benefits. Here at EventMobi, we help our clients develop their event sponsorship packages so that it includes the benefits of an event app. Below is an example of a tiered sponsorship model:
The A La Carte Sponsorship Model
The a la carte sponsorship model approach is an alternative model for sponsors looking to achieve specific goals or outcomes. This can include attendee engagement or brand exposure. Below is an example of a la carte sponsorship offerings, based on the event lifecycle stages.
- Include the sponsor’s logo on your event registration page and any marketing communications promoting the event, such as registration invite emails
- Provide social media shout outs to promote sponsors
- Promote your sponsors’ speakers to encourage session attendance
- Include pre-event sponsored giveaways when promoting registration
Event App Design
- Feature the sponsor’s logo and include a detailed profile in the event app’s sponsorship section
- Highlight the sponsor’s logo on results screen for all live polls, the homepage and/or map pages
- Include links to downloadable resources provided by the sponsor, such as brochures or product collateral
- If the event is using gamification, include challenges where attendees need to interact with sponsors and visit their booths in order to collect points and prizes
- Promote sponsor offers and/or giveaways that can be included in gamification challenges
- Send targeted alerts or push notifications with the sponsor’s logo
- Send sponsored emails to a targeted segment of your audience
- Enable sponsors to connect with attendees one-on-one via a chat or messaging function
- Place the sponsor’s logo on any printed and/or digital marketing materials/signage displayed in the event registration area
- Hold on-site competitions and/or giveaways by your sponsors
- Include the sponsor’s logo and/or mention them in the post-event email or survey sent to attendees
This is just a brief overview of some of the ideas that can be included in the two most common event sponsorship package types. To get a deeper dive into how to design competitive and compelling event sponsorship packages, read our eBook, How to Create a Sponsorship Strategy that Maximizes Event Revenue.