Event Sponsorships: What You Need to Know
How to Get Sponsors for an Event Requires a Thoughtful Approach
Successful event sponsorships are built on more than just a transactional exchange. They thrive on clear, consistent and meaningful communication. Whether you’re partnering with corporate giants or local businesses, the strength of your event sponsor relationships can directly impact the success of your event. Effective sponsor engagement and communication is how to get the right sponsors for an event. This is the key to ensuring long-term, fruitful partnerships that contribute to an exceptional event experience.
BDI Events partners with our clients to refine sponsor engagement and communication strategies that maximize success for our clients and return on investment for their sponsors.
Our decades of expertise in event sponsorship have allowed us to hone our strategy, and, today, we’re giving you a glimpse at how we facilitate successful partnerships between our clients and their sponsors.
1. Start Early, Plan Thoroughly
Communication with your sponsors should begin long before the event takes place. Early engagement sets the tone for the partnership, ensuring sponsors feel valued and that their needs are prioritized. BDI Events guides our clients to focus on two key elements during the planning phase:
Clear Expectations: Define roles, responsibilities and deliverables from the outset. Sponsors should know exactly what to expect in terms of event exposure, engagement opportunities and metrics of success.
Tailored Proposals: Understand your sponsors’ objectives and align your event offerings to meet those goals. Customize event sponsorship packages and benefits based on the sponsor’s specific needs, whether that’s visibility, networking, product placement or all of the above.
Team BDI works closely with our clients to develop and execute these key engagement elements so current and potential partners have everything they need to move forward quickly with sponsorship commitment.
2. Maintain Transparent, Ongoing Communication
Always keep the lines of communication open. Regular updates and check-ins will ensure sponsors feel involved and valued throughout the event lifecycle. In partnership with our clients, BDI Events coordinates and facilitates a variety of sponsor engagement opportunities to maintain transparency:
Scheduled Check-Ins: Regular meetings or calls to update sponsors on event progress, address questions and make adjustments. This shows commitment to delivering on promises.
Event Updates: Keep sponsors in the loop on event milestones, media coverage, attendee engagement and any changes to the event schedule or structure.
3. Execute with Excellence
During your event, the execution should reflect everything you’ve promised in your communication. BDI Events works with our clients to showcase the impact of the partnership. Event sponsors want to see tangible results, so it’s crucial that their brand is integrated seamlessly into the event.
Sponsor Visibility: Logos, branding and messaging should be prominently displayed in alignment with agreed-upon exposure levels. From signage to digital promotions, every touchpoint matters.
Activation Opportunities: Provide meaningful, creative opportunities for sponsors to engage directly with attendees, whether through speaking opportunities, product showcases or networking functions.
4. Post-Event Recaps, Data-Driven Insights & Relationship Building
After the event, it’s essential to follow up with comprehensive post-event reporting, event insights and relationship building with event partners. BDI Events supports our clients with these efforts, as they are a key part of maintaining the sponsor relationship for future collaborations. These post-event touchpoints promote long-lasting relationships that benefit both parties over time.
Impact Metrics: Provide data on how their sponsorship contributed to the event’s success. This could include attendee numbers, social media mentions, booth visits and other KPIs. Show the ROI of their investment in a clear, concise manner.
Thank-You Notes: Never underestimate the power of a personalized thank-you note or email. Take time to express genuine gratitude for their support and partnership. A little appreciation goes a long way in building long-term relationships.
Engagement Beyond the Event: Continue the conversation after the event has ended. Reach out for feedback via a sponsor survey, offer future opportunities, and keep the sponsor involved in your event’s journey. Consider hosting exclusive sponsor appreciation events to foster a deeper connection.
5. Leverage Technology for Enhanced Engagement & Communication
In today’s digital world, event sponsors expect up-to-date communication, real-time tracking and personalized experiences. The BDI Events team ensures the event management platforms we utilize offer the robust tools our clients need–in combination with their own CRM systems, social media and other tools–to streamline communication and provide more value to our client’s sponsors. Tools like branded apps, digital engagement reports and live event analytics can keep sponsors engaged and ensure that they receive a tech-savvy, seamless experience.
6. Keep Event Sponsors Engaged Year-Round
Great communication isn’t just about the event—it’s about creating an ongoing relationship with your event sponsors that extends beyond the event itself. BDI Events encourages our clients to plan for and schedule regular check-ins, updates and exclusive content to ensure their sponsors stay excited and engaged with the event and the organization throughout the year.
Exclusive Updates: Share behind-the-scenes content or early access to upcoming events and product developments. Sponsors appreciate insider information that helps them plan their strategies effectively.
Pre-Event Teasers: Build excitement for future events by sharing sneak peeks, early registration opportunities or special promotional offers before the event goes live.
When it comes to event sponsorships, effective and engaging communication isn’t just a part of event planning – it’s a continual, strategic effort that strengthens the foundation for future collaborations. By aligning expectations, delivering excellent execution, and maintaining transparent communication before, during and after the event, you’ll not only meet but exceed sponsor expectations.
BDI Events believes in the power of strong partnerships. When sponsors feel engaged, heard and valued, they’re more likely to return for future events, helping you build a loyal and successful event sponsorship ecosystem.
If you're ready to elevate your event and build lasting, valuable sponsor relationships, contact BDI Events today. Let us show you how our expert strategies can help your company or organization create an event that exceeds expectations and drives success for both you and your sponsors.
