Making the most of an event sponsorship
Has your company ever thrown money at an event sponsorship only to receive a tiny logo on the back of a t-shirt? While event sponsorships can be a great public relations tool, ensure you are getting the most exposure with these few simple tips.
1. Invite your existing relationships to the event
The most fruitful business relationships take time to build. Typically, it takes at least one year and seven points of contact to begin seeing a return on your relationship investment. So instead of viewing the event only as an opportunity to meet new people, focus on the opportunity to nurture your existing business relationships. This event may be that one extra touch needed to open the door.
2. Gain access to a list of attendees
If you are the presenting sponsor of an event, you should request a list of attendees prior to the event. Use the list to identify the following:
-Companies you'd like to meet
-Companies you know well
-Companies your guests might like to meet
Use this knowledge to your advantage on the day of the event. Keep your eye out for key people you know are coming, and introduce them to your guests.
3. Confirm your guests' attendance
Avoid wasted seats by sending some form of gentle reminder to your guests. Here's a powerful method of guaranteeing attendance: call your guest to let them know you'd like to introduce them to another attendee.
4. Maximize your presence at the event
Does your sponsorship include a podium welcome? A pre-function information table? Can you leave marketing material on attendee seats? Can you host a door prize? Leverage every possible opportunity to "own" the event.
5. Make your material meaningful
If you do plan to leave marketing material on seats or host a pre-function information table, make sure your take-away is valuable. If your take-away is just a list of your company's services, plan to be picking up several left overs. Instead, take the time to provide a tip sheet (like the one you're reading now!), that highlights your company as an expert in your industry. Mention the tip sheet in your welcome address to the audience.
6. Follow up
Again, it is critical that you have access to contact information for event attendees. If nothing else, work from any business cards you collected during the event. Understand that this is not a cold call list, but rather a tool for you to create an additional connection. Depending on the size of this list, you may choose to call or send a hand-written or electronic thank you note. Be sure to include your own guests in this follow up process. Use this point of connection to ask for feedback on the event, with no hidden agenda. If you are using an email thank you, be sure to offer links to anything that opens the door to continued dialogue. This may include a blog, newsletter sign up, Twitter, Facebook Page, or LinkedIn Company Profile.
If you do not have a dedicated person to ensure the execution of steps 1-6, find someone to guide you through the process. If done right, the benefit of an event sponsorship can extend well beyond the day of the event, and become an incredibly powerful public relations and marketing tool.