The Ultimate Event Sponsors and Sponsorship Guide

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EVENT SPONSORS AND SPONSORSHIP
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TABLE OF CONTENTS
Introduction
1
Why Event Sponsorship is Necessary?
2
How Sponsors Pick an Event?
7
How to Get Sponsors for Your Event?
10
How to Make a Sponsorship Proposal?
15
Promote Your Sponsors with These Creative Ideas.
22
The Ultimate Unification ROI, Sponsorship
Event App
26
How to Nurture the Relationship with Sponsors?
31
About the Author
34
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INTRODUCTION
Sponsorship? Because everyone needs a hand
sometimes.
According to Statista, the annual spending on
event sponsorship in the year 2016 was 60.1
Billion USD and its going to increase
exponentially in the coming years, seeing the
win-win situation it facilitates for both the
sponsors and sponsee. Sponsorship is one of the
most integral part of an event. And hence, as an
event professional, it is of utmost importance
that you understand this empirical facet of
event planning. Sponsorship is not only
important in fueling the ?nancial needs of your
event but also in getting the exposure you want.
It is one of the principle weapons to enhance
your event credibility and partner with
companies in your industry. According to Event
Managers Blog report on sponsorship, 53 of
event professionals struggle to get sponsorship
because of multiple problems faced by the event
industry. Due to this, events itself are
threatened sometimes. But why this struggle and
how to solve it? This is what this ebook is all
about. To solve the core problems faced by the
event professionals. Read further to know.
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WHY EVENT SPONSORSHIP IS NECESSARY?
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A common conception says that event sponsorship
is all about money and capital.But is it
just about money? Dont be surprised! Go ahead to
?nd out why.
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Why Event Sponsorship is necessary?

• Before getting any further, ask yourself one
  simple question-
• Why do your need Event Sponsorship?
• Most people have a very common answer to this
  question.
• Event Sponsorship is necessary for the money.
• However, if you are a marketing geek, you know
  this is not the only thing. Marketing experts
  from the world over have started recognising the
  importance of sponsorship as a marketing tool.
  Confused? Well, lets get into the details of it
  to have a better picture of the situation.
• Benefits of getting an event sponsorship
• Getting an event sponsorship is going to help you
  a lot in many ways. But for understanding it
  better, let us divide these benefits into two
  broad categories.
• Sponsorship for Capital
• Sponsorship for Marketing
• Sponsorship for Capital

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Why Event Sponsorship is necessary?
Sponsorship for Marketing Now though capital is
the primary goal of getting a sponsorship in most
cases, it is de?nitely not the only bene?t you
get. If used ef?ciently, sponsorship can act as a
great marketing tool for your event. It doesnt
just become cost ef?cient, but it can increase
the success rates of your event exponentially.
Heres how. 1. Higher and Targeted Audience
Reach Publicizing your event is a de?nite way of
bringing in more people to your event. But
random publicity is not going to be any good. You
need to reach out to a speci?c audi- ence group
so as to ?nd potential event attendees. The
correct demograph can be procured through online
market research or digital analytics of website
traf?c sources and geographical locations. Event
Sponsorship for Audience Reach Ideally, the
sponsors of your event belong to the same
industry as your event. For example, if you are
hosting a Tech Conference (Find the best Tech
Conferences in India here), your sponsor might
be a Web Development Company. Therefore, the
target audience for your event as well as your
sponsor company is the same. So if you use the
clientele of this sponsor company for promoting
your event, you are approaching a very targeted
audience which can add up to the list of your
potential attendees. This can be done by putting
up blog posts on the sponsor companys blog
regarding your event. Your event can be marketed
on the social media channels of the company. Or
you can spread the word simply by sending e-mail
invites to the clientele.
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Why Event Sponsorship is necessary?

• Augmented Reliability
• Reliability is a key matter of concern when
  people are planning to attend your event. Higher
  the reliability, higher the chances of their
  attending the event. But if you are a fresher in
  the industry, you might need to build upon this
  factor.
• Event Sponsorship for Reliability
• Your sponsors dont just provide you with the
  ?nances but they also attach their brand
• image to your event. This automatically enhances
  the reliability factor of your event. Say, for
  example, if you are a student of a university
  which is hosting a fest or an event, there are
  chances people might not be interested in it. But
  if the university he is study- ing in becomes
  the sponsor of the event, the reputation of the
  university makes the event a grander success.
• Upsurged market value
• The ticketing costs, the signi?cance of the
  event, the entire market value of it play a huge
  role in the events success. Now whether you are
  a fresher or a reputed brand, there are always
  ways to enhance your existing market value.
• Event Sponsorship for Market Value
• This is very similar to the reliability factor.
  Just like the brand image, the sponsor brands
  market value also adds up to your events market
  value. This gives your event a better payoff and
  better value to your company/brand in general.
• Enhanced Guest List
• Having big names added to the guest list of your
  event is always a plus. It has n number of advan-
  tages. But unfortunately, you need to make quite
  some efforts to get hold of these names.
• Event Sponsorship for a better guest list
• The business associates or the clientele of your
  sponsors might include a few great names.
• These names can be a part of your guest list,
  thanks to your sponsors. Their presence will
  bene?t the marketing, reputation as well as the
  value of your event.

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Why Event Sponsorship is necessary?
5. Added Media Coverage The marketing of your
event doesnt stop with the event completion. It
goes on after that as well and adds up to the
event image which ultimately enhances your
organisa- tions reputation. One very productive
way to do this is to get higher media
coverage Event Sponsorship for added media
coverage The amount of media coverage you get is
directly related to the number of big names
attached to your event. This would include your
popular event sponsors as well the eminent guest
list that they have brought you. Thus, the media
coverage of your event is boosted in both
ways. Once you start recognising event sponsor-
ship as a marketing tool, you will start
understanding the various ways you can bene?t
from it. Dont just limit your perspective to
?nances. If you think deeper, you will ?nd ways
to build up your event reputation with the
ef?cient help of your sponsors.
This was all about why you need the sponsors. But
in order for you to leverage them, these
aforementioned perks, you need to do your
homework ?rst and need to learn the art of how
to attract these sponsors. Before that let's get
in the shoes of sponsors to understand their
choices and expectations!
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HOW SPONSORS PICK AN
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EVENT?
Sponsors dont choose an event out of a magic
hat, do they? Read in this chapter about 5
questions that every sponsors ask before
sponsoring an event.
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How Sponsors Picks an Event?
Sponsoring an event is one of the majorly
followed mass marketing tactic. Days are gone
when sponsorship was an overlooked marketing
channel. Times have changed and more and more
companies are embracing this channel for
increasing their ROI. Moreover, they also want to
build goodwill and connect with the event
audience. But companies are not just displaying
a banner and calling it a day. They also want to
make the most out of their event sponsorship and
hence the race for getting sponsorship isnt
easy as it sounds. Various factors are
considered before deciding which event to
sponsor. And we want you to understand how
sponsors think.
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How Sponsors Picks an Event? 5 questions that
every sponsor asks themselves before sponsoring
an event.
Is this event offering value-driven
sponsorship? How about other sponsors?
Is this event is matching
to the target audience?
Is this event a right mix of value and exposure?
Is this event just a one-time transaction or
more than that?
So now that you are aware of the thought process
of your sponsors, let's get you prepared for the
actual game
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HOW TO GET SPONSORS FOR YOUR EVENT?
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Finding out the correct sponsors and getting them
on board sounds like a big task to
accomplish, isnt it? Not if you follow the tips
weve mentioned in this chapter.
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• How to get sponsors for your
• Creating a top team and successfully organising
  an event will surely give you an accom- plished
  feeling. But for that to happen, you need good
  talent, lot of resources, planning, preparation
  and most importantly, sponsors! Yes!
• The value of sponsorship is more than the power
  of traditional advertising that print and media
  can buy. Though dont confuse sponsorship with
  advertising. It is a marketing medium which
  promotes sponsors in association with the event.
• But getting sponsors is not an easy task. Youd
  be having a long list of tasks, from sending out
  emails to fruitless calling and dealing with
  uninterested company employees and what not!
• Getting sponsorship might sound like a tiring
  task but it doesnt have to be anymore. Here we
  have cooked the perfect recipe on how to get hold
  of your sponsors. Ingredients are traditional
  ways, a pinch of fresh ideas with event
  technology sprinkled on it.
• Know your platform.
• The ?rst and the foremost thing is to ?nd the
  people who align with your core values and whod
  support your endeavors. Finding the people who
  think just parallel to you, is half work done.
• Make a detailed list of companies who sponsor
  events and activities similarto yours. Targeting
  right kind of people is going to save time and
  energy both. You know what they say, know the
  sea before you start drifting in uncertainty
• To whom you are approaching?
• Do a thorough research on what sort of
  organisation youd like to approach. Or you can
  use the research that other people have already
  done to give you an edge. But how do you do that?
• Well, look out which are the organisations that
  sponsors events like yours. For example, if
  youre looking for a sponsorship for your
  technology conference, look out for the other
  technology conferences and who were the sponsors.

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• How to get sponsors for your
• Know different levels.
• Any event, big or small, has a different level of
  sponsorship and you need to curate them in a
  detailed manner. If you havent already outlined
  your budget and what do you expect from your
  sponsors, do it.
• Make a list of different levels of your event.
  Once you know which level has to offer what and
  what are your expectations from the sponsors for
  the same, well, then entice your sponsors
  accordingly
• Create a potential sponsor list.
• Having a good long list of potential sponsors
  sounds like a good idea. But the length of the
  list is of the least importance. We are sure that
  you wouldnt like to go to every company and
  talk to every other person. Sounds tedious,
  right?
• Therefore, make a list of sponsors who would be
  willing to sponsor your event in actual. Also,
  sponsorship has different layers. So, make sure
  you categorize your sponsors accordingly.
• Do your revision.
• We all know the importance of revision, dont we?
  Having done the revision about the company
  beforehand will help you in the long run to gain
  the con?dence of the sponsors. It will also help
  in ?nding the right person to talk to when you
  approach the company.
• Before approaching the company, ask yourself,
  what does company want? Look for the reasons why
  they would be interested in sponsor- ing your
  event? If you have this thing clear in mind then
  youd be able to offer them better.

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• How to get sponsors for your
• Have a great proposal ready.
• One of the fundamental keys to getting sponsored
  is our ability to create a winning sponsorship
  proposal. Just so you know, it can liter- ally
  make or break the deal. Start with the story,
  tell them what do you do and what are the
  bene?ts they are going to get.
• Well, here you need to connect the bridge. The
  bridge between what you have to offer and what
  they want. Research and make your pro- posal an
  insightful document which aligns with their as
  well as your objectives. If sponsor and sponsee
  both stand on the same platform, chances of a
  win-win situation are more than ever.
• Go creative.
• Sponsorship is about more than sticking logos on
  everything. While your sponsorship agreement
  might include the use of logos, if thats all
  youve got to offer you cant really ask for all
  that much in return.
• Find out new ideas and offer more than just
  logos. Be it terms of customized gifts, product
  endorsements, event naming rights, establishment
  of staff volunteer program, organizing contest or
  giving coupons. Just do it differently!
• Promise on the deliverables.
• When youre courting a sponsor, always do what
  you say. Sponsors will test you. If you cant
  get information, tell them why. Always be on
  time or early for an appointment. Let them know
  you are a person of integrity.
• You get one chance to make an impression, and if
  you burn the bridge, you cant go back.

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• How to get sponsors for your
• Use the magic spell Event-o Analytics-ism
• Use of event technology is that secret ingredient
  you can use to attract your sponsors. But, how?
  Heres where event analytics come into play.
  People these days have resorted to dedicated
  event web- sites and apps to create a unique
  experience for their attendees and are keeping a
  track of it with event analytics.
• Event analytics are user interactions with
  content on your website that can be tracked.
  This comes very handy in winning the con?dence
  of the sponsors. Hence, send them a detailed
  report of how many visitors your website are
  gaining and what exposure it would give to their
  brand as well.
• Entice them about how you are using event
  technology to boost and measure your event
  performance by providing concrete information on
  the real return on their investment. Were sure
  they wont say no!
• Dont sell yourself short.
• According to Linda Hollander from Womens Small
  Business Expo, making a year long sponsorship
  program is what feasible for spon- sors and
  sponsee as well. That means you are asking for
  sponsorship for not just a single event but
  multiple events that you are going to hold
  within the speci?c time.
• Also, make up your mind about how much amount of
  money you want from the sponsors. Asking quite
  short amount is a big No. Youre dealing with a
  well-paid person in corporation. If youre seek-
  ing low key sponsorship then may be its not even
  worth their time.
• Its not an OTT(One-Time-Transaction) afterall.
• Dont ever think that once youve got the cheque
  your job is done. As with most things in
  fundraising, sponsorship are all about the rela-
  tionship. You need to be in regular contact, you
  need to give thanks where its due, and you need
  to ensure that youre always doing what you said
  youd do.
• But we will get into that in detail later in this
  book.

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HOW TO MAKE A SPONSORSHIP PROPOSAL?
Sponsorship proposal is that magic wand which can
make or break the deal. In this chapter, learn
how to make the proposal which ensures that the
deal is locked.
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How to make a sponsorship proposal?
One of the fundamental keys to getting sponsored
is your ability to create a winning spon-
sorship proposal. Its an important document in
the process of going from sponsorship seeker to
marketing partner. It can literally make or break
the deal. Creating an effective sponsorship
proposal is probably one of the most asked for
yet misunderstood facets of the whole
sponsorship process. Most event sponsorship
proposals go to trash. They all are money
seekers, not taking the time to research
understand sponsors needs their market
conditions. It might sound cliché, but we have
seen this in reality. Many event sponsorship
people fail to understand the sponsors
perspective. They dont take the time out to
tailor the spon- sorship proposal. A lot of
sponsorship people download sample proposals from
the internet, edit it out by adding their event
name then just broadcast it to the potential
sponsors. This kind of act is no different than
spamming. Creating a winning event sponsorship
proposal requires a hard work, but in the end, it
is worth doing.
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How to make a sponsorship proposal? 1. Give
Before You Get Before approaching the potential
sponsors, ask yourself what can you offer to
them? De?ne your events target audience. Get
yourself clear on the demographics of your visi-
tors. Please dont create sponsorship proposal
to offer a bunch of banners. Instead, Use some
creative ways like an event app to give
visibility to the potential sponsors. An Event
app is an exciting opportunity for the sponsors
to get the desired exposure create a long
lasting impression. With Event Apps, you can
sell in-app sponsorship where the sponsors can
get uninterrupt- ed attention. Additional to
standard ads, event app solution offers hot deals
section where the event organizers can display
deals from their sponsors helping them to get
direct sales.
You can have everything in life you want if you
will just help enough other people get what they
want. Zig Ziglar
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How to make a sponsorship proposal? 2. Do
Research (MAP them) Now as you understand what
you have to offer, ?nd the potential sectors or
businesses that might be interested in your
event demographic offering. Create a list of
potential sponsors. Visit their websites.
Research their social media accounts. Read the
latest news and reports about them. Find ways to
passively attract their demo-graph for your
event. Are they planning for a new product
launch? Do they have any product that is
currently underperforming? Find their pain
points try to solve them by your offering.
3. Reach Out (AIM) After the research process,
?nd the people in the CSR (Corporate Social
Responsibility) department or marketing
department of those companies try to reach out
to them. If possible, ?nd some connection with
them, the old fashion networking still
works. Prepare a concise email consist of
Introduction, Opportunity, Event demographics,
Bene?ts, Creative ideas to give them visibility
a strong Call to Action. Your goal with this
?rst mail is to get an opportu- nity to secure a
meeting so dont mess it up by sending them the
full sponsorship proposal.
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How to make a sponsorship proposal? 4. Win them
(Take a breath, Shoot the Bulls Eye) Prepare a
precise presentation, conveying your demographic
information, marketing opportunities creative
ideas to provide desired visibility. Dont be
the pushy sell person that we all hate. The focus
of the meeting should be listening, not
selling. Keep your presentation short concise.
Spend more time in listening understanding the
needs of the sponsor. Ask them questions about
their marketing challenges, their objectives or
goals, and what has what hasnt worked in the
previous deals. Use this data to re?ne your
offering tailoring your sponsorship offer to
meet their needs. Now based on the offer decide
a sponsorship amount, keep it 20 higher to
leave room for negotiation. If your potential
sponsors budget is below your amount then go
back to the offer review what you can offer
the sponsor. In the context of all the new
information what can you realistically do within
the budget to meet the sponsors marketing
objectives? How can you customize your approach
to provide the great- est value?
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How to make a sponsorship proposal?
5. How the success will be measured? Once
understanding their marketing objective, you
need to agree with the sponsor how the success
will be measured. The success can be
quantitative like 1000 page views of sponsors
ad in the event app or qualitative like positive
social media talking about the brand.
6. Full proposal It is primarily about
documenting what youve already discussed and
agreed to. The sponsorship proposal should be
comprised of two parts One-page offer letter a
supporting document listing other supporting
data (demographics numbers, previous sponsors
testimonials case studies, terms conditions
and other relevant information). The offer
letter should include a summary of the event
sponsorship opportunity, tailored bene?ts list,
the sponsorship amount and a call to action.
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How to make a sponsorship proposal?
7. Follow-Up A few days later write a follow-up
email or call the sponsor to review the status of
your sponsorship proposal. If the sponsors
request changes, then review it once again and if
needed change the price accordingly. But
unfortunately, if your sponsorship proposal gets
rejected then politely ask why, by ?nding the
reason behind their rejection you can improve
your offering. Thank them for taking their time
to meet you. Most importantly, keep in touch with
them. Build a relationship with them. Event
sponsorship is not a one-time transaction. A
good relationship with the potential sponsors can
help you to get the sponsorship for the years to
come.
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PROMOTE YOUR SPONSORS WITH THESE CREATIVE IDEAS
Dont promote your sponsors with just logo
placement and banners. We have some innovative
anecdotes from events across the globe, for you
to take inspiration and add value to your event.
5
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Promote your sponsors with these creative ideas.

• For a long time now, event sponsoring hasnt just
  been a mere accessory. Many events live from
  offering an attractive environment for sponsors
  and partners.
• Exhibitions, conferences and events offer
  excellent opportunities to reach target
  audiences personally. Such decision makers are
  often unable to reach via classic media and only
  insuf?ciently and one-dimensionally via online
  advertising.
• Event sponsoring is therefore a great opportunity
  for brands to present themselves live. But pure
  logo placement is not so interesting, as sponsors
  are looking for something special, they are
  looking for exclusivity.
• The best alternative is a win-win-win situation
  the sponsor wins, the event organizer wins and
  the attendees win, as they get the added value.
• Here is the list of 10 creative ideas which
  organisers implemented and it was a huge
  success. Want to imitate them? Sure, go ahead.
• Sponsored Power Packs
• Visitors to the European Pirate Summit were able
  to, in exchange for a returnable security
  deposit, borrow a portable power pack from Simyo
  to load their mobiles. Nice idea!
• Mobile hotspots
• Using the motto Moobile, mobile network
  provider EE offered 4G hotspots at the
  Glastonbury Festivalin the shape of cows!
• A very eye-catching and unusual alternative!

26

• Promote your sponsors with these creative ideas.
• No WiFi zones
• The exact opposite for Kit Kat Have a break,
  have a Kit Kat, whereby Kit Kat set up No Wi-Fi
  Zones. All mobile and Wi-Fi signals were blocked
  in a radius of 5m, allowing people to chat in
  com- plete peace and quiet. More like a Cut-Cut,
  instead of a Kit-Kat !!
• Ice Logos
• Logos made of ice are ?eetingthe impression
  they make at an evening event however lasts much
  longer. As for example at the Consumer Electronic
  Show in Las Vegas.

• Apple Logos
• Tasty Apples with the sponsors logo on them!
  They dont need to be grown especially.
• Projection on wall
• You can simply project the sponsors logo onto a
  white wallor you use a wall of white orchids!
• Live vogue cover
• No participant expects a live Vogue cover. This
  is
• of course possible with a large amount of other
  partner publications.

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Promote your sponsors with these creative ideas.
8. Sponsored props For some reason it always
goes down well when people take pictures of
themselves with huge bow ties, glasses, beards
or similar objects in front of their faces. Why
not integrate the sponsors logo too.
9. Floating Logos Does your event venue have a
pool? Then why not try a ?oating logo on the
water?
10. Goody Bags A goody bag for participants is of
course always a good idea. If you link these with
getting participants to Tweet or post something
on Facebook to get one, then this generates a
lot of attention for the event too.
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THE ULTIMATE UNIFICATION ROI, SPONSORSHIP
6

• EVENT APP
• Use event app to show real time return on
  investment of sponsors and exhibitors. Dont
  worry! Weve covered everything in a simpli?ed
  manner for you to get started with event app.

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The Ultimate Unification ROI, Sponsorship
Event App
Sponsors and exhibitors play a pivotal role in
the revenue that drives events. In order to
retain and grow that revenue, your ability to
assist your sponsors in demonstrating the value
of their continued partnership is critical. It
can be a challenging assignment. Nearly a quarter
of event sponsors want a better way to measure
the ROI of sponsored event. And all sponsors and
exhibitors would bene?t from increasing their
return, even if theyve mastered the art of
measuring ROI. Event tech tools such as event
app can help your sponsors and exhibitors measure
and boost their event performance by providing
concrete information on the real return on their
investment.
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The Ultimate Unification ROI, Sponsorship
Event App Shine a Digital Spotlight on Your
Sponsors and Exhibitors Your sponsors and
exhibitors attend events to cultivate
relationships, increase brand awareness, and
generate sales. An Event App provides a digital
toolconnecting your partners with attendees who
can easily access information from anywhere,
anytime. By creating a digital presence within
the app, sponsors accelerate their ability to
meet potential prospects, customers, or
partners. Create in-app profiles. Ensure
sponsors and exhibitors have a digital pro?le
within the app. Sponsors and exhibitors can
showcase company information, social media
pro?les, booth staff members, collateral, and
logos. A digital pro?le allows attendees to
become familiar with an exhibitors company,
products and team, enabling a more engaging
conversation at the booth.
Build an interactive map Creating an interactive
map gives attendees the ability to easily locate
sponsors and exhibitors during the event.
Directly from the in-app map, attendees can
click through to each corresponding pro?le where
they can learn more about the companies, which
team members are staf?ng the booth, and schedule
meetings.
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The Ultimate Unification ROI, Sponsorship
Event App Help Sponsors and Exhibitors Engage
with the Right Prospects Engaging strong
prospects and maintaining existing relationships
are key priorities for your events sponsors and
exhibitors. Events are one of the best ways to
create a meaningful one-on-one interaction with
a prospect or customer. Make it
personal Exhibitors can focus their event
outreach strategy by searching the list of event
goers and identifying who their target prospects
and customers are. After theyve narrowed their
focus, they can identify who they want to contact
and request meetings with, directly from within
the app. Build targeted campaings Exhibitors and
sponsors can create targeted campaigns that
appear within the activity feeds of their
priority attendees. The campaign can include
special offers, discounts, or meeting requests
for those targeted attendees to encourage them to
go to the booth during the event or schedule a
one-on-one meeting. Capture leads Finally,
exhibitors and sponsors can use the names and
contact information of people who visit their
booths by scanning their QR code, allowing them
to follow up their conversations at the event.
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The Ultimate Unification ROI, Sponsorship
Event App Track Brand Sentiment in Real
Time Sponsors and exhibitors are able to keep
tabs on leads and sales, but they dont have
abili- ty to measure the performance of their
brand at the event. This sentiment is fundamental
to their strategy. In-app surveys and attendee
reviews can allow them to gauge opinion of their
brand and its products or services. Encourage
ratings Allow your attendees to provide reviews
of exhibitor or sponsor pro?les that they visit.
The rating involves a quick, ?ve-star scale that
provides your exhibitors and spon- sors. Collect
information Before the event, create an in-app
survey that gathers useful attendee information
for your exhibitors and sponsors. Consider
including demographic information, industry
products they use, job responsibilities, and the
services they want to learn more about during
the event. Then, you can share the survey results
so that your partners can have more meaningful
conversations with attendees during their
meetings. Embrace polls Use polls to quickly
gather data about your attendees. Similar to
surveys, these polls ask a single question
during the event thats quick and fun for your
attendees to answer, and that help your
exhibitors and sponsors gauge the room. For
example, try a broad prompt like I have
used products to assist me with my job
responsibilities, or Id bene?t most from
meeting people who are experts in industry. If
theyre logged into the app, your exhibitors and
sponsors can monitor the responses in real time
so that they can adjust their strategy
accordingly. Shoot notifications You can practice
hit and trial marketing with short term marketing
offers through event app.
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HOW TO NURTURE THE SPONSORSHIP RELATION?
Do not underestimate the value of nurtured
relationship with your sponsors. In this chapter,
learn how to foster relationship and why is it
important.
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34
How to nurture the Sponsorship relation?

• Youve done the hard work of identifying and
  signing up sponsors that align with your
  mission. Youve created a great package that
  provides valuable bene?ts to your sponsors. They
  sponsored your event which was a huge success.
• Now, how do you foster these relationships so
  they last?
• Here are 8 ways to nurture your relationships
  with your sponsors so you both
• bene?t for years to come
• Consistent communication.
• Follow up with your sponsors via phone calls,
  emails, face-to-face meetings and newsletters.
  Ask for feedback. Check in with them to make
  sure they are getting what they need. Dont
  always ask for funds forward useful information
  to them, deliver status reports and request
  business advice.
• Leverage your sponsors
• Serve as a sel?ess liaison to connect sponsors
  with each other. Invite
• sponsors to other events throughout the year so
  they understand your mission.

• Manage conflict with grace
• Set clear expectations regarding sponsor bene?ts
  in your sponsor- ship contract. If a sponsors
  behavior has a negative effect on an event, take
  them aside and gently but ?rmly explain your
  expectations.
• Get the little things right
• Make sure to pronounce peoples names correctly,
  both publicly and privately. Obtain the
  appropriate logo ?le (for print, website, etc.)
  and apply the logo with respect.

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How to nurture the Sponsorship relation? 5. Ask
for feedback Send a formal survey after the
event. Make how are we doing phone calls
throughout the year.
6. Rethink sponsorship Recognize in-kind service
providers as sponsors. Offer a menu of
opportunities for a year-long sponsorship. Let
sponsors tag your event in their media ads in
exchange for moving up in sponsor level.

• Get creative about sponsor bene-
• Offer once-in-a-lifetime experiences. Provide
  exclusive access to your events a special table
  at the auction or a pre-event party.
• Personally deliver special event commemorations,
  such as a framed photo, event memorabilia or a
  photo album.
• Be fair
• Have a ?rm framework for your sponsor program.
  Dont play favor- itesmake sure all sponsors at
  each level receive the same bene?ts. Have a
  strategy for approaching competitors equally.

36
ABOUT THE AUTHOR

• Jay Sitapara is an engineer having an inclination
  towards innova- tion in technology. Currently,
  associated with Hubilo, an
• event-tech startup which aims to change the way
  how events are organised and people network at
  events.
• Jay is particularly passionate about crafting
  stimulating, re- sourceful and in-depth guides
  for Event Planners to keep them updated and
  acknowledged about latest event industry trends.
  He is speci?cally interested in effective use of
  event technology and social media for greater
  ROI through innovative thinking and skills.
• Jay is also a Digital Marketer, Editor, Community
  Manager and a regular contributor to Hubilo
  Blog.
• His philic nature is prone to dogs, poetry,
  coffee, friends and coffee with friends. If
  you're on Twitter, say Hello to him
• _at_jsitapara and follow his articles on
  blog.hubilo.com.
• And Jay says, do not forget to share this Ebook!

37
With a vision of building a one-stop solution for
any type of event - may it be a conference, a
seminar, a workshop or an off-site event, Hubilo
helps you in executing a dynamically inter-
active event by setting up the entire online
management suit required for the event within a
few minutes! Say goodbye to the mundane task of
doing things manually and allow the event
management software to do it an easier and much
more ef?cient way. Automate the whole process and
get your event powered by Hubilo. The value
addition that Hubilo offers is equivalent to the
ser- vices offered by 7 vendors, making it a
perfect recipe for suc- cessful event planning.
From event creation, event promotion, event
engagement to analytics, we tech-care of all
your event-tech worries.
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Event Website
Event App
Event Ticketing
Networking
Event Analytics