Event sponsorship is a powerful tool for enhancing brand visibility and forging meaningful industry relationships – but to truly maximise your return on investment (ROI) it requires strategic planning and execution.
Whether you're a seasoned sponsor or new to the game, ensuring that your event sponsorship delivers results hinges on a combination of pre-event promotion, effective on-site engagement, and post-event follow-up. This four-part guide offers a step-by-step approach to optimising your event sponsorship.
Part 1: Event launch and pre-promotion
1. Pre-event engagement
Start by spreading the word about the event across your channels. Highlight your brand’s role as a sponsor, explaining why you’ve chosen to support the event. Share what excites you about it. This builds anticipation and positions your brand as a key player in the event. Sponsors of Business News events receive logo recognition in all marketing collateral for the duration of the event promotion period, including EDMs to the Business News database and social media posts.
2. Discuss your brand’s support of the event and industry
Take the opportunity to communicate why supporting this event and the industry it represents is important to your brand. Whether it’s a commitment to innovation, sustainability, or community growth, make it clear that your involvement goes beyond branding; it’s about contributing to the sector’s future. Share stories or case studies that demonstrate your brand’s ongoing investment in the industry.
3. Encourage dialogue to enhance industry capability
Use your platform to start meaningful conversations within the sector. Create content related to the event’s theme on your social media or blog and encourage your audience to share their thoughts and experiences.
Part 2: Inviting key clients and prospects and on the day table management
As the event draws near, obtain and carefully review the attendee list, if available. Identify key clients, prospects, and industry leaders who will be attending. This step is crucial in maximising your networking opportunities and ensuring that your brand makes a lasting impact. Sponsors of Business News events will always receive access to the attendee list prior to the event.
Once you’ve identified these key individuals:
1. Personalised invitations:
Reach out to your key clients or prospects with a personalised message. Let them know that you’ll be at the event and would love the opportunity to host them. This could be through an invitation to a private meeting, a special session, or simply catching up during the event. Tailoring your outreach to their interests or needs will show them that you value their time and are genuinely interested in enhancing your relationship.
2. Exclusive pre-event offers:
Consider offering something special for your key clients as a token of appreciation for attending. This could be an exclusive preview of a new product or solution. Such gestures can deepen client relationships and set the stage for meaningful conversations at the event.
3. Table management:
Ensure that your table is hosted and managed by key leaders within your organisation. These should be individuals who not only represent your brand’s values but also have the authority and expertise to engage meaningfully with both existing clients and new prospects. Their presence signals your commitment to the event and gives credibility to your brand’s involvement.
4. Balanced guest list:
Aim for a balanced mix of guests at your table, 50 per cent existing clients and 50 per cent new prospects. This setup creates a natural environment for your existing clients to share their positive experiences with your brand, effectively endorsing your business to the new prospects. Hearing about your brand’s value from a peer can be more persuasive than any sales pitch.
5. Foster conversations and connections:
Encourage open dialogue at your table. Create opportunities for your clients to discuss how your products or services have benefited them. This could be through guided discussions or casual networking. Your existing clients’ testimonials, shared in real-time, can significantly influence the perceptions of your new prospects.
6. Follow-up:
After the event, follow up with both your existing clients and new prospects. Thank your clients for their support and the role they played in endorsing your brand. Reach out to the new prospects, referencing the conversations and connections made during the event, to keep the momentum going.
Part 3: On the day: Deploy a hunter or BD manager for strategic networking
To further optimise your event sponsorship experience, it’s crucial to have a dedicated business development (BD) manager or “hunter” focused on forging new connections and driving business opportunities. Here’s how to make the most of this role:
1. A dedicated focus on new business:
Assign a skilled BD manager or hunter to the event whose primary role is to seek out and connect with potential new clients. This individual should be proactive, approachable, and well-versed in your brand’s offerings, ready to engage in meaningful conversations that can lead to new business opportunities.
2. Be the face of the sponsorship:
The BD manager should also serve as a visible representative of your brand’s sponsorship. They can introduce themselves to attendees, mentioning the brand’s role in supporting the event, which helps put a face to the name and fosters a personal connection with your company. This human element is crucial in building trust and making your brand more relatable.
3. Facilitate connections:
Beyond just seeking new business, the BD manager should also work as a connector within the event. They can introduce new prospects to your key leaders or clients, facilitating conversations that may lead to mutually beneficial relationships. This not only enhances your brand’s reputation but also positions your company as a valuable partner within the industry.
Part 4: Post-event: Brand endorsement, posting and continued association
Once the event has wrapped up, it’s important to keep the momentum going by actively endorsing your brand’s involvement and maintaining a strong presence within the industry. Here’s how to effectively handle the post-event phase:
1. Share your success:
Shortly after the event, share a post across your social media channels and corporate blog highlighting your brand’s involvement. Include photos, key moments, and quotes from the event that underscore the success of your sponsorship. Mention any new partnerships or connections made, and tag other attendees, speakers, and sponsors to widen your reach. Any event sponsor at Business News is tagged and thanked in all social media posts and you will have access to a library of high-quality images and a post event highlight video produced in-house.
2. Publicly acknowledge your endorsements:
If your clients or partners praised your brand during the event, share these endorsements in your post-event content. This could be in the form of direct quotes or testimonials. Publicly acknowledging this support not only reinforces the value of your brand but also strengthens your relationships with those who endorsed you.
3. Continued engagement:
Don’t let the conversation end with the event. Engage with attendees and industry peers through follow-up posts or articles that dive deeper into the topics discussed at the event.
4. Maintain association with the event and industry:
Continue to associate your brand with the event and its key themes in the months following. Reference your sponsorship in relevant content or during industry discussions. This keeps your brand top-of-mind and reinforces your commitment to the sector. You can also look at sponsoring an event series such as Success and Leadership or Politics & Business at Business News that reinforces your brand commitment and ensures longevity in market.
5. Nurture new relationships:
For any new prospects or connections made during the event, follow up with tailored messages that reflect the conversations you had. Offer additional resources, set up meetings, or invite them to your next event. Building on these new relationships is key to turning connections into clients.
By carefully planning your event sponsorship strategy, you can maximise your ROI and position your brand as a key player in your industry. Implementing these best practices ensures that your sponsorship is not only a marketing effort but also a meaningful investment in your brand's future and industry leadership.
If you would like to find out how to leverage the power of Business News’ event sponsorship opportunities, connect with our target audience, and drive growth in the competitive Western Australian market, contact us Here.
