Let’s face it … the driving force behind soliciting event sponsorships is to raise money, first and foremost. But it’s time to look more deeply at sponsorships and ensure you’re honoring your half of what amounts to a partnership – the Sponsor gives you money and you deliver something of value to them.

The second half of the last sentence – “and you deliver something of value to them” – is what I’d like to focus on.

Gone are the days of passivity and mere logo presence at a conference. Write-a-check-and-we’ll-hang-your-banner is no longer acceptable.

Shift your mindset and look at event sponsorships as a form of modern-day advertising with all the hyper-targeted, engaging and memorable bells and whistles that technology, innovation and old-fashioned creative brainstorming deliver.

Just as an ad agency prepares a Creative Brief — including Situation, Objectives, Creative Concepts, Rationale and Costs — you should be looking to offer up the same well-thought-out plan that serves the needs of the person writing that hefty check.

Let’s take a closer look …

Situation

In as concise terms as possible (bulleted form is fine), paint a comprehensive picture of your event for your Sponsor (or Sponsor target). Describe the event, audience makeup, number of attendees, your business goals for the conference, creative theme, agenda components, etc. Making sure they’ve got a grasp and appreciation of the opportunity before them is the foundation of a successful sponsorship deal.

Objectives

This is where partnership comes in. Draw a line down a sheet of paper (literally or figuratively) and list your objectives on one side and your Event Sponsor’s objectives down the other. Actively seek to understand what your Sponsor hopes to gain from entering into a sponsorship agreement. Then work together to find the most appropriate linkage.

Is it having the opportunity to address your group from the main stage for, say, a $10,000 contribution? Or is it paying for a motivational speaker that addresses a topic of interest to both your company and the sponsoring company? (You might just stumble upon a budget-easing $25,000-$50,000 score, depending on the speaker booked.) It might be the Sponsor is rolling out a new device or equipment and a demo station would be ideal for them.

In all cases, tailor the sponsorship offering to best suit the Sponsor’s needs (while keeping your needs in mind, too).

Creative Concepts

This includes how and where you insert your Sponsor into your meeting or event (i.e., interactive kiosk in the pre-function area; five minutes at the General Session podium to tout their product or service; branding within an event app; strategic placement of branded, oversized Post-It notes with key messaging placed on restroom mirrors, sleeping rooms and common areas; branded smart device recharging stations with lockable compartments, etc.). You’re limited only by your collaborative imagination and creativity. Don’t be shy about asking the Sponsor, “In a blue-sky world, what would you like to do at our event to engage our attendees?”

Also, keep timing and placement in mind. If you offer a specific time-slot for the Sponsor activity, be sure all attendees are in-house at that time for maximum exposure and engagement. If you offer a slot on arrival day, the effect will be diluted because your guests are trickling in and are likely more concerned with getting settled into their rooms and environment. Your Event Sponsor will be disgruntled (and unlikely to re-up for next year’s conference).

Rationale

While you’re busy finding that delicate balance between serving your needs and the needs of the Sponsor, you also need to remember those kind souls seated in your audience. What do they need? What stimulates their interests? What would they like to know and learn so they can perform better as people and as business professionals? How will the Event Sponsor’s presence benefit them?

Your stated rationale behind whatever creative concept you settle on should be a win-win-win for you, the Sponsor, and the attendee.

Cost

Show me the money!

You’ve primed the pump and gotten the Event Sponsor enthused about the opportunity before him (or her). By laying out a Creative Brief-style plan, you’ve demonstrated you’re actively interested in making sure their sponsorship dollars are seen as a true investment, not a shakedown.

Now, it’s time to sign on the dotted line. Remember, the more you demonstrate value to the Sponsor, the greater the odds of closing the deal.

And give some careful thought to how you assign pricing for the various levels of event sponsorship. You don’t want to leave money on the table but you also don’t want to price gouge. Only you can make that call. Once you do, run it by key members of your team to gauge their level of comfort before you go out and start peddling things.

And speaking of event sponsorship levels, ditch the hackneyed Platinum, Gold, Silver and Bronze in favor of package names that sizzle. Be sure the weighting of the names for each tier clearly indicates a pecking order. Bottom line: Have fun with it. Be creative. Tie it to your theme, if possible, and deliver the message that this ain’t any ol’ event sponsorship opportunity, it’s something special!

Finally, work with your team to develop a template for the above categories. List them and explain what info you’re looking for then sit down with your Event Sponsor (or Sponsor target) and have a discussion. Chances are they’ll write that check. And come post-event, budget reconciliation time, you’ll be a hero to your boss!

CONCLUSION

Treating Event Sponsors like Event Partners will help maximize their contributions. Make it a win-win-win for all – your company, your attendees, and your Event Partner!

Cheers,

The post Treat Event Sponsors Like Event Partners To Maximize Contributions appeared first on dynami.

Sound familiar?

Coming up with new and exciting corporate event entertainment ideas year after year can be a bit of challenge. So when you’ve been doing this as long as we have, you learn always to be on the lookout for new acts.

Inspiration is everywhere.

While some organizations have the budget for U2 or Beyoncé to open their program, most don’t, which is why I always start off by asking our clients what is the purpose of the entertainment and how does it fit in your budget.

• Do you want something no one has ever seen before?
• Is the goal is to increase attendance?
• Who is your audience?

The location of your event also plays a huge role in the type of act you select. By choosing something local, you’ll be able to negotiate a better rate and possibly book a performance that might have been originally out of your budget. Here are a couple of factors to consider:

• What types of performers are local to the area?
• Are there any acts visiting your location during the duration of your event?

There are a plethora of performers out there, and it’s important to remember not all acts are right for your event. Consider the company’s culture when making your selection and DO YOUR HOMEWORK. See the performance in advance. If your company is relatively conservative, you’ll want to define attire and expectations clearly.

Stay current. The world of entertainment is ever evolving. To do this, you’ll need to be willing to take risks, listen to feedback, and focus on what your audience wants/expects. Don’t get caught up in performances that only appeal to you. Remember, today’s workforce is a blend of Baby Boomers, Gen Xers, and Millennials. Finding an act that is going to appeal to all of them is going to take some work.

To help get you started, here are four ideas from our corporate event entertainment list (click on the links to see videos):

i-Pad Magician – Modern Illusionist

A modern twist on the illusionist act. The iPad Magician performs mind blowing tricks by using his iPad. It is a  sight to see and sure to delight any audience.

Miyoko Shida – Artful Balancing Act

This performance demonstrates the power of concentration through a mesmerizing and artful balancing act. It is sure to leave any onlooker afraid to breathe, yet unable to look away. Miyoko’s talent is both entertaining and motivational.

Fighting Gravity – Illusion Dance Group

Watch as thirteen performers defy gravity and dazzle you with their optical illusions matched with adrenaline pumping music. This is a performance that will have your audience on their feet and buzzing with excitement.

 Tell-A-Vision – Visual Storytelling

Through a combination of wireless screen technology and seamlessly choreographed performance artists, Tell-A-Vision provides your audience with a unique visual storytelling experience that is sure to make an impact.

Entertainment is a pivotal part of any corporate event. Just think about the growing trends in social media. The wow factor is everything.

So take the time, create a strategy, and do it right. We promise you’ll be amazed by the results.

Until next time!

The post Are You Not Entertained? appeared first on dynami.