Today the competition for event sponsorship dollars is greater than ever. Event producers find themselves under immense pressure to creatively put together new and fresh sponsorship proposals. Standard packages can’t make the grade in today’s world. So, here are my four fresh content ideas for sponsorship proposals.
1. The social media difference
Be sure to add social media sponsorship benefits to all your sponsorship proposals. Begin by creating and promoting the event hashtag; generating excitement on platforms prior to the event enables you to offer a truly effective low-cost benefit to sponsors. It is easy to create sponsor-approved posts on the hashtag, before, during and after the event. Another great content benefit is to add sponsor approved push notification from your conference app. Make sure the sponsor post is not a straight sales pitch. An effective post offers the opportunity for the sponsor to be seen as a thought leader when it focuses on the latest product’s or service’s benefit to the attendees. Remember that quality content is always the goal whether from the conference organizer or sponsor.
Another great content benefit is to add sponsor approved push notification from your conference app. Make sure the sponsor post is not a straight sales pitch. An effective post offers the opportunity for the sponsor to be seen as a thought leader when it focuses on the latest product’s or service’s benefit to the attendees. Remember that quality content is always the goal whether from the conference organizer or sponsor.
In addition to sponsor posts on Facebook, Twitter, and Instagram, we encourage clients to run a Facebook Live events. This is a great benefit to top-level sponsors.
First, create a live Facebook post on sponsor and conference pages. One option could be for the conference moderator to hold a Facebook live chat with speakers after an education session. Make sure the speaker is aligned with the sponsor’s products and services. For example, a speaker on “how to build a great workplace” is perfect for an Insurance Benefits company. Another option exists for sponsors’ reps to do a Q&A on Facebook during the event.
2. Video series for sponsors
Create a video series based on the live event content as well as specific sponsor goals, such as sales leads or customer retention. Through an onsite videographer, videos can be created as content-themed modules that feature footage from live event and in-person interviews with speakers, attendees and/or sponsor reps. These videos can be for used on various sponsor platforms including website, social media feeds and newsletters.
3. White papers or event recap
White papers are easy, the perfect content benefit to add to sponsorship proposals.
Post-event, generate copy based on the content of speakers and panelists, as well as on interviews with experts. If the sessions have not been video recorded, an audio recording can be easily made. Even if you do not have a content manager on your staff, freelance writers are easy to hire at a reasonable hourly rate. An event recap will be used for a co-branded email to “nurture” attendees by providing sales leads and branding for sponsors. A longer white paper will be created for the sponsor to use on a platform of their choosing: website, customer newsletter, blog, etc.
4. VIP Program
A VIP program is a niche approach for top-level sponsorship proposals. This helps sponsors increase sales and lead generation within the framework of a traditional tradeshow. Conference organizers can create and execute an Invitation-Only program, hand-selecting guests to participate in sponsors’ exclusive “Conference within a conference”, exclusive events that include educational programs and intimate speaker sessions. Time and again, this custom content approach has created larger sales pipelines and stronger close rates
These four fresh content ideas for sponsorship proposals are sure to boost your existing sponsor proposals. And, by adding content benefits to your packages, you are sure to increase your sponsorship revenue and retention.
Courtney McNeese has more than 20 years’ experience as Director of Events for Inc. Magazine and the International Dairy Food Association (IDFA), including its iconic Got Milk? Campaign. Now as a founder and partner of McNeese Thomas Group (MTG), Courtney works with a variety of high profile clients. MTG’s wide range of management services includes event design, content development, sponsorship sales, fundraising, and logistics. MTG is an approved federal government event planner and recently became the in-house event manager for the United States National Arboretum in Washington DC.