“It’s about the work that you, the event organizer, does to create and build the activation to make it turn-key and super easy for the sponsor to buy-in.”
Event Sponsorship
Event sponsorship used to be about logos plastered all over the place. I like to call this the logo pizza.
Gone are the days when a sponsor is all about the logo visibility and brand impressions that event organizers can offer up. Sponsorship as advertising is as outdated as the gold/silver/bronze package approach that I ranted about in my blog on 5 Common Sponsorship Mistakes.
The current model is about partnerships, experiential marketing and memorable activations that engage event attendees. These are the types of sponsorship programs that sponsors actually want to sponsor.
Yet, on a regular basis I have event organizers reaching out to me about their challenges with securing event sponsors. I get it – the struggle is real.
In order to attract sponsors to your event, there are 3 key things event organizers need to do:
#1 – Make it Experiential
Festival organizers are VERY good at this. Festival goers love wondering around a festival site checking out what sponsored games, prizes or giveaways they can participate in.
#2 – Use Technology
I know tech is scary, but there are people out there who are super tech savvy and who can advise event organizers on how to incorporate tech into a sponsored activation that will engage spectators and fans. Think virtual reality, video, live streams, and live polling.
#3 – Gamify It
Gamification is huge – it allows event attendees to have fun, compete for points and cool stuff and engage with others. I created an entire event for a client that was 100% built on gamification. Check out STC’s [un] GOLF / Sport Tourism FORE-um event that turned a golf tournament on its head using gamified tactics.
My biggest tip, however, is not about the type of activation that attracts sponsors. It’s about the work that you, the event organizer, does to create and build the activation to make it turn-key and super easy for the sponsor to buy-in.
Sponsor Activation Success
Here’s what one of iSPARK’s event sponsors has to say about this:
“At Marriott International, we appreciate it when the events and marketing team comes to us with a ready-made sponsorable activation at an event. Krista Benoit of iSPARK Consulting is genius at this. On numerous occasions she’s created custom event activations for Marriot that provide creative ways for our brand to stand out. iSPARK does all the heavy lifting for us from coming up with an idea, sourcing equipment and props, and even staffing it onsite at the event. They follow it up with an integrated marketing plan that permeates through the event and attracts people to our brand. We love this approach!”
-Greg Plazek, Account Executive, Canada Account Sales, Marriott International
Bring your event alive with activations and watch the sponsors line up to participate. We can help you SPARK HIGH-VALUE RELATIONSHIPS with dynamic and memorable sponsorship programs and activations. Contact us for a free consultation.
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