Tuesday, June 14, 2016

Event Sponsorship: On the Trash Heap?

"Event sponsorship does not belong to the 2010s," says Julius Solaris on Event Manager Blog.

If you produce events and your notion of sponsorship amounts to little more than "brand exposure," your notion's due for a check-up.

Indeed, past due.

"Sponsorships featuring logos, eyeballs and impressions don’t carry the same value they once did," says Velvet Chainsaw's Wendy Holliday.

Sponsorships that don't pluck heartstrings, produce leads, and persist beyond the event belong on the trash heap. (Two sure signs your sponsorships are outdated, according to Velvet Chainsaw: 35% or more go unsold; 75% or more aren't renewed.)

The $64,000 question you must tackle: Why should any company buy your sponsorship, when it can stage its own event? How can you compete against that?

Solaris provides the answer: A proprietary event is inherently lopsided. No matter how you shake it, the private event is biased—and yours isn't.

If you have a genuine reputation for authority, you have an insurmountable advantage.

"Some events are born because they are the expression of a community," Solaris says. "They are a movement. 

"These events are built from the bottom up, their main objective is to get together, be entertained, network and learn. 

"Sponsors should fight with each other to sponsor such events."
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