Best Practices When Sponsoring an Event

January 31, 2017 Julia Berman

sponsor an event

Careful planning is required to get the most out of sponsoring an event. This will ensure that your company is enjoying all of the potential benefits—and there are many. Our guide reveals the best ways to accomplish your sponsorship.

Before the Event

Be Selective

Know the type of organization you are seeking. After all, the goal is to build a lasting connection. Take the organization’s size, industry and overall persona into account.

Ask questions about the event itself. Do you prefer a single event or series of events? Be sure that the event is high quality and well-suited for your brand.

Strategize and Avoid a “Sales-y” Approach

Avoid any aggression in your tactic. Instead, have a smart strategy for your pitch. It’s crucial to have an engaging and likable impression as your companies are building a relationship.

Make Goals and Clarify Expectations

Long before the event, expectations from both parties should be acknowledged and agreed upon. Oftentimes sponsors will request earned media (social media and featured blog posts), extra tickets, attendee information and company badges.

Invite Guests

Invite only a few guests to your event. They should be business associates, prospects or clients. The event invitation will be a way to connect and/or support their business networks.


Click here to learn more about sponsoring a Smart Meeting event

During the Event

Make Your Booth Stand Out

Don’t blend into the background. All of the prep-work has led up to this point. Take full advantage of this opportunity—it’s time to shine.

Bond with Organization Leaders

It’s easy to get the attention of the organization’s leaders. Typically, they’re excited to have you as their sponsor. Work on developing a good rapport. Plus, they can potentially introduce you to other key connections.

Seek Opportunities

Mingle—this is one of the main reasons to sponsor an event. Simultaneously, focus your attention on a select few key contacts, not more than five. Primary attention should go to the guests you brought and people you’ve just met. Of these new people, choose those who seem to be an appropriate prospect or business connection. Be forward about collecting contact information.

After the Event

Measure and Assess Success

Measure results based on prior goals. Consider ROI using numerous methods. Be analytical about which aspects worked and which need adjustments.

Maintain a Good Relationship

Offering detailed feedback is a great way to thank the organization and foster a positive relationship. No matter what happened at the event, strive to end on a good note.

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