Some of you may have already noticed that at Quondos we have started to launch new online marketing events like crazy. The reason behind this is very simple: it is a new source of income that generates synergies with other existing ones. event sponsorsPhoto rights by Fotolia I have been organizing events for some time, but with the World Quondos Record I have also started to work on the topic of sponsorships and sponsors. This is a new topic for me. Keep this in mind when reading this post. Contents [ hide ] 1 Factors that make an event attractive to a sponsor 1.1 Visibility 1.2 Duration 1.3 Event prestige 1.4 Networking 2 The sponsorship package 2.1 Different modalities 2.2 Services included 2.3 Total number of sponsors Factors that make an event attractive to a sponsor The reason for spending money on sponsorship is very simple for a company. It hopes to get more in the medium term than it has invested. It is a calculation that seems simple at first glance. The ROI cannot always be calculated in an obvious way because the impact of branding is not as measurable as the number of registrations obtained thanks to the sponsorship of the event. Visibility It is clear that sponsorship brings visibility to a company. It gives you access to your target audience in a concentrated manner over a defined period of time. This visibility brings branding in a first step and new contacts in a second step. If an event is able to attract a large number of people who fit the ideal profile of companies, a presence as a sponsor is attractive. Duration I have noticed that our events are attractive because they tend to be more intensive (24 hours non-stop like the World Quondos Record) or longer (100 days like Quondos One) than others. Especially when an event is held over several days, it is not so much an all-or-nothing bet because it allows both the organizer and the sponsors to correct actions to improve the performance of their presence. Prestige of the event I’m not saying this about our events, but it’s certainly not the same to be a sponsor of the World Cup or a small football league in a country with few inhabitants. In the first case, apart from the greater reach, there is also a benefit due to the prestige of the event. Another classic example of a prestigious event is the Superbowl final in the United States. If you are present as a brand, it means that you are relevant. It is also a message of strength and brand health to the consumer. Networking Another factor of interest for sponsors is the ability to reach other speakers or multipliers of their brands. For example, if you are able to gather influencers (I don’t like this term) at your event, it makes it even more attractive for a potential sponsor. The sponsorship package So far, so good. If you have managed to include most of the key factors in your event, you have a good chance of attracting some sponsors. Different modalities Ideally, you should offer 2-3 packages that include more or less services. This way, you can reach more sponsors with more or less financial capacity. Typically, these packages are called bronze, silver, gold, and sometimes there may even be platinum. I would opt for “less is more” so as not to make it too complicated when choosing one package or another. Services included Displaying the logo on the event page is great, but it is best to add other types of more specific services that increase the value of the sponsorship. Database mailing : Email marketing is the most effective and measurable way to provide value to a sponsor. It is a way to generate leads more immediately, which is why this type of service is considered highly valuable. Logo on the event page, Photocall and videos : this is part of the standard package for any sponsorship. Whenever there is space (and it makes sense) to put a logo, you should offer the possibility. If you work with videos this can include uploading to your YouTube channel so visibility is extended indefinitely through future reproductions. Mentions on social media and/or blogs : another great plus is the diffusion through your social media channels (especially Twitter and Facebook) and mentions on blogs. Whenever we have a network of this type, you can add value beyond the event page. Obviously this selection is only a small part of the things you can do. It is more applicable to smaller events such as those we have organised at Quondos. Total number of sponsors Although you will rarely get 20 sponsorships for the same event, the total number of sponsors influences the value received by each one. Despite limiting the income, it makes sense to limit the number to 3-10 (depending on the type of event and duration) since you want them to leave happy so they will come back when you do it again. Organizing events is more of an offline thing than an online one (even if it is an online event). Luckily, we have a team of external and internal collaborators. Without them, it would not be possible to organize something like this. Later I will complete the information with the experience of the latest events.