Open Air Business August/September 2018

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EVENTS Getting it Right Manage your relationship with sponsors with advice from Eventbrite THE MORE work you put into your sponsorship relationships up front, the higher the reward for everyone - you, your sponsors, and your attendees. Without that relationship, you’re left scrambling to find new sponsors every time you throw a new event. Ready to nurture your current festival sponsors and develop relationships with new ones? Use these four tips to keep them coming back every year. 1 BE TRANSPARENT FROM THE BEGINNING When you’re pitching a potential sponsor, start with the basics: › Are you giving potential sponsors access to a local audience? National? Global? › How many attendees do you have each year? How much money do they spend at your event? Remember: brands are buying access to your audience, not assets › Be clear about your objectives. What are you looking for from your sponsors? Funding only? Exposure to their audiences/stakeholders? A multi-event contract? › Next, you’ll want to dazzle them with details about how you can help them achieve their goals. 2 IMPRESS SPONSORS WITH YOUR VALUE PROPOSITION Many companies providing sponsorships have a limited budget, well defined objectives, and a rigid timeline. They’re not searching for new sponsorship opportunities but they may entertain your proposal if they see a fit with their objectives. Whether your sponsor would value exclusive market research into their target customer or an increase in their social media reach, you need to make it clear how your event can connect sponsors with their target audience and help them achieve their goals. Before you create your value proposition for a sponsor, ask these five questions. Make sure the answers are in your pitch, and in your follow up emails: › What are your sponsor’s key objectives? › What do they need to be successful? › How will sponsoring your event benefit their organisation? › How does your event tie to their brand? › How does your event tie to their marketing objectives? 3 PROVE YOUR WORTH If you can’t deliver on what you promise, sponsors will walk out the door. In fact, proving your value is the foundation of a long-term relationship. Not to mention, sponsors talk - so if you damage one relationship, you might damage them all. After the event, you should compile and circulate a report to show sponsors how it all went. If you’re not sure where to find the right data to populate your report, here are three easy ways to get it: › Surveys - integrate a few sponsor-related questions into your post event survey. For example, you might ask people to check off which brands they noticed during the event. That direct feedback shows how sponsors stand out at your event. › Social media – this is your ally when it comes to proving the ROI of sponsorship. You can provide sponsors with information on things like how many users interacted with sponsor messaging on your social feeds, how many new followers came directly after mentioning a sponsor in a post, and how many times you mentioned a sponsor in social posts. › Radio-Frequency Identification (RFID) - if your event is equipped with this technology, you can find out things like how many people interacted with a sponsor’s station. Attendees don’t need to manually enter their information on ABOUT THE AUTHOR Eventbrite is a global ticketing and event technology platform. Event organisers use Eventbrite to boost ticket sales, promote and manage events, handle on-site operations, and analyse results across multiple sales channels. To learn how you can be your sponsor’s favourite event, get in touch at www.eventbrite. co.uk or call 0800 652 4993. an iPad, instead sponsors can collect that data and more with the swipe of a wristband or badge. 4 CONNECT WITH SPONSORS ALL YEAR, NOT JUST AT RENEWAL TIME Whether your sponsors opted to renew early or not, continue nurturing your relationships. Regular check-ins will keep your event on top of your sponsor’s mind during their budgeting process. And it doesn’t have to be all about business - send a happy birthday message, it may lead to more referral opportunities. Stay in touch when something isn’t going well, not just when things are smoothsailing. Sponsorship is a partnership. While it may feel counter-intuitive to speak out when there’s been a mistake, it’s as important as relaying your successes. To show you’re committed to a partnership with your sponsors, ask for feedback. What did they love? Was there anything they disliked? What should you do more or less of next time? As you discuss, use the time to ask more about their goals for next year. MINI QUIZ: Are you a desirable partner? If you can answer ‘yes’ to the following three questions, congrats - you’re a good catch! › Authentic: Are you truly invested in your relationship with your sponsor? › Flexible: Are you ready to pivot your strategy to meet your sponsor’s goals? › Dedicated: Do you have a contact person on your team who sponsors can rely on? Finding the right sponsors for your event can seem like a fruitless effort - and keeping your sponsors year after year can feel nearly impossible. However, with the right strategy, identifying new opportunities and developing those relationships become second nature. 74 WWW.OPENAIRBUSINESS.COM
www.core-barandeventhire.com Event insurance cover, come rain or shine If you have an important event coming up, we have a policy to keep you, or your clients, protected. And with options including Adverse Weather Cover, Non-Appearance Cover and Terrorism Cover, as well as standard Liability insurance, let us tailor your policy to the size and scale of your event. We have provided peace of mind to over 200,000 policy holders, so you know that we’re a company you can trust – from festivals and fetes, to high profile weddings, conferences and more. Get a quotation today a www.events-insurance.co.uk Cancellation cover If you need cancellation cover in excess of £100,000 or if your event is non-UK based please contact our Key Account Manager Tracey Ackerman directly. tracey@events-insurance.co.uk or call 01425 470360 Event Insurance Services is a limited company registered in England and Wales. Registered number: 3238686. Event Insurance Services Limited are authorised and regulated by the Financial Conduct Authority, Ref No. 309998. ID000083 03/18
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Holiday Park Moves into Glamping TH
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PRODUCT United Nations Project Paki
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CampPlus Merges with Finkota CAMPPL
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INDUSTRY NEWS Festival & Outdoor Ev
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INDUSTRY NEWS The Showman’s Show
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Page 34 and 35: FUNCTION VENUES PRODUCT IN FOCUS Fl
Page 37 and 38: GLAMPSITES CASE STUDY Atlantic Surf
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Page 43 and 44: GLAMPSITES OUT & ABOUT with Kate Mo
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Page 53: nick@wild-hart.co.uk www.wild-hart.
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Page 80 and 81: Classified Directory BARKER Marquee
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Open Air Business August/September 2018

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