Five steps towards better partnerships

For any Professional Conference Organiser (PCO) the importance of sponsorships and partnerships can never be overlooked or underestimated – it’s not just the case that success and failure can hinge on how many partners you secure, it’s also true that the event might not even go ahead at all if the numbers don’t work.

Regardless of the size of your event, conference or colloquium, sponsorships unlock valuable revenue streams for your client association and can reap rich rewards for the sponsor. It’s a win-win. Or it should be. It depends how you approach creating an offer that works for both the sponsor and the association – and there are five things we believe are key to this

1: Do your research

Take a look at the competition, see what others are offering, check out their price points, ask yourself what you could do better or differently. Then get creative. Conduct a sponsorship audit, speak to existing sponsors and prospects to find out what they want, then structure your offer accordingly.  

2: Make them feel special

Whether you’re creating a tier system (Platinum, Gold, Silver etc) or offering ‘Official Partner’ status, make sure all price points deliver genuine difference and value for the sponsor. Benefits such as round tables with key association representatives, privileged marketing opportunities, prime exhibition locations and first refusal for exclusive initiatives all make potential partners feel special – and they will thank you.

3: Help them tell their story

Every sponsor has a message they need to get across, a story to tell. Find out what it is, then design a way for the story to be told and heard – a dedicated social media campaign on the association’s platform, a white paper, an industry symposium, live ‘silent disco’ style presentations on the exhibition stand – the options are unlimited if you’re genuinely attuned to the sponsor’s needs.

4: Space is the place

The way you offer exhibition space can make all the difference to a sponsor. ‘Space-only’ packages allow for custom builds and sophistication, while shell schemes and other stock stands can deliver surprisingly effective branding opportunities. Offer a range of price points, prioritise prime locations for higher-tier partners, colour code your exhibition floor plan to show what’s available, where, and at what level of sponsorship. Mix up and diversify the space to increase footfall and linger time.

5: Pull, don’t push

Listening to what your sponsors need rather than trying to sell a list of ready-mades always achieves the best results. Think about your ‘killer questions’ that could kick-start a new relationship, then ask them: “What’s on your wish list for this partnership?”, “What’s your story and how would you like to tell it?”, “What’s your key objective and how can we help you hit it?”. Ask, listen, understand – then match your offer with what they really really want!