5 Ways to Get What You Need with Sponsor Content
A hectic season of events is upon us, and for some, it has most likely started already. Session creation, agenda revisions, speaker management and sponsor or partner content. Whether it’s an in-person, hybrid or digital event, sponsor content is typically one of the last items completed and has the latest deadlines in a project timeline. We’re all guilty of waiting until the last possible minute, and in some cases, not understanding the assignment of selecting specific content to correspond with the event, which can impact the organization and the attendee interest in consumption.
While there are event sponsors that are veterans in creating and curating content for participation, there are many organizations and teams that are new to the game of booth content, physically and digitally speaking. How many times as a project manager or sponsorship relations lead have you thrown out a list of deliverables to your sponsor contact and assumed they know about every item on the list, including why certain images, sizes and formats are needed? Every time! Usually, it’s a safe assumption, right? They’re in the event space, they want to showcase their company, they know what stands out and what attendees are looking for. Well, you know what they say about assuming… I’ll let you fill in with your own phrase.
Creating and collecting the right type of content that will make an organization memorable and useful to an overall event and the audience, (let’s also not forget about ROI), takes time and forethought. Everyone is aware that not all sponsors commit as early as others, and often, it’s out of their control on the timing of getting a budget approved and final sign off, leading some to scramble to meet deliverable deadlines. That being said, let’s look at five ways we can educate sponsors through the content creation, content needs and importance of deadlines to not only save a project manager’s sanity, but help them succeed easily.
1. Specific Deliverables List
When providing a deliverables list for a sponsor or exhibitor space, you need to be specific in your ask. While a bullet list of images and necessary collateral works, include a brief example of why the size or format is needed to provide more clarification and motivation for a sponsor to send the correct information the first time around. Typically, a deliverables list is put together by a member of the marketing team who doesn’t have all the event details when given the task of collating the items.
2. Cite examples of content and what attendees “notice” about it
People love visuals! Provide examples of content or the space the sponsor will be showcasing their content, whether that’s a layout of a physical space or an example of a digital space for a virtual event, this helps the organization understand the opportunities they have to include content that will reach a maximum ROI.
3. Providing the right process, guidance, and tools
Be clear in the process of designing a space. If the sponsor is expected to upload content to let’s say a drop box or folder or building the space directly in a virtual platform like Notified or Cvent, ensure they have the proper instructions and offer at least one guidance session on how to upload and use the preferred tools. If they are simply emailing their collateral, be clear in how you would like to receive it. Obviously, piecemeal is not the most efficient way, so let that be known in your instructions to them, and as mentioned above, state the why.
4. Offer to preview the booth or space as they build to make recommendations
A set of fresh eyes never hurts. As the sponsors are building out their spaces, offer to take review the content or the digital space, prior to the deadline to make recommendations on potential improvements or gaps in content.
5. Be open to “hand holding”
-Even though everyone’s schedules get chaotic during event season, it’s important to make room in our calendars to meet with sponsors and support them. Afterall, they’re advocating for our event, driving our content, and influencing our audiences! In some instances, you can find yourself getting into a back-and-forth email communication about the incorrect logo size or file format for a brochure. If you find yourself in this situation, schedule some time to walk through the content with the sponsor and if you have the time, design the space with them. They’ll value your expertise and the fact that you’re saving them time by lending a hand for success.
With more and more tools coming out to make content collection more simplified, sponsors and exhibitors are still looking for the review and feedback process when it comes to participating in events. You know your audience and what turns them on… and off. Use that knowledge to guide your sponsors in the right direction and set the tone for what they can expect, leading to a fruitful relationship for both of you in future business together.
If you have sponsor content or relations challenges that you need help with connect with me on LinkedIn or email me at lesliewingler@gmail.com for more information on my expertise in sponsorships content and relations.
