Creating sponsorship packages for your events - virtual, in-person, hybrid - is more art than science. You’ll discover that the packages become more effective over time, as you learn lessons from past events and receive feedback from sponsors.
Here are 5 tips you can use today to develop your sponsorship packages to help increase revenue and provide your sponsors with options they will love.
1. Create packages that combine in-person and digital elements
Create packages that entice your exhibitors to sponsor both the physical and online events. To do this, provide discounted pricing when sponsors opt to participate in both venues (physical and online). For instance, the Gold sponsor level may cost $40,000 at the physical event and $20,000 at the online event. A “Gold Hybrid Sponsorship” that combines both could be priced at $50,000, a cost savings of$10,000. Combined packages help promote participation in the online sponsorship, without cannibalizing sales of the physical event sponsorships.
2. Create tiered packages
Create a tier of packages that include a variety of features and sponsorship options (at different price points). A tier of packages allows your top sponsors to receive all the benefits they’d like, while providing first time sponsors with a lower entry point that helps them minimize risk.
3. Create a clear delineation between package tiers
Ensure that potential sponsors see a clear difference in value from one tier to the other. If the $15,000 sponsor package looks too close to the $10,000 sponsor package, then you’ll be receiving more orders for the lower rate. Be sure there’s a clear reason for a sponsor to step up from the $10,000 package to the $15,000 option.
4. Stay with a small set of packages
A smaller set of package options makes things easier to understand for potential sponsors. In addition, an easier set of sponsor packages makes your sales team more effective at selling them. We recommend that you create no more than five sponsorship packages to make things easier for you and potential sponsors.
5. Use scarcity as a selling tool
For your most feature-rich sponsorship package, place a cap on the number available. Making a single Platinum sponsor package available can encourage your sponsor prospects to “one up” each other in their bid to secure that package. In addition, it places a sense of urgency around the selling process, since “what’s available today may no longer be there tomorrow.”
Sample Sponsorship Packages
If you are still unsure of how to put together sponsorship packages and are not quite confident in the types of options to include in packages we created a simple, tiered sponsorship package list you can use as a guide when monetizing your events. Remember each event is different so create packages that make sense for your sponsors and the environments you are using.
Sample Sponsorship Packages: Digital
Titanium Sponsor Package - $50,000
- Three-minute speaking opportunity at beginning of webcast to promote product or service and introduce session
- Nine content tabs in the digital booth, to organize documents in links
- 50 documents and links, with five pre-populated in the attendees’ briefcases
- Thought leadership webinar featuring speakers from the sponsor company
- Reporting on all booth activity as well as activity in any sponsored areas
- Featured placement in the Exhibit Hall
- One in-show email sent at the time of sponsor’s choice to all connected attendees
- Logo and website link on all email communications, promotional pages and registration pages
- 15 ads (linkable to spaces, tooltips, and schedulable) throughout the event
- Lead gen - Full registrant details: live and on-demand
Platinum Sponsor Package - $30,000.00
- Seven content tabs in the digital booth, to organize documents in links
- 25 documents and links, with two pre-populated in the attendees’ briefcases
- Sponsorship of a panel discussion webinar (e.g., not exclusive to the sponsor)
- Reporting on all booth activity as well as activity in any sponsored areas
- Featured placement in the Exhibit Hall
- 10 ads (linkable to spaces with tooltips) throughout the event
- Lead gen - Full registrant details: live and on-demand
Sample Sponsorship Packages: In-Person
Titanium Sponsor Package - $100,000
- Peninsula Exhibit Booth, 30’x30’
- Contact details for all registered delegates
- Exclusive 30-minute talk (by a designated company representative) during Day One lunch
- Exclusive sponsorship of Day One cocktail hour, hosted in Exhibit Hall
- Exclusive sponsor signage at conference venue entrance
- Complimentary conference passes for 25 team members or clients
- Branded swag bag and lanyard (provided to all attendees)
- Badge scanner for 10 exhibit staff
Platinum Sponsor Package - $65,000.00
- Linear Booth, 20’x20’
- Contact details for all registered delegates
- Complimentary conference passes for 15 team members or clients
- Badge scanner for 5 exhibit staff
- Non-exclusive 15-minute talk (by a designated company representative) during Day 2 breakfast
Sample Sponsorship Package: Hybrid
Platinum Sponsor Package - $35,000
- Facilitate a breakout session
- Banner advertisement on digital event platform
- Tech demo kiosk included
- Tech demo staff
- Quarterly co-branded newsletters to sponsors’ audiences
- Increased branding at in-person event
- Managed “virtual” wine tasting
- 60-second mid-program commercial
- Priority lunch seating
- Included in pre-event publicity
- In-person self introductions
- Digital engagement:
- Week-long matchmaking
- 60-second video self-introductions
- Roster sent in advance with attendee photographs and contact information
- Contact list in Excel file
- Digital presence:
- Company profile on digital event platform
- Logo, description and link on website
- Post-event analytics report
- Access to in-person and digital attendee lis
Follow these simple tips when creating your sponsorship packages and you will be monetizing your virtual or hybrid event in no time at all!
Contact us today for more information about monetizing events and setting up sponsorship packages.