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Guest expert: Louise Robertson's top tips for successful sponsorship growth
Have a dedicated team or sponsorship person; selling sponsorship requires a different skill set to selling stands
Understand the exhibitor’s objectives and build your sponsorship packages around them.
Set realistic exhibitor expectations and manage those throughout the cycle. This is often not done by organisers, or simply overlooked
Agree and implement a fulfilment process within your team structure to ensure every aspect of the sponsorship package is achieved.
Beware of costs in advance. You need to base your cost strategy on what the market sector will bear with these costs in mind. You have to sell at a value the market will accept.
Be loyal and don’t be greedy.
Maintain overall control of sponsorship; you control it, not the client.
Clarify your own event objectives and how sponsors can assist and fit into this structure.
Do offer sponsorship packages and include graded options – these are a starting point and in no way deter the option for flexibility to be built in, so a sponsor’s specific requirements can be more easily met.
Don’t undersell sponsorship by offering it free of charge or at a low value. If you do, you’ll never get that money back, or get the client to pay for it again.