Sign in or Register | Newsletter

Register today to receive each issue absolutely FREE!

With an exhibition and events industry worth nearly £2bn a year, EN...

Events are increasingly using experiential aids to spice up seminar...

EN shines the spotlight on Kruger Cowne CEO Mark Cowne, the man...

Andrew Manby, director of the event solutions specialists talks to EN...

As Media 10 gears up for the launch of new hybrid event, UK...

Furniture is increasingly becoming an integral part of events, EN...

Exhibition News October 2015
October 2015

Read it online
now for free!

Guest expert: Louise Robertson's top tips for successful sponsorship growth
posted on: 2013-03-04 10:24:29
Large money growth blog

  1. Have a dedicated team or sponsorship person; selling sponsorship requires a different skill set to selling stands
  2. Understand the exhibitor’s objectives and build your sponsorship packages around them.
  3. Set realistic exhibitor expectations and manage those throughout the cycle. This is often not done by organisers, or simply overlooked
  4. Agree and implement a fulfilment process within your team structure to ensure every aspect of the sponsorship package is achieved.
  5. 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.
  6. Be loyal and don’t be greedy.
  7. Maintain overall control of sponsorship; you control it, not the client.
  8. Clarify your own event objectives and how sponsors can assist and fit into this structure.
  9. 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.
  10. 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.

This was first published in the December edition of EN. Any comments? Email