Backstage • Is event sponsorship truly dead?

The number of events grow more quickly than the number of business that can and want to be their sponsors. Experts have noted that, as the advertising noise increase and the consumers become more and more immune to it, businesses find events increasingly important and useful.

But for these theoretical insights to become real financial sponsorship, smart effort from the organiser is needed. What are the most important things to consider? We have been looking for an answer ourselves and consulted the Comic Con Baltic organisers who have plenty of experience in working with sponsors.

Help your sponsor to understand your audience

You better than anyone know your audience, its advantages and expectations. Share this information with the sponsors. When calculating your audience, take into account not only those people who will come to the show, but also the followers on social media, website visitors, and newsletter subscribers. “Our event lasts only for two days, but the communication goes on 365 days per year. So when working with a brand, we plan integration before and after the event, this way creating added value that cannot be measured in instant sales both for the company and for the event itself,” says Mr Vievesis.

A logo next the name is not enough

“Some think that the organisers are responsible only for providing the ad space or commercial area and posting a few messages. Our team does not agree,” the Comic Con Baltics organisers have said.
When making an offer to a potential sponsor, you should be looking at it from a wider perspective. Having only the sponsor’s brand next to the event’s name is not enough for to ensure successful collaboration.

For example, you can offer to mark certain zones of the venue with the sponsor’s brand, use TIKETA’s positions (Dovilė and Laurynas will always help you) to integrate the event sponsorship, increase the audience’s engagement, etc.

Seek long-term collaboration

Probably every organiser wants for its event to become traditional. Therefore, long-term partnership with sponsors is one of your key tasks. This means that you have to restrict the understandable desire to get as much as possible here and now. Think not only about the financial success of your event, but also about the needs and benefit of the sponsors.

“Organisers have to offer the sponsors something that they think is the best suited for the brand’s identity. After discussions, sometimes companies change their opinion and agree to choose a cheaper but, in our opinion, more effective activation or sponsorship package. When company representatives see that the our people seek the same goal as they do, then the prospects for long-term partnership become brighter,” says Mr Vievesis.

This is business

Of course, an event that you are organising is often your dream and self-expression. But never forget that it is also a business. A business for your sponsors and a business for you.
You have the audience that the sponsor needs. You are not a charity asking for a donation. For the sponsorship money, you offer potential buyers.

By financially contributing to an event, companies expect a better return on investment than they would get through other, more simple means of marketing. So they expect from you an offer based on their needs and business goals.
Merely covering the event’s expenses is a poor motivation for finding sponsors. Think about how you can add value and ensure your sponsor’s ROI. And you will succeed.