Develop a robust and invaluable sponsorship program that will thrive even with the uncertainty of events.
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Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
How to sell more sponsorships in 2021:
#1: Develop a simple digital or in-person meeting inventory for sponsorships side by side.
Keep it fairly simple with similar price points, so you can go from digital to in-person fairly quickly if you need to, and I think sponsors will understand that.
#2: Put a big emphasis on segmented audiences that you can reach through your association.
Regardless of whether events are digital or in-person, you’re still bringing the industry together and their customers in larger numbers than before. Make sure that you’re talking about that segmented audience.
#3: Tell sponsors about the enhanced data and information that they’re going to receive.
Some associations will never send a list of attendees and contact information for an in-person event. With a digital event, they’re more than happy to do that. This can be really helpful for the sponsor, so let them know.
#4: Be aware that smaller companies may not have all the resources to conduct a full session or optimize thought leadership opportunities.
They may need smaller opportunities to be the panelist of a website or a program rather than doing an entire webinar on their own.
#5: Examine the non-event inventory you have.
Newsletters, online industry trend surveys, or sponsored social media posts are just a few ideas. What are we already doing that someone would want to support, get good data, and reach a segmented market because of it?
#6: It’s time to establish a year round sponsorship program with special benefits, including those not tied to events.
Maybe it’s a briefing for the board of directors, or maybe it’s a focus group.
#7: Find a new approach and sales methodology
Some of your traditional sponsors don’t want to do digital events. Companies that have never sponsored before want to sponsor digital events because they want the data and information that they can receive from it. So, you need to prospect and update your data list because there’s been a lot of changes within companies.
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