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Running an event with a little to no budget: a simple guide to event sponsorship

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Events

Event sponsorships are a game-changer for promoting and financing your event. While you might feel this is a daunting process, we have put together a guide to help you find, contact, and secure sponsors successfully. 

If you have a dream event in mind, a sponsor could help elevate your event to new heights! This really is a great solution for those who have little to no budget. 

Just think, what can this event (if executed well) do to elevate your business, brand, community group or message? 

What is event sponsorship? 

Event sponsorship refers to a mutually beneficial partnership between an event organiser (which could be a business or community group) and a brand or company. 

In this arrangement, the brand, known as the sponsor, provides financial or in-kind support to the event in exchange for exposure and promotional opportunities. 

The main goal of event sponsorship is to achieve specific marketing objectives for the sponsor while helping the event organiser with funding and resources to enhance the event’s success.

Sponsors may contribute to a wide range of events, including conferences, trade shows, festivals, sports events, charity fundraisers, and more. 

The sponsorship agreement typically outlines the benefits the sponsor will receive in return for their investment.

What are the benefits for sponsors? 

There are many benefits for a brand to sponsor your event (it isn’t just you who benefits). Here are a few:

  1. Brand Exposure: Sponsors gain visibility and exposure to the event’s target audience through various marketing channels such as signage, logos on promotional materials, and mentions during the event.
  2. Audience Engagement: Sponsoring events allows brands to engage directly with the event attendees, providing opportunities for product demonstrations, samples, or interactive experiences.
  3. Brand Association: By aligning themselves with a well-regarded event, sponsors can enhance their brand image and credibility, especially if the event shares values or interests with the sponsor.
  4. Lead Generation: Events attract a targeted audience, and sponsors can collect leads and potential customers through activities like contests, giveaways, or data capture.
  5. Networking and Relationship Building: Sponsorship often grants access to networking opportunities with other sponsors, event organisers, and attendees, potentially leading to new business collaborations.
  6. Corporate Social Responsibility (CSR): Supporting events that contribute to charitable causes or community development can enhance a company’s CSR efforts.

How can you benefit from event sponsorship? 

Event organisers (you) benefit from sponsorship by:

  1. Financial Support: Sponsors provide crucial funding that helps cover event expenses, making it possible to deliver a higher-quality experience.
  2. Enhanced Event Offerings: With sponsor support, organisers can offer additional attractions, entertainment, or amenities to enhance the event’s appeal.
  3. Expanded Reach: Sponsorship can introduce the event to a broader audience through the sponsor’s marketing efforts and promotional channels.
  4. Long-Term Partnerships: Successful sponsorships can lead to long-lasting relationships, with sponsors returning for future events.

Event sponsorship is a win-win collaboration where both parties work together to achieve their respective goals. It’s a dynamic marketing strategy that has become a vital aspect of event planning and execution, benefiting brands, event organisers, and attendees alike.

The 6 steps to finding and securing event sponsorship

So how do you get started finding and securing a sponsor? Let’s explore the six steps. 

Step 1: Understand the Benefits of Event Sponsorship

We have outlined the benefits above. Make sure you read over them and ensure that the benefits for both you as the event organiser and the brand sponsoring make sense for you and your business or organisation. 

Step 2: Choosing the Right Sponsors for Your Event

Discovering the ideal sponsors requires a deep understanding of your audience. If you can, obtain valuable data from your event ticketing platform, tracking technology, and social media analytics to pinpoint potential sponsors that align with your attendees’ interests and preferences. 

Extensive research on companies that sponsor similar events can also lead you to the perfect partnership. This might take you a little bit of time, but it will help you to find the perfect sponsor! 

Step 3: Creating Your Sponsorship Proposal 

An effective proposal is key to winning sponsors over. Keep it concise, visually engaging, and aligned with your broader sales pitch. 

Consider presenting a sponsorship pitch deck to showcase your event’s unique value proposition and stand out from the competition. Here is a great guide on what a pitch should include! 

Step 4: Sealing the Deal: Approaching Decision-Makers

Approaching potential sponsors requires finesse and strategy. Leverage mutual connections or reach out through LinkedIn, social media, or email to connect with the right decision-makers. 

Master the art of event sponsorship emails, ensuring your subject lines intrigue recipients and entice them to open your message.

Persuade potential sponsors by presenting compelling data that highlights the value of sponsoring your event. 

Share attendee demographics, non-attendee demographics, ticket/registration sales figures, previous sponsorship results, and event mentions across various platforms. 

Demonstrating the success of past sponsorships can be a powerful tool to win over new partners (if possible).

Step 5: Create packages 

Tailor your sponsorship packages to meet the unique needs of potential sponsors. 

Present them with clear, attractive options that outline the benefits they’ll receive in return for their investment. 

Consider creating tiered packages to accommodate different budgets and sponsorship levels.

You can have packages that include “gold, silver, bronze” with each package giving different benefits. Or you might just want to obtain one sponsor. 

Step 6: Thank Your Sponsors with Exposure + Marketing 

In the lead up to your event, make sure you market the event and highlight the sponsor in the branding. You want to ensure they have good exposure in the lead up. 

Then, after the event, show your sponsors appreciation to nurture lasting relationships. Thank them publicly during the event, send personalised thank-you notes, craft engaging social media shoutouts, re-share sponsor content, and consider creating case studies that showcase their involvement.

Final thoughts 

Event sponsorship offers a win-win opportunity for both event organisers and sponsors. 

By understanding the mutual benefits, choosing the right sponsors, crafting effective sponsorship proposals, and sealing the deal with compelling data, organisers can secure the support they need to take their events to new heights. 

Tailoring sponsorship packages and showing gratitude to sponsors through exposure and marketing helps nurture lasting relationships and encourages sponsors to return for future events.

If you want to explore your options for your next event, contact us and let’s see how Bonacci Agency can help you! 

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Is Hosting an Event Right for Your Business?

Is Hosting an Event Right for Your Business?

When planning an event, there’s always excitement around the potential benefits — increasing brand awareness, generating leads, and building strong community relationships. But, like any big decision, hosting an event requires careful consideration of both the pros and cons. How do you ensure that you’re ready to take the plunge?

That’s where our Event Planning Checklist comes in. Whether you’re a small business owner, corporate planner, or non-profit leader, this tool is designed to guide you through the crucial questions you should ask before committing to an event. This blog post will explain how to use the checklist effectively and why weighing the pros and cons is key to successful event planning.

Why Is a Pros and Cons Checklist Important?

Events can be powerful, but they also come with risks. An event’s success depends on various factors, from financial investments to time commitments. With so much at stake, it’s essential to take a step back and objectively evaluate whether hosting an event will genuinely benefit your business.

The checklist serves as a reality check and ensures that potential challenges are not overlooked. You can decide whether the rewards outweigh the risks by balancing the pros (such as increased visibility or direct engagement) with the cons (like budget concerns or unexpected issues).

Free Event Pros & Cons Checklist

How to Use the Checklist Effectively

Our downloadable checklist is a simple, actionable tool that walks you through each decision-making stage. Here’s a breakdown of how to make the most of it:

1. Identify Your Goals 🏅

Before diving into event planning, ask yourself: What do I want to achieve? Whether it’s increasing brand awareness, launching a new product, or fostering customer loyalty, clearly define your objectives first. This will help you measure if an event is the best route.

2. Consider the Benefits (Pros) 💃🏽

Our checklist highlights the potential advantages of hosting an event, such as boosting brand awareness, engaging your target audience, and generating leads. For each pro, we’ve included a follow-up question to ensure you’ve considered how to make the most of these benefits. For example, can you provide an interactive experience that leaves a lasting impression on attendees?

3. Evaluate the Challenges (Cons) 🙅🏼‍♀️

No event is without its challenges, and it’s crucial to acknowledge them upfront. The cons section covers key concerns such as budget constraints, time commitment, and risk management. It also includes questions to help you determine if your team can handle the workload and whether you have backup plans in place for unforeseen circumstances.

4. Weigh the Pros and Cons ⚖️

Once you’ve gone through the checklist, take a moment to weigh the pros and cons together. Are the potential benefits worth the investment? Can your team effectively manage the event without compromising other areas of the business? The answers to these questions will guide your final decision.

Why This Checklist Matters for Your Business

Planning an event without forethought can lead to wasted resources or a missed opportunity to achieve your business goals. Our checklist is designed to help you make informed, strategic decisions that are aligned with your objectives and resources. By evaluating both the advantages and the challenges, you can determine whether hosting an event is the right move for your business at this time.

At Bonacci Agency, we believe in empowering businesses to make confident decisions. Our checklist provides clarity, ensuring you’re well-prepared for any event you choose to host, and it offers a pathway to successful event planning. From reducing risks to maximising engagement, this tool helps you set the stage for success.

Ready to Get Started?

Download your free Event Planning Checklist and start evaluating whether hosting an event is the right next step for your business.

DOWNLOAD HERE
events in 2024

Event trends for 2024 to help your business or local community boost engagement

As we navigate the dynamic landscape of 2024, small businesses and community organisations are discovering fresh ways to connect with their audience through events. 

In this era of intimate gatherings and personalised experiences, it’s crucial to stay ahead of the curve while remaining mindful of practical considerations. 

Here are some realistic and trend-forward event ideas for 2024, tailored specifically for small businesses and organisations looking to boost engagement around their events. 

What will help boost my event engagement? 

If you are looking to boost engagement for your events in 2024, you’ve come to the right place. While we will share some key event trends, we want to share what makes a “good” and “engaging event” in 2024 (and beyond). 

The first thing you will want to really bring to life with your event is a personalised experience for your guests. You want people to feel special and to talk about your event for weeks, months and even years to come. 

Think outside the box with the experience you can provide. With the continuous growth of content creation on social media, you might also want to think “what can we create that will get people to share it on social media”. If that aligns with your goal, of course. 

Think about that attention grabbing stuff. You might even poll your audience to see what would make their experience feel extra special and unique. 

Another thing we are looking for in 2024 is human connection. After a long time in lockdown (and still recovering) the importance of human connection is invaluable. Think about how you can bring more of your attendees together. 

But what you also need to remember with your event (especially in 2024) is the cost. With interest rates rising and everything becoming more expensive, people are looking for events that are local and more cost effective for them and their family. At the end of the day, people want to see they will get a return on investment by attending your event (this doesn’t mean in monetary value, they just need to see it is worth it). Know your audience and understand the price point and what they are looking for when it comes to attending an event in years to come. 

Lastly, you want to ensure your event is accessible. After consistent communication with local government, there is a heightened focus on making sure all events are accessible for everyone. If you need more inspiration, you just need to look at what Dylan Alcott has done with Ability Fest! 

If you can focus on understanding what your attendees are looking for, what is required to create an accessible and appealing event for all your potential attendees, it will be a no-brainer for them to attend and engage. 

So, what could you plan for 2024 to create an event people will love? Let us share the trends with you now. 

Event ideas for 2024 

  1. Pop-Up Marketplaces

Tap into the popularity of pop-up events by organising your own marketplace. This allows local businesses to showcase their products or services in a shared space, fostering a sense of community and supporting the shop-local movement. Consider themes like sustainable products, handmade crafts, or wellness items.

  1. Digital Workshops and Webinars

Bring your expertise to a broader audience by hosting digital workshops or webinars. Use platforms like Zoom or social media to conduct informative sessions related to your industry. This trend caters to the growing demand for accessible and valuable online content. We do have a bit of a love-hate relationship with online events, so before you go down this path, make sure you check out our article on hybrid and online events. 

  1. Local Art Walks

Celebrate local talent and creativity by organising art walks in your community. Partner with local artists and galleries to showcase their work in various venues. This event idea not only supports the arts but also attracts foot traffic to local businesses.

  1. Community Clean-Up Events

Embrace social responsibility and community engagement by organising clean-up events. Collaborate with local environmental groups, schools, and businesses to clean up parks, streets, or beaches. This trend not only contributes to a cleaner environment but also fosters a sense of community pride.

  1. DIY Craft Workshops

Encourage hands-on creativity with do-it-yourself (DIY) craft workshops. Choose simple and cost-effective projects that resonate with your audience. This trend allows participants to express themselves while fostering a sense of accomplishment.

  1. Local Foodie Experiences

Showcase the culinary delights of your community by organising local foodie experiences. Collaborate with nearby restaurants, food trucks, or chefs to create tasting events, culinary tours, or cooking classes. This trend brings people together through a shared love of food and supports local businesses

  1. Wellness Retreats

Prioritise health and well-being with wellness retreats that focus on mental, physical, and emotional rejuvenation. Offer meditation sessions, yoga workshops, and nutritious food options. Partner with health experts and mindfulness coaches to create a holistic experience that promotes balance and self-care.

  1. Sustainability Festivals

In 2024, sustainability is not just a trend but a way of life. Organise a sustainability festival that focuses on eco-friendly practices, renewable energy, and environmental conservation. Feature workshops, panel discussions, and interactive exhibits to inspire attendees to make sustainable choices in their daily lives. But why stop at sustainability from an environmental perspective, what will help boost engagement with your events is running them long-term. This helps build sustainability across your organisation. We talk about consistency with events in this article if you want to learn more. 

  1. Hybrid Expos

Blend the best of both worlds by organising hybrid events that combine in-person and virtual components. This approach allows you to reach a wider audience while still providing the benefits of face-to-face interactions. Leverage advanced event technology to seamlessly integrate virtual and physical experiences. Again, if you are looking to do a hybrid event, we recommend you check out our article all about online and hybrid events here. 

  1. Embracing Tech 

Technology has been at the top of the event trend for years and certainly doesn’t change in 2024. With Artificial Intelligence taking the world by storm, if you can embrace technology with your event in 2024, you will be “up with the trend”. Tech can really help you build those “outside of the box” ideas for your event. 

Final thoughts 

For any small business or community organisation planning an event, it is about creating meaningful connections and fostering a sense of belonging while managing it within your everyday work.

These realistic and trend-forward event ideas for 2024 provide a roadmap for memorable experiences that align with the values of your organisation. 

By embracing these trends, your small business or community group can make a lasting impact while staying true to its roots. Here’s to a year of events that resonate, inspire, and strengthen local connections!

If you want to stay ahead of the game in 2024 but need some more guidance, let’s have a chat about how we can help you. 

should I host an online event

It is no secret that online events emerged as a lifeline for the events industry during COVID-19 pandemic. It provided a way to continue to connect, learn, and engage safely from the comfort of our homes. 

But now, we crave that in-person connection again. It is evident that online events, and their hosts, are struggling to get the attendance they once did, and the impact we had when online events were a novelty. 

While online events have a plan, we are going to share our viewpoint on online events and what you can do to generate interest and attention moving forward. 

Why online events aren’t as successful

As mentioned, being in lockdown for close to two years, we all crave that human connection offered by in-person events. 

So when online events are now organised and offered to an audience, it is easier for people to “not attend” as they may not feel the connection benefit.  

What’s being experienced, after being two years online, is “zoom fatigue” (not an underheard term to say the least).

The repetitive nature of online events, from virtual happy hours to digital conferences, has left attendees craving the authenticity that comes with face-to-face interactions – which is completely understandable! 

Why online events can be successful 

Online events can offer a new audience to experience what your event/organisation has to offer. Whether you are a stay at home parent or someone who doesn’t live locally, the online event options allow the change for more people to take part. 

The question organisations are now faced with, can I host a hybrid event? We see this happen with great success. People join online and others in-person to create a great space for people to connect and collaborate from wherever in the world!   

But of course, there needs to be some good planning and research to ensure it is a success. 

Should I create a hybrid event? 

Ask yourself these questions: 

  1. How spread out is our audience, and could a mix of in-person and online make it easier for everyone to join?
  2. Will our event goals work well online and in-person? 
  3. Can we handle the tech side of things to make it a hybrid event? 
  4. What additional costs are involved? Will they be worth it? 
  5. Can we make the online audience feel as connected as the in-person audience? 

So basically ask yourself if your audience is diverse enough to make it worth it (or better yet, do some research), does it make sense to the goals and values? Do you have the tech? Is there an additional budget needed to make it hybrid and do you think your audience will enjoy this format (again do research)? 

These questions will give you a good idea. If you think hybrid is for you, keep reading! 

How do I create a hybrid event? 

Strategic planning is crucial for successfully executing hybrid events.

If you and your organisation are thinking about hybrid events, it is important to invest in the technology that facilitates seamless transitions between virtual and physical components, ensuring a cohesive and engaging experience for all participants. 

Additionally, flexibility is key – allowing for last-minute changes based on the evolving landscape ensures adaptability and resilience in the face of uncertainties. But really, that is needed in any type of event organisation. 

How can I make my online event (or hybrid event) unique? 

To break through the noise, organisations must innovate and differentiate their offerings. Here are some strategies to make online events more exciting and different:

  • Interactive technology: Incorporate cutting-edge technologies such as virtual reality (VR) to create immersive experiences. Virtual environments can be designed to mimic real-life settings, adding a layer of excitement and engagement.
  • Gamification elements: Integrate gamification elements into online events to make them more interactive and enjoyable. This could include virtual scavenger hunts, quizzes, or challenges that encourage participation and create a sense of competition.
  • Dynamic content formats: Move beyond traditional webinar formats. Consider incorporating lightning talks, panel discussions, live demonstrations, and interactive Q&A sessions to keep the audience engaged throughout the event. Think outside the box! 
  • Themed events: Infuse creativity by organising themed online events. A unique theme can add an element of fun and make the event more memorable.

These elements all cost extra money, so you will need to ask yourself the question “is this worth it for the goals and budget of the event?”. 

Hybrid events: Case Study 

There are businesses out there that have created great business models of hybrid events. I want to share one that comes to mind. 

Sheree Rubinstein from One Roof. This was a co-working space. But, in 2020 I joined One Roof when an online community was offered. 

I have seen it grow and evolve into what it is now, and it is amazing to see what Sheree and the team have done. They host in-person events across Australia, they have online events (almost daily), community groups and forums, learnings and connection. 

She transformed her co-working space business to an online community that is centred around in-person and online connection. 

A great example of how online events (and in-person) can work to create a great impact for not just a business but for all those involved. 

Final thoughts 

The events industry is at a crossroads, and the path forward could involve a strategic blend of virtual and in-person experiences. 

While online events served a crucial purpose during challenging times, their sustained success requires a reevaluation of their role in a post-COVID world. 

If you are thinking of embracing hybrid models, it needs to be aligned with the goals of the organisation and the event you are hosting and the right technology is critical. 

The future of events is dynamic, and as we grow as online businesses, hybrid events may allow your organisation to grow outside of your local network. 

Want to see what event makes sense for your organisation? Let’s chat! 

Should I host an online event? 

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