Pre- and Post-Event Value: Adding the Extra Fizz to Your Sponsors' Packages
In the world of event marketing, we often get caught in a trap of focusing too much on the activities leading up to and during the event itself. While it's crucial to ensure a seamless and engaging experience for attendees, we sometimes overlook the potential of pre-and post-event engagement with sponsors to generate extra value from their participation.
Traditionally, sponsor benefits revolve around event days, focusing on lead generation, product demonstrations, and brand exposure. However, by extending this engagement beyond the event's physical boundaries, we can create a more comprehensive and valuable experience for our partners, fostering long-lasting relationships and enhancing their overall ROI.
Understanding Sponsors' KPIs
Before devising pre- and post-event strategies, it's essential to understand the specific goals and objectives of our sponsors. While some may prioritize lead generation and product demonstrations, others may seek to establish thought leadership, generate media coverage, or reinforce their brand messaging.
Pre-Event Engagement: Setting the Stage for Success
The pre-event phase offers a wealth of opportunities to integrate sponsors into the event narrative. Consider these strategies:
Include sponsors in pre-event promotional materials: Showcase their logos and branding on event websites, social media campaigns, and email newsletters.
Create co-branded content: Collaborate with sponsors to develop blog posts, infographics, or webinars that highlight their expertise and align with the event's themes.
Feature sponsors in social media campaigns: Encourage attendees to interact with sponsors' social media channels through contests, giveaways, or polls.
Provide sponsors with early access to attendee data: Allow sponsors to connect with potential leads based on their interests and profiles.
Post-Event Engagement: Continuing the Conversation
The event's conclusion doesn't mark the end of engagement opportunities. In fact, post-event engagement can be equally valuable in nurturing relationships and extending the event's impact:
Share event highlights with sponsors: Provide them with detailed analytics, attendee feedback, and success stories that demonstrate their contributions.
Invite sponsors to participate in post-event surveys and feedback sessions: Gather their insights to improve future events and tailor sponsor packages accordingly.
Feature sponsors in post-event blog posts and social media content: Continue to highlight their involvement and contributions.
Send personalized thank-you notes to sponsors: Express gratitude for their support and participation.
The True Value of Perceived Value
By extending engagement beyond the event's physical boundaries, we create a more comprehensive and valuable experience for our sponsors. This, in turn, enhances their perceived value, leading to increased satisfaction, loyalty, and a higher likelihood of continued participation in future events.
In essence, pre- and post-event engagement is not an afterthought; it's an integral part of successful event marketing. By leveraging the power of pre- and post-event engagement, we can maximize the value for our sponsors, creating a win-win situation that benefits all parties involved.