Let’s be real, attracting sponsors for your events is f****** tough. You’ve seen others do it, but have no idea where to start.
We sat down with Andrew Yeung, the largest tech event producer in New York City, to chat about how he locks down the best sponsors. Coming from a guy who puts out one tweet and brands come running to sponsor his events, we think you’re going to want to read what he has to say.
The key to a successful cold email or DM is to capture the recipient's attention quickly and demonstrate the value of your event to their brand. Here’s how Andrew does it:
Keep your message short and to the point, focusing on only the most important details about your event. Don’t blabber about your background, what you ate for lunch that day, and how you’ve been a major fan of their company since your high school prom.
Show potential sponsors how partnering with you will benefit their business. It’s not about you. It’s about them. Include details about your audience, the size of the event, and why these attendees would love their brand. Will there be influencers at your event? Great. Let them know the reach they might get on social.
Nobody likes a generic message. It’s easy to spot a copy & paste, so make sure to be original and customize your emails or DMs. Show that you've researched the company and understand their brand by adding in specific lines about them or tell a brief story about your recent experience with the product.
Looking for a real example? Check out this cold email that Andrew sent to a potential sponsor for his Tech Garden party during SXSW week. Feel free to use this as a template or a starting point for your own emails:
Having a strong brand presence makes it much easier for sponsors to come to you. Be sure to poke around on Andrew Yeung’s Twitter, Instagram, and website to get an idea of how he positions himself online.
Here are a few tips and examples to strengthen your brand:
Consistently share your mission, values, and beliefs across your chosen platforms. This will create a strong brand identity.
Example: If your event’s mission is to bring together Gen Z leaders, make sure all of your communications, visuals, and social media posts focus on that group of changemakers. Create a unique hashtag (e.g., #GenZLeaders) and use it consistently across your platforms.
Focus on using channels that resonate with your target audience. Andrew knows his audience lives on Twitter and email, so he spends his time there - he’s created a community of over 20,000 event attendees and brands.
Example: Research your target audience's preferred platforms and focus your marketing efforts there. If you're targeting young professionals interested in technology, LinkedIn and Twitter might be the most effective platforms. But if you're organizing a local concert, Instagram might be your best bet.
Become a known entity in your industry for delivering valuable and memorable event experiences. You goal is to be the GO-TO person in your space.
Example 1: Network with industry leaders and influencers to gain credibility. Attend conferences and workshops, join relevant online forums, and engage with others in your industry on socials. Build your rep by engaging with these leaders and growing your community.
Example 2: Collaborate with well-respected partners or speakers to elevate your event's status. By associating your event with established names, you'll not only increase the event's appeal to sponsors, but also strengthen your brand's reputation. Pro tip: also make sure these names are on any promo materials or flyers!
Example 3: Focus on content related to your event or general industry. Write daily blog posts, share articles, or create videos that showcase your expertise. This will help position you as an authority in your field and make sponsors more inclined to support your events.
Here’s how Andrew shoots his shot on his Twitter page. Dozens of sponsors reach out begging to get in on his events:
Trust is THE number one factor when establishing and keeping great partnerships, so make sure to deliver. Actually, make sure to OVER-deliver! This all starts by setting clear expectations. Follow these tips and examples to ensure sponsors know what they're getting and are satisfied with the results:
Clearly outline the benefits and exposure sponsors can expect from supporting your event.
Example: Create a comprehensive sponsorship package that includes the various sponsorship levels, associated benefits, and costs. Detail the marketing opportunities (e.g., logo placement, social media mentions, speaking opportunities) and any additional perks (e.g., complimentary tickets, VIP access) that come with each sponsorship level.
Make sure to keep your sponsors informed throughout the planning process, providing updates on marketing initiatives, ticket sales, and any changes that may impact their sponsorship experience. Give them all of the details.
Example: Set up regular check-ins with your sponsors, either via email or video calls, to keep them in the loop. Share progress reports, marketing materials, and any other relevant information that demonstrates how their sponsorship is being leveraged to maximize their return on investment.
Manage expectations by being realistic about the outcomes of your event, and then strive to exceed those expectations.
Example: Be committed to delivering the BEST results for the sponsors. If you think you can get 500 attendees, tell your sponsor that and then push yourself to get 600. Sponsors will appreciate the extra effort and the increased exposure their brand receives as a result. Make sure to be communicating these wins.
After the event, ask your sponsors for feedback and testimonials that you can use to improve future events and showcase your success to potential sponsors. Feedback is crucial in the event industry - it can change the game for you.
Example: Send out a post-event survey to your sponsors, asking about their satisfaction with the event and any areas for improvement. This can be as easy as a Google Form. Encourage them to provide a testimonial that you can feature on your website and in future marketing materials for social proof.
We all want to be “sponsored” by great brands, but working with sponsors is all about creating a true partnership that is a win for them just as much as it is for you! Focus on creating a strong foundation of trust with your sponsors, ensuring they have confidence in your ability to deliver a valuable and rewarding experience. Use the tips above and you’ll be having sponsors lining up around the block in no time.
