A lot of small and mid-size events make the mistake of mass calling or emailing any and all businesses in their area looking for sponsorships.
They typically have no real rhyme or reason when doing so. They are playing it like it is a numbers game. The more people I ask, the better results I will get. This theoretically can be true, but it is by no means the most effective and efficient way to go about sponsorships.
The most efficient and effective way to go is starting with prospects that are a fit for your event. Now you may be asking, “How do I know what’s a good fit?” You know by looking at your audience data. This data derives from these questions: Who is your audience? Where are they coming from? What are their interests? What are they looking to purchase in the next year?
Letting your audience data lead, you to your prospects will ensure that you find sponsorships that are a good match for your audience. When you match potential sponsors with your audience, you will not only experience greater success in signing sponsors, but your sponsorships will be more successful. Trying to squeeze a sponsorship into an event for the sake of the money almost never leads to successful results for the sponsor and in turn, doesn’t lead to the sponsor resigning for the next year.
I bring up audience data and patron demographics a lot. These are essential for building your patron profile so that your event and your sponsors know who you are targeting. It’s what defines your attendees and your fan population. Knowing your patron data is the lifeblood of selling sponsorships. I will say this again. Knowing your patron data is the lifeblood of selling sponsorships. It’s a very important component that many small and mid-size events ignore. In this day and age where data is so readily available to sponsors those who don’t take this aspect seriously will be left behind.
Difference between Audience Data and Demographics
Oftentimes the terms audience data and demographics are used interchangeably. I even catch myself doing this on a regular basis but there is a slight difference between the two.
Demographics refers to age, race, ethnicity, gender, marital status, income, education, and employment. They are characteristics that define a population segment but do not usually include so-called lifestyle characteristics. Whereas audience data refers to demographics and anything else you have on your audiences such as their favorite vehicle companies or the movies they are watching. For the sake of this article, they can be used interchangeably but it can be important to know the difference.
How to obtain Audience Data for your event
I’m hoping that you have already collected your audience data for your event. If you have then this metaphorical <High Five> is for you! If you haven’t, then don’t stress I’m going to walk you through some ways to start the process!
The more audience data you can collect the better your prospects will be. Sponsors love audience data and making it essential to sponsorship goals will prove to be so much more successful for your event than mass emails and cold calls!
This is an excerpt from Sell Your Event: The Easy to Follow Practical Guide to Getting Sponsors by Teresa Stas.
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