I am often surprised at just how rarely I am asked “When should we sponsor an event? Why? and How?” These all seem like pretty pertinent questions to me, especially when you’re considering investing anywhere from $1,000 – $50,000 at an event. With advertising, social media, and even customer engagement getting their ROI measured under a microscope, shouldn’t these issues at least be addressed?
And I’ll be blunt. By not asking them, you are setting yourself up to lose money with almost any sponsorship or event support you do. Hell, you should be asking them even as an attendee: “When should I attend an event? Why? How?” (I do address this somewhat in my post “4 Reasons to Pay to Network“) You need to know how to best prepare, what to invest, and what type of response to expect from attendees (scrutiny, curiosity, a level 1 understanding of your company, or a level 10? etc.)
So despite not being asked these questions enough by sponsors, I’ve decided to answer them nevertheless: