Quality Sponsor Perks

I recently attended a “sponsor pick up party,” one of our clients throws every year about a month before their big annual event.  The purpose of the party is to provide the sponsors with their VIP/hospitality goodie bags full of tickets, extra VIP passes, or whatever else has been uniquely promised to them for pick up.  All the while they are being offered appetizers, drinks, and the opportunity to network with other sponsors. 

I love events like this.  I honestly think it is brilliant for properties to add “perks” like this to the sponsorship experience – it does everyone a lot of good.  As I perused the table of snacks (provided by one of their sponsors) I heard numerous sponsors chatting over cocktails (also provided by one of their sponsors), handing out cards, discussing their enjoyment of the upcoming event, etc.  To step it up, I can also think of 2 conversations I was a part of where two of the sponsors ended up discussing how they might work together in the future for a “bigger bang for their buck.”  I was inwardly grinning at the value the property had provided – and they were also benefiting from the interactions they encouraged. The fact that these sponsors were talking about next year’s efforts was significant in the implication that they would be around for it – I think if I were the property representative I would have been tempted to bring out the renewal contract and asked them to sign on the dotted line right then and there.  The property wanted their sponsors to feel loyal to the effort, wanted the activation efforts to improve, and wanted the sponsors to benefit from cross partnerships, and possibly even grow their own bottom line or meet other business needs by networking with other professionals.  It cost the property very little because of all the in kind support, and it was a truly worthwhile effort. 

Now, there are ways that you can ensure this time is valuable – not all sponsors are as proactive and effective with their time as these seemed to be; and by adding a little structure / direction to your sponsor parties can maximize the potential for return.  Here are some ideas:

1. Pump up the jam!  Are you trying to draw out excitement over your efforts, stir the endorphins or the loyalty of your partners?  Pause halfway through the event and show a brief video/slide show of past events, or the sponsor logos of those partners involved – whatever message you want to leave them with, give them a visual with some appropriate musical support, and feel the mood elevator go up and the energy level climb.  This appeals to a mood – and sponsors are people, they like to “feel good” about an effort too.
2. Intentional presenters.  Ask a couple of your partners who did an excellent job at activating their partnership to give  an appropriately timed presentation about what they did, why it worked, and why they’re returning, or what they would like to see next year. I say appropriately timed because if this is a mixer, no one wants to sit down for a sermon or a long presentation, they want to eat and drink and mix it up.  2-5 minutes is all you can offer without sending them packing. Be intentional about who you ask to present instead of opening up the floor because let’s face it, there is a Nancy Negativity in every crowd and the last thing you want to do is put a damper on the day and make a sponsor question their involvement. Put the spotlight on the positive. 
3. Direct conversations:  Maybe after you present your slide show or you introduce staff for the year, you offer a suggestion to network and discuss what’s working for you – get them interested in how they are participating.  You might also consider the fact that you have them there for a reason, there are things you know about each one of them that they might not know about each other.  Facilitate quality networking by introducing Joe to Ted; bring your vendors (if you have any) leads from other business partners – the fact that I attended the party was strictly so that we might gain new business – they didn’t have to invite us, but they did. It scored points with me. 
4. Offer an incentive or surprise for attending.  Perhaps this is as simple as giving out a Wii as a door prize, or maybe you close the party by reminding them they have a month to renew at a discounted rate, etc.

There are literally hundreds of ways you can keep this effort unique and valuable.  But as always, I’m a fan of being intentional – think it through to maximize benefit.  Perks are exciting because they are above and beyond, “extra,” the icing on the cake – are you going above and beyond?  Do it!  You’ll benefit as much as your partners do.  If anything, you’ll be the facilitator of good things and be remembered for that in your partnership experience.  Other tips for adding value?  Please, feel free to share!