“Sponsors want more than just a logo on a screen or a foam core sign. It is important to find ways to add value to the sponsor dollars.”

“Start by making sure you understand each sponsor’s brand guidelines. This is imperative — nothing will strain a sponsor relationship faster than upsetting the sponsor’s marketing team. Ask detailed questions to establish guidelines. Does it have to be on a white backdrop? Can elements of it be broken apart? Can the logo be eaten? What are the PMS/Pantone colors?”

“Next, limit the number of sponsor levels and sponsors at each level. Recognizing too many levels pre-event can dilute the opportunity by creating visual ‘logo soup.’ Event marketing materials can get so logo heavy it is hard to see the content. By using just the high-level sponsors, the content is still legible, and each sponsor can be prominent.”

“Lastly, get creative in recognizing sponsors. Look for opportunities that (a) add value to the sponsor, (b) make an impact on the event and (c) are inexpensive to implement. Some great ideas include organization content messaging on a cocktail napkin with the event and sponsor logos (e.g., the current number of homeless schoolchildren), a branded drink stirrer that has whimsy and a logoed powdered sugar on a dessert.”

Source: Cassie Brown, CSEP, Chief Experience Officer and Owner, TCG Events, Charlotte, NC. Phone (704) 376-1943, ext 3089. E-mail: cbrown@tcgevents.com. Website: https:// tcgevents.com/

Special Events Galore. DOI: 10.1002/SPEG

View this newsletter online https://onlinelibrary.wiley.com/toc/23258586/2020/20/6