By Billie Moore, Director, McCullough Moore


Sponsorship is a two way street, and both parties need to get the most from the opportunities presented to them. It’s so easy to include sponsorship revenue in your event plan, but how easy is it to get companies to sign up???

In this day and age and the current climate, budgets are tighter and companies large and small are cutting back on marketing spend.

McCullough Moore has an experienced sales team who are skilled facilitators. We bring buyers and sellers together in a professional environment and so here are our top 5 secret weapons for gaining sponsorship:

  1. Get the right fit – Identify key sponsors in the event/publication field. Does the sponsor meet your event or publication objectives? Can you offer the sponsor something in return?
  2. What are the benefits? – Put yourself in the sponsors shoes – what do they want to get out of the sponsorship, what are the benefits to their business? Make sure you tailor the sponsor’s package to the individual customer. Be flexible!
  3. Know your facts & figures – Familiarise yourself with all the facts and figures for your event and publication, how many people attend, who will the information be sent to, who are the members etc. Your sponsor will want all the information before making any final decision. Have all the relevant details in a brochure style format to be able to send to potential sponsors quickly and easily. Make this information simple to read and to the point.
  4. Keep your promise and always say thank you– If you make an agreement with a sponsor, don’t go back on your word. Telephone conversations and email should always be clear and concise. Don’t make promises you can’t keep. Always, always, always ensure you thank sponsors and potential sponsors for their time – this is a symbiotic relationship and you need to work together to create benefits for you both.
  5. Give yourself plenty of time – set up your marketing and sponsorship plan 6-12 months before you want to go live. This allows you plenty of time to work out all of the above and start promoting your sponsorship packages. It also means you can offer the sponsor more publicity with pre-event/publications mailers, PR and marketing opportunities as well as getting their logo included in all your promotional material.

McCullough Moore can help with your next project……click here to book a free event consultation with us or here to give us a call!


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