Know-How Exchange : Advertising/PR

THAT is a great question!

1) I always start with the audience demographics.
2) Do I have other avenues where I'm already reaching them
3) Am I the top dog in the show or just one sponsor of the logo soup
4) Is my competition there? If they are I need to decide if it's worth it to participate at the same level. I can't do less...it would look bad
5) Is this the first annual event or 25th.
6) If it's a B2C event, will I receive contact info for all atttendees.

Getting the idea?

Michael

What's the media coverage? The key is you want your image seen by the attendees, and also by people reading articles or watching coverage of the event.

I find that some companies develop a mission statement for those charitable donations and invest in only those events that are part of that mission. An electric company invests in enviro events only for example. Some groups are only about education and children. There is a budget of earmarked funds and a rigid criteria of application. Some only have a few month window for the application.

Every event has levels of sponsorship which relate to the exposure for each event. Do you want to invest in a few, but be the lead sponsor in each-- or many in a lesser role?

When I solicite sponsorships I always put together a strong value statement. I provide info as demographics, attendance and values for the media recognition. I tell the fundraisers that our sponsors are what makes it happen. Besides what guidelines we prepare-- we are always open for customization. If someone comes to you with a "do it my way" program consider you really aren't important to them. Give to those who you can truly partner with and who will work for you.

Carol
Sell Well and Prosper tm