Events

1. Mike Bryan Joaquin
BS Entrep Prof.Andre Canaria
Assignment 3
1. Define eventsponsorship
Event Sponsorship is a way of advertising your brand by “sponsoring” or supporting an event
financially in exchange for brand exposure to highly engaged attendees.
2. Benefits of securing event sponsors
Brands can gaintremendousopportunitiesfromstrategiceventsponsorships. Here are some of
the benefits that you as a sponsor can enjoy for supporting an amazing event –
1. Brand Interaction
Aside fromthe visibilityandawareness,eventsare anopportunityforbrandsto directlyinteract
with prospects or current customers. It lets you connect with your audience in a meaningful
way.
2. Attendee Data
The database of highly qualified prospects from the attendee list is worth its weight in gold.
Events are a terrific platform for advancing your brand message and staying connected with
your fresh targets.
3. Media Exposure
High-profile eventsfeaturingVIPattendeesandspeakersgetample mediacoverage. Sponsoring
such events can give your brand free media exposure.
4. Direct Engagement
Small events are not to be dismissed. As a sponsor, your brand will likely get better quality
engagements with a niche group of prospects.
5. Brand prestige
Industry influencers, top executives, VIPs attending or speaking at events have interests that
may align with your business. Sponsoring the right events will open doors for lucrative
opportunities and lend some level of brand prestige by association.

2. 3. Type of packages and key assessments that will help you identify the right event partnerships
To be strategic with your choice of events to sponsor and get the most value out of your
investment, here are a few important questions you need to cover with the event organiser –
1. Event Theme and Content
Assess the following event information to check for relevance with your brand objectives.
What is the event about? When and where?
What is the vision, inspiration and purpose of the event?
What subjects will the event cover?
Who are the key personalities featured at the event?
What are the unique highlights and features that will set it apart from other events?
Who should attend?
What are the key benefits of attending?
2. Event Success Metrics
Ask for the following event data to assess how an organiser’s events performed in the past:
The total number of attendees at the event vs registrants
The number of leads and/or meetings each sponsor received
The number of attendees for sponsored sessions or workshops
The number of in-app impressions (mobile event app)
The number of social media impressions on the days leading up to, during and after the event
Attendee testimonials and reviews
Sponsor testimonials and reviews
3. Attendee Profile
Checkfor the attendee profile of the event to assess how they match with your target market.
What are the demographics? – occupation, socio-economic status, age, gender, etc.
What are their key interests and aspirations?
What industries, affiliations, etc. are being represented by the attendees?
4. Sponsor Package
Here are a few basic points for determining the value of the event sponsorship package and
compare these with what you would normally spend on traditional advertising.

3. Cost of the physical brand exposure
Cost of the online brand exposure including reach and frequency
The estimated number of audiences that will be exposed to your brand
The estimated cost of customer impacts – event features like sessions, announcements,
demonstrations,videoshowcase,moments at the event where attendees are confronted with
your brand message
The estimated cost of media exposure that the event sponsors will receive
The Bottom-line
The right eventpartnershipscanbringmassive gains for your brand, for example – the positive
energyandexcitementaroundevents conditions prospects into exploring what you’re selling.
Aside from highly engaged leads, events also provide invaluable audience insight that you
couldn’t get from traditional forms of advertising.