Look for Community Engagement
One of the best ways to boost attendance at meetings and conferences is to cultivate a program that reflects the cultural highlights of the host destination, such as bringing in local food vendors or hosting an evening reception at a notable attraction.
“I think it’s always important to look at sponsors beyond the mere financial contribution they can make to an event through sponsorship,” said Schneider. “In the case of planning our annual Teams Conference and Expo, we work very closely with the host-city sponsor to make sure that our attendees experience the things that make that city unique.”
At the upcoming Teams Conference and Expo in Louisville, event organizers will join forces with some of the city’s most significant landmarks and attractions to give attendees a taste of Kentucky culture, starting with an opening reception at Churchill Downs, home of the Kentucky Derby, and later visiting select venues such as the Muhammad Ali Center and the KFC Yum! Center.
Plan According to Budget Cycles
Most organizations plan their budgets a year in advance, so whether their fiscal year ends in spring or winter could determine the best time and approach for making a sales pitch.
“Sometimes it works out well if you get to talk to them during their budget cycle, but most of the time, that just doesn’t happen,” said Wilson. “Realistically, you want to be prebudgeted.”
Even if the event takes place annually, planners may want to send reminders about the upcoming dates and details to ensure their slots in the budget cycle. Advance notice also enables sponsors to make any necessary adjustments to the sponsorship proposal.
“Everything needs to be customized for what that sponsor wants,” said Wilson. “Every sponsorship proposal should say ‘Willing to customize based on your needs’ because sometimes it will surprise you.”
