Securing sponsorships is crucial for many event planners in Kenya, as it helps offset costs and can elevate the overall success of an event. Whether you’re organizing a corporate conference, a music festival, or a charity fundraiser, sponsors not only provide financial support but also enhance the credibility of your event. However, attracting the right sponsors requires strategic planning, research, and effective communication.
In this article, we’ll cover practical steps on how to get sponsors for your event in Kenya.
1. Understand Your Event’s Value Proposition
Before approaching potential sponsors, it’s essential to understand what value your event offers to them. Sponsors are more likely to invest in events that align with their brand and offer them tangible benefits, such as increased visibility, networking opportunities, or access to a target audience.
Key Points to Consider:
- Target Audience: Identify the demographics of your attendees, such as age, profession, location, and interests. Sponsors will want to know if your audience aligns with their target market.
- Event Reach: Highlight the expected number of attendees, as well as your online reach if the event has a virtual or hybrid component. Social media followers, mailing lists, and website traffic statistics can also be used to demonstrate your event’s exposure.
- Brand Alignment: Consider the types of sponsors that would benefit most from your event. For example, a tech company might sponsor a business conference, while beverage companies may sponsor music festivals.
2. Identify Potential Sponsors
Not all companies are suitable sponsors for every event. Identifying the right potential sponsors will increase your chances of securing a deal. Look for brands that have a history of sponsoring similar events or that are actively seeking exposure in the same market as your event.
Where to Look for Sponsors:
- Local and International Brands: Reach out to Kenyan companies as well as international brands that have a presence in Kenya. Many global brands are eager to increase their visibility in the region.
- Industry-Specific Sponsors: Consider brands that are directly related to the event’s theme or industry. For example, sports brands are ideal for athletic events, while tech firms may be keen to sponsor business expos.
- Non-Traditional Sponsors: Don’t overlook smaller, non-traditional sponsors like local restaurants, startup companies, or service providers. They may have smaller budgets but could still offer valuable support through services or in-kind donations.
3. Create an Attractive Sponsorship Proposal
Your sponsorship proposal is the first impression potential sponsors will have of your event, so it needs to be compelling and professional. Tailor the proposal to each potential sponsor, showcasing how your event aligns with their brand and offering clear benefits.
What to Include in Your Sponsorship Proposal:
- Event Overview: Provide a brief summary of your event, including the date, location, and theme. Make sure to include what makes your event unique.
- Audience Insights: Share detailed information about your attendees, including demographics, number of expected participants, and their interests. Sponsors want to ensure that the event’s audience matches their target market.
- Sponsorship Packages: Offer different sponsorship tiers (e.g., Gold, Silver, Bronze) with clear benefits at each level. These benefits could include logo placement, speaking opportunities, VIP seating, or mentions in event marketing materials.
- Marketing and Visibility Opportunities: Highlight how the sponsor’s brand will be promoted before, during, and after the event. This could include logo placement on banners, social media shoutouts, email campaigns, or inclusion in press releases.
- ROI and Measurement: Show how you plan to track and report on the sponsor’s return on investment (ROI). Metrics like social media engagement, press coverage, and attendee feedback can demonstrate the sponsor’s visibility and impact.
4. Leverage Your Network and Relationships
In Kenya, relationships are often key to securing sponsorships. Leveraging your personal and professional network can be an effective way to connect with potential sponsors. If you have contacts who work for companies that might be interested in your event, ask for an introduction or invite them to meet in person.
Networking Strategies:
- Attend Industry Events: Make connections at conferences, business forums, or trade shows, where you can meet decision-makers from companies that could sponsor your event.
- Use LinkedIn: LinkedIn is a powerful tool for connecting with brand managers, marketing heads, and decision-makers. Reach out to individuals who are responsible for sponsorships and marketing initiatives.
- Personalized Outreach: When reaching out to potential sponsors, personalize your message. Reference how you found their contact or highlight a recent achievement of their company. A personal touch makes your proposal more likely to be noticed.
5. Offer In-Kind Sponsorship Options
Not all sponsorships need to be monetary. In-kind sponsorships, where a company provides goods or services in exchange for brand visibility, can also help reduce your event costs. This could include a catering company providing food, a printing company offering signage, or a technology firm providing equipment.
Examples of In-Kind Sponsorships:
- Media Partnerships: A media outlet might offer free advertising in exchange for being recognized as an official media sponsor.
- Product Donations: Beverage companies may donate drinks, or tech companies might provide gadgets or devices for giveaways.
- Service Providers: Companies offering services such as transportation, cleaning, or security can be approached for in-kind sponsorships to reduce overall event expenses.
6. Be Flexible with Sponsorship Packages
Flexibility is crucial when working with potential sponsors. Some companies may want to customize their sponsorship package based on their unique needs, and being open to adjustments can help seal the deal.
Tips for Flexible Sponsorships:
- Tailored Packages: Allow sponsors to pick and choose from different benefits or offer à la carte options to better suit their goals. For example, a company may not want a speaking slot but may prefer to have their logo on all promotional materials.
- Exclusive Sponsorships: Offer exclusive sponsorships for specific elements of the event, such as branding the registration booth, sponsoring the entertainment, or naming rights for a stage.
7. Highlight Success Stories from Previous Events
If you’ve successfully organized events before, use those experiences to demonstrate your ability to deliver value to sponsors. Highlight how past sponsors benefited from their association with your event through metrics like increased brand awareness, media coverage, or attendee engagement.
What to Include:
- Case Studies: Showcase a previous event and explain how the sponsors gained exposure and ROI.
- Testimonials: Provide quotes or feedback from past sponsors to build credibility.
- Media Coverage: Share examples of media coverage or online engagement that past sponsors received.
8. Offer Post-Event Reporting
Sponsors want to know how their investment performed, and post-event reporting is a powerful way to demonstrate the value you delivered. This report should include metrics, insights, and highlights from the event that show the sponsor’s return on investment.
Include the Following in Post-Event Reports:
- Audience Reach: Include data on attendance, social media engagement, website visits, and media coverage.
- Brand Exposure: Show where and how the sponsor’s branding appeared, from banners to digital campaigns.
- Attendee Feedback: Share feedback from attendees about the sponsor’s presence or involvement.
- Event Photos and Videos: Include images or clips that show the sponsor’s brand in action during the event.
9. Follow Up and Maintain Relationships
Building long-term relationships with sponsors is critical for future events. After the event, follow up with a thank-you note and share any post-event reports or media coverage. Keeping sponsors engaged after the event increases the likelihood that they will sponsor your future events.
Ways to Nurture Relationships:
- Thank-You Gifts: Sending a small token of appreciation, such as branded merchandise or event souvenirs, can leave a positive impression.
- Exclusive Invitations: Invite past sponsors to exclusive networking events or offer them first priority for future sponsorship opportunities.
- Ongoing Communication: Keep your sponsors informed about your upcoming projects or events where they may be interested in partnering again.
Conclusion
Securing sponsors for your event in Kenya requires a mix of strategy, research, and relationship-building. By understanding your event’s value, creating tailored sponsorship proposals, and offering flexible packages, you can attract brands that align with your event’s goals. Remember, the key to long-term sponsorship success is delivering value to sponsors and maintaining strong relationships beyond a single event.
