You are planning an event and you have everything you need – a venue, decorations, all the necessary marketing materials – but what about the guests?

How do you get people to attend your event?

When you want to share upcoming events and news with people, a go-method is to create a company or PR press release.

The term “press release” might seem old-fashioned, since it is reminiscent of magazine and newspaper clippings, but they are still a tried-and-true method for advertising an event, they have just moved to email and online newsletters.

The aim of a press release is to grab the attention of anyone who reads it and to get them interested in your event.

But how do you do that?

Well, there are a lot of methods detailing how to write a press release for an event that you can easily apply to your own.

These strategies and ideas are outlined below along with several dos and don’ts to keep in mind when you are creating your press release template.

Press Release Example Format

A well-written press release should contain six sections that each serve a different purpose in marketing your event:

Headline or Title

The headline of a press release works the same way it does for news articles. The title will be the first thing the reader sees, and you need to grab their interest. Make it short but also make it interesting – no more than 60-120 characters. Search keywords that relate to the event you are promoting and use them in your title for search engines. Headlines are also formatted in the Title Case to be more eye-catching. Look at similar press releases to yours to get a general idea of what headlines are good and rank highest on Google.

Summarize Your Release (aka Lead)

Similar to what is done with an academic paper, the top of your release should have a few sentences summarizing what you are promoting. Talk about your event without going into too much detail. This is to keep the interest of the person who read the headline. When writing an event press release, you should not include “fluff”. Be concise and stick to the facts.

Date and Main Paragraph

This is the section where you can go into more details but keep things simple. Answer the classic who, what, when, where, why, and how about your event. Give the reader the time and place of your event in a few sentences so that they immediately know if the event is something they can attend. When including addresses, dates, and times, make sure to be specific.

Body Paragraphs

Get into even further detail about the event, such as the story behind it, what guests can expect when they come, why this event is important. If you are celebrating a specific achievement, anniversary, or holiday, make sure to mention this. Keep this section around 2-3 paragraphs long.

Boilerplate (aka About)

This part is known as the boilerplate statement. Add a few sentences explaining your business or PR company to the reader. What services or products do you sell? What is your company’s mission statement? Let the reader know who is throwing this event so that it is more personable. Don’t, however, make it sound like a sales pitch.

Contact Information

Finally, make sure to include all your contact information at the end of the press release. Let those who are interested in your event know where and how they can contact you if they have any questions. Include as much information as you can, such as a phone number, an email address, a company address, a website, etc.

10 Tips on How to Write a Press Release for an Event

1. Do Not Make It Too Long

Your press release should not be longer than a page. Most people will not read an email or article if it is too time consuming. They want to get as much information as they can in a short amount of time. Put the necessary information near the top of your release so that more people are likely to see and read it.

2. Consider Who Will Be Reading It

Are you sending this to several publications to be printed? If that is the case, make sure you tailor your press release to suit the audience of each website or journal. If you are sending your release to a local publication, say why the event is important for the community. If you are printing your release in a niche website, such as one for businesses, say why the event could be good for small or large companies.

3. Include All the Fun Details

You want people to be excited to attend your event. Let the reader know what makes your event different and why it will be fun. If you are having special food trucks catering or are giving out free prizes, let people know that. It will make them more interested in coming and might make them bring more people.

4. Make Your Release Eye-Catching

Do not just include text in your press release. You will be more likely to grab the attention of the reader if you include visuals, such as stock photos, company logos, infographics, and pictures of the venue. This is especially crucial with an email because photos are a key way to get more engagement.

5. Include Call to Action (CTA) Buttons and Link

Call to Action words are phrases that grab the attention of the reader and get them to do something, such as “Click Here” or “Shop Now”. In your press release, include links or buttons with Call to Action words that will lead the reader to more information or your website home page.

6. Come Up with a Catchy Subject Line

If you are sending out your event press release via email, make sure your subject line is something that will interest your subscribers. Include capitalization, emojis, and creative phrases that will attract their attention so that they open your email. It is important, however, not to go overboard with emojis or capital words, or else it will look like junk mail.

7. Review Your Release in a Mobile Format

There is a good chance that most people who will see your press release will be reading it from their phone. It is, therefore, important to test your press release in a mobile format. Make sure that it is readable and that any pictures or bullet points are not off-center or poorly placed on the page. Your press release should be as mobile friendly as possible.

8. Figure Out a Good Time

You should send out your press release to publications or in an email with enough time before the event for people to plan. Do your attendees need to order tickets, do you need to book vendors or speakers? Make sure your press release corresponds at a time when tickets are available and when you have everything booked for a nearby date. Do not release it before you have booked a place and vendors or after guests have enough time to sign up or purchase tickets.

9. Advertise on Social Media

On top of sending out your press release via email or publication, you should also advertise your event on social media and link to the release for more details. You will reach a different audience via social media than what you reach in email and website releases. This will make sure that more people are aware of and attend your event.

10. Include All the Keywords You Can

What important keywords are there for your event? Make sure you add all the necessary keywords to your press release so that it ranks high on social engines. Do not add too many keywords, however, to the point where your press release does not sound natural. Search engines will not rank it high if the language sounds spammy. If your release ranks high, it will result in a higher attendance for your event.

Types of Press Releases

There are many businesses that send out press releases for many reasons. Releases do not just have to be to promote an event. They can also market company news or product updates. Here are popular types of press releases that companies distribute:

1. Business Events

Is your business hosting or sponsoring an event that you want people to know about? Sending out press releases informs local news and niche publications about your event. It is important to include specific time, places, dates, and what the event is for. Are you looking for sponsors? Check out our guide.

2. Product Launches

Promote a new product or service your business is selling by sending out a press release to any publication that the product suits. Make sure your release includes what the product is and what it does. The product specs, such as pricing and when it will be available, should also be included.

3. Changes Made to Products

Any updates made to products can be announced via press releases, as well. Are you extending a popular product line to include different styles or new sizes? Let your audience know by sending out a press release.

4. Corporate News

Will your company be going through a new merger or acquisition? Let the public, your customers, and your stakeholders know about this by sending out a release detailing what company you are merging with and what your company has to say about it.

5. Grand Openings

This kind of release works for completely new businesses or those who are opening new locations. Market where any new location is, what the business will be selling, and when this will be happening in a press release to any interested parties.

6. Updated Logos/Slogans

Are you rebranding your business and updating any logos, slogans, or line of products? This process can be very time consuming and cause confusion, so it is important to let as many people as possible know what you are changing and why. Also let them know when these updates to your brand will be made.

7. New Employees

Do you have new executives or company owners that you want to let shareholders and customers know about? Inform them about new employees through a press release to establish credibility. It helps to include personal details and photos of the new executives.

8. New Business Partners

This press release is like corporate news dealing with mergers. If you have new business partners, let your shareholders and customers know who they are and how they will benefit the company by sending out a well-crafted press release.

9. Company Awards

Did your company receive any awards? This is a great way to establish credibility within your niche and can attract new customers. Send out a press release including what award your business won and any other related information to the award or ceremony.

10. Trade Shows and Conferences

Most industries have niche-related trade shows several times throughout the year. If your company is planning on making an appearance at a trade show or conference, let your customers know where your booth will be and what time you will be available to talk.

What to Do

1. Instantly grab the reader’s attention so that they read your whole release.

2. Use active voice instead of a passive voice.

3. Include contact information of a specific person who can answer questions guests have about the event.

4. Review your event press release several times for any grammatical mistakes and to make sure it reads well.

5. Keep your release up to a page in length (no more than 800 words).

6. Add a sense of urgency so that your reader will be excited to RSVP or get tickets to your event.

7. Make sure you keep your language professional. Do not use slang or too many interjections.

8. Explain why your event is being held and why it will be important for people to come.

9. Make sure that it goes out with enough time for people to sign-up and purchase tickets. Try two-three weeks before the event.

10. Create a template that you can use for future press releases for other events.

11. Send out press releases to different publications so that more people are likely to see it.

What Not to Do

1. Send out your release to publications in HTML format unless specified, because some of them might not support or understand HTML.

2. Add special characters or dashes to symbolize line breaks.

3. Include a bunch of links. This will come across as spammy and will not rank well on search engines.

4. Use long bulleted lists. Extensive lists are also perceived as spam when writing a press release.

5. Insert a lot of capitalization, exclamation points, and interjections. It will not look professional.

6. Use the terms “we” and “I” when talking about a company.

7. Refer to those reading the press release as “you”. It should read more like a news article.

8. Include all the information you linked to in the release. If you are inserting a link with more information, let the reader go to the link.

9. Make it sound like you are trying to sell something. While this is an advertisement for an event, it should not sound like a sales pitch.

10. Use too much flowery language to pad the release out. Keep it simple and to-the-point.

11. Come across as overconfident or stretching the truth to journalists. Tell the truth about your event to publications if you want them to promote it.

Press Release Template

Here is the basic template for a press release promoting an event. This press release example can change depending on the business and what the release is promoting. Feel free to style it to make it more personable to your business for future use:

[HEADLINE]
Lead sentence
[DATE, LOCATION]
Main paragraph
Body paragraph
Body paragraph
[BOILERPLATE]
[CONTACT INFORMATION]

In Summary

Learning how to write a press release for an event will generate more interest so that you have higher attendance, success, and revenue. Doing it right will also attract more attention toward your event, improve your rankings on social engines such as Google, and will help build your brand locally and in publications. That is why using a press release is still an important factor in marketing a successful event.

Do you have a big event coming up that you don’t want your attendees to forget?

You’ve probably already spent time and money promoting, creating flyers, ads, and perhaps even writing a press release.

Even if you have a lot of people signed up and registered to come to your event or party, that still does not guarantee their appearance.

They might have signed up or bought tickets for the special day weeks or months ago!

An easy way to make sure that your guests remember all the details about your event is by sending them email reminders.

Did you know that sending out reminders to people who have shown interest in your event is just as important as first telling them about it?

Here are some simple tips and templates to help you in creating super-effective event reminder emails.

Tips for Writing Email Reminders for Events

1. Keep It Short and Sweet

The subscribers who will be receiving your event reminder email should already be familiar with what the event is for. This means that you do not need to always include the same information as you did from your initial email blast informing people about the event. A reminder can be as simple as a simple invitation with some of the main details, like the name of the event, where it is, and when it will be. You can always include a link to more information without taking up extra room on the email.

2. Include a Call to Action Button

Most of the highest performing emails have call-to-action (or CTA) buttons that grab the attention of the reader. Place the button where it will be easily seen and include stand-out colors and bold text so that it is eye-catching. Add a catchy phrase on the button, such as “Save My Seat”, “Sign Up”, or “Forward Email”. The action should be whatever you want the subscriber to do.

3. Keep Important Information Near the Top

Key details, such as dates and place, should be close to the top of the email so that it is one of the first things the potential attendee sees. They should not have to scroll down an email to see vital information. There is always a chance that they will close the email before they get there. That is why it is crucial that the most important information regarding the event is near the top, where they are more likely to see it.

4. Include Contact Information

There is always a good chance that the future attendees to your event have some questions about coming. Therefore, it is helpful to include contact information of someone who can answer the questions within the email. You can add contact information through a link to the “Contact” page of a website or just list out a phone number, email address, etc. at the bottom of the email. Make sure you include more than one way of reaching out to you.

5. Add Images and Gifs

The content of your event reminder email will be more eye-catching if it includes bright pictures and fun gifs that will engage the reader. Do not, however, just insert random images and gifs to grab their attention. They should relate to the event in some way, such as a photo of where it will be held or of a speaker who will be attending. This will also make the subscriber excited about going to your event.

What You Should Include in Your Reminder

Who and What

Make sure that your email reminder includes the name and reason for your event. You can even include this information in the subject line, the preview text, or as the heading of the email so that it will be one of the first things the reader sees.

When

The time of the event is very important information to add. This detail should be noticeable in your email without the subscriber having to read a paragraph to figure out. Bold it, put it in a separate line, etc. If your event is virtual and will be attended by people around the country, include the specific time zone of the webinar for clarification.

Where

This is just as important as the time section. Like with time, it should be as clear as possible, especially if your event is in-person and people will have to drive or walk there. A helpful tip is to include a map or a screenshot of the area to help the reader identify the place when they see it.

What Do They Need

Does your event require preparation from the guests? Will they have to bring tickets, download any apps, wear something specific? If so, include this information as a reminder and be as specific as possible.

Show Gratitude

Include a “thank you” statement within the email to thank the reader for their time and for signing up to the event. This will make your event reminder email more friendly and personable as it is incredibly simple to do. This can be at the beginning or the end of the email.

More Details

The section after all the vital information can include whatever else you want to remind the subscribers about. Are there going to be special speakers or guests that they should know about? Are there any rules regarding the venue?

Social Media Profiles

Do you have a Facebook or Twitter page that they can follow? Make sure to include them in your email so that attendees can follow your business or your event on social media for any updates. This is a good idea if you are planning future events and want to keep the same people notified outside of emails.

Frequently Asked Questions

You will have your contact information for attendees with questions, but it is also best to answer their questions within the email. Include an FAQ section with the questions and answers to some common questions regarding the event, the venue, what will be there, etc. This will limit the number of questions subscribers will ask you.

30 Subject Lines for Your Reminder Message

Here are some general ideas for creating a catchy subject line for your email. You can also catch the eye of subscribers by adding emojis to your subject line. Make sure, however, that you don’t add too many emojis or punctuation, or it could come across as junk mail.

1. Don’t forget [Insert Event]

2. Don’t miss your chance to see [Insert Performer] at [Insert Event]

3. Get [Insert Discount] when you sign up

4. Are you ready for [Insert Event]?

5. Will we see you at [Insert Event]?

6. Hurry before [Insert Event] sells out! 🏃

7. [Insert Event] is coming up!

8. [Insert Event] on [Insert Date] – mark your calendars 📅

9. [Insert Subscriber Name] reminder for [Insert Event]

10. Countdown to [Insert Event] ⏲️

11. Join us at [Insert Event]

12. Don’t miss [Insert Event]

13. Time to get excited for [Insert Event]

14. Don’t miss [Insert Event] on [Insert Date]

15. Everything you need to know about [Insert Event]

16. Get ready for [Insert Event]

17. Who to expect at [Insert Event]

18. [Insert Event] is starting on [Insert Date]!

19. Last chance to sign up for [Insert Event]

20. Don’t forget to sign up for [Insert Event]

21. Are you free on [Date]? Then come to [Insert Event]

22. We’ll be expecting you on [Insert Date]

23. Learn more about [Insert Event]

24. Book your seat for [Insert Event] 🪑

25. Sign up for [Insert Event] before it’s sold out

26. Grab your ticket for [Insert Event] 🎫

27. Remember to sign up for [Insert Event]

28. Save your spot for [Insert Event]

29. Reminder to register to [Insert Event]

30. Join our next event at [Insert Place]

31. Save the date for [Insert Event] 🗓️

Tips for Getting Customers to Open Your Email

1. A/B Testing

Send out two reminder emails (an A version and a B version) and test them to see which one performs the best. You can send them out at different times, with different subject lines, changed content, varied Call to Action buttons, etc. See which version has best open rate. A/B testing will help you send the best possible email campaigns.

2. Segment Your Email List

This information will also assist you with future emails. Create segments depending on certain data you have about your subscribers, such as those who cancelled their registration for an event vs. those who are still signed up, those who have booked vs. those who have not yet, etc. Then create individual emails for each segment tailored to each group, ensuring that each audience gets the information they will most likely need.

3. Choose a Good Time

One of the best things to do when sending out an email is to make sure that it goes out at a proper time when most subscribers will see it. This includes both the date and the time. If people still need to sign up for an event, make sure you give them enough time to do that, such as a week before. Another reminder can be sent out the day before the event to make sure they remember.

4. Make the Subject Line Mobile Friendly

Chances are that the subscriber will view their emails from a mobile device rather than a desktop. This means that your subject line should be created to be mobile friendly. Make sure that the subject line does not run too long or at least put the most important information near the beginning. Most phones only show about 41 characters of the subject line.

5. Resend to Unopened Subscribers

If your subscribers are not opening your email, then create a segment and send a new event reminder email out to them with a different subject line. See if the email performs better with a new subject. This will give you another chance to reach out to those who you missed on the first try.

Reminder Email Template Examples

Promoting the Event

Hi [Insert Name]
You’re invited to join us at [Insert Event]!
[Describe Event]
We hope to see you at [Insert Event] on
[Insert Date]
[Insert Place]
[Insert Any Incentives]
[Call to Action Button]
If you have any questions, reach out to use at [Insert Contact].
[Insert Sign Off]

Confirming Someone Signing Up

Hello [Insert Name]!
Thank you for signing up for [Insert Event]. We can’t wait to see you!
Location: [Insert Place]
Door Opens: [Insert Time]
Please Bring: [Insert Necessities]
Don’t forget to RSVP by [Insert Date]
[Insert Sign Off]

Number of Days Reminder

Hi [Insert Name]
[Insert Event] is only [Insert Number] of days away! We will see you there.
Here is the schedule for the day:
[List Dates/Times and Speakers]
How do you get there?
Address: [Insert Place]
Direction: [Include Any Directions, Parking, etc.]
Contact: [Insert Contact]
[Insert Sign Off]

Wrapping Things Up

Hopefully, these few tips and templates will help you construct an eye-catching event reminder email that gets a lot of engagement. Sending reminders out to your subscribers will help you get a greater attendance at your event and gives you a chance to promote it again to those who have not registered.

If your organization or small business is hosting an event, how do you get funding?

Where do you find the money for marketing materials?

Your budget might not be enough to run the event of your dreams. So, how can you acquire a larger budget?

The answer is by getting sponsors.

This solution might seem difficult, because it requires a company or person providing you money in exchange for partnerships and other incentives.

But it’s really not as impossible as it sounds.

The important thing is to find a sponsor that suits your organization or company and then utilizing some strategies to get them to sponsor you.

Here are some helpful tips on how to get sponsors for an event.

10 Ideas on How to Get Sponsors for an Event

1. Ask Around

There is a chance that someone who works in your company or volunteers at your organization has connections to a possible sponsor that they can introduce you to or provide the contact info for. Are there any important companies within your community that might be interested in funding local events? Maybe someone who works for you knows someone who works there who can make your sponsorship possible.

2. Think About What You Are Going to Say

Come up with an idea for a sales pitch before you meet or communicate with the possible sponsor. There are several points to include in your talking points, such as what the mission of your business or organization is, what kind of event you will be hosting, how many people you expect to come, why you are a good fit for that business to sponsor, and any benefits they will receive by becoming a sponsor.

3. Practice What You Will Say

Make sure you make your argument clear and to the point, especially if you will be meeting your possible sponsor face-to-face. You want to come across as confident. Look into any interesting data regarding your organization or business that you can share.

4. Create a Sponsorship Packet

A sponsorship packet includes the incentives you offer sponsors when they agree to fund your event. These can include such things as adding their logo to all the promotional materials at the event. Whatever you have in the packet, make sure that you communicate with the sponsor clearly about the benefits you offer so that they understand.

5. Answer Any Questions

While this is a sales pitch that you should practice, it is also an open dialogue with someone else. They will probably have questions regarding your business and the event, and you should be prepared to answer anything they ask. You can also encourage them to speak by asking them questions.

6. Name a Donation Amount

When you are asking for a certain amount of money, it always helps to ask for a large sum first. This might seem risky, but if you ask for less than you need that might be all you get. Name how much you want and make sure that it’s enough to cover the whole event. You might be surprised at what their response is. If they decline, suggest a smaller amount.

7. Still Keep the Business in Mind If They Say No

While they might say no to funding the entire event, there is still a chance they might help with the event in other ways, like providing prizes or volunteering. Even if the company turned your offer down now, they might be more interested the next time you need a sponsorship for an event.

8. Continue to Communicate

You’re not just looking for a business to sponsor an event and be done with it. If you want the business to keep funding you, it is important to build a relationship with them. Continue to send them email reminders, let them know if you are planning other events, and show that you care outside of them providing you money.

9. Show Gratitude

If you obtain a sponsor for an event, make sure that you show them how much it means to you and your team. Thank them and share with them what their donation has helped you with. Let them know that their money is being put to good use.

10. Be Friendly

Finally, one of the simplest things you can do to make sure that you find a great sponsor for an event is to be friendly and courteous to whoever you are meeting with. Do not come across as demanding or sulk if they turn you down. Remain positive and they will want to work with you again.

Which Businesses Should You Contact?

How do you figure out which business to ask about a sponsorship? Which ones will be a good fit for your organization or company?

Here are some tips for helping you weave out which companies to ask about a potential sponsorship:

Have They Sponsored Events Before?

If a business has been a sponsor in the past, they will probably do it again. You still must create a compelling argument for why they should fund your event, but your chances will be better than choosing one that has never shown interest in sponsoring any events.

Do You Have Similar Demographics?

One of the easiest ways to tell if a business will be a good sponsor for your event is by seeing if their company’s audience is like yours. Their demographic is not going to be the same as yours but looking up some of the key elements in your audience will help. For example, if you are holding an event that has to do with dogs or dog owners, asking a company that deals in dog products would be a good idea.

Is This Company Interested in ROI?

ROI (or Return on Investment) is the outcome of the event. Look for a business that is looking to increase their brand recognition and wants to gain new customers. Having them sponsor and event with their logo appearing on promotional materials is a good way to get some return on their investment.

Do You Already Have a Relationship with Possible Sponsors

If you plan on using sponsors in the future, it is best to contact a company and build a relationship with them before you ask them about sponsoring an event of yours. Maybe there is a local business where you already know some people who work there. Having an established relationship with the business will look better than asking them about funding your event right away.

Would You Be Able to Contact the Right Person?

When contacting a company to sponsor your event, you do not want to randomly message anyone in the company or an email on their website that goes to a general inbox. There might be a good chance your email would be ignored. Try to find the right person to contact who can give you a direct answer about sponsoring your event.

10 Tips for Locating the Right Sponsors for an Event

1. Utilize Online Resources

There are several websites designed for finding sponsors. Some websites like Sponeasy are helpful in building sponsorship desks from tools and templates while SponsorPitch is a database with information of different companies. If you are part of a specific industry, there might be a site that will list possible sponsors, such as SponsorPark for arts and entertainment events, SponsorPitch for sports, and the more general SponsorMyEvent.

2. Find Sponsors from Similar Events

Look up recent events in your industry and who sponsored them. The business that sponsored this event will likely sponsor another similar one. Look at the promotional materials, such as printed marketing tools and social media posts, to see what sponsorships were mentioned.

3. Reach Out to Companies Your Audience Knows

Is there a brand that those who will be attending your event know and like? Is there a social media account your audience always interacts with? Consider what companies or type of industries your audience will be most enthusiastic about. You would not want to get a company that they do not like as your sponsor.

4. Contact Event Organizers on Social Media

Ask other businesses and organizations that have been in your situation how they were able to get their sponsors? Who did they contact and how did they find out beneficial information? Other companies in your industry might even know businesses that you can contact about a possible sponsorship.

5. Create a List of Possible Sponsors

One of the best ways to determine which sponsors to communicate with and find information on is by creating a list of candidates. Once when you have a list of companies to contact, you can research data about their company, figure out who will be best to contact, and include any information to remember the next time you are seeking a sponsorship.

6. Figure Out What Type of Sponsorship You Want

There are four types of sponsorships that you can propose to companies. Financial sponsorships are when a company gives you money in exchange for something like logo placement on all your marketing materials. Media sponsorship is getting local TV stations or publications to include your advertisement. In-kind sponsorship is when a company provides a certain product, such as venues or catering, for your event. Promotional partners are when you team with influencers or celebrities to promote your event on social media. Knowing what kind of sponsorship are you looking for with your event will make it easy to find potential candidates.

7. Look Into What Companies Have Been in the News

Are there any press releases announcing a company sponsoring an event? This can be a helpful tool in finding out what businesses are willing to be sponsors. It can also help you find out other information about the sponsor before you contact them, such as if they have a new CEO or just launched a product line.

8. Ask Them at the Right Time

Timing is particularly important because some places do sponsorships during certain times of the year. Does your event occur at a time that would be beneficial to any companies? You have a better chance of finding sponsors during the fall and summer seasons because that’s when most events are held. Do further research into your possible candidates to see what time of the year they have sponsored previous events.

9. Look for Recognized Name Brands

This does not mean that the company needs to be internationally known. They can be well-known locally, too. Look around your area for reputable companies that will make good sponsors. Getting a brand that your attendees know will add credibility to your event.

10. Look for Places with the Right Resources

Make sure that you are looking for companies that can give you what you need. Do they have a budget that suits how much you are asking? Do they have a department dedicated to marketing that you can contact directly? This will make locating and contacting a potential sponsor much easier.

10 Ways to Ask Businesses for Their Sponsorship

We’ve covered general tips and tools you can use for deciding on and contacting a business to sponsor your event, but how do you convince them to say yes to your sponsorship packet?

Here are some tips for when you approach companies for their funding:

1. Explain the Mission of Your Event

When you are discussing a potential sponsorship with a business, one of the key things to do is to explain the mission of the event in a clear way. What does your company or organization hope to accomplish with this event and how can your sponsor help? What does your brand represent that aligns with the mission statement of their company? What goals are you setting for this event? Make your purpose clear so that the sponsor is more likely to invest in what you are doing.

2. Include Data

Most businesses that you are trying to have sponsor your event will be interested in facts. They want to hear about why your values are like theirs, but they also want to be sure that they are making a good investment. Look into an event software program and select some data to present, such as how many tickets you have sold, your recent revenue from sending out event promotions, or how many active members you have currently in the community.

3. Have Different Tiers of Funding

Come up with different levels of donations to offer to businesses. The higher the tier, the more the company will get in return. For example, you can have tiers from $500 donations to $5,000. For the $500 level, you can offer listing the company in marketing promotions while with a higher $5,000 donation, the company will receive tickets, listings, social media promotions, naming rights, etc. Try to ask for a higher tier donation first when you are communicating with the sponsor but let them know that there are other options and benefits that they can choose.

4. Make Your Pitch Personal

Do not always give the same pitch to every company you contact for sponsorship. Make sure you tailor each request to suit that specific business. Explain how their exact contribution will benefit your event, give specific instances of how supporting your event will help their business, etc. Let them know that you have the same sponsorship goals that they have. If you make your request sound generic, then it will not come across as sincere and will seem like you are just interested in financial donations rather than a long-term partnership.

5. Contact Businesses Early

Timing is especially important and, as always, the early bird gets the worm. Make sure you reach out to businesses long before your event starts so that you have enough time to hear back from them and come up with a sponsorship packet. Try reaching out to potential sponsors roughly four months before your event begins. This way you will get your budget needs out of the way, and you will be able to secure the sponsorship before other similar events ask.

6. Provide Incentives

Come up with what incentives you are planning to offer your sponsors before you ask. They are more likely to say yes if they know what they will be getting in advance. Some ideas for incentives include, giving them free booth space at expositions, placing their logo on all your promotional material and giveaways, spreading brand awareness for the sponsor through social media and newsletters, giving them discounts to your products or at the event, etc. You will recruit more sponsors when you show them that their business is important by offering them benefits.

7. Research the Company

Make sure you know what the company sells, their mission statement, and any recent news, before you ask them about a sponsorship. Showing that you know about the company and have done your research beforehand will make you look more professional and make the business feel important and appreciated. Find useful information by searching their blogs, newsletters, and social media accounts.

8. Show Confidence

Even with all the previous recommendations on your plate, you aren’t going to get very far with a possible sponsor if you lack confidence. Let them know that you think they are getting a good deal. They will not be interested in a sponsorship if you seem nervous or uninterested in the proposal. Show them that you are confident that a sponsorship will benefit them in the long run and that your event will be successful.

9. Create a Sponsorship Proposal

Before you discuss a possible sponsorship with a company, you need to come up with your complete proposal. This information includes the different donation tiers, what incentives you will be offering, and how you will communicate that to a business. What key points do you need to address? What will each sponsor package include? How will you be asking the company for a sponsorship? Come up with a tangible plan to follow and talking points to bring up so that you are prepared and articulate during your pitch.

10. Follow Up Afterwards

Finally, another way to make sure a business accepts your sponsorship is by following up with them. Give them some time to process the information before asking them whether they accept or not. Ask them if they have any questions or concerns about the proposal. Sometimes you will need to reach out more than once to get a definitive answer.

Frequently Asked Questions

What exactly is an event sponsor?

A sponsor is anyone, whether it be a company or a person, who gives you money or free/discounted services in exchange for something at your event. The person or business can provide financial support for the event, or such services as food, tents, giveaways, etc. The exchange can be promoting the business in your marketing materials, giving them free tickets or discounted items, advertising the business through your social media, etc. When asking a business or person to sponsor an event, the main thing to bring up is what they will get in return for their support.

How do I know if I need a sponsor?

There are several ways to tell if you will need a reputable company or person to sponsor your event. Do you need a bigger budget to achieve your event goals? Or do you need a certain service to help you, such as everyone getting enough to eat? People are more likely to attend your event if you have a lot of activities, games, and food, but those things cost money and you might not have enough for everything you need. Are you looking to get a bigger audience for your small business or organization? Having a distinguished business or person sponsor your event will bring awareness to new audiences and customers so that more people will attend your event and support your cause. Having an established company or person promote your event will also give you more credibility.

How can I make companies say “yes”?

It helps to already have a relationship with the business before you contact them about a sponsorship. Are you a long-time customer or are they a local company run by people you have connections with? This will make the business more likely to help. It, however, is not the only way to get sponsors. Make your proposal personal rather than a general request. This will make the company know that you care about their sponsorship. Also try to find the right person to contact. See if you can find the email or phone number of someone who will be willing to listen to your proposal. Do not call or send an email to a general email, such as their “info@” email or their customer service. Another key tip is to think about what you are going to say beforehand and what you will offer the sponsor for their contribution. Be clear, confident, and listen!

Are there any kinds of events sponsors like?

If you’re struggling with how to get sponsors for an event, remember that they like events where their business can be promoted. If you are working for a good cause or are a small business, sponsors like adding their logo to your materials to show that they support your organization while also spreading brand awareness for them. Potential sponsors also like events where they can reach a similar audience to their customer base. For example, local businesses will support local events because people who live in that region are more likely to use their services. A business in a specific industry is more likely to help an organization that has a cause that relates to their mission statement. Therefore, it is important to find a sponsor whose audience is like your event attendees.

How long before an event should I contact a sponsor?

When it comes to timing, the main thing to take away is that you need to contact your potential sponsors early. Come up with a list of potential sponsors and what you plan on offering them depending on the amount of money they donate. You should know all of this when you request the sponsorship of a business so that you can clearly communicate with them what they will be getting in return for their money or services. Try getting into contact with possible sponsors a few months before your event, roughly four months.

Final Thoughts

These tips will help you in locating and persuading a sponsor to back your event. Once you have landed a sponsor(s), the next crucial thing to do is to make sure that you have the best event possible. If your event is a success and you establish a working relationship with your sponsor, there is a good chance they will want to sponsor your next event and any others you have. Therefore, it is important to find a suitable company and to win them over with your pitch. Remember that sponsorships work both ways. If a company is willing to give you money for your event, you need to make sure that they are getting something in return and that your event will be worth their time. Keep this in mind the next time you are seeking sponsorship for an upcoming event.