Alberta Meeting & Event Guide Fall/Winter 2017/2018 | Page 32

Setting the stage 2) Prospecting We need to research and build a database of potential sponsors. When we under- stand our attendee demographics, we can determine what type of companies will have an interest in gaining exposure to them. Qualified sponsors will also have business goals and objectives that align with our event. 3) Discovery We need to take time to meet with pros- pects and begin building relationships. Our goal should not be to educate them about our event, but to learn about their business goals and objectives, the oppor- tunities they are looking for, and the outcomes they expect from their spon- sorship marketing investments. 4) Custom Proposals We need to utilize our inventory list and what we learned from discovery to develop a customized proposal for each potential sponsor. Our proposal should focus on the sponsor outlining the benefits being afforded to them. It builds a business case de scribing how their investment sup- ports their business goals and objectives. 5) Activation Once a company has invested in our event they receive the agreed upon benefits which may include the right to conduct additional marketing activities to further leverage their sponsorship. We must work with our sponsors to ensure they take full advantage of the rights and benefits afforded in their contract. 6) F  ulfillment Management We need to ensure that the benefits promised to our sponsors are fulfilled. Not only do we have to work to deliver on our promises, we also need to provide our sponsors with a post-event fulfill- ment report. This report outlines what benefits were committed to and describes how each was achieved. There are some great resources available in Canada to learn more on developing sponsorship programs. Canadian sponsorship expert Brent Barootes recently published a comprehen- sive guide to sponsorship titled, Reality Check: Straight Talk about Sponsorship Marketing. You may also consider attend- ing the Western Sponsorship Congress – Alberta Forum which is held annually in Edmonton or Calgary. n Brent Taylor is a partner with Timewise Event Management and Event Technology Solutions based in Edmonton. He has 24 years of experience as an event professional and is very active in helping advance the industry. He was recently appointed to the International Board of Directors for Meeting Professionals International (MPI). Brilliance Happens Here! Banff Centre for Arts and Creativity offers customized conference experiences with guest focused support in the unparalleled natural environment of Banff National Park. For more information, please contact: 877.760.4595 [email protected] banffcentre.ca 32 ALBERTA MEETING & EVENT GUIDE • Fall/Winter 2017/2018