In 2017, the majority of companies still perceived event sponsorship as an add-on to their other more important, business generating set of marketing activities. Sponsoring an event is, to this day, associated with doing good, giving back and showing off the softer side of the company.
Finding sponsorship for your event can be a difficult part of the event planning process. But before you head out there with your hopes high and your pitch ready, ask yourself this question – how do you know if your sponsor is right for you?
All events, from the biggest live broadcast sports matches to the tiniest local gathering have one thing in common: They all have value from a sponsor perspective. If you have an event with an audience it has value. The question, of course, is how much?
“The sponsor value of an event is in the data. This is a simple truth that many event organisers miss. No professional, or semi-professional event organiser can count on real financial sponsorship without data to back up their claims about how good their event actually is. It’s that simple. No reliable data = no serious financial sponsor.”
With the launch of Airfinity Event Analytics, an event can gain access to a range of insights about their community and attendees. The data, (currently targeted at B2B events), consists of key comparable metrics on communities, reach engagement and attendee demographics that Airfinity has developed with help from some of the world’s most active event sponsors. Events also receive a quality score, and ranking in their topic category.
Tech professionals are not screen junkies. They congregate in person as never before. London is hosting an exploding number of small and midsized tech events. In 2016 there were more than 800,000 attendees to over 10,000 events for tech professionals in the capital. This is another clear indication of London’s growing competitiveness as a global tech centre with more than 300,000 jobs and a £56 billion turnover.
The end of January is a time where 2500 of the world’s movers and shakers meet in Davos, Switzerland at the World Economic Forum (WEF). This is as premium as an event gets. So for event organizers and sponsors this is an interesting benchmark for what the potential for sponsorship and ticket pricing is if you are, as WEF, top of your league.
As the world becomes ever more digital, “real life” experiences are becoming the new luxury. When the majority is glued to screens most of the day, the basic human need to get together in real life, share experiences, discuss, listen and learn increases. Eye to eye beats eye to screen.