Conference Sponsorship

Summary

In this training, Chris Bayless of the Sponsorship Collective outlines a step-by-step process for securing sponsorships for conferences. He emphasizes the importance of curating an audience rather than simply placing logos, focusing on custom, value-driven activations that engage both sponsors and attendees. Bayless advises against using generic sponsorship packages and encourages understanding the sponsor's goals through discovery meetings. He highlights the need for personalized proposals, over-delivering on promises, and fostering long-term relationships through continuous feedback and follow-up.

Takeaways

• 🎯 Sponsorship success comes from being a curator of audience, not a placer of logos—brands value meaningful connections, not visibility alone.
• 📉 Traditional gold–silver–bronze sponsorship packages are ineffective and should be abandoned in favor of custom, goal-driven solutions.
• 👥 Sponsors want to access your audience in ways that generate measurable ROI—such as leads, meetings, demos, downloads, or thought-leadership opportunities.
• 📊 Strong audience data is essential: brands expect 25+ data points plus at least three niche audience avatars.
• ✨ Activations (unique, high-value experiences for attendees) are far more valuable to sponsors and audiences than logo placements.
• 💰 You must know and justify your value by pricing assets based on what they’re worth on the open market—not arbitrary tiered packages.
• 📄 A Business Case goes BEFORE the meeting and contains no pricing—its job is only to secure a call by showcasing audience data and ideas.
• 🗣️ Discovery meetings are about asking questions, not pitching; understanding a sponsor's goals unlocks larger custom deals.
• 📅 Always BAMFAM: Book A Meeting From A Meeting—never leave a call without scheduling the next step, especially before sending a proposal.
• 📈 Fulfilling and over-delivering on promised assets builds trust and drives 80%+ renewal rates through timely fulfillment reports and follow-up proposals.
• 🔁 Inviting honest feedback and allowing sponsors to say 'no' prevents wasted time and ensures you work only with qualified, interested partners.

Q & A

What is the main idea of this training video?

The video provides a step-by-step guide on how to secure sponsorship for conferences, focusing on the importance of curating the right audience and creating tailored, value-driven sponsorship opportunities instead of just offering logo placements.

Why is the gold-silver-bronze sponsorship model outdated?

The gold-silver-bronze model is outdated because it only offers logo placements, which don’t effectively connect sponsors with the target audience. This model leads to stagnating or declining sponsorship revenue.

What does it mean to be a 'curator of audience' in the context of sponsorship?

Being a curator of audience means focusing on connecting sponsors with a targeted group of people who align with their market goals, rather than simply placing logos in front of an audience. It's about creating meaningful engagement between sponsors and their potential clients.

How can a conference organizer deliver more value to sponsors?

A conference organizer can deliver more value by creating custom sponsorship opportunities that focus on delivering real experiences to the audience, such as workshops or interactive sessions, instead of relying on logo placements or traditional promotional materials.

What are the true benefits of sponsorship for brands?

The main benefits for brands are not just awareness, but the ability to move potential clients into their sales funnel through actions like downloading content, attending workshops, or engaging with the brand directly at the event.

Why is audience data so important for securing sponsorship?

Audience data is crucial because it helps sponsors understand the specific demographics and interests of the attendees, which allows them to make more informed decisions about their investment. Sponsors are often looking for precise, niche data to align their marketing strategies.

What are 'activations' and why are they important in sponsorship?

Activations are engaging, experience-driven activities that attract and engage the conference audience. They are more valuable to sponsors than traditional methods like logo placements because they create memorable experiences that align with the brand’s goals and resonate with the audience.

How can a conference organizer properly value their sponsorship assets?

A conference organizer should assess the value of their sponsorship assets based on the actual market value of similar opportunities outside the event, not by arbitrarily dividing them into levels like gold, silver, and bronze. Understanding the true market value helps in pricing these assets appropriately.

What is the difference between a business case and a sponsorship proposal?

A business case is a marketing document that outlines the audience, potential activations, and case studies, and aims to secure a meeting with a potential sponsor. A proposal comes after the meeting and includes the financial details and specific assets discussed.

Why is it important to book a meeting after a discovery meeting with a potential sponsor?

Booking a follow-up meeting after a discovery meeting helps maintain momentum and ensures that the conversation continues. It prevents the sponsor from ghosting you and solidifies the commitment to moving forward with the sponsorship deal.