Sponsorship

Nuila Events Four Pillars

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We know that over the years, we’ve shared a lot of “inside scoop” stuff through these pages and in the course of working with so many wonderful organizations, but not a day goes by when we’re not asked how we manage so much “stuff” in any event – and all of them.

It all comes down to understanding the scope of the job.  Over the years, this has evolved into a comprehensive document that we use on any proposal so that we absolutely understand what our client needs and they know exactly what they are getting from Nuila Events.

Now we know what you’re thinking, and you’re right – one size never fits all.  So as we start to work with new clients and plan any event, we look at the “Four Pillars.”

1) Venue Sourcing

The first thing we do in the process of planning any event is look at it from the participant’s perspective.  That begins with a focus on selecting the right venue and making the necessary bookings for meeting space, any blocks of hotel rooms and certainly understanding how the space needs to be used.  We’ve even aligned ourselves with Experient, a Maritz Global Events company, to help our clients receive even better rates and protection for all of the sourcing needs.

2) Sponsorship & Exhibitor Sales

From there, we move on to understanding if and how sponsorship and exhibitors can help to offset the costs of the event. We want to make sure that your guests have access to truly amazing resources that complement your organization.  For companies in the technology field, we would seek out other companies that work in conjunction with our client to see how their presence can maximize the value of the event.  In the case of a non-profit, we would look to corporate sponsors that want to increase their presence in that arena and seek out relationships and opportunities that maximize the effect of the event.

3) Meeting Management

After we have the space and sponsors or exhibitors, we really drill into the meeting management role.  80% of the problems are in this 20% of the work!  This often means choreographing the schedule down to the minute. Meeting management is the truly in-depth hard work in the business, especially since this is the visible part of the event.  It is just like watching a duck in a pond – all the work is going on where you can’t see it!

4) Exceptional Content

Of course, a great event is made that way not just by an organization but by the things that they share at the event.  Public speaking is not the strongpoint of many folks, and a bad keynote speaker can absolutely tear down every bit of goodwill the event should have garnered.  While we consider it to be the last of our “Four Pillars,” this is every bit as important as the others.  Over the years, we have partnered with many seasoned stage speakers in a variety of spaces to be able to provide our clients with a “speaking solution” to nearly every event – from business to personal.

We know, we know - it all sounds simple, and after many years of planning events, it is.  By using our “Four Pillars,” we are able to see the best execution plan for any event and make sure that every client, from the Fortune 500 to a new non-profit, can put on a memorable event that helps to build their own culture and success story – and better yet, meet their budgeting needs with no surprises.  

Have you got a corporate event planned?  Let us know how we can help and make sure that your own “Four Pillars” don’t fall – contact Nuila Events, LLC right here or just pick up the phone and ring us up at (949) 238-8066.  We’d love to show you how great it can be!

How To Get Sponsorships for Your Event

Stop right there.  Before you start thinking about sponsors and colors and times and invitations, you need to ask yourself a question.  A very simple one:

Do I have the skills to pull this off, or is it going to be a train wreck?

If the little voice in your head screams “No! No! No!” – you need to quit pretending and call Nuila Events, LLC.  Corporate or Non-profit, we can help. But before the lightning strikes the merry-go-round, get a pro to handle this event.

Now, if you’ve held an event before, you probably know how important a role sponsors play in event success. Sponsors can help with providing resources, marketing the event as well as help with overall participation of the event. But the reality is that securing a sponsor is much harder than you may perceive. Securing the right sponsor takes a mix of marketing strategy, relationship building and creative thinking.  The real catch for many sponsors, before they decide to get involved, is what exactly is the plan?  Think about it from a strictly business point of view. Any investor in a business would want to see a pro forma. In a way, your potential sponsor does too.

 

First, stand in the "buying" shoes

 

Photo Credit To: Youtube.com

Photo Credit To: Youtube.com

When you ask for sponsorship, don’t be surprised if things don’t go your way at first. Very seldom will companies give you money simply because you’re holding an event.  Here is where having your plan for the event, and perhaps a successful partnership with a company that handles large events, will pay off.   Companies invest only when they know they’ll get something in return. Therefore, try to think from a sponsor’s perspective when pitching them. Ask yourself the following questions before calling potential sponsors:

  • What’s the event objective and event program?

  • How is my company benefiting from sponsoring this event?

  • What’s the demographic of the target audience? Is it the same with my own customer base?

  • Why is this event unique from others?

  • Does my company have an opportunity to directly engage the event participants?

  • How about brand exposure, promotion rights, or exhibit booth?

Sponsors are not necessarily expecting monetary returns, but rather wanting to leverage events to create brand awareness and interact with customers. You have to think like a marketer and come up with a sponsorship package that’s appealing to buyers.

 

Second - Know WHEN and WHO to pitch

 

Photo Credit To: thepitchacademy.com/   

Photo Credit To: thepitchacademy.com/

 

The process of applying for sponsorship is really time-consuming, especially when you’re approaching renowned brands. So start early and make sure to have plenty of time for your sponsorship campaign. If you have an urgent timeframe, then talking to the right person can make a great difference. Smart sponsorship advocates know the importance of figuring out who makes the final decision. You are going to have to get past the “gatekeeper” to get to the decision makers, and that just takes time.  If time is of the essence, you need to figure out ways to get there quickly or look elsewhere.

 

Third - Target the right brands that suit your event "objective"

 

Photo Credit To: gasolinelabs.wordpress.com

Photo Credit To: gasolinelabs.wordpress.com

This is so obvious we shouldn’t have to say it, but every year, as professional event organizers, we hear the horror stories.  Beer and alcohol companies asked to sponsor a carnival to help sick children. Barbecue sauces asked to sponsor vegetarian events.  It seems like common sense, but as deadlines loom, sometimes the ideas get crazier and crazier.  Simply put, don't collaborate with a sponsor that has an opposite value to the event you're hosting.  Emphasizing the “fit” between your audience and your sponsors can tighten-up the event theme as a whole. Think of your event goal and target audience first, and then match the right businesses to collaborate with.

 

Fourth - Don't forget sponsor's employees

 

Photo Credit To: www.greenbiz.com/   

Photo Credit To: www.greenbiz.com/

 

Studies indicate that employee involvement is becoming more and more crucial to businesses. Lots of businesses also invite employees to participate in volunteering or participating in corporate social responsibility activities. Therefore, when you are securing the right sponsors, don’t forget to ask for their employees’ involvement! For example, if you’re holding a running related event, have sponsors’ employees build a team and participate in the contest. Not only will you secure more attendees, but you also provide your sponsors a great chance for internal team-building activities.

 

Lastly - Creative Thinking!

 

The chart below showcases what sponsors care about when sponsoring an event.

Photo Credit To: www.sponsorship.com/


Photo Credit To: www.sponsorship.com/

Based on the above chart, one can see that brand exposure is definitely a ranked priority for businesses. But there is more to offer than brand exposure and a social media presence. You have to create exceptional value to your sponsors, think out-of-box, and explore every possibility. Possible choices could be guerilla marketing or even linking sponsors with event programs.  If you don’t have the answer, that’s okay.  They have a marketing department, start asking them!

 

A great example of going above and beyond for your sponsors would be Kohler, a bathing appliance company and the official sponsor of Bonnaroo, who brought a stunning shower experience into an event. Kohler provided two rows of container structures for private shower and clothes-changing. Kohler successfully promoted its products by satisfying the needs of event-goers. What a brilliant sponsorship idea! By looking at other successful venues such as Kohler’s, one can gather many great examples and ideas for their events.

 

Okay, the little voice in your head should really be working overtime now, and that’s what we’re here to do.  We’ve been saving our clients from disastrous events for years, and we know that not everyone can be an expert like us.  

 

No, seriously, we have helped clients out of some real dumpster fires.  

 

You are an expert at what you do, Nuila Events is an expert at planning and executing amazing corporate and non-profit events.  In fact why don’t you just tip –toe over to our website while the boss isn’t looking, reach out to us here, and let us help you figure out just how you are going to pull off that next amazing corporate event.  You can find us on the Social Media of your choice, and isn’t it better to have somebody to guide you through this process than to try to map it out on your own?

 

We know.  We help folks like you everyday.