You’ve done the work. You’ve created a corporate event that sponsors want to be a part of. They’ve returned your call and now you have a meeting on the books with them. You know they wouldn’t meet with you if they weren’t interested in sponsoring you. There’s revenue and commission there for the taking.
Now it’s time for your meeting, and you need to understand what sort of sponsor proposal will get final approval.
Here are some questions to have ready so that you can understand your prospect’s needs:
Understanding Their Goals and Priorities
1. What are your main sponsorship objectives this year?
This is a great way to understand what they’re aiming for and how your event can help them get there.
2. Who is your target audience?
Making sure your event audience lines up with their target market is crucial for a win- win partnership.
3. How do you typically engage with your market through sponsorship?
Understand what their internal activations plans are. And if they don’t have a plan, it’s a great opportunity for you to help them make one.
Learning About Their Interest in Your Event
4. Have you sponsored similar events before? If so, what went well for you?
This gives insight into what has worked for them in the past and helps you shape the best offer for them.
5. What aspects of our event excite you the most?
Whether it’s branding, networking, or lead generation, understanding what they’re after helps you deliver.
6. Is corporate hosting a priority?
Do they need a suite or a VIP area? And if your event doesn’t have a VIP reception, can you work with them to create and sponsor one?
Talking About Budget and ROI
7. Do you have a budget range in mind for sponsorships?
This helps you create a package that works within their financial limits.
8. How will you measure the success of this sponsorship?
Find out what metrics matter to them, like brand awareness, leads, QR code scans, or social media engagement. Build your proposal to deliver on this metric.
9. What specific benefits or outcomes are you hoping to get from this sponsorship?
Understanding their goals helps you deliver exactly what they’re looking for, whether it’s ad space, branding, or access to your attendees.
Working Out Logistics and Execution
10. Do you have any rules or preferences for how your brand is presented?
Making sure you stick to their branding guidelines keeps everything professional and polished.
11. How do you usually like to collaborate with event organizers?
Knowing their preferred communication style helps things run smoothly.
12. Who is involved in the planning and implementation of the agreement?
Understand all of the key stakeholders and who needs to be kept informed
Exploring a Long-Term Relationship
13. Are you open to discussing a multi-year agreement?
Talking about the potential for a long-term partnership can help build a strong relationship. This also saves you both the time of having to renegotiate every year.
14. Is there an opportunity for us to help you directly with your business?
Understanding other ways you may be able to help them drive revenue will increase their interest in your event property.
15. Do you have any feedback from previous sponsorships that could help us tailor this one?
Learning from their past experiences ensures you avoid common pitfalls and exceed expectations.
General Questions to Keep Things Aligned
15. Who on your team should we work with for approvals and coordination?
Knowing the key point of contact keeps communication clear.
16. Are there any upcoming campaigns or launches we should know about to align with your goals?
Aligning your event with their broader marketing strategy adds extra value.
17. Do you have any suggestions for ways we can make your sponsorship even more valuable?
Opening the door to their ideas shows you’re committed to making this a great experience for them.
Let the conversation flow and allow these questions to be asked naturally. Personally, I don’t take a notebook to these meetings. I don’t want my counterpart to feel guarded. I want this to be a pleasant and friendly talk about their business. I just memorize the questions I want to ask and then write down their answers after the meeting has ended.
With this information now in hand, you’re ready to produce a highly customized proposal that will suit their specific business needs. Showcasing to a prospect that you’re interested in their success will land you more deals and see your sponsorship revenue rise.
Adam Watt is the owner and managing director of Event Partnerships Inc., a full-service sponsorship sales and consulting agency.
