Pricing Sponsorship Packages
Most sponsors want two things, in this order:
Leads
Brand Recognition
Knowing this, you want to craft your sponsor opportunities in such a way that you're getting them in front of as many people as possible, and the value that you deliver is how many people are they in front of. The format doesn’t matter - it can be virtual, in-person, hybrid, quick pieces of content, long-form courses over multiple weeks - whatever it is, it’s getting them to their goal. What typically matters is which format they value the most.
Over the past year, there's been a lot of thought leadership on what is the future of sponsorship. Do we move to more customized packages? Do we stick with tiered options of what they can get access to?
What I recommend is that you create a menu of what your organization can do, and then allow the sponsors to customize from there.
By creating a menu, your association is being realistic about what you can fulfill so that you keep your promise and deliver the value proposition that you've sold to them.
There's no sense in somebody selling a sponsorship you can’t deliver on.
Or worse yet, you oversell the number of opportunities. Then they see others getting it after you had to withdraw that opportunity from them.
By creating a menu and documenting how many of each component your organization can properly execute, a level of scarcity is created for your sponsors to know that if they want something they need to commit and sign a contract. Plus, your association has security in knowing it can deliver what has been promised.
This allows your sponsors to customize their experience within the boundaries you’ve set.
If they prefer to get in front of people in a digital format, or through thought leadership, or a traditional expo hall format, they can choose what they believe is best for them for qualifying leads and building relationships.
