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Sponsorship Page Reality

Sponsors are an important part of any event.  There are numerous event that wouldn’t take place without the support of their sponsors.  Over the last nine years I’ve carefully looked at web statistics for various events. There is a glaring statistic that comes to light as it relates to featuring your sponsors.  When people visit an event web site they aren’t interested in who’s sponsoring your event. Sponsorship is the one of the last things the average visitor deems important.  The graph below shows pageviews statistics from an event web site. The sponsorship page accounted for less than 2% of total pageviews over a 12 month period. The statistics below are from an event web site with 9 pages.

Event_sponsorship_stats

Beyond Sponsorship Logos on Your Event Site
You need to go beyond just featuring sponsors on your event web site.  The process starts with trying to find sponsors that your target market actually cares about. Look at the demographics and psychographics of your target market. Can you find a good link between potential sponsors and your target market?  Instead of just featuring your sponsors include them as part of your marketing.  Include sponsor coupons that your target market can redeem before or after your event.  Make sure that sponsors track coupon use. It won’t be difficult for you to find sponsors for your event if you’re providing your sponsors a definitive return on investment. Using a coupon is one of the easiest ways to show a direct return on investment.

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Comments

Eugene Loj

Kyle,

You're spot on with you assessment.

Unfortunately, few event organizers find a good sponsor to target market match.

- Eugene

Kyle Weatherman

The process starts with trying to find sponsors that your target market actually cares about

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