Head's Up for Event Producers

Now more than ever it’s imperative for event and festival producers to be on top of their game in creating unique, interactive ways for sponsors to get involved. More money is being spent in this marketing category, but it’s being allocated to fewer events overall. Meaning, sponsors are eschewing the shotgun approach and instead looking for ways they can really dig into an event and be an active participant. The days of throwing up some signage and calling it a day are behind us for the most savvy marketers, and savvy event producers know this. This means it’s harder to compete for sponsorship dollars, an already highly competitive arena. So if you’re not in the game, then get in now or you’re out.

I could outline an exhaustive list of things you should already be doing to attract sponsors, starting with mobile media and online social networks. But instead I would suggest you research events that are similar to yours but perhaps bigger and see how they pull it off. Some music events that do an excellent job are Lollapalooza and Austin City Limits Music Festival (same producers); Coachella and Stagecoach (ditto); and South by Southwest. Even if your event is not music-related, you can still use these examples to get great ideas.

Posted Sunday March 30, 2008
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