The primary reason a sponsor decided to sign on with your event, as well as the main reason they decide to renew, is if they perceive they’re getting good value from their sponsorship. Good value, however, is in the eye of the beholder, and what event hosts consider good value is not necessarily what sponsors consider good value. This class will address the issue of defining value from a sponsor’s perspective, and how that perspective can and should be used to design, sell, and execute event sponsorships
- Understand how sponsors define value when it comes to event sponsorships.
- Determine how to best position your event when pitching sponsorships.
- Identify strategies for leveraging your event assets proactively to help sponsors achieve their goals.
- Illustrate creative solutions utilized for event sponsors via actual case studies.
With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the field of special events, meetings and small business growth strategy. Howard is the Founder and Executive Director of the Event Leadership Institute, provider of best-in-class training and education for the events industry, through online, on-demand video classes, interviews with industry leaders, white papers, webinars and live events.
Howard is the founder of Paint The Town Red, Inc., and the former CEO of North America for Global Events Group, the 13th largest event agency in the world, which acquired Paint The Town Red in 2008. During his tenure the company won over 30 industry awards. He is a Past President of the ILEA (International Live Events Associate) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards.
He is a frequent speaker at industry conferences on a wide range of topics. He currently writes the monthly In Business column for Event Solutions magazine. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.
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