Sponsorship prospectus

What it has to prove

That your audience is the audience the sponsor wants to reach. Attendee count is the least interesting number on the page. Seniority, job function, industry and buying authority are what a sponsor is actually assessing, and a prospectus that leads with a headcount is asking to be compared on price alone.

Structure the packages, do not list features

Tiers named after metals tell a sponsor nothing. Packages built around outcomes work better: brand visibility, lead volume, speaking access, hosted meetings. A sponsor with a pipeline target and a sponsor with a brand target want different things and should not be sold the same three tiers.

Price it against what it delivers

If you cannot explain what a sponsor gets for the money in one sentence, the tier is padding. The fastest way to lose a renewal is a sponsor who worked out after the event that the logo placement they bought was seen by nobody.

Plan the reporting before you sell

Whatever you promise in the prospectus is what you will be asked to prove afterward. Promising measurable outcomes without a way to measure them is how a sold-out sponsorship program becomes a difficult December. See exhibitors and sponsors.