B2B events such as seminars, conferences, training days and trade shows are a valuable marketing tool. A well run event has the capacity not only to improve your sales or bring in new clients, but to raise your profile in your field of expertise. It can be a cost effective strategy too, as the cost of hosting a B2B event can be minimised by obtaining sponsorships.

Finding sponsors is relatively easy if you target the right businesses. Here are some of the main things to consider when making up a list of prospective event sponsors:

• Businesses generally sponsor events for the marketing potential. If your audience members aren’t likely to be highly interested in your prospective sponsor’s products or services, the prospective sponsor isn’t likely to be interested in sponsoring your event. Knowing your audience will help you target the right sponsors. Will event attendees be industry decision makers? Do they fall into a particular age or gender group? Will they be local or will they come from interstate and overseas? Narrow your list of prospective sponsors to those who are most likely to benefit by gaining access your event audience.
• Are the aims and values of prospective sponsors in line with those of the event and the host? Sponsors will want to ensure the host and event is worthy of their sponsorship and similarly, you’ll want to ensure that your sponsors are businesses you’re happy to be associated with.
• One of the best places to look for potential sponsors is on the list of businesses whose representatives you intend to invite. While some of the attendees will be signing up in the hope of learning something or gathering information, many will have the potential networking opportunity in mind. Within this group, you’re likely to find some who will see sponsoring your event as an excellent opportunity.
• You can also seek ‘in-kind’ sponsorship. An in-kind sponsor is one who provides services to your B2B event either for free or at a discount, in exchange for a mention. It might be signage, advertising, accommodation, food, technology or stationery.

Targeting the most appropriate sponsors from the beginning is the best way to ensure speedy sponsorship and a cost effective B2B event.