Getting the Most Out of Event Sponsorship
By Thomas Talbert – December 6, 2021
After more than a year of not being able to attend a single industry event or get-together, I was thrilled to finally be a part of a few events and conferences over the last several months. It felt amazing to mingle, meet new people, and finally catch up with a few industry friends and colleagues face-to-face, instead of via computer pixels on my laptop.
While the anticipation of getting back to normal, in-person events is exciting—and maybe even a little overwhelming—it is helpful to remind myself of why I am attending these events in the first place. Ultimately, what do I want to take away from participating, or even sponsoring? And is the time involved, and the event itself, worth the investment?
Events in 2022 may look slightly different, but the desire to gather, share, learn, and meet new people is rumbling through our industry. After two years of cancellations, I’m really looking forward to being on the show floor at the annual National Restaurant Association Show in May. And I’m particularly excited to be a part of the biggest shebang of NRA weekend, Cirque Bazaar. CSSI will be co-hosting this lavish networking event at TAO on Sunday night, so leading restaurateurs, contract management companies, manufacturers, and hospitality operators can rub elbows, create new relationships, and celebrate their successes through challenging times.
The Benefits of Sponsoring an Event
One way to really maximize your brand’s exposure and move your organization forward is by sponsoring an event. Sponsoring is an investment, to be sure, but when done right it can add considerable value for your business. Some benefits to sponsorship:
- Brand exposure. I touched on this above, but it’s important enough to mention again. Depending on the level of sponsorship, your company may be offered an opportunity to showcase product innovation, your logo on all marketing materials, swag bags, and promotional videos, or other unique branding opportunities (for example, a virtual lounge).
- Data. With sponsorship, you may gain access to privileged data about the attendees, high-level decision makers, and other valuable insights within the industry.
- Discounted rates. Sponsoring an event may come with perks such as reduced or free ticket prices, which is helpful if you’ve got a big group clamoring to attend.
- Exclusivity. Sponsorship makes you part of the “in” crowd, which is pretty nice, in and of itself.
- What do you hope to gain from sponsorship? Do you want to foster or make new industry contacts? Are you planning to launch a new product, or hoping to access new sales leads? The more aligned you can be to your business plan, the better prepared you’ll be to make the decision.
- Who will be attending? Ask the organizer questions about who has attended in the past, and who will be at the upcoming event. This will be extremely valuable information.
- Who from your team would be attending? Make sure you’ll be adequately represented during the event. Make a list of who at your company will be needed, and what their role will be.
- The content and speakers. Conferences with engaging speakers, industry celebrity panels, and useful content draw the biggest participation. People want experiences that they’ll remember. Hint: if the event seems dull, it probably will be.
- Total cost to sponsor and attend. After a tough couple of years, it’s practical advice to really evaluate the costs associated with sponsorship, including transportation, hotels, and entertainment. Even so, choosing the right event to sponsor can pay off, big time.
- Do your research. For example, if you are a manufacturer and have a goal to engage with national account operators, you must prepare yourself and your team by doing specific operator research and truly understanding why your product or capability will provide a solution or benefit for them.
- Build in down time. How can you create amplified moments in time during the event or conference that build authentic connections? This can be as simple as taking a customer out to dinner or bringing together a few people for a culinary in-market experience or other fun and informative activity.
- Logistics, logistics, logistics. If the event is part of a trade show, make sure the million little details with the design and structure of your company’s booth are locked down ahead of time. Supply chain issues can resurface and challenge even the most prepared organizations.
We've all been to events where people are awkwardly reading name badges trying to find the people they want to meet. But with some advance planning, you can reach out before the event to introduce yourself and express interest in having a conversation.
- Make a guest list of the people in your organization. This usually depends on the event, who will be there, and what you plan to accomplish. While sales teams are normally expected to be in attendance, you might consider including members of your Food Science or R&D teams, especially if other companies’ technical team members will be participating.
- Then memorize the event’s guest list. This goes a little deeper than what I mentioned in the decision-making phase above. Unfortunately, we have all been to events or conferences where people in the room are awkwardly reading name badges trying to locate the people they want to meet. But with some advance planning, you can (and should) reach out before the event to introduce yourself and express interest in having a conversation. Doing some intel beforehand allows you not only to identify the attendees that you want to build a relationship with, but it gives you the time to develop a personalized conversation that focuses on specific ways your company can impact their business.
- Solidify your talking points. Brush up on the important topics you and your teams should be ready to discuss with a potential operator partner. When you’re confident and well-informed about the ways your company can add value, you’ll be able to listen thoughtfully and give another person your full attention. It’s all about collaboration.
- Solutions that ease and reduce labor needs
- Solutions that reduce operations
- Solutions that bring forward innovation relevant to their consumer and brand
- Why you personally like their brand and menu
After the event, avoid generic “Nice to see you” emails, opting instead to communicate in a more meaningful way. Offer extra insights on concerns you might have learned about. This may spark a dialogue and position you as a trusted source.
- Mixing business with pleasure. How could I forget the most important part? We’re all at these events to drive our businesses forward, but without a little frivolity, life wouldn’t be as fun. When people are relaxed and happy, they’re more upbeat and positive, too. The food industry encourages indulging the senses, and lively, bustling events are the perfect place to celebrate.
- Next steps after the event. Once the bags are unpacked and the glitter is swept away, following up with the contacts you made is crucial. Avoid generic “Nice to see you” emails, opting instead to communicate in a more meaningful way. A tailored follow-up is a great opportunity to distinguish your organization from the competition. Keep it concise but focus on specific areas in your conversation where you thought you could add value to their company. If you can, offer some extra insights on any problems or concerns you might have learned about. This may spark a dialogue and position you as a trusted source.
There you have it. Sponsoring an event, as long as it’s the right one, can offer tremendous ROI for almost any business. I’m optimistic that next year’s line-up of culinary industry events and conferences will be the best ones yet, and I personally can’t wait to travel a bit, talk a lot, and finally see some familiar faces—in real life, not pixelated.
Thomas Talbert
Vice President, Culinary Marketing
Created by Olive + Ash.
Managed by Olive Street Design. 