Too often I witness people sending off bulk emails to various companies requesting sponsorships. These emails are often a standardised, essentially asking for money in return for vague metrics like 'logo placement' or 'brand awareness'.

While there are still aspects of sponsorship focused on brand awareness, there's a new paradigm for event sponsorship. Today, people know when they're being advertised to and can more easily ignore marketing messages. Therefore, sponsors don't just want attendees to be aware of their product or service. They want to offer value, provide solutions, and create deeper, long lasting connections with your attendees.