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Production 78 Blog


Continuing to add our useful resources and give informative insights into our role within the creative industry and the 300+ events we produce for our clients each year.



Six Motivations for Event Sponsors


We know that sponsorship is important to many of our clients. So, we’ve shared 6 key motivations for brands seeking sponsorship to keep in mind as you reach out to potential sponsors. By applying these unwritten rules of event sponsorship, you should enjoy more success with higher value sponsorships and better, long-term relationships with those sponsors you do bring on board.

What do event sponsors really want? …



1. Brand Awareness

Brands will sponsor an event to get in front of their target customer. So when putting together an event proposal, the first and most obvious step is to put together a list of companies who would benefit from sponsoring your event based on your potential event attendees - So know your attendees’ psychographics and demographics to match them carefully to potential event sponsors.


Often sponsorships will be easier to achieve with companies that are:

  • Relatively new to the market - who will want to introduce your attendees to their product or service.

Or established companies who are:

  • Launching a new product
  • Rebranding
  • Have a new decision maker
…Anything that will require a shift in branding/strategy. But remember, always be to the point! Confusing brands and setting out expectations that no sponsorship fee will be involved isn’t a good strategy, particularly if you don’t have months to tip toe build a relationship.


2. Increase sales of a product or service

For some sponsors, brand awareness isn’t enough. For a brand to sponsor your event there must be obvious benefits. So before pitching to a potential sponsor, ask yourself… “If I were in their shoes, what else would I want in return for sponsoring this event?” People always want to know what’s in it for them!


They’ll usually want to put their product or service in the hands of their new potential customers — usually by offering them free samples. This is particularly true for food and beverage companies, so check with your venue whether this is possible so that you can fulfil your agreement before promising anything.


Also, for brands focused on increasing sales through sponsorship, you’ll want to focus on metrics in your proposal – So collect data to paint a compelling picture – for example: 2 in 3 people who will be exposed to your brand at our event represent your target audience (but of course be more specific than that!).


Mention how exactly you will help them to measure their ROI - Social media can provide a huge amount of useful data about the reach of your event and how much your attendees interacted with one another and your brand.


And just as importantly, mention what you will do to support their efforts.


3. Reposition their brand

Unlike other forms of marketing and advertising, your event can help alter the public perception of a brand in an incredibly impactful way. With this in mind you can turn them into long-term strategic partner of your event.


How? Take the time to build a relationship with your sponsor - During your initial meetings, ask them about their goals and challenges, and really listen to their responses - You might discover a unique opportunity for them to paint their brand in a different light with your attendees; which consequently could equally benefit your own event strategy – Perhaps by including an exciting experiential marketing “happening” under the umbrella of your event.


4. Block competition

Understanding your potential sponsor’s competition is very important. Not only can your event help a brand reposition their product or service, it’s also an opportunity to get ahead of their competition.


Looking at your prospect list, consider their competition and find out if they’re sponsoring an event like yours. If a brand is in a hyper-competitive market, you can offer them a chance to reach their customer somewhere their competitor isn’t.


5. ego stroking

Some companies will sponsor things just because they want their name associated with it. Often these are things like sporting and cultural events.


This type of sponsorship is a way of showing the world they’re on top and doing well. It’s primarily driven by ego – It’s good to establish whether this is the case so that you can tailor your proposal effectively.


In this case imagery is a really good idea to help them to visualise how their brand would look in and around the event, including how often will they’re brand be mentioned in the marketing of the event.


Think about ways to feature them on your blog, across social media platforms, joint PR, pre-event webinars, taster sessions…There’s no limit to how you can boost a brands ego!


6. To show that they care

Last, but not least - A motivating factor for brands seeking event sponsorship can be about more than money.


Instead, some may want to sponsor your event simply because it will align their brand to a cause or mission their customers are passionate about, and which is clearly associated with your event.


Many brands will tell you that this is one of the key reasons they sponsor events. They want people to know that they care about their fans and are actively giving back to communities - It will be part of their corporate social responsibility strategy.





NEXT! Create the perfect proposal...

Sponsorship is actually a partnership between your event and your sponsors, which requires sincere interest in the sponsor’s objectives and how you can help them achieve goals. Once you’ve established what it is they want from the event, what kind of ROI they would be likely to experience, and hopefully more info on their budget and their decision-making process…then you can write a completely bespoke proposal for them.


This makes you look more professional, and gives them something they’re much more likely to say ‘yes!’ to because it’s based on what they value.


*Remember! Be sure to cover all attendee demographics and if you have past statistics to share, do so!*


Also, they will want to know your event strategy to have an idea of what your event will look and feel like. So have a clear concept to paint a picture they can visualise. Its also wise to discuss your marketing strategy including which forms of media you intend to use to market the event.


…Then follow up with them on an organised date and time – and stick to it!


Be prepared for some rejection – You can’t win them all! - But in this case, invite them to your event anyway in hope that they will attend - be impressed - and be more open minded to provide sponsorship the following year.


*Once you’ve gone through the hard work of winning a sponsor, don’t lose them!*


After the event, it will be just as important to include them in the evaluation of the event – let them know the ROI for their involvement, and ask them how they felt it went to offer a more fitting sponsorship deal for next years event… And finally send a thank you card with an invite to your next event - Keep that positive relationship going!



Highlights of 2017 at Production 78


We’d like to say a massive thank you to everyone we’ve worked with this year – to all our staff, suppliers and clients… and what another busy, and varied, year it’s been!

We’ve dug out some photos to revisit just a few memorable highlights of 2017 to share with you.

Cheers to another fantastic year of quality events everyone!

Artes Mundi 7 Prize Awards 2017

Production 78 were honoured to once again work with Artes Mundi on their prize awards by providing staging and complete technical support at the National Museum of Wales.
Artes Mundi Awards 2017
Artes Mundi Awards 2017

Artes Mundi 7 Winner: John Akomfrah

Artes Mundi Awards 2017
The awards took place surrounding a formal dinner served at the National Museum and Galleries of Wales in Cardiff on Thursday 26th January 2017 – and opened the doors to 150 guests who saw John Akomfrah crowned the winner !

We particularly had a giggle at this photo of one of our sound technicians spotted on BBC Wales News strutting some interesting moves



Artes Mundi Awards 2017

Princes Trust – Popup shop

Back in March we worked with The Prince’s Trust to produce their Pop-up shop in Cardiff St David’s 2 Shopping Centre.

We fitted their window display, provided the stand holders with furniture to best sell their work, printed branding for the charity to promote their services, and supplied all technical equipment and staff needed to run enterprising workshops in store.
Princes Trust Popup Shop 2017
Princes Trust Popup Shop 2017

Popup Shop at St David's Shopping Centre

Princes Trust Popup Shop 2017

Cardiff Council and General Elections

Cast your minds back to the political drama that unfolded earlier this year.

The General Election in June, just one month following the May Council Elections - had us running around 4 counting venues all over Cardiff delivering tables & Chairs, installing stages, and branding our popular Curve lecterns for Cardiff Council like they were going out of fashion.
Council and General Elections 2017

Council and General Elections 2017

Council and General Elections 2017
Council and General Elections 2017
Tidy 2017

Tidy 2017

Arts Active Trust – Tidy! Project


Back in May this year we worked with Arts Active Trust to deliver and fully manage their unique staged performance to conclude the Tidy! Project. This performance consisted of KS1 and KS2 children from 24 schools in and around Cardiff - who demonstrated their upcycled art pieces, poetry, and music, alongside Welsh National Opera, Music Theatre Wales, and Literature Wales, at St David’s Hall.

Barber Connect 2017

Barber Blades – Barber Connect 2017


On the 3rd and 4th of June we took Barber Connect 2017 to The International Centre Telford – a bigger, venue for a show we’ve loved seeing grow year on year. Barber Connect offers a unique opportunity for Barbers and Brands to share new ideas and showcase their work with exciting live competitions taking place.
International Centre Telford
Barber Connect 2017
Barber Connect 2017
Barber Connect 2017
Production 78 were responsible for the full event design, production and management working closely with Barber Blades to support their sponsors, exhibitors and to keep the event on brand.

And this is the team that made it happen ! Celebrating on the last night of our stay at Telford – Cheers team Barber!

Check out the video below to see the highlights:

Barber Highlights Video

See you again at Telford in June 2018 Barber Fans!

ABP Cruise Terminals

In May and June this year we delivered two temporary Cruise terminals for ABP in South Wales.

The first was at ABP Cardiff for the visit of the Cruise & Maritime vessel “Marco Polo”, and the second was at ABP Newport for the visit of their ship “Magellan”

Production 78 provided all of the necessary and ancillary infrastructure associated with each port and vessel. This included marquees, power, security equipment and fencing, road signage, toilets and crew - to manage, secure, greet arrivals and organise their luggage.
ABP Cruise Terminals 2017
ABP Cruise Terminals 2017

ABP Cruise Terminals 2017
ABP Cruise Terminals 2017

ABP Cruise Terminals 2017

Nissan UEFA Hospitality and Xtrail Launch

We were also approached by UEFA sponsors, Nissan, to help produce a cup final party in Newport for celebrations surrounding the UEFA Champions League Finals and to launch the eagerly awaited 2017 version of the Nissan Xtrail.

This event included Nissan branded hospitality areas such as a 24m dome structure complete with air conditioning (…remember that hot summer we had?!), furniture, AV, lighting, sound, catering, safety equipment etc…. We also installed a football themed marquee for guests to embark onto their cruise liner hotel from.

And if that wasn’t enough, we helped the team brand an army of the new Nissan cars to transport the UEFA guests from the hositality, to the stadium and back, in time for the celebrations that evening.
Nissan UEFA Hospitality 2017
Nissan UEFA Hospitality 2017
Nissan UEFA Hospitality 2017
Costain M4 2017

Costain M4 Corridor Around Newport Public Local Inquiry

For those of you who know us well, you’ll know that Production 78 are leading providers for Planning Inspectorate hearings across England and Wales. Providing elements essential to ensuring that all individuals involved are catered for, and equipment is present to achieve the highest quality sound to hear and document these hearings.

This year we’ve supported Costain and the Welsh Government in their bid to deliver the new M4 relief road throughout the Public Local Inqiury process at the Lysaght Institute in Newport.
Costain M4 2017
Social Business Wales 2017

Social Business Wales Awards and Conference, Llangollen

As part of our Wales Cooperative framework agreement we were approached to provide complete technical support including the stage set design and build for the Social Business Wales Awards & Conference at the Pavilion, Llangollen in October.

The awards event ran three headline categories – Wales Social Enterprise of the Year, Wales One to Watch and Wales Employee Owned Business of the Year.

The winners of each category then went on to compete against winners from Scotland, Northern Ireland and England in the UK finals in November.

The conference and exhibition the following day saw a large number of exhibition stands promoting Welsh social enterprises and a number of workshops from keynote speakers including Ken Skates AM.
Social Business Wales 2017
Social Business Wales 2017
Social Business Wales 2017
Social Business Wales 2017
Social Business Wales 2017What a good looking bunch we are!
St Fagans Christmas Nights 2017

St Fagans Christmas Nights

Just this month, we were invited by St Fagans to provide technical elements for their Christmas nights event inspired by tradition, running for 4 days – December 6th – 9th.

Our aim was to sprinkle plenty of Christmas magic over the St Fagans site, to fill guests with festive excitement. We did this with a huge amount of creative lighting, Christmas trees and even Christmas scents.

Thanks to Jon Turtle Photography

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

St Fagans Christmas Nights 2017

Got An Event in 2018 ?

Production 78 Ltd are here to help. Production 78 is 16 years old but between us we have decades of experience working with brands and organisations to plan events that connect emotionally, and to deliver them seamlessly. Our dedicated team put our clients’ needs first; putting to use their experience and our cutting-edge technology, with a detail lead approach.

So if you’d like to put on 2018’s event of the year, look no further for support than here. Send us your thoughts and questions to sales@Production78.co.uk to open a conversation about what you’d like to achieve from your event and we’ll set the ball rolling from there.

Interested?... Get in touch to open a conversation and explore possibilities for your event:
Email us at sales@production78.co.uk or call us on 029 2143 2171.





Production 78 Contacts

T. 029 2143 2171

T. 020 3598 9651

E. info@production78.co.uk


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Production 78 Limited is registered in England and Wales No.4316263
www.production78.co.uk | info@production78.co.uk


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