How to Streamline Event Sponsorship Management with Multiple Association Labels

Use multiple association labels in HubSpot to effectively manage and personalise interactions with event sponsors.

Managing event sponsors effectively in HubSpot can be challenging, especially when sponsors have varying levels of commitment and involvement. Without a clear way to differentiate between sponsor tiers (like Silver or Gold) and the length of their partnership (such as Long-term or New), your ability to personalise communication, recognise contributions, and analyse engagement is limited.

This can lead to missed opportunities for deeper relationships, inefficient sponsor segmentation, and a lack of strategic insights.

Using multiple association labels allows you to accurately capture and leverage these nuances, ensuring that each sponsor gets the attention and recognition they deserve, while also empowering your team with the data needed for informed decision-making.

Step by step:

Pre-work: You'll need to ensure you have "Events" and "Sponsors" step up as Custom Objects.

1. Log into your HubSpot account.
2. Navigate to "Contacts" and select "Custom Objects."
3. Go to "Settings" in the main navigation bar.
4. Select "Objects" and choose the custom object you want to work with first, lets start with "Sponsors".
5. Under the "Associations" section, associate them to the correct event.
6. Now create two sets of new labels to attach to the sponsors.
   1. We want one for tier so that would look like: "Bronze," "Silver", "Gold", "VIP"
   2. And then we want one to differentiate how long they've been a partner for:  "Repeat Partner," "New Sponsor"  etc.
7. Use the labels to segment your sponsors into lists.
   1. For example, create a list of all "VIP" sponsors who are also "Repeat Partners." You'll might want to send them a special thank you gift for their repeat sponsorship.
   2. Create a list for new sponsors and create a workflow to enrol them into which onboards them for the first time. This might include a welcome package and meeting.

You can also create personalised email campaigns and use the association labels to insert dynamic content that reflects their sponsorship tier and relationship duration.

Bonus tip: Generate reports based on these

Create custom reports to analyse the distribution of sponsors across different tiers and durations. For example, track how many "VIP" sponsors have become "Repeat Partners" over time.

Author: Bridget Pyne 

Marketing Manager