Top 10 Reasons Why Sponsoring an Event is a Brilliant Marketing Strategy
By Darlene Willman
In today’s new economy, budgets have been cut in almost every area, including marketing dollars. In the world of advertising, we are being bombarded every day with messages of new and improved products and services. Traditional ads that shout buzz words about how different they are from their competition or why someone should buy something, have lost their impact and prove to be a waste of money. A more effective alternative is becoming an event sponsor. Here are the top 10 reasons why it’s a powerful way to promote your company.
1. Create, Develop and Enhance Credibility
Companies in general have few opportunities to build trust and establish rapport with their customers and prospects. Getting involved with an event and being seen as dependable and supportive will accelerate the process. Attending an event is important but standing out in the crowd by being a sponsor will highlight you and your business with a captive audience.
2. Highly Targeted Marketing
Events will have a certain mix of people that are in attendance. The event organizer is responsible for creating the audience and will have a goal to bring together the right crowd that will benefit from their program. Make sure to ask who their typical audience is and determine if they will be specifically targeted to your prospects.
3. Leveraged Lead Generation
The majority of people who attend an event will most likely know others with similar interests. Remember, not only will you be in front of them but may have a chance to be recommended to their connections as well.
4. Media Exposure
All events have their own marketing efforts to make sure the event is well attend and generally successful. When sponsors decide to be involved, they will automatically get the benefit of being promoted throughout the process. Some events have local media support while others may offer national campaigns. This could provide extended exposure and visibility in markets they have not tapped into yet.
5. Brand Awareness & Recognition
Logo placement in a variety of places such as flyers, direct mail, brochures, websites, email marketing campaigns, tickets, signage, etc. will add to increase brand awareness. Being recognized as a sponsor will communicate value and support with the audience at the event.
6. Generate NEW Sales & Form NEW Business Partnerships
Most events will have tables available to display products or encourage people to buy on site. Consider providing a limited quantity or special discount if purchased at the event offer. Create NEW professional relationships with other sponsors, vendors, speakers and attendees.
7. Community Involvement and Giving Back
Larger, more established corporations that get involved with local events will be sending a message to the attendees that they are genuinely interested in providing support. Companies that show generosity for a cause will spark more human interest and appeal to the audience.
8. Distribute Samples or Trial Offers
Whether a company has been around for years or just starting, bringing samples to an event is a great way to “test market” before investing in a major marketing campaign. Consider giving trial offers to the attendees in exchange for honest feedback. This will provide useful information and allow the company to adjust accordingly.
9. CONTACTS - Access to Mailing Lists, Distribution Channels, Broadcast Opportunities
Acquiring a list of attendees may prove to be the most valuable asset available to a sponsor. If the event organizer is unable to provide the contact list for privacy reasons, it is perfectly acceptable for them to send out your marketing message on your behalf. Before committing to becoming a sponsor, make sure you evaluate where they plan on promoting their event. With today’s advancements in social media, it’s important to know what type of online presence the event has.
10. Tax Deduction & Write Off
Some events will be in the non-profit sector which would make a portion of the sponsorship a charitable donation. For profit events will allow companies to claim the sponsorship as advertising if enough marketing is offered in exchange. Consult with a tax consultant before making any contributions.