Sponsoring an event should not just begin and end with the event itself.
Now that you’ve read our blog on Award Ceremonies: What’s Their Worth?, you’re ready to sponsor an event. But how do you get the most out of it? Sponsoring an event can be a game-changer for your business, but you’ve got to play your cards right.
Here’s how you can get your money’s worth with event sponsorship, using a laid-back yet savvy approach.
Choose the right sponsorship
Consider your goals
Firstly, ask yourself, what do you want to achieve with this sponsorship? Do you want brand recognition, lead generation, or perhaps networking opportunities? Get clear on your goals to make sure your sponsorship aligns perfectly with your objectives.
Select the right event
Not all events are created equal. Pick an event that matches your target audience and business objectives. For example, if you’re aiming at tech-savvy millennials, sponsoring a tech conference might be your best bet. If you have your eye on a few events in particular, ask the organisers for a breakdown of their attendee’s demographics.
Choose the right package
Don’t just go for the cheapest option. Pick a sponsorship package that gives you the best value and aligns with your goals. Maybe a premium package gets your logo plastered everywhere, or you get a speaking slot that positions you as an industry leader. Here’s what good sponsorship packages should look like.
Consider local sponsorships
Local sponsorships can be incredibly effective. They not only make your brand more relatable but also attract attendees who are likely to become loyal customers.
Collaborating with local businesses creates a community buzz! It’s also a great CSR initiative.
Maximise exposure
Share on social media
Make sure to capture the event’s highlights and share them across your social media platforms. Use event hashtags to gain visibility and tag relevant accounts to expand your reach.
Add to your newsletter
Include a section in your newsletter about your sponsorship and share event highlights. This keeps your audience informed and showcases your active involvement in the community.
Display your sponsor badge
Proudly display your sponsor badge on your website, email signatures, and even business cards. It’s a subtle yet effective way to showcase your commitment and involvement.
Tell people at networking events
When attending networking events, mention your sponsorship. It’s a great conversation starter and demonstrates your active participation in industry events.
Connect with finalists and fellow sponsors
Use the opportunity to network with finalists and fellow sponsors. Building these connections can lead to future collaborations and partnerships.
Follow up with leads
Measure your impact
Post-event, it’s crucial to measure what effect the sponsorship had on your audience. Did you increase brand awareness? Generate new leads? Monitor how much traction your social media posts received – did the event hashtags gain you exposure to a new audience? Track how many clicks your newsletters received. Write down how many new contacts you made at the event itself. And even note how many in-person conversations you had about sponsoring the event.
Adjust your message
Based on what you’ve learned, adjust your message if needed. If a particular approach didn’t work, tweak it for better results during your next event sponsorship.
Take advantage of leads
Use the leads you’ve generated to build lasting relationships. Follow up promptly and consistently.
Bonus tip: leverage digital marketing
Use digital marketing tactics like email campaigns and social media shoutouts to amplify your presence before, during, and after the event. Don’t just sit back and wait for the magic to happen. Be proactive!
According to IEG Sponsorship Report, 80% of event sponsorships result in a positive ROI, making it a worthwhile investment for businesses looking to enhance their brand visibility and engagement.
Here’s a fantastic resource on how to create a marketing strategy that drives results to help you stay ahead of the game.
Conclusion
Sponsoring an event is more than just slapping your logo on a banner. It’s about strategic planning, creative engagement, and diligent follow-up. So, put on your marketing hat, and make the most out of your next sponsorship opportunity!
