Why Sponsor An Event?

Why Sponsor An Event?

Sponsorship of events that are attractive to your target audience is one of the most effective ways of communicating directly with your customers. By utilizing this type of marketing activity, not only are you obtaining credibility but you are building on your brand awareness to a wider audience and fast.

Every event sponsor is looking to achieve the widest possible exposure through all channels. This type of mass media, that events can achieve, increases visibility of the sponsor’s products and services and is usually considered priceless and unaffordable if the sponsor were to purchase it.

Depending on the type of event, sponsorship opportunities exist for all kinds of organisations. There are two types of event sponsorship; monetary sponsorship and sponsorship in-kind. Monetary sponsorship; typically organisations are invited to contribute financially as part of their involvement and support of an event. Sponsorship in-kind; this type of sponsorship would see organisations contributing their products or services in support of an event. For example, a catering company may provide food and beverage at a discounted price or no cost as part of a sponsorship deal.

What do sponsors get in return?

A common method adopted by many event organisers is to create sponsorship packages that range in price. There would usually be one primary sponsor and other smaller sponsorship packages, which breakdown the different areas that can be used for brand exposure. Events may offer organisations the following opportunities:

  • Display business logos on all event paraphernalia and areas around the event space as required.
  • Obtain naming rights to the event, or part of the event such as a specific area or the food or beverages being served.
  • Engage with customers (event attendees) directly and receive immediate feedback.
  • Showcase and demonstrate products or services.
  • Invite a select number of clients and/or staff to attend the event.
  • Get involved with the event’s PR activities.

What are the key benefits of sponsoring an event?

Despite all the coverage that can be achieved around an event, there are also other benefits to consider including:

  • Shaping consumer attitudes. Often organisations are looking to improve how they are perceived by their target demographic. By sponsoring an event, the sponsor can potentially influence the buying attitudes of the guests and increase sales.
  • Networking opportunity. Not only do sponsors have the opportunity to build awareness of their brand through effective event sponsorship but the events also provide a great networking platform for businesses.
  • Creating positive publicity. Most events (depending on the size) achieve a lot of publicity, which is beneficial for sponsors as they too are mentioned in editorial and listings. They may also appear in photos/images used for post event coverage.
  • Heightening visibility. Through all the publicity; pre and post event, as well as displays of logos and specific involvement during the event, sponsors brand will not be forgotten.
  • The overall purpose of sponsoring any event is to increase business and drive sales of sponsor’s products and/or services.

 

When considering whether you should sponsor an event you may want to ask yourself the following questions:

  • Is the event appropriate for your company?
  • Is the event attracting your target audience?
  • What is the general public’s perception of this event?
  • Does the image of the event tie in with your brand and business objectives?
  • Is there any danger of your company being perceived negatively at this event?
  • What type of support can be expected from the event organisers? It is the event organiser’s responsibility to provide details of target audience for the event, media plans as well as any specific obligations as a sponsor.

 

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