Event Sponsorship, More Than Just Showing Up
Posted on March 18, 2009 by Lisa Isbell
In 2008 there was a 12.6% increase in spending by North American businesses on event sponsorship. The largest increase since 2000 according to IEG Sponsorship Report, a trade publication.
With more and more companies seeking more direct ways to touch prospects and customers event sponsorship makes plenty of sense.
How do you get the most return on investment out of a sponsorship? Start by identifying the reason you want to host or sponsor an event, then find the right event to fit that purpose. This list should help you focus your thoughts:
- Brand Awareness – Select an event that draws a large crowd. At the event, make certain you have maximum signage, set up a display (something creative and eye-catching), and if at all possible provide a free sample.
- Generate Sales Leads – Aim for a smaller event with a niche audience. Even if you can sell to the masses, just isolate one particular arena and focus on it. The objective here is to generate actual face-to-face meetings with prospects.
- Product Awareness – Since it’s all about the product your motives will be similar to Brand Awareness but you will zero in on a more targeted group since you want to present the product to a segment that is most likely to buy it. Again, even if the product has mass appeal it will be much more effective to work on a smaller slice of the pie. This is especially true if you can be one of only a few sponsors at the event or even better – the only sponsor of multiple small events.
- Prestige – These events typically require the maximum investment. You’re telling the world you are a success. Seek out an event that will have a huge draw, celebrity appeal, the works. The size can vary depending on the audience you need to impress – is it everyone or just a segment of the business population, etc?
Many businesses, charitable organizations and media outlets present several opportunities to sponsor an event on a variety of levels and you should be able to easily find a fit for your budget.
Event sponsors are typically most interested in generating sales leads.
Here is an overview of some tasks you should implement if you sponsor or host an event for that purpose:
- Promote the fact that you are a sponsor beyond the promotion that goes along with your sponsorship package. All of the marketing your company is doing as a matter of course should now include letting everyone know you will sponsor this event and give the details. It should be on your website, mentioned in print and in any other advertising that takes place leading up to the event. If you aren’t doing any advertising, consider at least a small campaign.
- Secure a list of attendees prior to the event, if possible, an RSVP list so you know exactly who might show up.
- Spend a lot of time with this list planning who you want to meet at the event, why you want to meet them and what you want to say to them if you do meet them. Parcel the list out to your staff to reach the most people at the event and if you’re a one man (or woman) show zero in on the top 10-15 most desirable candidates you would like to meet. If you use staff, divide the list among them so each person is targeting a group of attendees to personally touch.
- Depending on your level of sponsorship, put some thought into how you can stand out at the event. Some advice from trusted, experienced marketing people would serve you well. Be prepared to spend a little bit on this avenue if possible to make sure you make an impression on those you don’t get the opportunity to meet personally.
- Clearly identify your staff at the event so attendees see the people that are sponsors. Some events have name tags that label you as a sponsor, make sure you ask about this in advance and plan accordingly.
- Consider sending attendees away with something from you when they leave the event. These are often promotional items – again creativity is key. Get some reactions from people before the event to the items you plan to give out. Ask yourself, would I want this? Otherwise you will have most of them to take back when the event is over and an opportunity lost.
- When you are successful in meeting key contacts at the event, don’t let them get away without establishing a time to talk to them after the event. Be sure you follow up as promised while the event is still fresh in their minds.
- Insert a few more steps unique to your product or service. Talk to people who routinely sponsor events and find out what they do. The bottom line is think it out and plan it out well ahead of time.
- After the event make sure you follow up with the attendees. Advertise again that you were at the event, directly contact the list of people you identified at the beginning as key targets. Many will find a way to contact everyone on the list if their product or service has broad appeal. One idea is to invite them to a networking group meeting (Chamber of Commerce Luncheon, trade groups, etc.)
- Don’t stop now, continue to touch at least the key contacts for a few months after the event. There is no way for you to know who was just too busy to visit the subject when the event took place. Not letting them forget too soon can go far in getting you results.
Today’s economy calls for pulling out all the stops and moving into areas you may never have tried in the past. I hope this provides you with information that makes event sponsorship a profitable part of your marketing mix!
