At tradeshows and events, this opportunity is growing at an unbelievable pace. Because most organizations are working on shoestring budgets, they are more than willing to allow you some of the spotlight for helping finance a portion of the event itself. And don’t think you have to shell out big bucks to become a sponsor. At smaller events, just a few hundred dollars can by you an unbelievable amount of exposure.
Sponsorship is the opportunities that exist between a company and an event, in which the company donates time, funds and/or products and services to the event itself. In return, the company gets exposure. The company may get to place banners up at the event itself. Or it may get to include literature in attendees’ handouts. Or it may get to host seminars or training sessions, or be mentioned throughout the training process. The beauty of sponsorship is it improves the image of the company immediately because you are now associated directly with the event. If an attendee has never done business with your company, they automatically have a higher impression of you because of your association with the event itself. That’s something you just can’t buy in traditional marketing.
Sponsorship helps you play the publicity game well. Every business loves to have positive PR in their target media. Positive publicity helps heighten the awareness of your company, and your products and services. Because media covers larger events easier than small, less known functions, sponsoring targeted events also increases your opportunity of receiving media coverage. For this reason, every company sponsoring events should also have a complete media kit to hand out frequently.
The mere act of sponsoring events is a significant way to distinguish yourself from your competitors. If you can establish high quality relationships with events in your target market, and you can act on those relationships repeatedly, your name will be associated with that event. You will develop a strong image within your select community, and be the industry leader that members call on regularly.
Need some ideas? How about bridal festivals? Reception sites or wedding coordinators usually initiate these types of festivals. Contact the companies you work well with, and see if you can help sponsor one of these events.
