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Blog / News – Posted: 23rd November, 2018

Why you should consider sponsoring an event

Do you attend events regularly? If so have you ever considered sponsoring an event, in this blog we will share with you why you should and some tips on maximizing you investment

Want to get your brand in front of all the attendees at an event? Sponsorships are the way to go. Everything from a mention in the event app to a booth in the exhibitor room is up for grabs, and can work for you even if you can’t attend the event yourself.

Think of all the sports stadiums and televised sports events nowadays. Every single football stadium is sponsored by a company who paid millions of pounds for the opportunity.

The idea behind event sponsorships is similar to those of the sports sponsorships. Although you won’t need to pay millions! Sponsors pay a fee to be featured by the event coordinators in the hopes of gaining some name recognition and new prospects. Sponsorship opportunities can be a win-win for both you and the event planner, provided you do your research carefully.

Here are some tips for maximizing your ROI on event sponsoring. Keep in mind, if you want to make the most of it, being a sponsor should be more than just throwing your logo on a banner.

  • Focus on the quality of the brand awareness instead of the quantity. Five thousand eyes on your logo at an event sounds nice but what percentage of that is your targeted audience? Will a smaller, local event bring more quality people?
  • Partner with events that will provide a positive experience you want to be a part of. People love positive experiences and will therefore associate your sponsorship in a positive light. The opposite is also true. Badly-run events can reflect poorly on the sponsors.
  • Does the culture of the event blend well with the culture you want to develop with your brand?
  • Ask the coordinators how the event is run. Ask others who have attended. Read online reviews and comments from attendees and other sponsors.
  • Know what you’re getting in return for your investment. Does your sponsorship include exclusivity or a simple banner? Know the levels of investment and what you paid.
  • Think about the community impact of the event. Again, if the local community members and businesses love this event because it fills up the restaurants and hotels, then your sponsorship will likely be seen in a positive light.
  • Work within your budget. Don’t bankrupt your company for a sponsorship opportunity. Start off small and increase your sponsorship the following year if you have good returns.

As you can see, there are many facets to choosing a sponsorship opportunity. Do your research and don’t ever be afraid to ask questions of the event coordinators about what you’ll get in return for your sponsorship.