Charitable Sponsors
Have you ever been to an event that was maybe free for patrons, or had great activities that was “brought to you by…” a local company? It takes lots of marketing dollars to bring those great family friendly festivals, and fun bands & beer bashes to the public. That’s where your business comes in!
A movie in the park, or a food cook-off could be brought to your customers by YOU! The best part about sponsoring and event is that advertising dollars could be a tax deduction. I’m not a tax adviser, so please talk to your tax professional to get all the details first. That’s not to take away from true charity, anonymous donations, and community good will. We are strictly talking about business marketing opportunities in this post.
Following these tips could make your sponsorship dollars work for you:
1. Make sure the event is something that you are passionate about, or can at least stand behind.
If your company’s image is youthful and trendy, then aligning yourself with a senior center bingo day may not pay off in the end. Think twice before committing to every function that is proposed. Not all of them will get you the ROI you are looking for. Think first who are your customers, and second will they be at this particular event.
That’s not to say that cross marketing to find fringe customers isn’t going to pay off, because that is where new potential customers typically are found. For example, a heart walk or a fundraiser for the local children’s hospital has a broad reach. But a hard metal band and a local brewery may not have the standard customers you are used to, but there may be potential if you look hard enough.
2. Make sure that you get the coverage your company deserves.
Get in writing the exposure your dollars will buy. For example; one banner at the front gate, 5 announcements over the PA system, and the right to have a booth to capture leads. The point is, however you conduct your business make sure you get what you came for…New Customers!
Think about marketing materials that you could use at the event. Banners, flyers, lead capture forms, video, announcements, signage, table tents, shirts, logo items, and more! You are only limited by your budget.
3. Be sure the Event Manager has an excellent track record.
Spending business dollars to make someone else’s vision come true takes somewhat of a leap of faith to trust they know what they’re doing. Don’t be afraid to ask for references or event a resume. Your business is in the public eye if the event goes south, not them. You have every right to be involved in the planning and execution stages if you aren’t familiar with the event manager. Once you develop a history with them then it’s probably safe to relax a little and build on that trust!
The Point:
Know who you are doing business with, and where your money is being spent. Get the exposure that works for you and track your investment dollars. And most importantly have fun! Who knows–there may be some great perks that go along with sponsoring events!