Sponsorship Secrets – 5 Tips for Getting Maximum Returns When Your Business Sponsors an Event


Event sponsorship is an effective mechanism for getting your business name out there. You can increase brand awareness, make a statement about your corporate values, and generate new leads, all while supporting your local community. The first step to achieving a fabulous return on investment is to pick the right event. Look for one that reflects your brand personality, caters to your target market, and is run in a polished and professional way.

Once you’ve got this taken care of, stick to the following five tips, and you’ll get brilliant bang for your buck.

Leave an impression

The secret to successful sponsorship starts in the planning phase.

How will you make sure everyone walks out knowing your company name and what you do? There are various ways to achieve this. A smart approach is to find a way to give value to the attendees through unique corporate promotional products, an experience, or a relevant resource they will be able to use and enjoy. 

You may also be able to negotiate for your brand to form part of the event name and for your logo to appear on signage and marketing material. Find out what options are available for promotion on the event’s website and via social media.

Gather data

If you have chosen your event wisely to align with your target audience, then it’s time to gather audience data.

The organizers are likely gathering registration and check-in data, so consider how you could utilize this information to learn more about your potential customers. 

There may also be an opportunity to conduct an on-site or post-event poll to ask more specific questions. Make sure you are clear about what your goal is, what data you need to achieve that goal, and how you will segment and utilize it.

Leverage networking opportunities

Do your research about what other companies are involved in the event.

You may be able to reach out to potential new partners, recruit for a role you have open, or find a speaker for your work conference. If you throw money at an event but don’t have staff members attending and chatting to the people who attend, you’re missing out on a valuable chance to network with relevant people in your industry or from your target market.

Follow up

Before the event happens, you need to determine what your follow up strategy will be.

How will you reach out to the attendees afterward? Will you offer them an opportunity to opt-in to a mailing list? Network and collect business cards? Offer a fantastic event-only deal? Invite attendees to a workshop or conference to further their knowledge?

Whatever you decide on, it’s essential that you find ways to extend your relationship with attendees and add value to their lives long after the event is over.

Measure the impact

While brand awareness is often a challenging metric for companies to measure, there are methods to evaluate your return on investment from an event. Data from a post-event poll can be useful.

Having a specific event-based offer is an even more direct approach. But the benefit may also come from the data provided by the organizers or a big client you meet on the day.

When you invest in the right opportunities, there are enormous benefits to be gained from event sponsorship. Do your research, set your objectives, have a solid plan in place, and you should be well on your way to getting the most from your next event sponsorship.

Jeff Campbell

Jeff Campbell is a husband, father, martial artist, budget-master, Disney-addict, musician, and recovering foodie having spent over 2 decades as a leader for Whole Foods Market. Click to learn more about me

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