Benefits of Event Sponsorship: We Do the Work For You
Marketing has many detailed parts but day in and day out I find the most underrated marketing tactic of a corporation is event sponsorship. In my position at Imageworks Marketing and Communications Corporation, one of the many hats I wear is maintaining and acquiring sponsorship to coordinate with our event. I market the value of the event by showing the benefits they receive while being involved through sponsorship. Some people believe acquiring sponsors is difficult but showing them an event’s value is the easiest part.
When it comes to event sponsorship, you need to be keen to choose which event you decide to get involved in. The best way to build a sponsorship relationship is through segmentation and narrowing down targeting audiences. A corporation can pick several different marketing strategies but the AIDA model shows the best event sponsorship value.
Sponsoring an event begins by the awareness of the brand with the connection to the event and the event’s audience. The awareness from the advertising before, during or after the event, the social media posts, the email marketing tactics, consumer recruiting and the appearance at the event itself leads to an event customer’s awareness a company sponsoring an event. The level of exposure is determined from the value that the company puts in. From the event they sponsor, they learn about the company which in turn sparks interest to the specific company.
Interest and Desire:
Interest is then developed into the targeted audience the company chose to reach out to who are customers that have a positive experience at the event. Because of the event experience, their needs are met, leading to the desire of a product from said company due to their experience at the event and the relationship the event has with the consumer. You’ve built the customer’s interest with the event and have also helped them understand how what you’re offering can help them in a tangible way, which led them to the desire of your brand.
For example, Costa del Mar, which is a company I work closely with, shifted their brand image by becoming more involved in fishing tournaments nationally to brand their sunglasses as high-quality active/ sport oriented sunglasses. By placing themselves at a fishing tournament, they have skipped majority of the Aida Model by sponsoring the event and have already brought customers to the next portion, a specific targeted audience that has developed action to purchase their sunglasses.
When tying the corporate brand to a tightly niche event, the event sponsorship builds up to the action of customers potential purchasing power for the company. The event delivers action towards the brand. Therefore, many marketing plans have a significant budget for event sponsorship in their plans for each year. Event sponsorship is a fantastic way to drive more targeted customers straight to your brand. Check out this article about event sponsorship from Forbes .