How To Pick The Best Event For Your Brand!
Updated: Apr 17, 2019
The sponsorship world is a big one and for many brands finding the right fit can be a little tricky, especially when you are new to sponsoring an event. The big question is "which event or events do I sponsor to get the ROI and community engagement I’m looking for?” I want to cover a few things that you can look for that will help you make the right decision.
There are lots of smaller events that can provide a lot of value for your dollar in terms of sponsorship offerings and the ability to connect with your audience. Not all sponsorships need to have 5,000+ attendees and those can be quite costly.
Looking at smaller events can be a great way really connect with the community around your brand and show that you are supporting them. However, if you choose a small event you need to make sure you are working with one that is professional and quite frankly has their stuff together.
Make sure you are working with an event that has a well put together sponsorship deck that includes vital info like, date, time, location, estimated attendance, attendee demographics, how the event will play out, and other details you think are important to your decision. You might also see who the other sponsors are for the event or who they have had in the past.
Like I have said many times...make sure that the sponsorship is helping you to reach your goals...you don’t want to pick an event that just offers you a logo on a poster. Look for those events that want partners and also those that want long-term partners.
When I represent an event I make sure that that the sponsor knows we are in this together. I want the sponsor to walk out of the event feeling like it helped them to achieve their goals and that they got a value-driven sponsorship. I want them to come back next year!
Keep in mind that the value of the event should not be limited to just the event itself. By picking the right event you can capitalize on the pre and post-event marketing. See how you can capitalize from sponsoring the event prior to it or after it.
For example if you sponsor an event with tickets, see if your sponsorship can include tickets that you can give away from your social medias or location this can help both you and the event. Don’t just leave it up to the event to remind people that you are sponsoring...you need to tell your clients/customers as well.
Once you have picked the right event make sure you let everyone know that you are a part of it...and of course enjoy it sponsorship is a fun way to market.