Orlando is hosting the 2012 NBA All-Star Game and businesses that have planned ahead can piggyback on events to reach target audiences.
Should you be sponsoring an event, or activating guerrilla marketing teams to reach game and events crowds this weekend?
NBA Weekend Guerrilla Marketing or Event Sponsorship Tips
Here are NBA Weekend Guerrilla Marketing or Event Sponsorship Tips:
1. If you’re starting today, you’re too late.
The planning should have taken place six months ago. This year, go to the events and venues to see what works, what doesn’t works, where your target audience is and if you can get access or provide exposure to your service or product in a meaningful way.
2. Don’t get caught up in the hype of an event because you want to go to the event.
The key is knowing if YOUR target is at the event and how you can sell to them, will they be in a receptive state of mind, can you can reach them?
3. You are NOT the target.
Find out the demographics of the event from an audited source to prove your target is within the audience of the event you want to sponsor.
4. Do you know what a good guerrilla marketing plan is?
It’s not running downtown or to the Orlando Convention Center to hand out fliers, palm cards and premiums…horrible idea. A day late and dollar short. You’re wasting paper and premiums.
5. Execute a tried and true plan OR sponsor a tried and true event.
But if you’ve bought radio, partnered in an existing event, researched venues and promoters to find out who has an existing audience that matches your target audience, you’re golden.
6. If you have an attention getting plan to reach the media, run it by a PR expert, AND, a lawyer.
If you get arrested and fined you’ve lost revenue made on the weekend.
7. Be strategic and ridiculous to get attention.
If NBA players are your target, don’t do anything to engage them but be creative and respectful.
8. Pursue targeted sports fans at the NBA weekend of partying and basketball.
Remember, you have to reach people with a message to want your product or service.
Or you have to engage an audience to respond to your brand with its image.
9. Sponsor a VIP event managed and run by a licensed, insured, and experienced events and promotions company with a history of successful events.
Your sponsorship money should allot you:
- Event location for your products or to entertain
- Tickets for your clients and your team
- Signage on-site and logos on all event elements
- The mailing list
- A contract
- Complete media and activation plan
- Attendance with VIPs so that your product or service is in front of the key audience
10. The best sponsorship is:
- Promoted for months in advance
- Includes editorial, logos, website links, social posts included, your company on all communication and premiums
- Ability to speak at events
- Extra tables, passes, VIP access
- Completely managed turnkey
- Not a first-year event
- Not a promoter’s first event
- Cost-effective, strong case studies from other clients with your target audiences as ROI proof
- Provides food, on-site entertainment for your clients or prospects if you NEED this for your clients as a reward
- Access to mailings, newsletters, phone numbers, information that brings you close to your target
The worst sponsorship is:
- Signage only
- Tickets only
- Banners with logos
- Logos on websites with no links
- A first year event by an unknown event planner or promoter
- No ROI included in your contract
- No contract
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