When you sponsor an event the only thing you should be thinking about is the return on investment, ROI. Your ROI may be sales, phone calls, introductions, exposure to a key audience, community support. It’s different for every brand.
Sponsor an event that can deliver exactly what you want with proof that it’s been done for like businesses with like targets. No matter what event you sponsor be sure to get a solid contract that includes your deliverables so there are no surprises. If you don’t get what’s promised have a clause explaining what’s going to be done in return.
All event sponsorships should offer a mix of the following:
1. Tactics that directly communicate and reach your target audience
You might sell products to CEOs of sign stores in Miami. Then the event sponsorship should be able to put your brand in front of that group in a meaningful way. You don’t want a banner or a PA announcement to talk for you. Get your product into one of their luncheons or sponsor a celebrity speaker at their event. It has to make an impact and be memorable.
2. A promotional plan that exposes your target to the event
The event sponsor should be able to provide you with a media plan for the event AND it should include your brand in the ads with a logo, with links, with name mentions.
3. See their media evaluation and ask who evaluates it. It should be a third party.
The evaluation of their media should show you attendees, TV, radio, print, social media, website, signage, newsletter numbers for you to review. Number of spots, frequency, length, size, location, copy. Be sure that it’s audited for proof of service.
4. See what and where your logo and brand will be promoted before, during and after the event.
Even If it’s a first year event there should be a clear media buy that shows where your logo and company are exposed with values attached that equate to your sponsorship dollars spent.
5. Event exposure should include a mix of the following–it varies based on who and where your target is:
- Attendance
- Demographics of attendees
- Pre-Event Advertising–for the event AND for your brand
- Website w/ logo and links to and from
- PR
- Social Media
- Relationship Marketing to event attendees
- Newsletter mention, story placement, logos, links inside newsletter
- Good display location inside the event
- Banners, posters, website, street signs
- PA announcements
- Ability to distribute POS, premiums
- Can you do research on-site? Where, when, what form?
- Does the event do any of the execution or can your team be there?
