A prime example of boosting
your business by helping out your community can be found in event sponsorship.
Here’s how to choose the
right events and get the most out of your sponsorship.
1. Look for demographic
matches. You're probably already fielding your share of requests from charities
and community groups asking for your help with upcoming events. Consider which
events could potentially benefit your business the most. One way to do this is
through demographic matching. Look at your customer base first, and community
popularity of the event next. For example, do you service a lot of senior
citizens or women? Look at events or activities that interest them.
2. Choose the right season.
Many community events are associated with a specific season. If your budget is
such that you'll only be able to contribute sponsorship to one or two events a
year, choose the season that is most beneficial. For example, if your community
attracts tourists in the summer who may be unfamiliar with your business,
getting your name attached to a Fourth of July event could be just the thing.
If the event promotes a cause you want to help, then ask about later events
that would better coincide with the times that you're drumming up business.
3. Sponsor events with
built-in loyalty. Sponsoring something that attracts a devoted following – like
sports teams – gives you the chance to build a positive association with your
name. And look for annual or monthly events, such as an ongoing summer music
series. While it doesn't hurt to get your name out in front of people once,
establishing yourself more firmly in people's minds will help you build
customer relationships.
4. Be a presence at the
event. Before you agree to sponsor an event, ask what kind of name placement is
available. Banners, ads in the event program and your business' name on
T-shirts or other promotional materials are standard and will likely be offered
without your asking. You may also look into setting up a booth at the event,
where you can offer additional information about your products and services.
5. Do your own research.
Even if you are regularly approached about event sponsorship, keep your eyes
open for other opportunities. Attend local street fairs and other community
events and see what sort of sponsors they attract. Look in your paper for
upcoming events and talk to organizers about getting involved. Like other
marketing efforts, the more targeted and proactive you are about getting your
name out, the more beneficial your event sponsorship will be.
- Source: Tire Review
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