A prime example of boostingyour business by helping out your community can be found in event sponsorship.

Here’s how to choose theright events and get the most out of your sponsorship.

1. Look for demographicmatches. You’re probably already fielding your share of requests from charitiesand community groups asking for your help with upcoming events. Consider whichevents could potentially benefit your business the most. One way to do this isthrough demographic matching. Look at your customer base first, and communitypopularity of the event next. For example, do you service a lot of seniorcitizens 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 issuch that you’ll only be able to contribute sponsorship to one or two events ayear, choose the season that is most beneficial. For example, if your communityattracts 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 eventsthat would better coincide with the times that you’re drumming up business.

3. Sponsor events withbuilt-in loyalty. Sponsoring something that attracts a devoted following – likesports teams – gives you the chance to build a positive association with yourname. And look for annual or monthly events, such as an ongoing summer musicseries. 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 buildcustomer relationships.

4. Be a presence at theevent. Before you agree to sponsor an event, ask what kind of name placement isavailable. Banners, ads in the event program and your business’ name onT-shirts or other promotional materials are standard and will likely be offeredwithout 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 eyesopen for other opportunities. Attend local street fairs and other communityevents and see what sort of sponsors they attract. Look in your paper forupcoming events and talk to organizers about getting involved. Like othermarketing efforts, the more targeted and proactive you are about getting yourname out, the more beneficial your event sponsorship will be.

– Source: Tire ReviewBusiness Toolbox