With so many more marketing channels, audiences have become fragmented which makes it difficult to capture their attention. Because audiences are so heavily bombarded with marketing messages, they are ignoring advertising or opting out altogether if it isn’t relevant. This means companies must work harder or be more creative in how they engage their customers. 

Event sponsorship is an appealing alternative channel to share your marketing message as it is perceived as a more authentic way of selling to customers. Through sponsorships, companies can position themselves as thought leaders as they are seen as staying on the pulse of industry trends. With a strong strategy and careful advanced planning, sponsoring an event can provide your business with a strong ROI. 

The best time to sponsor an event is if you are:

1.    Launching a product
2.    Creating or enhancing brand awareness
3.    Aiming to reach a new target audience 
4.    Creating deeper engagement with your customers 

Event sponsorship puts your business front and centre, as it positions you as an authority in your industry and boosts your credibility in a creative way. Events are also immersive as they engage your audience in multiple ways. Event attendees focus on the content so you are more likely to make an impact. 

Sponsoring an event also gets you in front of your target market, so if you choose to sponsor an event, your final decision should be based on who is attending. Event sponsorship gives your brand the opportunity to generate awareness and boost its image. See if your brand can get naming rights, make sure your brand is included in event collateral and your logo is prominently displayed. 

Top tips to get value from your event sponsorship: 

1. Extend your profile beyond just a booth
Being seen matters. Especially outside your booth. While booths are a great way to meet people and showcase your product, there are plenty of other ways to get people to come to you. You could have pull-up banners near your stand or have banners placed near conference rooms or main walkways. Always look for a sponsorship package with some diversity, that gives you many touchpoints for visibility. Take out a signage package that allows your brand to be visible on digital screens posters and the conference program. 

2. Have a virtual presence before and after the event
To get customers and prospects to your event, it’s vital you promote your involvement in the event ahead of time. Send out EDMs and update your email signature to include links to the event and your stand number. You can also post on social media and include a banner on your website promoting your involvement. Post-event, send out an EDM to thank everyone for stopping by and share some key valuable highlights from the event. A short video wrap up of the day with photos and soundbites would be valuable. 

3. Create a personal connection
Take full advantage of networking sessions to further increase your brand visibility, especially with audiences who haven’t heard of your business. To position your brand as a thought leader in the industry, put yourself forward for any speaking opportunities to represent your brand. During your speaking session encourage delegates to come back to your exhibition stand to create a deeper connection or leave flyers and business cards so they can contact you after the event. Remember, a speaking opportunity is not about selling. It is about sharing valuable information, presenting research or thoughts around a relevant issue. This will build your credibility by illustrating you have relevant insights to share.  

To create a real return on investment for your event sponsorship, the key thing to remember is you are there to start quality relationships. The goal is to leave with a list of leads to follow up on afterward and to ensure you have created a positive image with your prospects. 

Related reading:

Are influencers more effective than advertising on social media?

The branding benefits of live streaming

The three drivers of digital marketing success for Australian companies