Hosting or sponsoring events can be a great marketing tool and a way to strengthen your brand recognition.
Sponsorship has been a big topic of discussion among the Worstofall team as Steve was just asked to participate in Red Bull's Canvas Cooler Project as a cross-promotional event, and because we’re working on finding sponsors for our own #SELLOUT show coming up in January.
So here are some tips for how to effectively use an event to elevate your brand and make it work for you getting sponsors:
LIKE YOUR COMPANY, EVERY EVENT HAS A BRAND!
Just like your brand itself, it’s important to identify and express the following:
1. Who is the target market of attendees?
2. Why will they want to attend your event (i.e. what’s in it for them?)
3. What have you done in the past that shows you are capable of making this event a success?
WHO ARE YOUR SPONSORS AND WHY SHOULD THEY CARE?
To make a list of potential sponsors, think about the following:
1. What Brands align with yours?
Brands that missions are a natural fit for your event. If you’re a forward thinking, on-trend brand maybe you’d have an electronic cigarette company be one of your potential sponsors. Historically cigarette smoking has been popular among creative people in particular. We all know how unhealthy old school cigarettes are for us, so the movement of electronic cigarettes is an interesting one to align with.
2. What Brands have sponsored events similar to yours?
You want to do a little research and see what other events your potential sponsors have taken part in. It has to make sense for them.
3. What’s in it for them?
Think about the value for your potential sponsors. Event sponsorship is an effective way of marketing a business and getting the word out, but remember to reinforce that idea in your proposal.
Now comes the real challenge: getting meetings and pitching your event! This part will be infinitely easier if you’ve done your homework and are able to articulate why your goals are aligned with those of your sponsors, so that sponsoring your event is a branding win-win for all!