Choosing to sponsor another company’s event might be the best investment you ever make. Sure, it can be risky if you are on a budget. Nonetheless, teaming up with another business with parallel values can open limitless doors. By sponsoring another company, you will also gain a long-term business partner and source of support. You’ll have the opportunity to meet their demographic in person, allowing you to grow your own brand awareness. It’s a win-win, as long as you activate your sponsorship wisely.
As an Event Manager or a Marketing Coordinator, it’s crucial to understand the purpose of your sponsorship. In this article, we will cover key factors to consider and how promotional products will help you activate your sponsorship.
1. Data Collection
Sponsoring an event and giving away promotional products means gaining access to the other company’s loyal customers. Whether being introduced via paper or in person, this means a much longer email list for you. It also clues you into demographic specifics, helping you assess what markets to target in the future.
2. Drive Potential Clients to Your Website/Social Media
When designing promotional products for the event you will sponsor, include your website and/or social media handle information. Nowadays, most marketing is done online; you want to make sure that people know where to find you after the event has finished. Plus, it’s always a good idea to grow your amount of online followers.
3. Crowd Engagement
One of the best ways to activate your sponsorship is to encourage crowd engagement. Perhaps attendees recognise your logo, but there’s still nothing like making an impact in person. Get to know people, make friends, and leave them with a face behind your company. Another great idea is to organise a contest at the event with a (logoed) grand prize. This is sure to pique attendees’ interest in the sponsor.
As Estelle Delannes stated, “Whether it’s by giving exclusive products or offering cooking classes, engaging with the audience is always key to develop brand awareness… An event sponsorship’s success resides in [its] activation.”
4. Brand Awareness
Brand awareness involves so much more than collecting data, driving potential clients to your website, and giving them a face to associate with your business. All of these factors are crucial, but there is still more that will draw people in. Use your promotional merchandise to convey not only who you are, but also what you believe in.
For example, if you are a sustainable lifestyle company, give away branded reusable bags. Or if you promoting Australian tourism, give away merchandise like this that will automatically remind people of who you are and what you stand for. Many times, this is ultimately what turns a consumer into a loyal client- when your mission aligns with their values.
5. Event Branding to Activate Your Sponsorship
While the above four factors are crucial, using promotional merchandise to achieve your goals just wouldn’t work if the products didn’t speak for themselves. To activate your sponsorship successfully, take time to assess what would appeal to both your established demographic and that of the company you’re sponsoring.
Consider making VIP products that are specifically for the event, and encourage people to share photos of themselves with your merchandise on social media (don’t forget the hashtag!). This will not only remind future clients of the event every time your product is being used, it will also further your social media reach. We suggest giving out wearables such as sweatshirts and beanies, or products that will be used on a daily basis, such as BPA-free water bottles or laptop backpacks.
At Red Tomato, we are here for you every step of the way during your sponsorship. Please let us know if you have any questions whatsoever- from whom to sponsor to how to approach crowd engagement. Send us a message, and let us suggest the right promotional products to help you activate your sponsorship in the most effective way possible.
