Sponsorship provides a great means of broadening your competitive edge by improving your company’s image, prestige and credibility by supporting events that your target market finds attractive.
Sponsorship of events in particular can be an exceptional marketing tool because it can be a means of accessing a wide range of audiences that could include decision makers in business, government entities, and of course customers.
I would wager a guess that most business owners (regardless of the size of their company) have experience the ever increasing telephone solicitations of support for sponsorship. So what part of the “pitch” would make you listen?
Most recently, I was approached by Ms. Lisa Larter, who whether she knows it or not, I consider a valuable business mentor. I have a great respect for what she has achieved thus far and I believe in her talents, tenacity, integrity and of course her knowledge!
So what made me listen? Well, it comes down to a couple of “old school” beliefs – she has helped me and I think it’s time that I step up to the plate – and help her! Yes – this is the component I consider as part of finding the balance of the equation – the emotional connection. So how did I evaluate the ROI?
Here are some of the questions I had to ask myself:
- What is the target market for this event?
- What kind of exposure do I get for my investment?
- Can I get this kind of exposure without this investment?
- Do I get direct access to the audience?
- Does it make sense for me to be there?
- Which business or networking goal does it help me complete?
- Are other sponsors my competitors?
- How does this enhance my credibility with the person I’m helping?
- Why wouldn’t I do it
What is the “tipping factor” in the final decision scale?
Yes, even when you find the balance and all of the ROI questions are answered there still seems to be just a little more information needed to finalize the sponsorship commitment. So what is the tipping factor? Well I am willing to share the secret of what that is! Are you listening?
“Your sponsored event/individual has a sincere desire for your company to be successful AND as a result of your sponsorship; their goal is to ensure that you will never experience an ounce of regret in your decision to support them”.
Yes, they are critical as an exhibitor. So what makes Collage Creative a company worth considering when purchasing customized promotional products?
“We have a sincere desire for your company to be successful AND as a result of your purchase; our goal is to ensure that you will never experience an ounce of regret in doing business with us”.
PS. Proud Sponsor – Lisa Larter Event | Money, Mindeset and Marketing | October 3rd 2015 – The Shaw Centre – Ottawa, Ontario