Sponsorship is an integral part of a strong and effective publicity campaign and is an important tool in promoting any business. PR firms need to look past the traditional means of publicity and invest in worthwhile sponsorships for their clients.
Sponsorships can encompass the sponsorship of an event, activity, person, or organisation financially or through the provision of products or services in return for access to the associated brand or business and achieves immeasurable publicity and exposure.
Aligning with established events and organisations who share a similar target market is a perfect tool for positioning your brand. Sponsorship is also a great opportunity to tap into new markets and potential customers who otherwise would not come into direct contact with your company, brand, products and expert service.
But are they creating business opportunities for your client? Are you leveraging them sufficiently to achieve the maximum return on your investment? When identifying ideal opportunities for your client to sponsor, it is best to ask the following questions:
- Is the event high profile?
- Do the events’ target markets match those of your client?
- Would your client like to be associated with the sponsorship brands?
- Will the event provide suitable exposure for your client in the appropriate market?
- Will the sponsorship build strong brand recognition for your client?
If the answers are yes, then you have found your client a suitable event, activity, person or organisation to sponsor. But remember to identify sponsorship opportunities that include and are not exclusive of prizes, in-kind support and monetary sponsorship.
