MarketingNerd

About this marketing blog…


My name Is Matt and I am a huge marketing nerd. My marketing blog is about providing practical marketing advice & tips you can apply to your business and campaigns today.

Feel free to get in touch or just say hello.

Why your business should sponsor an event [2019 edition]

Use local events to create both breadth and depth of engagement

Why sponsor an event?

Sponsoring events benefits include…

Whilst large international or national events are often too expensive for small businesses, there are hundreds of much smaller events that are as equally, if not more, effective as a marketing channel than their larger counterparts.

Whether you are simply sponsoring an event, or also attend in some capacity (e.g. stand/ stall), you can use local/niche events to create both breadth and depth of engagement.

Regardless of whether you trade nationally or regionally, here is why sponsoring an event should be on every small business’ marketing plan…

They are amazing value for money

International and national events are expensive to sponsor, but you can sponsor a niche or local event for a fraction of the cost. As well as costing less, you can associate your business with an event that is closely targeted at your target audience.

Although the number of people coming to the event (and the amount of media coverage) maybe smaller, the return on investment is typically much higher.

DPiP packages

https://mydpip.com/sponsorship/sponsorship-packages/

I have known some national events to cost upwards of £15,000 for a middle of the road sponsorship package. Compare that to the £500 to £1,000 I’d expect to pay for a local event, and you can see why it starts to make financial sense.

They are more accommodating

From my own experiences of sponsoring both national and local events, I have always found the organisers of the local events to be much more responsive and flexible in accommodating your requests.

Fancy a larger stand, a description on their website, supplying a hand out to all attendees…?

Most local events will like the fact you want to do more, whereas national events are much stricter in what they will, and won’t do.

You can still publicise your involvement nationally

Just because it is a local event doesn’t mean you can’t promote your involvement nationally. Your blog, social media, press releases etc. should all be used to publicise your sponsorship to a national audience.

Here is an example from Heart Internet, who have a page dedicated to promoting their involvement in grass-roots web design meet-ups….

event sponsorship

You can also run competitions to win tickets to the events and pay for people’s travel and accommodation to build interest.

Grass roots supporter

If you build up a solid number of local events you sponsor you will position your company as a supporter of “real” people and affordable events.

https://pixelpioneers.co/

https://pixelpioneers.co/

This is a great way to differentiate yourself from your competitors. This tactic is particularly helpful if a competitor has a larger traditional advertising budget.

Meet people and network

If your business is 100% online, this is a great opportunity to get out there and meet people. As well as meeting new people, you can get valuable feedback on your products and speak face to face to new prospects.

If you already have face to face time with your customers, here are some new prospects for you! Local events are also a great networking opportunity to meet new b2b suppliers, or to become one yourself.

Analysing your success

As with many offline marketing channels, measuring the success of sponsoring an event can be tricky, but it is not a complete black hole.

Here are some tips on how to gauge the success of your sponsorship investment:

If you attend the event you will also get a feel for how successful it has been based on your own experiences. Did a lot of people come and talk to you, were they interested in what you had to say, and how long did they engage with you for?

Want to run your own conference?
If you’ve thought about running a conference for your customers, have a read of my ultimate guide to running your own customer conference.
Author

Hello! My name is Matt and I have a serious passion for anything marketing related, both academically and professionally. I started writing this blog as a way of expressing my thoughts and opinions on marketing, and in response to the number of theoretical blogs out there that presume unlimited resources. My focus is on providing realistic and practical marketing advice you can apply to any business and campaign.

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