Making Event Marketing and Sponsorships Work for your Company

Would you like to keep your steady flow of business sales leads for good? Then it’s time you make event marketing and sponsorships work for you because it is a very important part of an organization’s communications mix. Sponsorships usually concentrate on these areas: entertainment, sports, attractions, tours; causes; and the arts. These can be local in nature or if you choose to can be turned into national or international events. Companies involved are now pursuing opportunities like value-added sponsorships and venue marketing. Here are some important things to bear in mind before you push through with this endeavor:

Set up a criteria for participation. Before getting involved in sponsorships, your company must first come up a specific criteria for participation. Certain factors are placed into consideration such as exclusivity of product category, relationships with other programs of marketing communications, the event’s capability to reach your target market, and the impact the event will make on your company’s image.

Have a reliable evaluation process. The work doesn’t end when the event is over, it’s merely the beginning. The next step is to evaluate if you have reached the objectives that you established for the event. There are measures that are determined for criteria such as image enhancement, awareness, product sales, new business clients, target market reach, and media coverage. There must also be an assessment of the revenues and costs so you will be able to determine profitability, and also make recommendations to improve the event if it is to be executed again in the future.

On planning your own event. If your company decides to push through with your own event, you must be prepared to go through a comprehensive, not to mention exhaustive planning process. First, evaluate the event’s role in achieving your business objectives, such as software lead generation. Work with an event planner who is a specialist in this area. You must establish your goals and objectives, identify who your target audience will be, decide the best time for it, give sufficient financial resources, and evaluate its effectiveness afterwards. Your event planner on the other hand will be the one to develop the best ways for staging the event, provide well-trained staff to execute it, take care of the operations and logistics to make sure things run smoothly, and anticipate issues on safety and security that may arise during the said event.

As with all your business ventures, hope for the best but prepare for the worst. Keeping these things in mind will help you accomplish that.

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