Sponsorship
Advertising Marketing
Opportunities
Please consider
sponsoring the Chris Lucas Trust, the forthcoming Cycling
- The
Great North Bike Ride annual event Sunday
26th August 2007, forecast 1,500 cyclists!
For example Hadrian Spring Water donated about 2,000
bottles of water, provided the energy drinks, DEl MONTE provide over 10 cases of
bananas, EDINBURGH
CYCLES provided on-route two cycle mechanics and all
spare parts free, TUNNOCK provided over 1,000 caramel
wafers, it does cost the charity over £10,000 to
organise this huge event, (insurance, signs, marquees,
T-Shirts, Medals, National Advertising, etc )
Golf -
Chris Lucas Trust Charity Open Golf Classic September
2007
Walk - Jingle Bell Walk
30th November 2006.
To enable the Trust to keep
our unavoidable costs to stage such events to an
absolute minimum.
We believe by
sponsoring the Chris Lucas Trust events it could help
spread your message to your target market, it could be a
direct and cost effective method of achieving your
objectives, as well as giving you an edge in this market
place.
Through events
sponsorship your organisation could increase its profile
and brand awareness, could network through face-to-face
contact with potential new clients at the events.
With Chris Lucas
Trust events sponsorship we invite you to increased
benefits
Cost effective
options, with sponsorship from only £250, please make a
difference.
Exposure of the
event through Chris Lucas Trust Website, and various
publications, advertisements, mail shots, banners,
display stands.
So, why
should your company be interested in sponsorship?
When done well, it offers significant opportunities for
distinct marketing and competitive advantages, as well
as showing support of the event.
What is sponsorship?
Sponsorship is the financial or in-kind support of an
activity, used primarily to reach specified business
goals. According to IEG's Complete Guide to Sponsorship,
"Sponsorship should not be confused with advertising.
Advertising is considered a quantitative medium, whereas
sponsorship is considered a qualitative medium. It
promotes a company in association with the sponsee."
A large number of events these days use sponsorship
support to offer more exciting programs and to help
defray rising costs. Sponsorship allows you to reach
specifically targeted niche markets without any waste.
In addition, it is a powerful complement to other
marketing programs, in addition to having a dramatic
influence on customer relations.
Why
sponsor?
Sponsorship offers the possibility of achieving several
goals at once. According to Schmader and Jackson in
their book, Special Events: Inside and Out, a company
can benefit from sponsorship in many ways, such as:
1. Enhancing Image/Shaping Consumer Attitudes
Often companies are looking to improve how they are
perceived by their target audience. Sponsoring events
that appeal to their market are likely to shape buying
attitudes and help generate a positive reaction. Coca
Cola, for example is always looking to generate a
positive influence of their products in the minds of
their consumers and as such regularly support events
they feel can influence consumer opinions.
2. Driving Sales
Sponsorship geared to driving sales can be an extremely
potent promotional tool. This objective allows sponsors
to showcase their product attributes. Food and beverage
companies often use sponsorship to encourage samplings
and sales.
IEG's Complete Guide to Sponsorship cites Visa's
fund-raising effort around its sponsorship of the
Olympic Games and the U.S. Olympic Team. They promoted
their association by offering to make a donation to the
team each time consumers charge a purchase to their
card. American Express used a similar strategy by
donating to needy causes with their "Charge Against
Hunger" campaign. As a result, both companies
experienced a significant rise in sales volume.
3. Creating positive publicity/heightening visibility
Every sponsor is seeking wide exposure in both
electronic and print media. Positive publicity helps
create heightened visibility of products/services.
Various media covering the event may include sponsors
names and/or photos. In addition, the kind of media
coverage a sponsor may get is often unaffordable if the
company were to think of purchasing it, and if it were
available. To maximize this objective, it is important
for the sponsoring company to have a comprehensive media
campaign to augment the regular media coverage promoted
by the organizers. Sponsorship can often generate media
coverage that might otherwise not have been available.
4.
Differentiating from competitors
The mere act of sponsoring an event, especially an
exclusive sponsorship, is a significant way to create
competitor differentiation. Your company name has the
opportunity to stand out head and shoulders above the
competition. This is particularly helpful if your
company wants to combat a competitor with a larger ad
budget. Sponsorship allows smaller companies to compete
with their industry giants.
Target audiences often perceive sponsorship in a
positive way. They see you as making a greater effort to
support the event, often allowing more or better
activities to take place as a result of your
sponsorship.
5. Helping with good "Corporate Citizen" role
Another powerful sponsorship objective allows companies
to be viewed as a "good neighbor." To be seen supporting
the community and contributing to its economic
development is extremely powerful and creates enormous
goodwill.
6. Enhancing business, consumer and VIP relations
Sponsorship that offers hospitality opportunities is
always very attractive to companies. Perks may include
special exclusive networking settings such as VIP
receptions or golf tournaments - opportunities to meet
key customers and solidify business relationships. It is
important to evaluate each opportunity and look for ways
it could tie into your marketing objectives.
About the Author:
Written by Susan A. Friedmann, CSP, The Tradeshow Coach,
Lake Placid, NY, author: “Meeting & Event Planning for
Dummies,” working with companies to improve their
meeting and event success through coaching, consulting
and training. Go to:
http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the
Week.
info@thetradeshowcoach.com
or donate
