A Beginner's Guide to Sponsoring Events

As an advertiser, sponsoring events is a good way to get a company name associated with a worthy cause or event with strong interest to the public. One look at the name brands splashed over major sporting events like the Masters, US Open, World Cup, World Series, NBA Play-Offs, Indy Racing, and many other major sports activities makes it clear that brand association is a powerful tool of advertisers.

Everyone knows that the most expensive television advertising is associated with the Superbowl. Why? Attention and association---each advertising sponsor is trying to get the public watching to link its company to the event in a positive way.

There are a few things most advertisers need to consider when taking on sponsorship of the event, no matter whether it is a local charity event or a major Red Carpet happening. The questions and issues are merely ones of scale.

Among the questions that those hoping to sponsor an event should consider are the following:

* How many other advertising companies are also laying claim to sponsorship?
* What advertising will occur before the event, and how will the sponsoring company's logo be featured in that advertising?
* What are the costs, and what does the company hope to gain by sponsoring the event?
* What signage, programs, and auxiliary advertising (such as promos, giveaways, sponsor-led tented areas, or activities within the major event's parameters) will be available?
* Is the crowd attending (or watching) this event the core consumer group for the company's product?

Of course, the essential question for the sponsoring company is

* What is the budget, and what can the company get for that amount of money it is willing to spend for its sponsorship?

It is not surprising that cognac companies sponsor polo events while beer companies sponsor baseball. Targeting the intended consumer base is key to the success of sponsored events. No matter how great the advertising, if the targeted consumer is not at the event, it's money wasted.

Frequently, sponsored events provide the opportunity for the company seeking to advertise its product the opportunity to provide special incentives for favored guests. Giving away tickets, providing VIP tented areas for attendees, and offering valuable swag (high-end giveaways) that will linger on long after the sponsored event is over are some of the ways advertising companies get their messages across.

Key to the success of any advertiser is the campaign conducted throughout the sponsored event. How easy or difficult event planners are to work with, how involved the sponsoring company's own personnel are in planning, and the amount of "bang for the buck" are all major considerations in having a successful advertising result from a sponsored event.

Planning, oversight, and imagination are all key to a successful event, both from the advertiser's and the event group's points of view. A well thought-out campaign with full integration of a company's branding and advertising messages can make sponsoring an event a win-win for everyone.