Partner to success
The good news? Sponsorship can be one of the most effective ways of getting your message across directly to your existing and potential customers.
The even better news? Sponsorships aren’t restricted to big corporations with even bigger marketing budgets. By actively seeking opportunities to get involved with smaller, targeted, more affordable sponsorships, your business can enjoy the benefits too. Being involved in the wider community is especially important if your business relies heavily on referrals or foot traffic, as it’s an opportunity to get ‘up close and personal’ with your target market.
Sponsorship benefits:
- Brand awareness – Affordable and unique way to get your brand in front of a targeted audience who you might not otherwise have reached
- Loyalty – Nurtures an emotional connection between your brand and your target market. Forging such a relationship can result in brand loyalty
- Image – Some of the magic and/or goodwill of the sponsorship vehicle is transferred to your brand
- Networking – an opportunity to make connections with other sponsors which could lead to future partnerships/business opportunities
- Media exposure – sponsored events often inherently create newsworthy stories. All you need then is Connecting Images to come up with and pitch the relevant angles to the media.
Because sponsorship primarily addresses brand health and involves relating on an emotional level, it’s unlikely to cause an immediate spike in sales. But, if entered into with a committed, long-term approach, sponsorship is fruitful and its benefits tangible. Look for partnerships and events, which are aligned with your company’s message and commitment.
Your sponsorship tells a story about what your business stands for. An innovative sponsorship project managed by the CI team recently: PROFITABLE HOSPITALITY – major sponsor of Restaurant & Catering Australia’s Best Hospitality Website Award. This category is part of the National Awards for Excellence program through the peak industry body, Restaurant & Catering Australia.
The audience is a key segment of Profitable Hospitality’s target market. Profitable Hospitality leverages its sponsorship of the Award through proactive promotion of the category in online educational articles and media contributions. In return, Profitable Hospitality has achieved widespread media exposure, has increased recognition for its online marketing expertise and its own website, its services and products as well as receiving solid and sustained support from the R&CA. The 2006 winning website is Nathania Springs.
An elated pair! JF(Jean-Francois) Celerier and Jason Deacon of Nathania Springs Receptions.