Wednesday, November 27, 2013

Sponsorship Right for My Company?

The trade show is Bonaza sponsorship opportunities. Talk with any show organizer, and they were more than happy to explain how you can make sure your company name and logo plastered all over the arena, the program guide, a good deal more than the suite, even tote bags everyone carries around all day. It's just a simple matter of money - lots of money. Spend enough, and some conferences, you can get a seat in event planning committee.Is cash all worth it? How do you know the right sponsors for your company? Is there a way to determine if underwriting aspects of a trade show will help the bottom line? Absolutely.First, it is important to understand what the sponsor is. Sponsorship is the financial or in kind support of an activity, used primarily to reach specified business goals. The fact that the sponsor will be made to achieve specific business goals deliniates clear of charity - you will not be able to write off your trade show participation as a charitable contribution. 

However, sponsors are also very different from advertising. Sponsorship is not a solo adventure, the way advertising. It promotes the company in respect sponsee.The next step is to determine why you might want to sponsor the event. Beware of the CEO-trap. This happens when the CEO is a fan of a particular sport or event, and want to throw corporate dollars behind his personal passion. Throwing the car company's logo on his favorite NASCAR could make a big man happy, but it will help your company? Instead, you will want to set some clear, measurable goals for your sponsor company. There are six main reasons why companies embrace sponsorship, including image enhancement, driving sales, increasing visibility with positive publicity, to get a "Good Corporate Citizen" role, to differentiate from the competition, and to improve the business, consumer and VIP relations. All of these are valid reasons. 

Assess the proposed sponsorship opportunities towards their goals and ask yourself if you are sponsoring aspects of this event will enhance your company's image. Many companies appreciate the goodwill generated by the sponsor hospitality suites and specialty food trade shows - good intentions that may affect sales.If sponsor aspects of the trade show will meet one or more of these purposes, you may want to participate. It is a good idea to do some homework first, before you sign on the dotted line.Check out the pictures show. Is seen as a classy, ​​up-scale event? Or does it have a reputation for less-than-stellar? You'll want to know this before you affiliate yourself with the event. Show organizers should be able to provide the target audience expected to attend, plan media coverage of the event, and what your obligations as a sponsor. You will also want to know what kind of support you can expect from the event organizers, and what exactly your sponsorship dollars buying.

Don afraid to ask the tough questions. You are developing a short-term partnership with the trade show organizer. Approach in the same way you would evaluate any other potential business relationship. You need to know the operational history of the event. 'll Show has been around for a while, and continues to grow every year, or is it a new company? Sponsored anyone before? How much they pay to get involved? What is the origin of organized? They are affiliated with non-profit organizations or political? Check the date of the event, and check to make sure it does not conflict with other events at the company you want to have a presence. You also must be equipped with a full and complete list of event attractions, including educational programs and receptions.Sponsorship works best in the context of relationships. You will often see the same companies that support the same events year after year. Synergy creates a special, unique 'brand' for the event, purchasing the brand began to rely on and expect. Be sure to inquire about on-going sponsorship opportunities, as well as cross promotion opportunities.Don not dilute your brand by sponsoring every event that comes. Can you be selective here. 

Choose one or two events that most closely mirror your company's image and philosophy - they are shows that will help you meet your sponsor goals.Once, you have made up your mind what want to be affiliated with the event, contact the event organizers immediately. Many sponsorship opportunities are very competitive, and space is limited. There is not much time to linger if you want one of only two or three premier spots.Finally, do not feel limited to what the show organizers offer sponsorship opportunities. If you have a good idea, talk to the organizers about it. Maybe the organizers will meet your creativity, and they are more than willing to accommodate your plans.

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