"To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor."
Definition of sponsor from Wikipedia
Ever looked at sponsorship opportunities and thought 'that would be nice' or 'it's not in my marketing budget'?Sponsorship is often considered the domain of big business, but there are plenty of excellent opportunities for small businesses. Most of these opportunities allow SMEs to enhance their public profile relatively cheaply.
Supporting a good cause not only provides businesses with convenient advertising, it also creates positive publicity, building awareness of your brand which can help you tap into a vast audience that would normally not give you a second thought (mainly because they don't know you exist).
Remember a target audience is not always who you already sell to, but it could be who you want to start engaging better with.
But how can sponsorship help YOUR business...
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.
2. Driving Sales
Sponsorship geared to driving sales can be an extremely potent promotional tool.
3. Creating positive publicity/heightening visibility
Every sponsor is seeking wide exposure. Positive publicity helps create heightened visibility of products/services. The kind of coverage a sponsor may get is often not affordable in the real world. Sponsorship can often generate 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. Enhancing business, consumer and VIP relations
Sponsorship that offers hospitality opportunities is always very attractive to companies. Tables at events allow you to entertain your current or potential new customers.
Don't get blind-sighted by the initial outlay of money - think about the bigger picture and how this can help you grow your brand.
Don't miss these sponsorship opportunities:
Ryan Sidebottom Testimonial Celebrations
Ryan Sidebottom will end his successful 20 year professional cricket career at the end of this season. Events will take place throughout his Testimonial Celebrations including Leeds, Wetherby, Harrogate, York and London - all with sponsorship opportunities! From Celebrity XI T20's in your local cricket ground to an Intimate VIP Dinner with the England Captains, there is something for everyone to get involved in.
Supporting Martin House Children Hospice & The Ryan Sidebottom Cricket Foundation for under privileged kids.
The Yorkshire Choice Awards
YCA recognise local people and independent businesses that are a inspiration in their field. The categories cover a wide range of backgrounds and skill set, yet they all have one thing in common - the will to achieve!
Supporting St Gemma's Hospice