Strategic Sponsorship: Maximising Impact at Events

Events can be the perfect platform for brands to create real impact and results within their target audience. But it’s not just the hosts of the event who can access this level of impact. Through event sponsorship, other brands can access specific portions of an event platform, in exchange for their financial support of the event. But in order to create tangible ROI and long term success from their presence at these events, sponsors need a comprehensive event sponsorship strategy to identify where and how to create the desired impact.  

What is an event sponsorship strategy?  

An event sponsorship strategy is the process of identifying, securing, and leveraging partnerships that support events in exchange for visibility and exposure with a specific target audience. Having an effective sponsorship strategy allows brands to engage with their target audience effectively, and stand out from their competitors, in order to drive revenue and secure event success. 

So, how exactly can you maximise your return as a sponsor to reach your event goals?

Step 1: Establish your event goals 

If you’re allocating a portion of your marketing budget to sponsoring an event, you need to ensure that it’s securing the right kind of ROI and bringing you closer to your long term goals. To do this, you need to understand exactly what it is you want to gain from your presence at other brand’s events, and how this fits into your wider event strategy. Whether you’re looking to generate leads, build relationships, or boost brand awareness, having your core  sponsorship goals clarified and broken down into KPIs at the start of your approach will facilitate every other stage of your sponsorship strategy. 

Step 2: Find the right opportunities 

It’s important to select the right event that’s going to bring you closer to your event goals. In order to do this, you need to identify the opportunities that align with two main things: 

• Your key objectives 
• Your target audience 

Other things to consider include: 

• The data from previous versions of the event in question 
• The format and agenda
• The brand values of the host organisation 

If you can identify an opportunity that aligns across all of these key areas, this could well be the perfect event to sponsor. 

Step 3: Get creative with your activation

It’s not enough to simply get in the room with your target audience. To really maximise your sponsorship, you need to activate your brand in a way that aligns with your brand message and your event strategy. In order to do this, it’s important to: 

• Be memorable: To start long term relationships with your target audience, you need to create a shared experience that leaves a positive lasting impression on them. Using things like branded merchandise can be great visual reminders of your brand long after the event has ended. 
• Be interactive: Tailor your touchpoints around the interests and challenges of your audience, and consider how you can meet these needs through your event presence using cutting edge event technology and engaging creative visuals. 

Step 4: Measure your success

The final stage of your sponsorship strategy is arguably the most important, since measuring the impact of your sponsorship is going to determine whether or not your strategy has been successfully executed. However you choose to collect your data, it’s important to measure the metrics that ladder back to your core goals and KPIs you established at the very beginning of the process. You can then use these insights to tweak and improve your future strategy to secure long term ROI from your sponsorship. 

Want to maximise the ROI of your event sponsorship strategy? 

With our support, a comprehensive sponsorship strategy can help your brand capitalise on your current sponsorship activity, and map out a plan for long term success. 

Get in touch with the team at First Event to find out how we can help you benefit from a comprehensive sponsorship strategy!