Events are a time-tested marketing strategy. Companies often consider hosting events to achieve their marketing goals. As a marketer, event marketing offers a dynamic approach to engaging audiences, establishing strong brand awareness, and fostering enduring connections. When executed effectively, it can even serve as a powerful conversion tactic. 

There are two ways to approach your event marketing strategy: having your own event or sponsoring/collaborating on one with other stakeholders with your target audience. This article will explore how to achieve the best return on investment (ROI) when sponsoring events.

What is event marketing?

Event marketing involves creating experiential marketing opportunities for a brand, product, or service through various promotional events. By immersing the target audience in engaging and interactive experiences, event marketing aims to leave a lasting impact and foster a deeper connection with the brand or offering. 

A step-by-step guide to sponsoring an event

Thoroughly review the proposal 

One of the critical initial steps in the event sponsorship process is to meticulously review the proposal provided by your potential partner. This step cannot be emphasized enough, as it sets the foundation for your involvement in the event. 

When a proposal lands on your desk, take the time to immerse yourself in its contents. Dive into the details and consider how the event's objectives and structure align with your own expectations. Does the proposal exhibit a well-thought-out approach? Are the intended target audience and demographics compatible with the market you wish to engage with? Assessing these factors will help you gauge the potential impact of your sponsorship investment.

Set goals for your brand 

As you delve into the proposal, put yourself in the shoes of the event organizers. This perspective shift allows you to grasp the event's vision and goals more comprehensively. Look beyond the surface level and consider how the event aligns with your brand's values and objectives. By doing so, you can ascertain whether your partnership would create a mutually beneficial collaboration.

Evaluate the extent to which the event can resonate with your target audience. Are these the individuals you're willing to allocate your marketing budget towards? Assessing this alignment ensures that your resources are directed toward a demographic that is genuinely interested in what your brand offers.

Create a unique event concept for lead generation

While establishing a presence at an event undoubtedly serves as a valuable avenue for awareness marketing, the true potential of event sponsorship lies in its ability to extend beyond mere exposure and transition into lead generation. A noteworthy illustration of this strategic shift can be observed in the case of Topship's sponsorship of The Naija Brand Chick (NBC) Trade Fair in 2023. From a fun “spin the wheel” game to existing merch from attendees, their innovative approach not only amplified brand visibility but also ingeniously converted foot traffic into a substantial pool of leads. Some lessons from Topship’s approach: 

• Engagement at the heart of lead generation

  Topship's approach showcased a fundamental principle: engagement drives lead generation. The incorporation of an interactive 'spin the wheel' game within their booth exemplified how injecting an element of fun and interaction into the data collection process can yield remarkable results. Before event attendees even spun the wheel, they were prompted to provide their details. This creative twist not only heightened participants' enthusiasm but also seamlessly integrated lead generation into the game itself.

• The power of playfulness

  The 'spin the wheel' concept transcends traditional methods of data collection. By infusing an aura of playfulness, Topship transformed what could have been a mundane process into an enjoyable experience. This strategy not only garnered attention but also nurtured a positive association with the brand. Attendees willingly participated, seeing it as an opportunity rather than an obligation, resulting in a substantial volume of leads collected.

• Beyond leads: Building lasting impressions

This inventive approach underscored the significance of crafting an engaging and unique event concept. A mere physical presence can fall short of leveraging the event's potential. To truly capitalize on the occasion, event sponsors must strategize beyond passive exposure. By investing thought and creativity into the event's design, brands can leave a lasting impression on attendees. This impression extends beyond the event itself, echoing in participants' memories long after it concludes.

Elements to consider when crafting your event concept

1. Interactivity: Incorporate elements that encourage active participation rather than passive observation. Games, challenges, or hands-on experiences can foster engagement.

2. Personalization: Tailor the event experience to resonate with your target audience. Understanding their preferences and interests can guide the creation of appealing activities.

3. Memorability: Strive to create moments that stand out in attendees' minds. The goal is not just to attend an event but to leave with an unforgettable experience.

4. Value exchange: Offer something of value to attendees in exchange for their engagement or information. This could be in the form of giveaways, exclusive insights, or unique experiences.

Co-promote the event

When it comes to making the most of your event sponsorship, the concept of co-promotion becomes a pivotal strategy. Co-promoting an event not only ensures heightened attendance but also extends the reach of your brand's influence. By harnessing the power of joint efforts, you can create a dynamic promotional synergy that resonates with your audience on multiple levels. Here's how to effectively execute co-promotion for the events you sponsor:

1. Establish a buzz through social media: Social media stands as a formidable platform for generating anticipation and excitement around the event you're sponsoring. Leverage your brand's social media channels to share intriguing teasers, behind-the-scenes glimpses, and captivating content related to the event. This strategy not only engages your existing followers but also introduces your brand to the event's audience.

2. Facilitate access with subsidized tickets: If the event requires a ticket purchase, offering subsidized tickets through your own channels can be a game-changer. By providing a discounted rate to your audience, you're not only encouraging their attendance but also showcasing your commitment to enhancing their event experience. This thoughtful gesture can significantly influence their perception of your brand.

3. Personal interaction: Incorporate personal interaction as a cornerstone of your co-promotion strategy. Attend the event yourself or have representatives from your brand present. This tangible presence allows attendees to meet the faces behind the brand, fostering a sense of connection. Real-world interactions add authenticity to your online endeavors and resonate with people seeking genuine engagement.

4. Piggyback on the event's brand: Aligning your brand's identity with that of the event sponsor creates a potent branding synergy. By associating your name with the event's established credibility, you tap into its existing reputation. This mutually beneficial relationship elevates both brands, enhancing their perceived value in the eyes of the attendees.

5. Interactive engagement with followers: Take advantage of the event's context to engage with your followers in a fresh and interactive way. Host live Q&A sessions, conduct interviews, or share exclusive insights related to the event. This engagement showcases your brand's expertise and affords your followers an opportunity to connect with you on a deeper level.

Have freebies

The inclusion of freebies within your event strategy can enhance the allure of your space and contribute to a thriving event presence. While the primary focus remains on the event's objectives, the presence of these thoughtfully chosen giveaways—such as merchandise and candies—can play a pivotal role in engaging attendees, leaving a lasting impression, and fostering brand affinity. Here's how to effectively utilize freebies to amplify your event experience:

1. Attract attention, not overshadow: The art of offering freebies lies in striking a balance between attraction and subtlety. Your freebies should serve as an enticing magnet, drawing attendees to your space without overpowering the event's core purpose. By ensuring that the freebies enhance the event experience rather than distract from it, you create a harmonious synergy between your brand and the event's atmosphere. 

2. Enhance engagement and interaction: Freebies act as conversation starters, facilitating interactions that may not have occurred otherwise. Attendees are more likely to approach your space when they are intrigued by what you're offering. Use this as an opportunity to engage them in meaningful conversations about your products, services, or brand values.

3. Extend your brand's presence beyond the event: The physicality of freebies creates a tangible connection between your brand and event attendees. These giveaways serve as tokens of the experience, allowing attendees to carry a piece of your brand with them beyond the event's duration. This "takeaway" element reinforces brand recall and fosters a sense of attachment that extends beyond the event's confines.

4. Subtle marketing through utility: While the primary aim of freebies is to engage and delight, they also carry an element of subtle marketing. A well-designed freebie can serve as a mini-billboard, showcasing your brand's logo and message in an unobtrusive yet effective manner. This gentle reminder aids in brand recall long after the event has concluded.

Incorporating freebies into your event strategy involves a delicate blend of attraction, engagement, and brand representation. By thoughtfully selecting items that align with your brand identity, engaging attendees through interactive conversations, and leaving them with tangible mementos, you create an enriched event experience that resonates beyond the event itself.

Follow up on leads generated 

Beyond the event day itself, the real potential of your sponsorship lies in your ability to effectively follow up and cultivate the leads you've gathered. This strategic continuation of engagement ensures that the connections forged during the event evolve into lasting relationships. Here's how to master the art of follow-up and capitalize on the leads generated:

1. Timely engagement - strike while the iron is hot: Recognize that the impact of the event is most potent immediately after it concludes. As the excitement lingers, promptly reach out to the leads you've accumulated. The window of opportunity to harness their interest is at its peak during these post-event moments. Craft your follow-up messages to capitalize on this residual enthusiasm.

2. Offer incentives and value: Entice your leads to remain engaged by offering incentives that add value to their interaction with your brand. This could take the form of exclusive discounts, access to premium content, or special offers tailored to their expressed interests. Such incentives serve as effective enticements, nudging leads toward the next stage of the customer journey. 

3. Tailor your messages to the top of the funnel: When following up, remember that your leads might still be in the early stages of their engagement with your brand. Therefore, focus on providing them with top-of-the-funnel content that educates, informs, and intrigues them without overwhelming them with complex details. This approach nurtures their curiosity and sets the foundation for deeper engagement down the line.

4. Leverage contact information strategically: If possible, collaborate with event organizers to acquire attendee contact details. This direct channel allows you to initiate engagement without delay. Swiftly introducing your brand's value proposition keeps the event's impact alive and capitalizes on the initial connection established during the event. 

5. Sustained engagement - The key to maintaining interest: After the initial follow-up, strive to sustain engagement with your leads over time. Provide them with a consistent flow of valuable content, resources, and updates. This gradual approach keeps them invested in your brand's narrative and encourages their progression through the customer journey.

In essence, effective post-event follow-up involves timely engagement, offering valuable incentives, crafting tailored messages for the top of the funnel, and leveraging attendee contact details strategically.

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