Small business owners have long known the value of sponsoring a local event. Whether you support your son’s or daughter’s little league team, back a trade show or 5K run, or sponsor a local bowling team, there are many opportunities available to gain business exposure through community events. However, sponsoring a local event can be expensive with little ROI unless you follow some simple guidelines.
Never simply write a check then forget about your sponsorship. Instead choose the audience you hope to reach with your involvement and be sure the team or event you support will connect with that targeted group. For instance, if you decide to sponsor a little league ball team, the most likely people to see your business name are the parents and coaches. If those are prospective customers for you, great. If not, you may do better to look for another outlet that will reach the folks you want to reach.
Also think about the results you want for your efforts. Are you hoping to make your community aware of your business presence, sell products or services, or gain new subscribers to your newsletter? Depending on your goals, you may have more success sponsoring a race than a team, or vice versa.
Consider the event itself. Is it reputable, well organized and one that will likely attract positive attention? A wet T-shirt contest may sound like fun if you’re 20-something, but sponsoring it is unlikely to present the right image for most companies, even those who market to that age group. Instead, opt for a sporting or musical event for good exposure while keeping your good reputation in tact.
Once you know the type of event that will work best for your business and once you’ve considered the market you’d like to reach, consider how you plan to partner with the group you’ve chosen. Will you simply provide uniforms or shirts? Or will you be more involved by attending games or tournaments?
In return, what do you expect from the team or players? If you have guidelines you’d like to institute for those who wear your shirts or play at your concert, lay them out in writing and have the group leader sign them. It will help ensure the event and your sponsorship of it is taken seriously and not abused.
There are many ways to determine whether sponsoring a local event is right for you. Consider these simple ideas before you commit. You may find this is an ideal way to market your business. Then, again, you may find it’s just not right for you. But it takes some forethought to make that decision one way or another.
