Question

Topic: Other

What Is Your Approach To Sponsorship Of Events?

Posted by broadhurst.jason on 1/8/2016 at 11:36 AM ET 125 Points
Hello Experts,

I run a small corporate marketing team in a growing, mid-sized B2B company. Revenues have been up significantly for a few years, and we've seen growth in new markets and expanding sales teams in various regions.

As we expand, I'm receiving more and more requests to ok local sponsorship activities. It seems every regional sales manager thinks it's a great idea to sponsor an industry lunch and learn, a golf event, or something else.

We are generally considered the leaders in our field, and we have the most recognizable brand (I'm not just saying that!). So I'm not sure I need to do these kinds of activities for brand awareness purposes.

I do understand the potential benefit of relationship building with certain groups. But I'm interested to find out how you all approach these decisions. What criteria do you use to decide whether you should invest in sponsorship? What are your arguments for and against sponsorship requests?

Thanks,

Jason
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/8/2016 at 1:28 PM Accepted
    If you're already highly recognizable, then instead of sponsorships, why not do charity events in your regions? That'll generate far more PR and good will, and establish yourself in your community.
  • Posted by srubiaco on 2/1/2016 at 7:13 AM Accepted
    I agree with Jay. The company that I work for prefers to sponsor school teams, or non-profit functions. While they may not be reaching your target market primarily, one of our company core values is "Family" and our employees sincerely appreciate the company helping out in our community. Happy employees tend to be hard-working employees.

    Have you established a "sponsorship" budget or cap for the year?
  • Posted by Shelley Ryan on 2/23/2016 at 5:36 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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