THE 10 COMMANDMENTS OF EVENTS SPONSORSHIP

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THE 10 COMMANDMENTSOF EVENTS SPONSORSHIP

Is sponsorship relevant for your brand?

Will sponsorship help you achieve your brand objectives? WHAT do you want to achieve? HOW do you want to achieve it? Within WHICH budget can you operate?

Be proactive, not just reactive. Allocate upfront a budget that will ensure you a relevant presence in the live entertainment field

1st Commandment: Determine your position vs. sponsorship

Don’t sponsor the events that YOU like, but the ones that YOUR TARGET likes.

Does a particular event fit your brand values / communication strategy and can be integrated in your marketing plan?

Does this event makes you stand out of the crowd?

2nd Commandment: Select the right event

Beware of events with potential damaging effect for your brand image!!!

Understand the effects of the sponsorship: Immediate positive / negative impact – unlike the other traditional advertising

channels The consumer will judge you based on the experience he had at the event

3rd Commandment: Evaluate the potential risks

4th Commandment: Create a memorable experience

Be part of the FUN, not just part of the branding !

Connect the atmosphere and the experience of the event with your brand values

Let your brand contribute to the success of the event

5th Commandment: Less is more

Avoid over-exposure!

People come to events for the stars and for the experience, not for the oversized logos

In event sponsorship, quality is always better than quantity

6th Commandment: Be single minded

Plan well ahead and then stick to your plans

Target a specific and well defined target group with the right events

If you have several target groups, create tailor made platforms for each of them

7th Commandment: Be consistent

Sponsoring an event once in a while will not make the difference

To become relevant to your target group, you must develop a long term platform that will:

• Bring credibility to your message• Create consistency for your brand• Gain a certain ‘’coolness’’ among your target group

8th Commandment: Maximize your sponsorship

Just being a sponsor is not enough

Plan your sponsorship and integrate it into your marketing calendar & budget

Use your sponsorship to create new marketing opportunities and activities before, during and after the event

9th Commandment: Pay attention to the details

A nice branding will never compensate for a poor experience

If you have selling presence at the venue, make sure you ensure:

- Enough selling points- Enough quantity- Adequate distribution methods- The proper product quality (ex: cold drinks)

10th Commandment: Evaluate your sponsorship results

Any event is a great research opportunity. Use it!

Look for quantifiable results and return on investment- Impact in your key brand indicators- Audience at the venue (both in terms of quantity and quality)- Media exposure and free PR- Direct sales and sampling

(the secret one…)

BONUS !!!

The 11th Commandment

HAVE FUN!