Sponsorship Sponsoring a sporting group or an event can provide you with a lot of free publicity and goodwill for your store. There are several points to take into consideration before entering into any sponsorship agreement. What’s in it for me? Providing sponsorship without receiving any benefits is just charity. For any sponsorship to be worthwhile it must have tangible benefits such as: • Ability to display signage at the event • Large number of people attending the event • Media exposure (newspaper, TV) • At least 3 mentions in each available social media platform • Logo placement on websites, programs, sporting t-shirts • Being mentioned on radio or over the loudspeaker at the event • Ability to provide vouchers or incentives to the participants, thus generating revenue for your store. Who are you sponsoring? Stores should ensure that the group that you are sponsoring has a sound reputation and has a useful, positive or helpful intention. In general terms, this includes: • Sporting groups • Schools or charities • Local community groups How big is the organisation? The size of the organisation and the potential exposure for your store should be taken into consideration. If the event you are considering sponsoring is large, your contribution may be lost due to the size of the other groups participating. If the event is small, your logo may be seen by less people but it may have more impact and be noticed more. Media exposure If you are making a substantial donation you should discuss media opportunities with the event organisers. They may be happy to mention Banjo’s donation to the local radio or newspaper when they are promoting their event. Contact your local paper and let them know what you are doing and that it is a good story that may be of interest to their readers. Often a paper will not want to promote a business directly, but are more than happy to promote a community event with an interesting story and that Banjo’s is lend- ing a helping hand. Always offer a photo opportunity as it is a great way to increase your exposure.
FACT: Send any photos or stories about your sponsored event to the marketing team know, and we’ll be able to give you extra exposure through social media and web.
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