Increase exposure through events

Event marketing has been growing in
popularity. Many businesses and organizations realize that they can’t build their brand through advertising alone.

One of the most significant ways to
increase your marketing return on investment is by producing and sponsoring
events. Whether your company creates the
event or you simply partner with another
company for their event, selecting the right
event to sponsor is key. Don’t sponsor an
event just because someone asks you to.
Be sure that the event will have businesses,
organizations and executives in attendance
that will be interested in your product or
services. Event sponsorship should help
you reach your target audience, expand
your brand awareness and, ultimately, give
you more sales.

Event sponsorships allow you the opportunity to socialize with your customers and
not just talk business with them. This level
of involvement can be significant in developing a deeper and stronger relationship.
With event marketing, you’ll be creating a
favorable environment for them to be in
the spotlight and talk about their business.

Partnering with companies through successful events keeps you at the forefront of
their mind and increases your chances of
earning future business. Making events part
of your marketing strategy not only expands
your possibilities, it also informs the community where you live and work that you
care. If people in the community perceive
your company as one that cares, your
chances of doing business with them
increases exponentially.

However, it’s not enough to just put your
name on an event and assume it will attract
the new customers you seek. You must go
further if you want to reap the full potential
of what event marketing can deliver to
your organization. There are three distinct
areas to focus on with event sponsorship.
Each stage is important and must be executed professionally and strategically.

Before the event

1. Announce your sponsorship to your
   customers, prospects and relationships
   • Encourage them to attend

   • Use this nonsales-pitch communiqué

2. Invite your important prospects as
   your VIP guests
   • This affords face-to-face time in an
     upscale professional atmosphere

   • Builds stronger relationships

3. Establish your benchmarks
   • Study and target the anticipated
     attendee list

   • Know who you want to meet at the
     event

   • Do your homework; research not only
     the attendee list, but the sponsor and vendor lists as well

4. Prepare an appropriate, impactful
   and cutting-edge message
   • Include this with your brochure or special handouts

   • Get creative and be sure you are talking their language, not yours

During the event

1. Display your banners/signage in key
   places
   • Use customized messaging for the
     event and audience
     b. Be creative and interesting with your
     display

2. Work the floor
   • Meet and greet attendees, introduce
     yourself as the event sponsor

   • Host your guests, help them make
     important connections

   • Make sure that executives get the most
     out of the event

3. Build your database and relations
   • Exchange business cards with contacts

   • Consider utilizing a pocket-sized
     memento that they will keep

After the event

1. Secure the final attendee list
   • Be sure to get e-mail, phone and
     address information

2. Send an immediate follow-up note or
   e-mail
   • Not a sales pitch — but rather a “Nice
     to have seen you” letter

   • Send a personal note to all the people
     you met

   • Nurture relationships and schedule key
     meetings

   • Target only viable new potential
     prospects for sales messaging

3. Consider an ongoing nonsales contact program for nonprospects
   • Informative outreach correspondence
     works

   • Focus on top-of-mind awareness and
     general positive publicity

   • You never know who the new people
     you have met may influence

Follow these steps and you’ll be on your
way to increased revenue, great community exposure and more significant relationships that will last a lifetime.

MALCOLM A. TEASDALE is the principal and “Big
Idea Catalyst” for Teasdale Worldwide, a strategic marketing firm that is headquartered in Tampa. Reach him at

[email protected]. To obtain more information
about upcoming events and possible event sponsorship, visit
www.MarketingofDistinction.com. You may also call Kathi Kasel
at (813) 868-1520 or e-mail
[email protected].
For additional articles, register at www.MalcolmOutLoud.com.