Brian Ngona
Recently, I had the privilege of attending an awards ceremony sponsored by one of the country’s most prominent and reputable companies. However, what caught my attention, or rather, what surprised me, was the apparent absence of any branding materials from the sponsor. No banners adorned the venue, no flyers were handed out, and there were no screen displays showcasing the sponsor’s logo or message. As a marketer, this raised a critical question: Are companies truly maximizing the potential of the events they sponsor?
In today’s competitive business landscape, brand visibility is paramount. Sponsored events present a unique opportunity for companies to not only support worthy causes or industry initiatives but also to elevate their brand presence and connect with their target audience in a meaningful way. Yet, all too often, this potential remains untapped, as evidenced by the lack of branding efforts observed at the recent awards ceremony.
So, how can marketers and companies ensure they are making the most of their sponsorship investments and maximizing brand visibility at events? Here are a few key strategies to consider:
Strategic Brand Integration: From the moment attendees step foot into the event venue, every interaction should reinforce the sponsor’s brand identity. This includes not only traditional branding materials like banners and signage but also more subtle touches such as branded merchandise or custom-designed elements that reflect the sponsor’s aesthetic and values.
Engaging Experiential Marketing: Rather than relying solely on passive branding methods, companies should strive to create immersive and memorable experiences for event attendees. Interactive booths, product demonstrations, or experiential activations can help generate buzz, spark conversations, and leave a lasting impression on guests.
Leveraging Digital Platforms: In today’s digital age, the reach of an event extends far beyond its physical location. Marketers should leverage digital platforms such as social media, email marketing, or live streaming to amplify their brand message and engage with a broader audience, both during and after the event.
Partnering for Amplification: Collaboration with event organizers, other sponsors, or industry influencers can further enhance brand visibility and extend the reach of sponsorship efforts. By aligning with like-minded partners and tapping into their networks, companies can amplify their message and maximize exposure within their target market.
Post-Event Follow-Up: Don’t let the momentum die down once the event is over. Follow up with attendees through personalized emails, social media engagement, or exclusive offers to maintain the connection and reinforce the brand’s presence in their minds.
Measuring Impact and ROI: Finally, it’s essential to measure the impact of sponsorship activities and evaluate the return on investment (ROI). This includes tracking metrics such as brand impressions, social media engagement, lead generation, or direct sales attributed to the event sponsorship. By analysing these data points, marketers can refine their strategies and ensure future sponsorship efforts are both effective and efficient.
In conclusion, sponsored events present a valuable opportunity for marketers and companies to elevate their brand visibility, connect with their audience, and drive business objectives. By adopting a strategic and integrated approach to event sponsorship, and by leveraging the latest marketing techniques and technologies, organisations can ensure they are maximizing the impact of their sponsorship investments and staying ahead in today’s competitive marketplace.
- Brian Ngona serves as the Corporate Communications Manager for the Marketers Association of Zimbabwe (MAZ). He holds a BSc Hons in International Marketing from CUT, as well as certifications in Digital Marketing and as a Certified Marketing Practitioner from MAZ and the IMM Graduate School, respectively. His contact email address is brianngona@gmail.com.
