event sponsorship

The Marketers Association of Zimbabwe (MAZ) is gearing up for the unveiling of the Top 200 Brands for 2024. This occasion, which is set for Friday this week at the Sango Conference Centre, Cresta Lodge in Harare, signifies a celebration of excellence and innovation. The event serves as a platform to recognize and honour the most influential brands shaping the Zimbabwean business landscape.

The Superbrand Business Breakfast Meeting, where the unveiling will take place, is a culmination of meticulous research, analysis, and evaluation of brands across various sectors. This year’s edition of the event will run under the theme: “Sustainability Driven Brands: ESG as a Game Changer,” which reflects the growing importance of environmental, social and governance (ESG) factors in brand strategy and consumer engagement.

The event promises to be an enlightening and transformative experience. Attendees will have the opportunity to gain valuable insights from industry experts and thought leaders, who include Stanbic Bank Zimbabwe Chief Executive Officer, Solomon Nyanhongo, the guest speaker.

In addition to the unveiling of the Top 200 brands, the event will feature engaging discussions, networking opportunities, and a showcase of innovative products and services. MAZ is currently inviting those who are eager to be part of the event to contact the association for details on how to participate in the event which will include an exhibition.

The Superbrand concept, which was introduced in Zimbabwe in 2009, aims to recognise and reward the top brands in the country that have established a strong reputation within a specific timeframe. These brands provide customers and stakeholders with significant emotional and tangible benefits, surpassing those offered by competitors. The rigorous selection process involves nationwide consumer research and evaluation by an Adjudication Committee comprised of industry experts and academics, ensuring credibility and transparency.

The Superbrand research process begins with the shortlisting of 200 brands based on consumer input, followed by field research conducted among both consumers and businesses. The findings are meticulously analysed, considering variables such as market dominance, resilience, goodwill, and loyalty. The adjudication panel verifies the results and evaluates each brand’s accomplishments during the review period. Moreover, the Superbrand process undergoes auditing by Grant Thornton, a reputable professional services firm in Zimbabwe, ensuring the integrity and reliability of the entire process. The Annual Superbrand Awards ceremony celebrates the top brands across various categories, recognising their exceptional achievements and contributions to their respective industries. A comprehensive report is then published, providing valuable insights and enabling brands to formulate effective strategies based on market trends and consumer preferences.

According to MAZ, the event is being supported by its sponsors and partners which include Econet Wireless, Hullets, Golden Pilsner, Expert Research Insights, Passion Events, Grant Thornton, Zimpure, and Dairibord. MAZ’s strategic partners for events include CBZ Holdings, CIMAS, Delta Holdings, Ecocash, Image Magic Corporate, National Foods, Nyaradzo, PPC, Premier Gifts, Topline Research Solutions, and Old Mutual. DailyNews and 3KTV are the media partners for the event.

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.

MAZ to unveil 2024 Superbrand top 200 brands

Maximizing brand visibility: Unveiling the untapped potential of sponsored events