Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

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imagesThere is no shortage of ways in which you can get your name and brand out in the public eye. Between straight spot buys on TV, radio, placement within print and outdoor, you can carve out your own slice of the medium and craft your message for maximum impact.

But that doesn’t prevent those who sell media from thinking of additional ways of getting advertisers to spend money. You can always purchase a sponsorship. You can sponsor shows on TV, holes during a golf tournament, or printed materials for a non-profit’s event. These are great ways for ad sales reps to earn income beyond the standard selling of advertisements (internally, you might hear reps refer to this as “non-traditional revenue” or NTR).

But is this right for you?

In the case of cause marketing (marketing of an event connected to a cause such as the American Cancer Society’s Rely for Life), this may be a great opportunity to generate goodwill toward your organization in the form of displaying that you care and that you are a part of the community. Selfishly, it also puts you in front of a particular segment of people that you may want to reach. Even if it’s not just cause marketing but a local event, you may also find value in your sponsorship given that your company’s brand will be seen as involved.

Through years of both sponsoring and creating public events, I’ve gotten to know what really works from sponsorships and what might not necessarily generate value for your marketing dollar. The biggest mistake I’ve seen people make is to give dollars to sponsor something and then not worry about how they will be represented. If you’re worried about maximum exposure, then make sure that your providing a banner, sign, or logo and know where it’s going. Unless your signage is truly unique, then having it placed among so many others is simply spending money to become part of an ignored background.

How many times have you been to an event and seen how many benefactors were listed in a program? How you bothered to look at every name? Have you done business with an organization because they were listed among so many others in that program? It’s likely they got lost in the shuffle. They weren’t worried enough about their placement to make their sponsorship marketing purchase worthwhile.

Take control over how you will be presented. Where will you be listed? How will you be listed or placed? How many other people will be listed with you? Is your competition also participating? If this is the first year you are participating with an event, is there something “extra” that they can do for you? All things you’ll want to think about before consenting to sponsor an event.

Have you sponsored an event that you found to be exceptionally worthwhile and enhanced your business through its participation? How you given an event sponsorship dollars only to find it was a total waste? And if so, what did you learn from the experience?

Written by Jeff York

August 22, 2009 at 9:53 am