4 Ways to Make the Most of Your Event Sponsorship

I was out for a coffee yesterday and saw one of those beautiful, artsy posters for an upcoming event in my area. After reading the event details, I was really surprised to find an orthodontic practice that I work with as an event sponsor. I didn't know they were sponsoring this event, and I'm helping with their marketing plan!

To many practices fail to get the most from their sponsorship dollars. Don't just sign the check, send your logo, and walk away. Think like a marketing guerrilla and get every bit of value that you can from your sponsorship! Here are a few ways to make sure you don't get lost in logo soup and go unnoticed.

Show up and get involved

I've been to several fundraisers and events where I know the community partners and sponsors, but representatives from their companies are not present. What a waste if your name is in the program but no one is there to network and chat about your practice. Jump in with both feet! Join the planning committee. Volunteer to be a greeter on-site and connect with potential patients.

Make your name or logo pop!

Review all the event promotional material before production to ensure your company is properly identified and that you stand out.

Create a mailing list

Ask event organizers for a copy of the attendee list with contact information then build yourself a mailing list. Follow up with a promotion - a newsletter, an e-zine, or a special offer.

Promote the sponsorship

Send out a press release announcing your sponsorship. Include your sponsorship activities on your website, in brochures, and your other promotional pieces. Let your patients know where you will be and when so you can connect with them in a non-clinical environment. Hire a photographer for the day of the event to take some high quality photos of your on-site activities and post them in your practice, on your website, and newsletter.

Don't be afraid to explore the possibilities when it comes to the events you sponsor.

If you would like a consultation on an upcoming sponsorship opportunity, email me at sarah@npressnewsletter.com with the details.

- Sarah Nelson