A brief presentation of the most important things a brand should consider when sponsoring an event

1. THE 10 COMMANDMENTS OF
EVENTS SPONSORSHIP
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2. THE 10 COMMANDMENTS
OF EVENTS SPONSORSHIP

3. 1st Commandment:
Determine your position vs. sponsorship
 Is sponsorship relevant for your brand?
 Will sponsorship help you achieve your brand objectives?
 WHAT do you want to achieve?
 HOW do you want to achieve it?
 Within WHICH budget can you operate?
 Be proactive, not just reactive. Allocate upfront a budget that will
ensure you a relevant presence in the live entertainment field

4. 2nd Commandment:
Select the right event
 Don’t sponsor the events that YOU like, but the ones that
YOUR TARGET likes.
 Does a particular event fit your brand values / communication
strategy and can be integrated in your marketing plan?
 Does this event makes you stand out of the crowd?

5. 3rd Commandment:
Evaluate the potential risks
 Beware of events with potential damaging effect for your
brand image!!!
 Understand the effects of the sponsorship:
 Immediate positive / negative impact – unlike the other traditional advertising
channels
 The consumer will judge you based on the experience he had at the event

6. 4th Commandment:
Create a memorable experience
 Be part of the FUN, not just part of the branding !
 Connect the atmosphere and the experience of the event with
your brand values
 Let your brand contribute to the success of the event

7. 5th Commandment:
Less is more
 Avoid over-exposure!
 People come to events for the stars and for the experience, not
for the oversized logos
 In event sponsorship, quality is always better than quantity

8. 6th Commandment:
Be single minded
 Plan well ahead and then stick to your plans
 Target a specific and well defined target group with the right
events
 If you have several target groups, create tailor made platforms
for each of them

9. 7th Commandment:
Be consistent
 Sponsoring an event once in a while will not make the
difference
 To become relevant to your target group, you must develop a
long term platform that will:
• Bring credibility to your message
• Create consistency for your brand
• Gain a certain ‘’coolness’’ among your target group

10. 8th Commandment:
Maximize your sponsorship
 Just being a sponsor is not enough
 Plan your sponsorship and integrate it into your marketing
calendar & budget
 Use your sponsorship to create new marketing opportunities
and activities before, during and after the event

11. 9th Commandment:
Pay attention to the details
 A nice branding will never compensate for a poor
experience
 If you have selling presence at the venue, make sure you
ensure:
- Enough selling points
- Enough quantity
- Adequate distribution methods
- The proper product quality (ex: cold drinks)

12. 10th Commandment:
Evaluate your sponsorship results
 Any event is a great research opportunity. Use it!
 Look for quantifiable results and return on investment
- Impact in your key brand indicators
- Audience at the venue (both in terms of quantity and quality)
- Media exposure and free PR
- Direct sales and sampling

13. BONUS !!!
The 11th Commandment
(the secret one…)

14. HAVE FUN!