It is summer and I would guess that you have been invited to participate in some sort of gathering that is attached to a corporate sponsorship. Be it a sporting event, like a golf outing; a fitness event, like a walk/run; or an arts or cultural event, like a concert – marketing opportunities abound.

How effective are these types of sponsorships? It depends upon what you are trying to get out of them. If you are expecting to make a sale at these types of events, unless you are selling something that can be consumed (like bananas after a run) or worn (like a T-shirt at a concert) at the event, you will be disappointed. However, if your goal is to engage a group of people who are having a good time, get them to recognize your brand and to believe good things about your company and its products, you stand a good chance of meeting your goal if you follow a few practical tips.

Try to own the event

When you are evaluating whether or not to sponsor an event, don’t get too caught up in being one of many sponsors. If you can afford it, be the primary sponsor or the exclusive sponsor. The last thing you want is for the people attending an event to never notice you because you are just one of many logos floating in front of them. Find out how many sponsorships are being sold and if there are levels to the sponsorship. When we are negotiating a sponsorship contract for our customers, it is one of the first questions I ask.

Put your logo in plain site

Another thing to consider in any sponsorship is the placement of your logo. I want people to see it everywhere they turn. Don’t let an event planner take your marketing dollars and then restrict your logo to the backside of a flyer. Get it on banners, centerpieces on tables, on signs, and on something that will go home with people, like T-shirts and water bottles, etc. Negotiate this into your event sponsorship. Make sure everyone at the event cannot miss your logo.

Get mentioned at the highlight of the event

It is one thing for people to see your logo. It is also important they hear the name of your brand mentioned during the best part of the event. With most events, there is a time when people are gathered for a featured moment. At a golf event, it could be announcing the winning team. At a concert, it is right before the headliner gets ready to play the first song. You want to make sure your sponsorship is linked to this moment. That typically happens when someone (an emcee) gathers people’s attention and makes a big deal leading up to the featured moment. Make sure you are mentioned during this time. "And now the event you have all been waiting for, we would like to announce the (Name of your brand) championship golf team…” or "Help me welcome on the (Name of your brand) center stage, the one and only…” You get the idea. Make sure your brand is the one that gets mentioned when the greatest part of the event is being played out.

Make sure the event fits your target market

Take an example from the corporations that sponsor very big events, you have to know your target market and make sure they are attending these types of events. For instance, Red Bull Energy Drink sponsors auto racing. They also sponsor jazz festivals, Moto GP motorcycle races, skateboarding competitions, handball tournaments, rowing events and the longest staged bicycle race in the world. Why the diversity? These are events that are heavily attended by their customers – people who are young and consider themselves to be living on the edge. They have a countercultural swagger about them. Red Bull only sponsors events that draw in this rebel-edged crowd. What is the makeup of your typical customer? Look for events that fit them well before you sign a sponsorship contract.

Ask some questions the next time someone wants you to sponsor their event. Negotiate the terms of exposure. Do a little research on the types of people attending the event. Sponsorships can be very good for marketing if you know how to work them to your benefit.