This week I had the pleasure of attending the launch of the 2019 – 2020 Spotlight Series at The Playhouse. Tim Yerxa and his staff do a really good job of hyping up the performances that are coming to Fredericton. There was a big crowd in attendance and I couldn’t be happier, Kiers has been a proud sponsor of the Spotlight Series since 2002, and our logo was front and center for everyone to see.
This is a great example of how important it is to pick the sponsorship opportunity that is right for your company. The audience at the Playhouse is full of past, current and future clients so it is a great fit for us. What do you think would be a good fit for your company? Where does your target market hang out? For example, if you are an insurance broker, something related to automobiles, trucks, motorcycles, homes, home renovations or any event that caters to business people is a good fit. If you are in the auto parts business, sponsoring a car show or race would get you the best bang for your buck.
Of course, we all like to be good community-minded citizens and give whenever we can. But smart business people pick the sponsorship that gives them the best return on their investment. Make sure the sponsorship offers you opportunities to showcase your business. Things to look for that add value to you could include: the number of places your logo appears, are you publicly recognized, do you get to speak at the event, do you receive complimentary tickets to the event, and last, and most importantly, does it fit your target market.
When you are approached for a sponsorship, consider your target market. Take a hard look at the sponsorship perks and make sure they will benefit your business. Entering a sponsorship agreement has to fit your business and of course, your budget.