How to deliver meaningful sponsorship

How do we deliver meaningful sponsorships while making sure our business objectives are being met? This is a challenge that every marketer grapples with from time to time. It's the need to be heard and the need to use channels such as Facebook to do this, yet the desire to do this without ego and without saying 'look at me, look at me.'

It's truly my greatest dilemma I face right now because I'm so passionate and excited about what I am creating online and the following that is building, yet at the same time, I'm wanting to make sure I stay true to my inner purpose which is to be as free from self promotion as possible.

The same could be said for sponsors and how we should go about attracting attention to ourselves via event sponsorship. A smattering of logos and signage across a venue or stadium may satisfy management, but I give you this challenge. Find ways to present yourself and achieve your goals without having to loudly and obtrusively scream at your audience, 'look at me, look at me!'

Here's just a few ideas I have that I am also going to apply to the marketing of EventSponsors.

GIVE THEM WHAT THEY WANT

Firstly, I believe it's all about providing something that people want. Whether they need it or want it makes little difference to me. We all ignore making decisions about things we need but emotionally we're wired to do everything we can to get what we want. In terms of sponsoring an event, what is it that audiences want – do they want to be closer to the action, do they want special access, do they want priority privileges.

KNOW YOUR CAPABILITIES

Secondly work out whether it's within your capabilities to deliver what they want. Have you got the resources – whether it be funds, volunteers to assist at the event, publicity assistance, marketing support, fundraising ideas. The list is endless but so is your opportunity to meaningfully make a difference – not only to the event holder but also to the audience, fans or participants who are also passionate about that event, cause or community group.

UNDERSTAND THE NEEDS AND WANTS OF YOUR TARGET MARKET

And thirdly, understand how the audience, fans or participants want to receive that special product or service you're delivering. Are you able to get fans closer to the action by partnering with a technology company that can provide real time data or perhaps it's as simple as providing water stations at an event or working with the event organiser to grant special access to an aspect of the event. Either way, its about taking the time to understand the needs and wants of your target market and delivering to that.

For me, I often struggle with the concept of promoting myself via social because it's not in alignment with my inner purpose which is to live without ego. What I've come to realise though is what I need to do is no different to what I know is the right path for sponsors. Get rid of all the signage and logo mentions and start getting creative looking for the gaps in the event experience.