Over the past decade, the Australian Bureau of Statistics Household Expenditure Survey shows we put aside close to $200 a week on average to our recreational activities.
That figure is set to rise which is great news for event holders and sponsors alike. You only had to attend the recent Noosa Triathlon last month to see how insanely popular this event is and how it continues to grow year on year. The fact is, we all love to be associated with events and opportunities that make us feel good. When we are embracing health and wellness, even as a spectator, we are allowing ourselves to be a step closer to the action. Heck knows, we may even participant which means we're truly embracing our own wellness goals.
This is great news for event holders and for sponsors alike. There has never been a better opportunity to get out there and be part of the action. Every event or association carries with it multiple leverage opportunities. Consider the pre-event experience which may lend itself well to receiving exclusive content from the event-holder that informs and enlightens your target market. It could be anything from a six week training program ahead of a local Triathlon to receiving a podcast of an interview with a key director in an upcoming musical. Either way, its content that would not normally have been received by your target market if it wasn't for the sponsorship.
Then there's the actual event. You could offer your target market exclusive behind the scenes access to the performers in a theatre production, meal vouchers to accompany their event experience or VIP transfers to and from the event. Meanwhile the post event experience is equally as important and is another opportunity for sponsors to get a slice of the action. Imagine attending an event and then having a sponsor follow up with a framed photo from your night or discount tickets to another upcoming event? Each touch-point is equally as important as the other and we're just lucky that Queenslanders love coming and keep coming back year after year.
While household budgets may be tight, it doesn't stop families spending on their fun. According to McCrindle Research, there is an overwhelming desire to splurge on ourselves. During the Christmas school holidays, many families will shell out hundreds and hundreds of dollars – all in the name of keeping their kids occupied. From indoor entertainment centres and gaming to cinemas, children's shows and sporting event.
So what's the upshot? It's this. Engaging in fun events where we can share our experiences is now an important part of Australian life. Life is hectic and constantly changing so we need to treat ourselves via the experiences that these events offer. We have stretched our disposable income to accommodate these events into our lives. It's a golden opportunity for event-holders and sponsors and one that we need to embrace.
Want more assistance? I would be happy to help. Please email me at caroline@eventsponsors.com.au or phone 0408 734 709 to discuss. I provide the full range of sponsorship management solutions from sponsorship strategy to identifying the right event and sponsor opportunities to leveraging, measurement and proposal writing for sponsorship success.
