When we design event invitations and program books, there’s always one page we affectionately refer to as “logo soup.” You know that page — the one with all the sponsor logos displayed from largest and most legible at the top to tiniest and barely legible at the bottom. Our logo is usually at the bottom. When we’re asked why we spend lots of money to drop our logo into the soup, we say, “Logo soup is delicious! You should try it sometime.” We mean it — Hollister Creative gets lots of new business from event sponsorships because we work it as part of an integrated marketing strategy designed to increase the number of people who know, like and trust us.

A graphic image depicting corporate logos to demonstrate the clutteredness of traditional event sponsorships.Don’t try it if you expect that the act of writing a check to get your logo in the soup will be enough to bring you new business. It won’t. If you want event sponsorships to bring you more value than a logo at the bottom of the soup bowl, do these eight things we do:

  • Select events run by quality organizations.If you can sponsor a series rather than one-off events, you get a discount and the opportunity to make multiple impressions on regular attendees and the other series sponsors.
  • Get the perks that add value for you. We always want extra tickets, an advance list of expected attendees with their company names and addresses, and a name badge that identifies our company as a sponsor. You’ll see how these perks add value for us below.
  • Get to know the organization’s leaders. They are grateful to sponsors and eager to add value. Greet them at every event. As you build your relationship with the leaders, you can ask them for introductions to attendees in their network who are good prospects for you.
  • Wear your sponsor badge proudly. Connections new and old will see you in the context of a large room in which your logo is displayed alongside well-known logos and your company is thanked from the podium. The context conveys credibility — a great foundation on which to begin building trust.
  • Choose events that educate and inspire. Those extra tickets are for the guests you invite. Like any good host, you’ll want your guests to enjoy themselves and feel their time was well spent. And they will, if the focus topic is relevant and the speaker is knowledgeable.
  • Invite a few guests to each event. Personally invite two or three people from your network of clients, prospects and business connections. Your invitation can be a way to say thanks, to get to know the person better, or to help the person by making introductions to others in your network.
  • Be intentional about meeting new people. From the advance list of attendees, pick two or three people who fit the profile of a good prospect or connection. Discover their phone numbers or email addresses. Contact them one day ahead to say, “I try to meet new people at every event and tomorrow I would like to meet you.”
  • Focus on four to six people per event: your guests and the new people you reached out to. Add value for them by introducing them to each other, to others in your network who are there and to the host organization’s leaders. They will then be talking with people who already know, like and trust you — a pretty great way to start them down that same path.

Have a marketing challenge? Call Kim Landry at 484-829-0021 or email kiml@hollistercreative.com.

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