Sponsorship is a powerful and effective marketing tool. As a sponsor, your business has an impact beyond awareness and promotion. Sponsorship offers different and exciting marketing opportunities to actively engage with targeted audiences, broaden your exposure and enhance your image.
What Sponsorship is…
Sponsoring an event means supporting it in return for promotion. It is a commercial transaction, not a charitable donation, a marketing exercise that is going to help your business reach its marketing goals.
Why Arts and Culture?
The creative industries in the UK are estimated to have contributed £84.1bn to the economy per year (DCMS (Department for Digital, Culture, Media & Sport). Arts and Culture are widely recognised to be powerful drivers in raising the profile of a region and regenerating communities and businesses.
We have enormous creative talent and force in Kent with theatres, museums, art galleries, music venues, festivals etc. A number of organisations have successfully helped to establish Kent as a cultural destination, attracting tourism and energizing the local economy;
•The Marlowe Theatre in Canterbury has an economic impact of £34.5 million and attracts over 400,000 people each year.
•The Canterbury Festival attracts 65,000 visitors every year. Its economic impact is estimated at: £3 million.
•Turner Contemporary in Margate has welcomed more than 2.5 million visitors since it opened in 2011. Its economic impact is estimated at £58 million.
•The Broadstairs Folk Week attracts 50,000 visitors each year and inputs £2.4 million into the local economy.
How your Business can Benefit from Sponsoring a Cultural Event
Any sponsorship campaign should be directed at achieving specific goals, the ultimate one being to drive sales.
Increase Awareness and Brand Building
When asked how Ashford School has most benefited from being the lead sponsor of the Kent Creative Awards, head of school Mike Buchanan, said: “Definitely raising the awareness of the name of Ashford School. It’s part of the bigger picture of promoting the name of Ashford School across Kent and doing so with a specific purpose.”
Associate your Business to a Message, a set of Ideas and concepts
The message works in the audience mind and builds loyalty. Penelope James explains; “Sponsorship can be a very important part of the marketing mix in terms of raising the company profile to target audiences. e.g., When a recognised UK bank partners with a concert at the South Bank in London the message is subliminal: “we are like the artists you see performing here – professional, highly accomplished and hardworking”.
Associate your Business with Positive Ideas
Via an event that means something to people and triggers positive emotions and feelings, increasing willingness to purchase. Mike Buchanan also says; “It’s a great way of getting engaged with something important. Participation in the arts is often a transformative experience for young people and so it at the centre of what it is we trying to do at Ashford School.”
Engage with a Dynamic Marketing Tool
This is a crucial and very effective aspect of sponsorship, it gives you direct access to audiences so you can take action; attending events in person, speaking at an event, demonstrating your products. Penelope James adds: “Sponsorship has to be a two-way street. Whereas advertising requires, in general, an instant reaction on behalf of the consumer or they move on and the moment is lost.”
Create Opportunities to Meet customers and Business partners
VIP receptions, event launches, private views, etc. are all excellent for networking.
Grow your social media presence as you actively engage with the event audiences. Also, the need for content has become more and more important on social media, so access to new stories and visuals are valuable, giving you unique opportunities to discuss your subject and show off your expertise. Grow your mailing list when audiences are directed to your website!
…and it is tax deductable!
Conclusion
Done well, sponsorship of an event is an extremely efficient, excellent value for money marketing opportunity to actively engage with your target audiences. Your business will build relationships in the long term, both with the organisers and participants, before, during and after the event.
Now is the time to market your business in a different way. I asked Mike Buchanan how important he thinks it is to take the opportunity: “Even more important in my view as this is when lots of people drop out of sponsorship and hence is a great opportunity for others to fill the void.”
Images courtesy of Kevin Ralph / Studio 4186
Nathalie Banaigs is director of Kent Creative Arts & Founder of Kent Creative Awards