24 PR & Communication
Clarkson on Comms
THIS MONTH: MAKING THE MOST OF SPONSORSHIP
Q:We’ve been offered the chance to sponsor our local ladies’ football team. The cost isn’t huge but is there likely to be any benefit?
L Gregson, health insurance intermediary, Lancashire
A: Oodles of gratitude and goodwill from your local ladies aside…sponsorship is a great idea for any company but you’ll only see a benefit if you understand your target audience. According to research, women tend to be the decision-makers when it comes to choosing private healthcare for their family so a ladies’ sports team might represent a good focus. The word “sponsorship” tends to
conjure up the impression of something that only international brands and high salary footballers can benefit from but, as you rightly point out, it doesn’t need to cost the earth. One idea to consider is to offer free goods and services in exchange for the exposure that being a sponsor brings. It can raise your profile in the long-
term or boost business in the short-term. It can also help build loyalty among your existing customers and introduce your name to a new raft of customers. Above all, sponsorship can help highlight what is good about your company and show it in a new light. Sponsorship by its nature is a partnership opportunity for two organisations to create synergy. Synergy creates savings for both businesses and so should be something that every company should undertake – especially in an economic climate such as ours. Small businesses are even better organisations to undertake sponsorship initiatives as
HealthInsurance
they are more flexible, providing them with the opportunity to leverage their sponsorship activation strategy when and as it is needed, with the opportunities that arise. As mentioned earlier, sponsorship
works for businesses that understand their target audience. This needs to be the starting point. Once you understand your target audience, you then have to consider where this audience communicates and how you can attract their attention. In your case, if your business is currently focused on corporate healthcare, for example, a ladies football team probably won’t be your best focus. But if individual and family healthcare is your bag then it could be a win-win deal. Bear in mind that when you sponsor something
you are establishing an association with another organisation or event. That connection must make sense to your customers and enhance your reputation. Do your homework and make sure that your sponsored organisation is not going to bring you into disrepute. Community sports teams are generally desperate
for sponsorship to provide their athletes with new equipment. Sponsoring these teams can be a cost- effective way to build brand awareness within your community and it comes fully equipped with the feel- good factor. This works especially well for businesses such as yours that are providing a face-to-face service or product to local people. If you consider the amount of people who attend sporting events (both home and away!) and compare that to an advertisement spend in your local paper, I’m sure you’ll see the benefits. Not only that, but sponsorship also provides a corporate social responsibility (CSR) programme for your employees. Once you’ve got a sponsorship deal, there are many ways to maximise the exposure it can give your business.
TOP TIP
Sponsoring an industry event is a great way to get top billing at a trade show, helping you stand out from the crowd in a competitive market.
Develop a marketing plan with those you are sponsoring and make sure they have your logo and company information to include in their publicity material. At the same time, allow some budget of your own to publicise your involvement. Ensure you have the opportunity to check absolutely everything that is going to be printed with your name on it. Spread the word about the
sponsorship by sending out a press release. The emphasis should be on the sponsored organisation, but make sure your involvement is clearly spelled out. Promote the sponsorship as widely as you can in your literature, at your premises and by using every promotion trick of the trade, from T-shirts to pens. If you are sponsoring an event, make
sure you invite your customers and potential customers. Always follow up afterwards by contacting them while there is plenty of goodwill in the air. Finally, make sure your staff are fully involved. Their support and goodwill is vital.
HI
Suzanne Clarkson is the former editor of Health Insurance and has held senior PR roles at Gissings, HSA and Bupa. Email your PR queries to her
atnews@hi-mag.com
www.hi-mag.com April 2011
Quick facts - sponsorship
✔ ✔
✔ ✔
A cost effective way to build brand awareness in your local community
Works well if you understand your target audience and choose your sponsored organisation carefully
Community sports teams / events and charities are generally crying out for sponsorship & the associated feel-good factor is part and parcel of the deal
Brings ongoing, long-term benefits providing you work closely with the sponsored organisation on a joint marketing plan
✔
Provides an excellent CSR focus for your business and employees
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48