When the word “marketing” is mentioned, the first thing that comes to mind is promotions and advertising. The main goal is to attract new customers and retain the current ones. While the goal remains the same, the method has changed over the years. The concept of marketing has already gone beyond selling items. Nowadays, one of the newest methods of marketing is sponsorship.
Sponsorship is defined as a cash or in kind support for an activity with the objective of achieving a specified business goal. The IEG Complete Guide to Sponsorship states, “Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium while sponsorship is a qualitative medium. It promotes a company in association with the sponsoree.”
Sponsorship has emerged as an effective way for boosting your business. It offers convenient advertising. Statistics from the website Engage for Good revealed that cause sponsorship is projected to hit $2.14 billion in 2018, an increase of 4.4% from 2017. A Unilever study revealed that 33% of consumers buy from brands that are doing social or environmental good. In addition, the 2017 Cone Communications CSR Study bared that 92% of consumers have a more positive image of a company that supports social or environmental issues.
So if your company is not sponsoring a cause yet, then reflect on the statistics mentioned above. Once you decide to do so, enhance your event with promotional products like writing instruments with logo. Here are some benefits that you can derive from using imprinted writing instruments when supporting a cause:
INCREASE BRAND AWARENESS
In general, the aim of companies for sponsoring an event or cause is to get their brands in front of their target customers. For startup companies, sponsorship offers them an opportunity to introduce imprinted pens to the attendees. If you have limited budget, giving out pens with logo during the event can lead to brand awareness.
BOOST SALES OF A PRODUCT
For some companies, awareness of their brand is not enough. They enter sponsorship for the purpose of generating sales of pencils with logo. To achieve this goal, businesses would usually offer free imprinted pencils during the event.
By sponsoring an event, you can alter the perception of the public in a huge way. By giving out imprinted markers, you can change any negative perception that customers may have so you can compete better in the market. While negotiating with the event organizer for sponsorships in exchange for handing out markers with logo, you might be able to find a new opportunity for promoting your company.
Aside from being able to reposition highlighters with logo, sponsoring an event offers the perfect opportunity to get ahead of the competition. If your competitor is running television commercials and has billboards everywhere, sponsorships offers the best opportunity to get imprinted highlighters in the hands of your target market.
Another motivating factor why you should consider sponsorship goes beyond earning profit. When you hand out imprinted stylus during an event, you get to associate yourself with a cause or mission your customers are passionate about. Giving out stylus with logo can be a good way of creating an impression and informing your customers that you care about the community.
ENHANCE IMAGE/CONSUMER ATTITUDES
Other companies enter sponsorship in order to improve the perception of their target audience towards their company. When the event you are sponsoring appeals to their market, it would likely change the way they buy crayons with logo from you. The goal is to choose the right audience whom you will target to buy imprinted crayons.
DISTINGUISH YOUR BUSINESS FROM COMPETITORS
Your competitor may be offering quality imprinted pencil cases just like you. However, what will set you apart from them is your ethical commitment to the community. Potential customers will take that into consideration which is why they will buy pencil cases with logo from you instead of your competitor.
CREATE POSITIVE PUBLICITY
Sponsoring an event and handing out imprinted tote bags can give you wide exposure to both electronic and print media. There might be media personalities covering the event so you get positive publicity. This will result to heightened visibility of your tote bags with logo.
PERCEPTION AS A GOOD NEIGHBOR
When people see you distributing beach balls with logo to a worthy cause, they will have a good impression of you. Your act of handing out imprinted beach balls during an event may cause them to view you as a “good neighbor.”It is worth noting that when looking for an event to sponsor, make sure that it is appropriate to what your business represents. For example, if you are a travel company, you can give out imprinted luggage tags to missionaries. When they receive luggage tags with logo, your recipients will have a good impression of you.