The do's and don'ts of sponsoring an event

Sponsors are a priceless asset for any organisation. However, some companies overlook the importance of sponsorships. In addition to boosting the visibility of a brand, the right sponsorships can also associate your brand with a notable cause. You don't need to pour millions of rupees in sponsorships. Sponsoring a small community event can also do wonders for your business. When you sponsor a charitable event or an environmental or children's affair, you shape your customer's attitude towards your company by giving them the impression that you care about these things very much. Here are a few do's and don'ts of sponsoring an event.

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Do's

• When your organisation is sponsoring an event, keep the goals and interests of the event at the forefront. If you work towards making the event a success, your company's name will automatically catch the attention of the visitors. Don't simply focus on how to amplify your brand's name throughout the event as it will take away from building a long-lasting partnership with the event managers.
• Build a relationship of trust with the event organisers. When the opposite party truly believes that you have their best interests at heart, they will come up with unique and varied ways to help boost your brand's name during their event.
• Delegate a team to brainstorm about how your company can add value to the event instead of simply coming up with ways of increasing visibility. Ask the event coordinators to provide you with a small team from their end too who can sit with your team to sort out everything to the last detail.
• Educate your staff, board members, and volunteers about the event. Avoid any gaffes during the event by informing everyone who is going to be present about how your organisation has played an important role in making the event happen.

Don'ts

• The most crucial part of your sponsorship operation is the relationship you build with the event organisers. Don't outsource your business development efforts to a third-party company as their only goal will be to give your brand the promised visibility and nothing else.
• Be assertive and proactive in your approach of making things happen for the event organisers as well as your brand. Don't come across as desperate as anybody can spot a frantic salesperson from a mile away.
• Understand the activities required from your brand's end to make the sponsorship a success. You're not selling a commodity. You're building a partnership and therefore you need to be intimately involved in the goings-on of the event.
• Don't allow media sponsors to hijack your event. Media sponsors can be valuable partners in your event but you have a bad deal on your hands when they are generating revenue through your event.

In addition to the above, be prepared to put in the required finance to help the event organisers with whatever they need to make the event a success. Keep the above mentioned do's and don'ts in mind and you're sure to develop a long-lasting partnership with them.