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How to Effectively Leverage Event Sponsorship to Boost Your Brand Awareness and Drive Engagement

Are you looking to increase brand awareness and engagement with your target audience? Event sponsorship can be an effective way to achieve this as it provides numerous benefits, including increased exposure, enhanced credibility, and driving customer loyalty.

According to the results of EXHIBITOR’s 2019 Trade Show Sponsorship Survey, the vast majority of marketers currently invest in sponsorships. The most popular options include digital sponsorships (e-newsletters, event apps, Wi-Fi access, etc.), print sponsorships (show dailies, show directories, floor maps, etc.), and signage sponsorships (show boards, elevator wraps, digital signage, etc.).

However, with so many event sponsorship options to choose from, it can be challenging to select the right one, leverage your benefits, and negotiate the best packages for maximum return on investment (ROI).

Don’t worry, we’ve collated our top tips below to help you make the most out of your event sponsorship investment.

Choosing the Right Events to Sponsor

Firstly, it’s essential to choose the right events from the get-go. Start by looking at the event audience profile and if these demographics align with your marketing strategy and brand objectives. Request a sponsorship prospectus and look at the breakdown of event attendees including their position titles and industries and ensure they are a good fit with the market you’re trying to attract. 

Consider the event’s digital profile too, including website analytics, email marketing database and print publication circulation metrics to understand your potential brand reach. Event credibility is also very important and can be determined by reading reviews, testimonials and seeking feedback from previous sponsors.

Maximizing the Impact of Sponsorship

Now that you’ve selected the right events, correct audience and the perfect sponsor package, you’ll want to maximize the impact of your investment. Take a holistic approach and consider using various tactics to promote your brand before, during, and after the event. These may include social media promotion, branded giveaways, and personalised experiences for attendees. You may also want to consider partnering with influencers or media outlets to increase exposure and engagement.

GSummit oversized letters on stage for conference and exhibition

Sponsorship Success Story : TechX Roadshow

Dicker Data used a giveaway strategy to drive registrations and attendance to their TechX event by offering a limited number of STM Laptop Bags or Targus Sleeves. This created a sense of anticipation and excitement around the event, whilst also serving as a promotional tool. Creative Hire provided ample storage at the registration desk and branded signage throughout the event to support this sponsorship strategy. To read the full case study, go to

Measuring Success and ROI

According to UFI Global Recovery: Insights 2021, The road to recovery report, Exhibitor ROI will remain a challenge as live returns. Future organisers will offer a wider range of sponsorships and activations to help exhibitors capitalise on more curated, meaningful interactions with high quality visitors rather than focusing on footfall.

Key metrics you may want to measure as a great starting point include:

  • Lead generation: how many leads did you receive? How many visitors attended the show? Has your database seen significant growth following the show?
  • Sales results: have you signed new customers? Driven sales?
  • Brand awareness: Did you see a spike in website visitors? Did your social following grow? Have you seen an increase in enquiries?

With these metrics in hand, you can make informed decisions about future event sponsorships and refine your marketing strategy. You can get more ROI tips in our recent insight article here –

Overall, event sponsorship can be a powerful tool for increasing your brand’s visibility and driving engagement with your target audience. By following our tips, you can effectively leverage event sponsorship to promote your brand, measure your success and increase your ROI to ensure that you’re getting the most out of your investment.

At Creative Hire, we specialise in corporate event planning and organising in Sydney. Contact us today to learn more about our how we can help you increase your brand’s visibility and engagement through event sponsorship.

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