Charleston's Choice 2019_2

How sponsorships and event partnerships benefit businesses in quarantine

How sponsorships and event partnerships benefit businesses in quarantine

Sponsorships are a key pillar in any businesses’ ability to reach new audiences. In a world under quarantine, it can be tough to find relevant events and other sponsorship opportunities. But as the world figures out how to operate under social distancing rules, certain events are finding ways to thrive. 

It's important to consider the benefits that sponsorships can bring your business. Because as with all advertising right now, when the competition is low, it's a great time to put yourself out in front of audiences. So here are some of the top reasons you should sponsor events right now.

Build Consumer Confidence

Any customer that’s willing to attend an event right now likely has trust in the hosting company. Aligning your brand with a company that already has high customer confidence will also help build confidence in your brand. The public perception of your brand will be just as large as that of the event host.

There has been a misconception lately that sponsorships can only build consumer confidence if they are for charitable causes. While customers do value seeing brands align with charities right now, that doesn’t mean that traditional sponsorships are any less valuable for your brand.

Generate Leads

The potential for return on investment with event sponsorships is high. People are there to experience the event and will naturally learn about the sponsoring brands while they are there. Customers are more open to discovering new products and services. 

You have your audience’s attention much more than when they can ignore your ad at home or in a print product. These are all people that you need to follow up with after. Build a solid post-event marketing plan around the leads that you capture. Make sure your sponsorship artwork, video, booth, etc. has a solid way of either capturing contact info or driving people to your website.

Be sure to look at the ROI on your sponsorship and use that info to consider future sponsorships and where to invest your money. Getting in front of the right audience in the right way is something that comes with practice.

Reach your target audience

One of the more valuable reasons to sponsor an event is that you can reach a highly-specific audience.

Claire Linney

"For example, our Bicycle Across South Carolina event has an audience of people who are generally active, interested in outdoors and a healthy lifestyle," event sales manager Claire Linney notes.

"This audience matches well with a business like a chiropractic center who wants to reach active people in the community. We can create custom sponsorships that allow the client to connect with attendees one-on-one to build new relationships and generate new leads. In this example, the chiropractor can connect with “active lifestyle” potential patients.

Gather audience insights

Events are a great place to gather valuable information on your potential client base. You get to see what the spenders in your community value and how they like to engage with brands. Demographic data and audience preferences can help you build nurture campaigns. You can learn how and when to talk to your audience in the way they prefer.

Work with the event host to make a plan for capturing that data. Show that you have an active and growing interest in their audience. This will make future partnerships with the host business easier and more beneficial to both parties.

Our annual Family Expo attracts thousands of parents, and a previous financial firm sponsor saw strong return on their investment. "The in-person data collection allows them to have the contact information of these event attendees to re-connect with a follow-up about their services specific to families," Claire said.

"Because the consumer has already met the financial group in person, they are warmed up and familiar with the business, and more likely to respond. "

Increase Visibility

The bigger the event, the better the visibility you’ll get. As the world continues to open up and allow people to gather (at a safe distance), people will be hungry to attend events. Look at your opportunities throughout the end of this year and beyond.

Post and courier drive-in movie night

Your sponsorship plan doesn’t have to be focused on the present. Although there are unique events that are benefitting from the need to socially distance ourselves. Drive-in movies have made a resurgence, and are a great chance to advertise in a theater-like experience.

Build Partnerships

Event sponsorships are a good way to meet non-competitive companies in your area. Always be on the lookout for new partnership opportunities.

Look at the ways that audiences benefit from learning about all of the brands that are sponsoring the event. Maybe there are creative ways to partner with another brand that drives audiences to each business. 

Competition is low

As mentioned before, the world is in a unique place in which many businesses aren’t comfortable or able to spend dollars on sponsorships. Unfortunately, these businesses will continue to struggle when the COVID-19 crisis fades away, as they won’t have set themselves up for future success. History shows this has been the case whenever businesses stop advertising during a crisis, and eventually fall behind their competition.

Social media opportunities

Being a part of an upcoming event opens many doors on social media platforms that are great for capturing attention. There are tons of unique ways to promote your participation

And using the native tools that platforms like Facebook have for events allows you to become a full part of the event’s promotion. Facebook allows event pages or promoted posts to tag a partner business. Whether you are the venue hosting the event or just a paid sponsor, you can appear as an official partner on the event’s social media promotion.

This is a great way to gain new followers. As a part of your promotion, you can potential work out an arrangement for the event host to encourage their followers to follow your business as well. 

Social media users are ready for interaction, and are the easiest leads to warm up and get them to click over to your website.

Find sponsorship opportunities as they become available

If any of the reasons above sound like they would lead to higher sales for your business, then now is the time to start planning your event participation for the year. Event dates may have had to change over recent months, but the world will keep moving forward and people are ready to find a new normal.

To find out more about upcoming events and other sponsorship opportunities in the Charleston area, talk to your Post and Courier advertising sales representative, or contact us here.

How to Promote your Award-Winning Success

Award season in Charleston is upon us and we wanted to help winning businesses highlight their success. The Charleston community nominated and voted for the top businesses in a variety of categories. Now is the time for you to highlight your honors and give your business the extra boost that awards can provide.

Here in Charleston, customers are always on the lookout for Charleston’s Choice honors, as it shows a business is the best of the best. And this goes for all types of awards any business might be recognized for. Let your community know you’ve been recognized through these branding and promotional strategies.

Brag in your email marketing

You’ll want to make sure that you’re bragging about your award everywhere you can. Emails are a great place for that. You can make specialized emails focused on your award. Or simply add in the honors to your existing communications.

If you have a regular newsletter, dedicate a special edition to announcing the honors. Make an event out of it and catch subscribers’ attention by detailing how and why you won.

What makes your customer relations the best in the business? Why is your business the top tourist hotspot? Awards carry prestige by nature. But customers want to know just why you’re the best.

This is also a good place to start incorporating the award logo into your branding. This would be temporary and wouldn’t be applicable in all branding locations, so there’s no need to rework your logo. So find the best way to pair your logo with the award branding and place that naturally in your emails. Have employees update their signatures to include that your business is an award winner.

Show off the award with pride

Take advantage of this time to promote your award in the digital and physical space. SEM campaigns can show web searchers that you are a business worth looking into. And traditional web page ads catch the attention of audiences in your area, if you are employing geomarketing capabilities.

Businesses with a customer-facing storefront will have an easy time showing off their award. On-location signage promotes your success to all potential customers or clients. 

But businesses located within a large office complex in their own suite don’t have the opportunity to flaunt as much. Local billboards are a good substitute and open you up for even greater reach.

If physical ads by the side of the highway aren’t your thing, you should at least be showing off your victory on your website and social media pages. Update your website’s hero image and fancy up your homepage for a few weeks to celebrate. Maybe even run a contest to show you want to celebrate with your customers, not just tell them how great you are.

Other benefits of winning awards

If you haven’t gotten your business entered into awards, consider the added benefits outside of attracting new business. The prestige of being an award-winning organization affects all aspects of business.

Awards can bring growth to your business internally as well. It’s not always about showing off the award to the public. Current staff will be able to take pride in the work they do and the company they belong to. It’s an opportunity for a great boost in company morale. So even just putting up the award logo around the office can have great effects.

The celebration events for the awards themselves can also be a great opportunity for employees of winning businesses. Award parties can be a place to network with other winning businesses and build new business relationships.

Our Charleston’s Choice celebration brings together local businesses and gives them a chance to show the community why they were selected for the top honors. Restaurants and beverage companies can share their award winning creations with attendees.

There is always value in building your face-to-face engagement with your community. Event sponsorships can enable you to directly reach your community and professional peers. It is a great way to build your brand image.

Signs, advertisements and published announcements are the wide-reaching way to show off your accomplishment. But, an event sponsorship gives you a more intimate way to connect with potential customers or partners.

Finally, it should go without saying that a little time to unwind does wonders for everyone.

 

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Minimally Adequate Event Series

Throughout the month of January, the Post and Courier is hosting a series of panel discussions inspired by Minimally Adequate, a published series of stories focused on the challenges facing South Carolina’s public school system. Bringing together educators and legislators from throughout the state, the events’ discussions will shine a light on the critical issues that reporters found during their eight-month investigation. The stories came from a team of five reporters, two of which opened up in a Q&A to share their thoughts on the series. Reporters Jennifer Berry-Hawes and Thad Moore explain Minimally Adequate and its impact on the state of South Carolina.
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