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Not all small business owners realize that they can access
the audience at popular events without the
expense or aggravation of actually hosting
one. The key to getting the most out of
your investment is finding the right event
and the right vehicle through which to promote
your organization to your target audience.
It all begins with research.
First, think about who
your target audience is. This may be a broad
based group or perhaps a new market or niche
your trying to reach. For example, say your
distributing a new sock to improve circulation;
a product that is very useful for older
people with diabetes. Search the internet
for events in your area related to diabetes.
Typically you'll find walks or golf events;
both popular fund-raisers for health related
organizations. Create a short list of events
and right down contact names and numbers.
Once you have your list you can begin contacting
the organizations to find out important
details that they typically won't publish
on their website. These include the number
or participants, types of professionals
who attend, other participating sponsors,
and the types of sponsorships that are available.
By reviewing this information you will quickly
learn which event(s) will be the best fit
for your business.
Some events will have programs,
brochures or guides where ads can be purchased.
Most events will offer some kind of sponsor
signage. Almost every event will let you
co-sponsor a gift for their participants.
Co-sponsorship simply means you include
both your logo and their's on the same item.
To get the most exposure from the event
you should consider doing either a sponsor
sign or an ad along with a participant gift.
When the participant sees the gift they
will remember the ad, and vice-versa. IMPORTANT!
Do not wait to the last minute; choose your
event, decide on your budget and get to
work. The best gift to accompany your ad
or sign is a screen-printed or embroidered
duffel
bag that will hold everyone's else donated
gifts! If this is not available, see if
you can get a t-shirt
or a hat
or something else people can wear. These
gifts have a high perceived value and will
continue to spread your message long after
the event is over. Of course, most events
will not double-up on same thing (e.g. two
different co-sponsored t-shirts)
so other sponsors will be looking to do
these items first.
One last thing... ATTEND
THE EVENT! You'll be surprised how many
people will be willing to talk to you when
they have a t-shirt
from your company in their hand. Don't be
surprised if you hear "Oh, I've heard
of you guys" even if you know it can
only be from your logo on the side of the
duffel
bag. Seek out your contact at the organization
while you're mingling, as a sponsor they'll
treat you like a VIP and perhaps introduce
you to a couple of hard-to-reach industry
leaders. Besides you might actually have
a good time!
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