Why Your Marketing Plan Should Include Corporate Social Responsibility Sponsorships
Sponsorships and Corporate Social Responsibility, The Best Of Both Worlds
Sponsorships are the financial or in-kind support of activities. Businesses often sponsor events, social responsibility, groups, or charity causes to reach specific business goals and increase their competitive advantage.
Though sponsorship is a form of marketing, it is different from advertising, which attempts to persuade customers to make purchases by sharing specific messages about a product or company.
Sponsorships, on the other hand, don’t directly promote your company or products. Instead, your company pays to support a specific event that your customers care about. Your business is then associated with the event by customers, attendees, and the media.
How Event Sponsorships Work
Most large, community events use sponsorship support to offer more exciting programs and to help defray costs.
Promotional opportunities at trade shows, charity events, or business functions include sponsorships of press rooms, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audiovisual equipment, display computers, shuttle buses, tote bags, or other branded swag.
Local causes such as sports teams or charity drives offer more limited places for your branding and products, but they also allow you to reach a specific local audience. For example, fewer people will see your logo on the backs of local Little League uniforms than at a national trade show. However, if your customers are all local and have kids on the Little League team, that’s the best place to be seen by your ideal audience.
Marketing Benefits of Corporate Social Responsibility Sponsorship
In all its forms, sponsorships allow you to reach targeted niche markets without the expense and uncertainty associated with traditional advertising. Strategic sponsorships can help your business meet multiple marketing goals at once.
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The OnMyWay Texting And Driving Foundation – A 501(c)(3) organization