Sponsorships: A Win-Win-Win
Posted August 16, 2018 in Conference
By Larry Kirlin
As we approach the annual conference, I have refocused my energy towards attracting vendors and sponsors for our event. The money contributed by these companies goes directly towards our bottom line and is a key component in keeping conference fees and membership dues affordable. This year, vendors and sponsors will be the reason we do or don’t meet our budget goals.
Balanced budget and lower costs for our members are the first two “wins” in the title of this article. The third win is for our vendors and sponsors.
I put together a list of reasons CALSPro member companies and vendors would want to be a sponsor for the annual conference and throughout the year. As you review this list, think about a vendor you believe might benefit from sponsoring CALSPro. Also, think of your own company and the benefits you could gain by doing business with other members or by improving your own brand image.
Top Reasons to Become a Sponsor or Vendor Member
Raise Brand Awareness
Companies that want to grow or remain on top recognize the importance of their image in the marketplace. Businesses sponsor events because it puts their brand in the spotlight. It creates positive PR and raises awareness of the organization as a whole while enhancing brand credibility.
Sponsoring has the potential to differentiate one brand against other competitors who don’t offer monetary support. It can demonstrate to employees, clients, and business partners that the company and its leadership team are dedicated to the industry.
- 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality
- 61% of consumers are willing to try a new brand, or one they’ve never heard of, because of its association with a particular cause
- 44% of US consumers said they would be willing to reward companies that give back to society by paying more for their goods and services
Events such as annual conferences and educational seminars cater to niche audiences. Sponsors are recognized throughout these events in brochures, banners, website updates and social media posts.
Think about the amount of time you normally spend hunting for 10 qualified leads. How about 20, 50, or 100? Events are great places to find new clients and non-competing businesses you can collaborate with in the future. By attending in person as a vendor/sponsor, you gain opportunities to engage one-on-one with people looking for relevant product solutions.
Giving money towards something important to a client shows the client their vendor values their business relationship. Supporting an industry association enhances a company’s credibility in a way that can spread a positive attitude within their target audience and help them connect with a new market.