Like any other marketing venture, seeking the right sponsor for an event requires research, a personalised approach and a synergy between brand sponsor and event that will ensure a healthy return on investment (ROI) and a strong connection with the right target audience. Most brands wishing to become involved with event sponsorship do so for particular reasons, says Cortney Hoyland, media and brand manager at Tiso Blackstar Events. “Sponsorship of a relevant event increases brand loyalty, creates brand awareness and visibility in the right contexts, can entrench a certain image that the brand wants to establish within its target audience and drive sales. There are also other opportunities for sampling products or services, encouraging trial and providing a platform for consumers to experience the brand.” As such, finding sponsorship has as much to do with understanding the requirements of the potential sponsors as it does to fulfilling the need to find a sponsor for the event, she s...
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