We have all been to sponsored events, whether it was a large race or a small community outing. Maybe you even still have the water bottle or t-shirt with the company’s logo on it in the back of your closet. If you have ever thought about having your clinic sponsor an event, there are a few things to keep in mind before signing the contract.
Does the event you are thinking of sponsoring match your brand? Much like an artisanal bacon distributor would not gain anything from sponsoring a vegan festival, if the event you are attaching your clinic’s name to does not represent your culture then you are wasting your time and money. Before signing on to sponsor an event, make sure you know the intended audience, including their interests, opinions and what they care about. Is this the same audience you are trying to get in the door.
Do you know what you will receive from your investment? There are a number of different levels of sponsorship and each tier ranges in price. Will your name appear only on the program or will you be the exclusive sponsor, appearing on everything?
Decide if you want to brand anything. The sky’s the limit when it comes to things you can put your logo on. You can put it on a product, such as an event-exclusive water bottle; an experience, such as a conference happy hour; you can even put your logo on a resource, such as the water tables at a 5k run. When thinking of what to brand just make sure it is something that is integral to the event.
Does the event allow your clinic to engage with event participants? While sending a check to a worthwhile cause is fine, why stop there? Most events are more than happy to have volunteers from a sponsor help out at the event. While there, your employees can help put a friendly face to your clinic. This can lead to a positive association in the participants’ minds, which is the whole goal of sponsorship.
At the end of the day, as long as you do your research and attach yourself with a well-run event that connects with your brand you will benefit from the sponsorship.