Having moved from the corporate side of working to setting up my own consultancy it is all too easy to end up being so busy that you don’t have time for your own business development – sound familiar?
Which is why Brick Marketing decided to sponsor the Linton Fireworks Display this year.
It may sound totally parochial but let’s look at the facts about the event:
- Attracts 3500 visitors each year
- Reaches the communities of Linton, Haverhill, Saffron Walden and surrounding villages
- These towns and villages have a wealth of SME’s in their business community and also act as commuter belt for London.
- Needs volunteers to run the marketing
Brick Marketing wants to ….
- Establish itself as a agile marketing consultancy for SME’s in first year
- Establish a reputation within Linton, Haverhill, Saffron Walden in years 1 and 2
- Big ambition would be to bag a London or Cambridge client
- Showcase its marketing prowess
Regardless of the event size or shape, the same rules apply when taking on sponsorship
“If the event audience is the same audience matches those that you are trying to reach, in the same geography and meets your objectives and is within budget then it’s a no brainer.”
Sponsorship is a relatively inexpensive way of getting your brand in front of potential customers, although it can be a drain on resources but if you make it work you will see the fruits of your labour. Here’s some tips on how you can make it work:
Put together an Event One Pager with the following information, make this your rock, refer to it when you do any activities linked to this event and make sure activities are aligned to this:
- Your objectives:
- Your target audience:
- The events objectives:
- The event’s target audience:
- How you will measure success. Is this quantifiable or anecdotal? For Brick it was a combination of visits to our website, leads generated and people actually recognising that Brick was involved.
Outline what activities you are going to do to support the events objectives and then next to or underneath each one how can you weave yourself into this activity.For example: Linton Fireworks wanted to increase sponsorship of the event and Brick Marketing wanted to increase awareness of its brand and showcase its skills.
- Activity to support this: We put together a sponsorship pack based on media packs i had designed in my publishing days. The pack had all the standard elements such as details of the event, opportunities for businesses to sponsor, details of what the sponsors would receive, examples of graphics for social media posts and confirmation of the reach of the eventfrom social media, web stats and ticket sales.
So what did we do?
Brick produced a slick sponsorship pack that was co branded as Linton Fireworks & Brick Marketing.
Every sponsor and potential sponsor received a sponsorship pack with our details from our office.
Brick defined a social media content plan for the event.
rick designed all the graphics for the social media side of the event, including sponsor shout outs.
Brick liaised with the sponsors throughout the whole 3 months of activity meeting with them to make sure that the sponsorship was meeting their business objectives
Brick managed all the posting and the customer service side of the social media account, which is a growing area for everyone but vital.
Brick liaised with the local press to get press coverage and used their radio contacts.
What was the result?
29% of our web traffic in the week leading up to Fireworks came from the Linton Fireworks Page
60% increase in pageviews
3 leads for new business1 new client
What was the result for Linton Fireworks?
We are still sifting through all the figures that were raised but social media performed brilliantly. Here are some of the social media highlights, check out their page on Facebook :
Post Engagement increased by 5,344%
Organic Reach increased to 3745 sets of eyes on our posts
Actions on our page increased by 300%
We are an agile marketing consultancy in South Cambs, boosting businesses in Linton, Haverhill, Saffron Walden and Cambridge.
If you need a boost or a chat about opportunities for your business then give us a call on 07977 225576 or email us on natalie@bricks-
Always happy for a chat and a coffee.