Are Event Sponsorships Still A Good Marketing Strategy? (Part 1)

Interview with Charles Isidi, Marketing and Communications Lead, Africa Fintech Summit.

Events and sponsorships play a crucial role in marketing strategies, contributing significantly to various stages of the customer journey. These activities help in building awareness, engaging customers during their consideration phase, influencing purchasing decisions, and enhancing post-purchase experiences.

Key Objectives of Events and Sponsorships

1. Awareness
   - Displaying your logo prominently at events.
   - Using roll-up banners, flyers, and branded T-shirts.
   - Engaging with attendees to start the discovery journey for your business.
2. Consideration and Decision
   - Using quick response tools like QR codes for immediate action
   - Creating captivating and punchy copy to attract and retain the attention of attendees.
   - Targeting events where decision-makers are present.
3. Post-Purchase Engagement
   - Meeting existing partners to reinforce relationships
   - Introducing new products or offers to current customers
   - Enhancing brand presence and visibility

Choosing the Right Events For Your Brand

When selecting events to sponsor or participate in, consider the following:
- Is the audience relevant to your business?
- Are the attendees economically viable for your products or services?
- Will the event provide the right kind of visibility and media outreach?

Practical Strategies for Maximizing ROI from Event Sponsorships

1. Identifying Opportunities
   - Look for speaking opportunities that align with your business topics
   - Record your sessions for later use in marketing materials
   - Utilize media placements provided by the event
2. Booth and Brand Visibility
   - Secure a booth and ensure it is well-branded
   - Use roller banners, gift bags, and other branded items to attract visitors
   - Provide memorable giveaways to keep your brand top-of-mind
3. Networking and Engagement
   - Identify key people to meet before the event
   - Use event apps for networking
   - Focus on building relationships rather than just exchanging business cards
4. Post-Event Engagement
   - Share pictures and highlights from the event on social media
   - Thank the people you met and maintain the conversation
   - Create content that recaps key points from the event to continue the dialogue

Conclusion

Events and sponsorships, when executed well, can be a very viable marketing strategy. Ensuring that you choose the right events, prepare thoroughly, and engage effectively can lead to substantial benefits for your business.

By understanding and implementing these strategies, businesses can maximize their return on investment and strengthen their brand presence in the market.