How Digital Marketing Has Changed What Is Valuable in Event Sponsorship
The world of event sponsorship has undergone a significant transformation in recent years, largely driven by the rise of digital marketing. In the past, sponsors were primarily interested in gaining visibility and brand exposure through their association with an event. However, with the advent of digital marketing, sponsors are now looking for more measurable and tangible results.
One of the most important changes brought about by digital marketing is the shift from impressions and likes to engagement and direct sales. In the past, sponsors were content with simply having their logo displayed on event signage or in the event program. However, today's sponsors want to know how many people actually engaged with their brand at the event. They want to know how many people visited their booth, downloaded their app, or signed up for their email list.
Another important change is the rise of influencer marketing. Influencers are individuals who have a large following on social media and can influence the purchasing decisions of their followers. Sponsors are increasingly working with influencers to promote their events and products. This can be a very effective way to reach a large audience and generate leads.
Finally, digital marketing has made it easier for sponsors to track the results of their sponsorship investments. In the past, it was difficult to measure the impact of sponsorship on sales. However, with the use of digital marketing tools, sponsors can now track everything from website traffic to sales conversions. This data can be used to justify the cost of sponsorship and to make informed decisions about future sponsorships.
Here are some specific examples of how digital marketing has changed what is valuable in event sponsorship:
- Impressions and likes are no longer enough. Sponsors want to know how many people actually engaged with their brand at the event. They want to know how many people visited their booth, downloaded their app, or signed up for their email list.
- Influencer marketing is on the rise. Sponsors are increasingly working with influencers to promote their events and products. This can be a very effective way to reach a large audience and generate leads.
- Digital marketing makes it easier to track results. Sponsors can now use digital marketing tools to track everything from website traffic to sales conversions. This data can be used to justify the cost of sponsorship and to make informed decisions about future sponsorships.
Overall, digital marketing has had a profound impact on the world of event sponsorship. Sponsors are now looking for more measurable and tangible results from their investments. This has led to a shift from impressions and likes to engagement and direct sales. Digital marketing has also made it easier for sponsors to track the results of their sponsorships, which has helped to justify the cost of sponsorship and to make informed decisions about future sponsorships.
About The Sponsorship Guy
Since 2006 The Sponsorship Guy has been on a mission to improve results for sponsors and sponsorship properties.
Larry’s skill as an expert seller, negotiator, presenter, and strategist has connected him to many of the nation’s most recognized brands and properties. He has over $200M in sponsorship transactions to his credit and a database of over 4,000 brand and industry contacts.
TSG’s clients include sponsorship seekers such as conferences, trade Shows, convention and visitors’ bureaus, entertainment and sports properties, financial Services, tech, and fully digital properties.
TSG also provides sponsorship negotiation, valuation, selection and activation strategies to brands and companies who utilize sponsorship as a marketing channel.
Larry holds both a MBA from the University of Texas at San Antonio and a BSBA (cum laude), from The University of Texas at Dallas and recently earned a Certificate in Digital Brand Management from the Continuing and Professional Education Program at Oregon State University.
Larry is a Certified Presenter and Volunteer Climate Leader for the Climate Reality Project’s Climate Reality Leadership Corps.