Imagine this: Your business sponsors a local junior football team. Let’s say you donated money for their jerseys or an upgrade to the concession stand. Being the savvy marketer you are, you hire a photographer to take photos capturing the highlights of the games, the energy, the action and the community coming together.
You take those photos and post them to your business Facebook page. Parents see the photos and share them to their personal pages. Friends and family of the kids and the parents are now liking, sharing and commenting on your photos. Hundreds of people are engaged, thousands of people are seeing these photos… every single week.
But remember, you were smart and prepared for this. Every one of these photos subtly but effectively includes your companies logo on banners, shirts, hats, and watermarked into the photo itself. The description of every photo contains a call to action to visit your company website.
Because you helped your community, and of course hired a photographer, thousands of people are now associating those positive experiences and emotions with your brand. Your name is getting recognized in a wider network of folks, reaching people who might never have encountered your brand letting them know that you exist, and you’re awesome.
The power of event sponsorship
There are all kinds of events, people and organizations you can sponsor! Like a community fair, a concert, a local football team, a musician, artist, local theater, charity run, or cultural festival, the list goes on and on.
The community benefits because your sponsorship helps make the event possible, and you benefit by showing your potential and existing customers that you care about the community.
For your business the main advantages of documenting the event through photos and videos is the ripple effect it creates. People who attend the event are likely to share the photos and videos on their social media pages, tagging themselves and others. Event coordinators and official event pages will also share this content, further extending your reach. All of these shares are accompanied by your branding, increasing brand recognition without the hard sell.
Most organizers will be thrilled about the additional exposure your photos and videos will bring. Reach out to them in advance, letting them know you plan to send a photographer or videographer to capture the event. This collaboration creates a mutually beneficial relationship where both parties gain from the exposure and content generated. A great place to find these opportunities is through community calendars or event boards. For instance, the Times Leader has a community bulletin board that lists local events, making it easier to find opportunities that align with your brand’s values and target audience.
By participating in community events and sharing high-quality photos and videos, your marketing becomes a natural part of the community narrative. It doesn’t feel like advertising because it’s not just about promoting your brand — it’s about being part of something bigger, something meaningful. This approach allows you to execute what might jokingly be referred to as a “master evil plan of helping other people,” subtly integrating your brand into community life.
Marketing doesn’t have to look like marketing. By sponsoring events, capturing the spirit of the occasion, and sharing that content, you position your brand as a positive force in the community. This strategy not only enhances your brand’s visibility but also builds genuine connections with your audience.
So go ahead, find a local event, bring in the cameras, and show your community that you’re more than just a business — you are a committed partner in a thriving community.
I wish I could cover more, but unfortunately, I have a pretty hard-limit on word count in these articles. If you need help or have questions please reach out to me at jon@contentionmedia.com and I’ll be glad to help in any way I can!
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