If you want to capture the attention of your local community sponsoring a sports team or a community event is the perfect opportunity. For example, as a baking business one of your target audiences is Mums and Dads in the local area of your shop. Think about when and where those people hang out on weekends. Is it the footy field for their kids game or is it the local farmers market?
Before you jump in we’ve listed some things to take into consideration:
- Sponsorship is an exercise in brand awareness. The bigger the event the more exposure your brand receives. However, this can also be a double edged sword, make sure you have a plan in place to get the most out of the exposure.
- What do you expect to get out of the partnership? Is it worth it?
- Do you need brochures or a promo item? What can you offer that is low cost and memorable/useful?
- What message do you want to deliver? Is it a hard sell opportunity or a chance to build some feel good community goodwill?
- Is there a way that you can encourage event attendees to visit your store, follow you on social media, or sign up to your mailing list?
- What marketing channels will the event provider use to promote your business? Can you share their posts to build some hype?
Some creative examples of sponsorship suitable for a baking business:
- Donate pies/sausage rolls to a sports club for a carnival or big game. They can sell them or offer them free and promote them as The “Your Bakery” Pie/Sausage Roll. To support this ask if you can put some tear drop banners up that say “Your Bakery” Pie/Sausage Roll sold here. If there is a social club attached to the team maybe they could put your pie on their menu.
- Sponsor a fundraiser for your local school or sports team. Hot cross buns, cookies, croissants, or family pies. Make sure you can handle the demand that may come out of this and you may need to check if there are any health requirements such as labeling to consider. You could suggest a write up about it in their newsletter and social media channels.