Reef Agency collaborates with potential sponsors and corporate brands, bridging successful sponsorship relationships. Our expertise extends across diverse business industries nationwide, allowing us to effectively negotiate and secure favourable event sponsorship packages for our clients and partners. This ensures that our event sponsorship packages optimize visibility and focused touchpoints through their investments. Contact us to explore sponsorship opportunities, and received tailored recommendations and event sponsorship packages, that align with your business objectives and goals.
What is event sponsorship?
Our clients provide financial or in-kind support to an event in exchange for promotional opportunities. The sponsor’s goal is typically to gain exposure, enhance brand visibility, and connect with the target audience of the event. In return for their support, sponsors often receive various benefits and promotional opportunities, such as logo placement, mentions in promotional materials, recognition during the event, and access to the event’s audience.
Events, on the other hand, benefit from the financial and logistical support sponsors provide, allowing them to enhance the quality and scale of their activities. The relationship is a mutually beneficial exchange where both parties aim to achieve their respective goals through collaboration.
Reef Agency works with our partners and clients, as well as events across the country, to pair events that align target audiences, values, and marketing objectives. Contact us to learn more about sponsorship opportunities.
What types of event sponsors are there?
the ways in which brands can sponsor and create a valuable presence at events are diverse, reflecting the evolving landscape of marketing strategies. Here are two prominent approaches:
Live Experiential Activations:
Memorable Experiences: Brands can create live, experiential activations that engage and resonate with event attendees. These experiences go beyond traditional advertising by immersing the audience in interactive and memorable moments.
Event Enhancement: Experiential activations contribute to the overall event experience, making it more influential and impactful. This can range from interactive booths and installations to live demonstrations, workshops, or entertainment that leave a lasting impression.
Digital Partnerships:
High Engagement: Brands can establish digital partnerships with events, leveraging online platforms to enhance visibility and engagement. This includes social media collaborations, sponsored content, and interactive online experiences that reach a broader audience.
Community or Industry Alignment: Digital partnerships allow brands to directly connect with specific communities or industries. By aligning with the event’s online presence, brands can integrate themselves seamlessly into the conversations and interests of their target audience.
These approaches are not mutually exclusive, and many successful sponsorship strategies combine live experiential activations with digital components to create a holistic and integrated brand presence. The key is to tailor the sponsorship approach to the event’s nature, the target audience, and the overall marketing objectives of the brand. By doing so, brands can maximize their impact and create a meaningful connection with event attendees.
How to find the right event sponsors?
Identifying the ideal event sponsors is crucial, and it involves a comprehensive understanding of your event and target demographic. Sponsors go beyond supporting the financial aspects of event execution; they can be strategically aligned with the overall success of your event, influencing the on-site experience for attendees. It’s imperative to consider both the experiential and the tangible benefits that sponsors bring. Choosing sponsors solely for financial gain is not advisable; it’s essential to seek partners with shared values, demographic alignment, and the capacity to enhance your event. Mismatched sponsors can lead to a disconnect with attendees, who may feel misunderstood or disengaged. The selection of sponsors requires experience and expertise to ensure a harmonious fit. At Reef Agency, we specialize in connecting events across Canada with brand sponsors that align seamlessly. If you’re seeking the right sponsors or need more information, feel free to reach out – we’re here to assist!
Why does event sponsorship matter?
Event sponsorship is crucial as it enables you to connect directly with event attendees within your target demographic. This engagement provides a unique and memorable opportunity for your demographic to experience your brand through experiential marketing at special events. By participating in such occasions, you not only extend your reach to a broader audience but also build and reinforce your brand identity.
Furthermore, event sponsorship goes beyond mere exposure; it actively contributes to achieving specific goals and key performance indicators (KPIs). Whether the objective is promoting a new product, collecting valuable data, driving trial or awareness, sponsoring events allows you to strategically align your brand with the goals of the event. This alignment enhances the event attendee’s experience within a space they are enthusiastic about, leaving a lasting and mindful impression. As a result, this heightened experience becomes a memorable touchpoint that can influence future purchase decisions and foster brand loyalty. In essence, event sponsorship becomes a powerful tool for connecting with your audience in meaningful ways and achieving measurable business objectives.
In summary, event sponsorship is a dynamic and mutually beneficial collaboration that positively impacts event organizers, sponsors, and attendees. It plays a crucial role in the success, sustainability, and overall experience of events across various industries.
What do event sponsorship packages usually include?
When diving into event sponsorship, one of the key considerations is understanding what a typical event package includes. These packages are crafted to offer a spectrum of opportunities, each varying in cost, aimed at capturing the attention and engagement of the event’s audience.
An event sponsorship package often comprises the following components:
Event Space Options: Sponsors can choose from various event space options to showcase their brand. This might involve booth placements, dedicated areas, or even exclusive lounges, providing a physical presence at the event.
Digital Advertising: In the digital age, event packages frequently offer opportunities for sponsors to leverage online platforms. Digital advertising can include banner placements, sponsored content, or targeted ads, maximizing visibility beyond the physical event space.
Social & Media Options: Sponsors can tap into the power of social media and traditional media channels. This may involve social media mentions, featured posts, or even interviews and coverage by event media partners, amplifying the brand’s reach.
Interactive Experiences: Elevating the engagement level, sponsors often have the option to create interactive experiences. This could range from live demonstrations and workshops to hands-on activities, providing attendees with memorable and immersive brand interactions.
Integration with Event Experiences: Rather than standing alone, some sponsors choose to seamlessly integrate with the event’s experiences. This collaborative approach not only enhances the overall event but also creates a more organic connection with the audience.
Selecting the right agency is paramount in ensuring that your sponsorship activation strategy aligns with your brand objectives. A proficient agency can navigate negotiations with event planners, understanding boundaries and ensuring a mutually beneficial partnership. With the right mix of components in your sponsorship package, you can not only capture the attention of the event audience but also leave a lasting impression that resonates beyond the event itself. Contact us to learn more!
Examples of Event Sponsorship
Rose Picnic
Case Study: Yelp! Waitlist App Launch at Boobyball
Background:
Yelp! was poised to introduce its innovative Yelp! Waitlist App in Canada, aiming for a strategic and impactful launch. As part of their comprehensive launch strategy, Yelp! seized the opportunity to become a leading sponsor of Boobyball, a renowned fundraising event since 2002, supporting Rethink Breast Cancer. With a legacy of raising over $5.2 million, Boobyball presented an ideal platform for Yelp! to achieve its key objectives.
Objectives:
Yelp!’s key objectives for the Boobyball event sponsorship were threefold:
Influencer Engagement: Introduce key influencers, media outlets, and high-profile event attendees to the new app, creating buzz within the city’s appropriate demographic.
App Downloads and Registrations: Encourage event attendees to download and register on the Yelp! Waitlist App.
Memorable Experience: Provide an engaging and memorable experience for participants at the Boobyball event.
Activation Strategy:
Yelp! crafted a unique, VIP, interactive digital dining experience leveraging “The World’s Smallest Chef” concept to unveil the Yelp! Waitlist App. Collaborating with ReThink Breast Cancer’s database, ticket holders were invited to schedule their dining experience using the Yelp! Waitlist App.
The chosen venue featured a large private room transformed to reflect the theme of “Into the Ocean.” This space served as the backdrop for an immersive underwater digital dining experience, culminating in a delightful meal freshly prepared on-site.
Results:
Over the course of the 5-hour Boobyball event:
Yelp! Waitlist App hosted over 450 unique guests, creating a buzz among influencers and high-profile attendees.
The app saw a remarkable 650 downloads and registrations, exceeding the set targets.
The event garnered extensive earned media exposure, with event attendees—many boasting large social media followings—posting vibrant reviews and impressions of the unique dining experience.
Conclusion:
Yelp!’s strategic sponsorship of Boobyball proved highly successful in achieving its objectives. The integration of the Yelp! Waitlist App with an exclusive digital dining experience not only captivated the event audience but also generated widespread attention, surpassing expectations for downloads and registrations. The collaborative effort showcased the power of innovative event sponsorship to create a memorable brand experience, reinforcing Yelp!’s position as a leader in the digital space.
Case Study: Enfamil A+ Sponsorship at The Baby Shows
Background:
Since 2022, Enfamil A+ has held a prominent sponsorship role at The Baby Shows in Toronto, Canada. As the country’s largest tradeshow for new and expecting parents, The Baby Show attracts over 15,000 attendees to each of its biannual events in Spring and Fall.
Objectives:
Enfamil A+ aimed to engage new and expecting parents, introducing them to the My Family Beginnings by Enfamil A+ program. This program provides comprehensive support to new parents through content, education, and savings during the pre and post-natal stages of their parenting journey. Additionally, the program includes a partnership component, granting parents access to exclusive offers and perks from Mead Johnson Nutrition’s strategic brand partners.
Activation Strategy:
Reef Agency played a pivotal role in crafting an effective activation strategy and execution at The Baby Shows. The agency designed an inviting space where parents could interact with Enfamil A+ Brand Ambassadors to learn about the My Family Beginnings program and register on-site, enjoy a Premium Lounge experience for young families and Mothers to rest during the show times, and created a space for parents with young children to play so parents could focus on their experience with the brand. Registration at the show not only provided access to the program’s perks and special offers, but also offered an entry into a contest to win a Deam Nursery Suite, but also provided a substantial on-site gift with registration incentive for new Premium members.
Customers who enrolled in the premium program received a gift bag containing full-size products and coupons from Enfamil A+’s strategic brand partners, totaling over $250 in gifts.
Results:
The activation at The Baby Shows proved highly successful:
Thousands of new and expecting parents engaged with Enfamil A+ Brand Ambassadors, receiving education and information about the My Family Beginnings program.
On-site registrations for the program exceeded expectations, with attendees enticed by the substantial incentive.
The premium program’s gift bag, filled with valuable products and coupons from brand partners, reinforced Enfamil A+’s position as a global leader and the industry’s #1 choice.
Conclusion:
Enfamil A+’s sponsorship at The Baby Shows, coupled with Reef Agency’s effective activation strategy, not only engaged a significant audience but also successfully introduced and registered parents to the My Family Beginnings program. The generous on-site incentives and premium gift bags created a positive association, solidifying Enfamil A+ as a leader in the industry. This case study exemplifies the power of strategic event sponsorship and activation in connecting with target audiences and achieving brand objectives.
BASF – all farming tradeshows
Columbia Sportswear @ Formula One
PokerStars @ Maple Leaf