One integral part of creating the right kind of exposure for your business is through the use of media. Through radio, television and the like – product and/or brand circulation becomes widespread and typically popular.
This use of media as a medium for brand dissemination is called media sponsorship. The challenge of setting up and publicizing an event are what marketers always face. With limited budgets, the reality of buying airtime exhausts the resources of an organization, most especially to those of which have small businesses.
It is through media sponsorship that an organization gains the opportunity to get their event aired through media forms. This kind of support allows for stretching a marketing budget, print placement and more commercial airing coverage. Most often, media sponsorship is applied through the following – radio, print, television, and outdoor advertising.
How to land a media sponsorship
In order to get a media sponsorship, several measures have to be considered before reaping the benefits of exposure through media. First, there is a need to find out who are the eligible media partners one can work with. When choosing a partner, it is essential to look for an outlet that has a similar target audience as the business.
If the business is locally established, the best candidates for media sponsorship would be through local radio and television stations. Finding a common ground with sponsor prospects is beneficial in that it would align with a company’s vision and business interest.
It also serves to be cautious with the type of media sponsorship an event may have. Questions to ask in evaluating a sponsor are typically the same with that of corporate sponsorship. These questions may include the type of exposure that will be given; whether or not the publicity will result with a positive or negative feedback; and the like.
As with every lookout for sponsorship, a proposal is needed to be developed and passed to a potential media sponsor. It is with the sponsorship proposal that a donor will look and decide whether or not a business and/or its event is ‘worthy’ of a sponsorship.
Lining a business or event up with a media sponsor is considered as a powerful way to attract attendees, volunteers, and/or donations. In order to stand out, the time it takes to build a good proposal may be extensive, but in the long run, will also prove to be most beneficial.
It is also important to tickle a media sponsor’s fancy in order for them to sponsor an event. The reason for such is that media is everywhere, and every opportunity that can involve the media’s participation, will almost always be sponsored.
Media sponsorship’s goal
One has to also note that media will use sponsorship as their own gain. One reason is because participation in event leads others to see the media as fully-informed, and earns a good image reputation in the community.
Another note is that the media considers any publicity as good publicity. Since they are the leaders in television and radio – the opportunity to spread products of the media is made possible.
As with advantages to the sponsee, media sponsorship helps save money for the sponsee since advertising will be taken care of through radio, television and/or print. This will also give the sponsee more credibility since it is sponsored with a ‘public’ organization in which people will come to associate one with the other.