Looking for a way to increase the exposure of your brand? Consider sponsoring an event! Sponsorship is one of the oldest marketing tactics in the book, and for good reason – it works! Sponsorship marketing continues to grow worldwide, with the Independent Evaluation Group (IEG) of the World Bank Group suggesting that, globally, this marketing tactic is worth $57.5 billion a year.
For blue-chip brands serious about reaching out to their audiences, sponsorship marketing should now be an essential part of their marketing mix. To maximise return-on-investment, though, brands do need to take care to find the right brand-event fit. Here’s why to consider sponsorship opportunities at the Royal Show…
Events provide large, invested, engaged audiences, all in one place – a marketer’s dream! The Royal Show is the largest mixed exhibition incorporating a fully-fledged agricultural component on the continent of Africa. Over ten days, this annual event attracts over 145 000 visitors and approximately 500 exhibitors – all eager to buy and sell! While the focus has traditionally been on agriculture and related products and services, in recent times the Show has expanded to include other aspects of business and commerce, particularly relating to home improvement and lifestyle brands, and even construction – indicating that the Show offers incredible value to marketers in respect of ‘big ticket’ items.
One of the primary aims of sponsorship marketing – brand association. The Royal Show is one of the country’s oldest and most prestigious events, and is proud to be associated with the provincial government and the Royal Agricultural Society of the Commonwealth, amongst other significant organisations – set yourself apart from your competitors by being associated with this ‘royal’ brand! Some of the core tenets of the Royal Show brand include promoting the agricultural, commercial and social-cultural heritage of KwaZulu-Natal, and the event itself serves to facilitate interaction, education and trade. In addition, ‘the Royal’ actively supports emerging farmers and youth development, for example, through tertiary education bursaries. Associating your brand with such a long-established and well-respected brand such as the Royal Show is an excellent way to build credibility of and establish trust in your own brand.
Sponsorship means reaching many more people than just those who attend the event! With the backing of mainstream digital, print and broadcast media, the Royal Show offer sponsors an exceptional platform for brand exposure. Sponsors enjoy promotion on billboards and outdoor signage, in provincial, regional and community newspapers, and provincial and regional radio stations, as well as via website and social media platforms, all of which enhance brand awareness and recognition by reaching hundreds of thousands of people, across media, across KwaZulu-Natal.
In short, sponsorship gives you the opportunity to become the go-to brand in your target market, helping attract both new sales and partnership opportunities. Are you ready to crank it up with a Royal Show sponsorship? For more information, contact us today!