April 10, 2019
Sponsorship is a misunderstood thing. Many businesses don’t understand the value that sponsoring events can bring them. I get why though; the value is really hard to measure. In this post, we are going work through the value that comes from sponsorship.
It should be said ahead of time, I ran the Milwaukee JS meetup for 5 years and have been a fan of ThatConference since its inception. Also, I have my employers sponsor events over the years. Or to put it more simply, I am a community advocate. Now that my bias is clear, let’s continue.
Recruitment is normally the go to reason to sponsor an event. Businesses will want to know the demographic of who attends and how they should interact with the attendees at the event. Most importantly, they want to know if they will get access to the attendees’ info. Essentially, the business is building out its network of possible applicants for positions now or in the future. The end goal here is to make hiring easier. The more people in a business’s talent pool, the easier it is to find talent.
Sales and Marketing is the next big reason to sponsor an event. It is a straight forward to get a product or service in front of a business’s target demographic. Make sense, as a business will go where their customers are. In this case, you see a lot of software developer tooling and services at tech conferences. Microsoft is known for their tactics in this space. Basically, their goal is to get the individual hooked on their product by giving away free versions and hope that individual takes it back to their work to advocate for its use.
These two reasons for sponsorship are the most obvious reasons and also easiest to measure. You can easily put metrics around how much was sold, how many referral links were used, how many leads were generated, and how many people where hired. These tend to be the only focus for most places.
But is that it? Is that the only reason to sponsor events? Is there more? Well, of course or else this would be a really short blog post.
People who go to events, go to learn and/or grow their personal network. They then take this personal growth back to their job and apply it to their work on (best case scenario). This means the employee’s employer gets direct value from the event having happened. They get access to the knowledge through what was presented at the event. This can show up in all sorts of ways like better solutions, leads on talent to hire, and/or better preforming employees.
I have said that my community advocate work is largely selfish. I want Milwaukee’s community to be bigger and brighter because I want to learn from the people in the community that have knowledge I don’t.
This is what I am calling direct value add (mainly because I am terrible at naming things). You can trace the knowledge directly back to when the employee learned it.
However, if you talk to those who have moved to Silicon Valley, SF, or NYC, they may state the vibrant tech communities as a reason for moving across the country. People generally want to be around other people that have something to offer them like knowledge, motivation, or jobs.
Once again, I am bad at naming thing, so I am calling this Indirect Value Add. It gets rough to trace this back to a single event happening.
With all that said, a business should figure out what events bring them the most value and support those. As much as I wish every event had a ton of sponsors, that just isn’t possible or reasonable.
Written by Tony Gemoll. Shorter opinions found on twitter