Sponsoring an event can be a useful marketing tool. It’s an opportunity to gain exposure, build brand recognition, and collect leads for future sales. But is an event sponsorship a good idea for a B2B Business in every instance? Before you say yes to sponsoring an event, ask these five questions.


1. Who is the Target Audience?

Knowing the type of people who will be attending the event will help you decide if you’ll be reaching your target audience. If you’re a business selling educational toys, an event geared toward parents or teachers will be a good fit.

While considering the target audience of the event, also look into the size of the audience. How many people will be attending? How much exposure will your business get? When asking about those numbers, be sure that you’re learning how many attendees will be there. Some events will include sponsors and employees which will give you an inaccurate number.


2. Who Else is Sponsoring?

To help determine if this event will be a good fit, look at the other businesses that have committed to sponsoring. For example, if you’re running a health supplement company and see a healthy food subscription service and organic beauty product company on the list of trade show sponsors, you’re likely in the right place.

Along with the list of current sponsors, be sure to look at who has sponsored the event in the past. Are there any repeat sponsors included? That’s a good sign that the event led to leads and sales for the sponsor and could be a good use of time and resources for you as well.


3. What Are Your Goals in Sponsoring This Event?

There are several reasons that a business might choose to sponsor an event. The most obvious is the chance to reach potential customers, resulting in immediate sales. However, some events may be valuable in terms of more long-term benefits. An event may be a good opportunity to network with other business owners or build connections that could lead to future sales.

Not every sponsorship opportunity needs to be focused on making a deal. You could be supporting a local event that benefits the community. In these cases, your goal might be to build a positive reputation in the community and build trust with potential customers.


4. Does This Sponsorship Fit into Your Marketing Plan?

Whatever your intentions for sponsoring an event, be sure that it makes sense for you to invest the resources to make that event a success. Choose the opportunities that are most in line with your overall marketing plan and goals as a business owner. Sites like Expo Marketing can help you look for events specifically in your industry or geographic area.

Look for opportunities to attend and sponsor events that align closely with your business mission, focus on your target audience, and that will help elevate your brand. It can be tempting to sign up for every trade show and convention but focusing on events that are the best fit will ensure that you are putting your money to work and investing only in the best possible opportunities.


5. Is It Worth the Investment?

Finally, after evaluating who will be at the event, who will be sponsoring the event, and what you hope to achieve through a sponsorship, you’ll need to decide if it’s worth it. Take the time to carefully consider the costs involved with sponsorship. This includes the fee for sponsoring, the cost of materials for your display and handouts, and the costs of traveling to the event.

Then, determine what you’ll get from the event. Take a look at the sponsorship package. Will the event coordinators be marketing to ensure that they get the ideal number of attendees? Will your business name and logo be advertised with the event? Will attendees be given ample time to explore sponsor booths and learn about your business? Do you believe you’ll accomplish the goals you’ve set?

Is an event sponsorship a good idea for a B2B business? In the end, it can be a valuable tool for meeting potential customers, connecting with other businesses, and making a name for yourself in a community. Whether it’s a small local event or one in a larger setting, be sure to take full advantage of the opportunity and make the most of your time to see the best possible rewards.

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Jess Barnes | Jess has a passion for helping small business owners build their brands and connect with their customers. She writes about money, tech, and marketing for blogs and businesses.