Material and technical support. To implement a project, they provide not money, but, for example, equipment for production or a free office. When organizing a certain event, the sponsor can take on the equipment of the premises.
Professional services. This category of sponsorship includes accounting and legal advice, medical examinations for team members, assistance with equipment repair, etc.
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5 forms of sponsorship
General. This is the name given benefits of using our homeowner database to the gratuitous contribution to the account of the company receiving aid of an amount equal to or exceeding 50% of its budget. Or services of similar value may be provided.
Title. After the transfer of money, the sponsor cannot interfere in the internal affairs of the company, but his name is indicated in the title of the project and placed in printed materials.
Official. It assumes the transfer of 10-25% of the budget; when mentioning a sponsor, the size of his assistance is taken into account.
Special. The person or company providing support covers special expenses, provides services necessary for the implementation of the project or organization of the event.
Partnership. Requires two companies to sign a cooperation agreement.
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Main areas of sponsorship
Sponsorship is considered a synthetic type of marketing communications, since it involves the use of various means. These include advertising, i.e. placing a logo on posters, in event programs, sales promotion, for example, during concerts of specially invited performers. Public relations during conventions, congresses, personal sales at sponsored events, etc. can also be used as tools.
Compared to advertising and PR, sponsorship stands out due to its less intrusiveness and higher degree of honesty towards the consumer.
The point is that a connection is built in the audience's mind between the benefactor and the paid project. As a result, the image of the investor begins to evoke the same positive emotions as the event itself. Therefore, the object chosen is the one that can best influence the attitude towards the brand.
From the perspective of the target audience, it is customary to talk about the following types of sponsorship as a marketing tool:
Internal – affects the employees of the financing company itself. With the help of this approach, a positive image of the enterprise is formed in the eyes of new personnel, it is possible to motivate employees and attract the necessary specialists to the staff.
Focused on the company's clients.
Aimed at creating a certain public opinion.