There’s one of the most Awards, the PINNACLE Awards, the AMASA Awards, the Requirement Bank Sikuvile Journalism Awards, the Vodacom Journalist of the Year Awards, the Loeries, The Bookmarks, The Liberty Radio Awards, the New Generation Awards, the Sunday Times Generation Next Awards … None would be possible without sponsors.The economy is
in a tight spot, and squeezing sponsorship out of a limited number of possible sponsors is not for sissies.As Daily Radical CEO and publisher Styli Charalambous mentions, with a degree of understatement,”Sponsorship-raising is a tough gig.” Sandra Gordon If one of the most Awards hadn’t had a core group of loyal sponsors over the ten years of its existence, there wouldn’t be an occasion, states awards founder and CEO of Wag the Dog, Sandra Gordon. “In a tough economy, sponsorships are more challenging to get. We find ourselves splitting more sponsorships every year, but there is something substantial about running an occasion over a long period of time and that is that you get devoted sponsors,” she says.For sponsors to remain faithful, there has to be a return on investment. Mzukisi Deliwe, deputy CEO of
Provantage Media Group, says ROI can be found in the kind of “talkability, brand name awareness, reputation and positioning of a business and its offering. If these are attained within the context of the sponsorship, the decision to continue the partnership becomes a much easier one,”he explains.At the very same time, he includes,”true worth comes from ‘association ‘with the occasion and the industry it represents,
and any ensuing value-adds, such as with the PINNACLE bursary program where our investment helps in providing funds for much needed bursaries. This specific programme sees young, talented students offered with the opportunity to complete their studies and get in the wider work environment within our industry”. For Wag the Pet dog, says Gordon, it’s essential that occasions have a solid reason for existing. “The event must tie in with the underpinning worth that responds to the questions: Why do we take part and why do we sponsor awards? In the case of Women in Media, which ran for 10 years, it was to profile female reporters.”She states advertising is the foundation of why A LOT OF exists,”to boost and improve relationships amongst a very crucial grouping of media owners and media companies. It’s helpful for a media agency to profile its business and improve their existence among their peers(trade )and to use the chance for networking”. Charalambous recently signed 10x Investments as the heading sponsor of Daily Maverick’s The Gathering: Media Edition. In announcing the offer, 10X stated it was “happy to associate Daily Radical against the criminals and state capturers who almost brought South Africa to its knees “. Steven Nathan, 10X Steven Nathan, creator and CEO of 10X, believes”the truth is a good financial investment in every aspect of society, company and life”which
is why placing the business with the Daily Radical and its mission for the fact made sense.”Unfortunately, powerful vested interests typically use incorrect info, propaganda and misconceptions to promote their own agendas frequently to the detriment of society. Cash, power of established businesses and governments can be used to abuse their positions by reducing the truth and discrediting genuine voices, such as whistle-blowers who are attempting to pursue the reality,”said Nathan.”This occurs within the investment industry where relatively few companies and people benefit at the expense of society, ie those hard-working individuals attempting to conserve for an appropriate retirement. They perpetuate misconceptions that have actually been challenged by empirical information and independent research study. 10X supports the reality to assist empower individuals to make informed choices around their lives, investments and so on.”Charalambous states he worked on a mix of list building and brand worth ROI in structuring the deal. “As a new player in this area and a reasonably young business, we required to get creative in how we structured the handle 10X. However we had worked with them prior to therefore we had the relationship to flesh something out that works for both parties.” Styli Charalambous The mix of brand-new leads and brand exposure for 10X will determine its ROI. However in the meantime,” as a media brand name we have the chance to return worth by supporting the sponsorship
with advertisement area on our publications
. So it will run beyond the event itself,”Charalambous says.Asked if he thought sponsorship was growing in popularity as part of brand name building and association with similar partners, Charalambous said this was hard to respond to as” we inhabit such a niche space, one that has actually made it permanently hard to get open-minded sponsors to deal with us. We see such fluffy and less newsworthy events getting substantial sponsorships, which leaves us pretty frustrated at times”. Gordon states she’s observed an appreciable increase in the number of events and activations that are happening throughout the media sector, which is surprising, she says,”thinking about the restricted time media companies have to spend out of office and I question the efficacy of this trend in part due to the fact that occasions
are costly and time consuming for the sponsor”. Wayne Bishop, managing director of PHD Johannesburg and convener of the AMASA Awards, states occasion sponsorships “require to achieve laser-focused reach and deep effect. Media to media events definitely deliver on the very first point since guests are market execs who are difficult to reach efficiently in conventional media,”he says.But, he cautions, the
effect “depends on how the ‘stock’ of the sponsors’branding plays out in the market. The sponsor’s logo on press releases and other PR might help to extend reach, but may do extremely little for impact. It really depends upon what the event owner is ready to share with the sponsors making sure to balance commercial sponsorship with independent occasion
editorial.” Mzi Deliwe In regards to media awards, Deliwe states that as a media company operating within the broader marketing area, “sponsoring media awards that recognise the incredible work the industry produces assists with our status and credibility. It enables us to promote our
offering with the included
chance of highlighting the outcomes and effectiveness that our media delivers through our unique environments and scope of audiences.”Audiences are “definitely crucial”, states Charalambous.” We even market the audience aspect of the event; the people in attendance are as important and prominent as individuals on stage.”All concur that the ‘pushing the flesh’aspect of events, with all the networking and socialising involved, is an essential aspect.
” It’s essential in a niched environment to meet and make contacts, to notify individuals, and develop relationships that trigger organisation, “says Gordon.Deliwe concurs, “Partnering with media awards programs allows
us to promote the OOH market to creative and media firms.”It brings the spotlight on to this amazing, interesting and vibrant industry, with the included benefit of having our clients, both agencies and online marketers, in one room all at the same time. The opportunity to engage with both in a social yet business environment is a major plus.”This story was very first released in the September 2018 concern of The Media.
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