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31 May. 2017

Putting your business in the spotlight – 3 reasons why event sponsorship is a must

Having a presence at a conference or business event positions you and your business as an authority in your industry, according to marketing expert Christina Rowe. ‘You gain respect and credibility by standing out from the pack of attendees and prominently displaying your products and marketing materials’ Ms Rowe goes onto say. If you haven’t allocated marketing budget towards sponsorship activities, there could be a huge missed opportunity on your hands. There are so many reasons to get involved, here are our top three:


1. Engage with your audience: Traditional methods of promotion are typically one-sided, and so your brand can end up dehumanised suggests Kirsty Jagger, Marketing and Communications Manager, ASIAL. Your presence at a conference or business event enables dialogue to take place between you and your target audience, automatically adding a face to your company as you network with customers and prospects.

2. Increase brand awareness: sponsors receive brand recognition at the event itself and we all know that, but what we sometimes forget is that most of the brand exposure happens prior during the marking phase. What does this mean for you? If you’ve thought about sponsoring an event, don’t wait; get onto it early. By securing your sponsorship earlier on, you get even more exposure taking advantage of the longer lead up suggests Rigani.

3. Sponsorship is affordable: have you ever tried to take out an advertisement on TV, on radio or in print? You’ll notice it’s a very expensive exercise, and not always the best return on your investment, unless of course you can afford to do them all concurrently. The other issue is that you may cast your net too wide, but with event sponsorship your target audience is right there, and you don’t even have to look far to find them.


If sponsorship hasn’t been built into your marketing strategy, it’s never too late to start. If roads and transport is your business, there is no shortage of prominent industry events through which you can promote your brand by taking out sponsorship.

A few that may take your fancy:


The Inaugural ARRB Gala Dinner & Awards Night

21 July 2017 at Sea Life Melbourne Aquarium

See website


The 2nd International Driverless Vehicle Summit

15 – 17 November 2017 at the Adelaide Convention Centre

See website


The 28th Australian Road research Board International Conference

29 April – 2 May 2018 at the Brisbane Convention & Exhibition Centre

See website


The 8th Symposium on Pavement Surface Characteristics (SURF 2018)

2 – 4 May 2018 at the Brisbane Convention & Exhibition Centre

See website