Every time the marketing team receives an offer of cooperation from an event organizer, one question that almost always arises is: what should be included in the sponsorship package so that the budget spent is truly commensurate with the results? This question is natural, because a sponsorship package that is prepared haphazardly can make a brand's reputation bad. In fact, the main goal of participating in an event is to make the brand name stick in people's minds, not just the brand logo that appears briefly on a banner and then forgotten once the event is over.

Why Sponsorship Package Contents Need to be Carefully Planned

Many marketing teams still view sponsorship as a matter of “sticking a logo and handing out brochures”. In fact, involvement in an event has much greater potential than that. According toKompas.com, sponsorship can be a breakthrough in increasing popularity and trust in a business if done with the right strategy. This means that every item included in the collaboration package must have a clear reason: whether to strengthen exposure, build direct interaction, or leave something that the audience can take home.

If this planning is missed, the result is usually the same: a big budget, but the audience doesn't remember what brand was present at the event. This is where the checklist plays an important role, so that each element in the collaboration package really complements each other and supports one big goal, namelybrand recall.

Visibility Elements that Must Be There

This section is usually the main focus when compiling a sponsorship package, because it is directly related to how often the audience sees your brand during the event. Some items that need to be included in the checklist include:

• Logo placement on stage backdrops, banners and event promotional materials

• Slots for mentioning the brand by the MC at certain moments

• Space for booths or brand activation areas

• Inclusion of logos in digital invitations and event publication media

The elements above are important, but remember that visual exposure alone is not enough to make the audience really remember your brand. Research fromMarkPlus Institute states that sponsorship can help companies interact directly with audiences who have interests in accordance with the type of event being supported, thereby creating a stronger relationship than just logo exposure. This means that a good sponsorship package must strike a balance between visibility and interaction.

Direct Interaction Items That Are Often Missed

If exposure makes your audience know your brand exists, direct interaction makes them feel your brand in a real way. Some items that the marketing team should consider:

• Games or mini activations at the booth with direct prizes

• Short product sampling or demo sessions

• Brand-themed photo booths that can be shared on social media

• Giveaway merchandise that is distributed directly to visitors

These items are often overlooked because they are considered to be a hassle or cost extra, even though this is the part that the audience remembers most after the event is over. The sensation of holding a product, trying something in person, or taking home merchandise is usually much more lasting than just seeing the logo on the screen.

Merchandise as a Cover that Leaves an Impression

It is precisely at this point that many sponsorship packages lose momentum. The logo was installed, the booth was busy, but once the event ended, the audience went home empty-handed and without anything memorable and memorable in the long term. Merchandise or souvenirs become a bridge that connects short moments at events with long-term memories, because physical objects used every day automatically repeat brand exposure many times. The choice of merchandise type also needs to be adjusted to the character of the event and target audience, starting from tumblers and tote bags for corporate events, to pins or pouches for more casual community events.

Preparing a Budget to Keep Sponsorship Packages Efficient

After the item checklist is complete, the next stage is to balance everything with the available budget. Several things the marketing team can consider when negotiating with event organizers:

• Prioritize items that have a long-term impact, such as functional merchandise, over single-use items

• Compare several levels of sponsorship (platinum, gold, silver) to see the ratio of costs and benefits

• Discuss the possibility of bartering, for example product contributions in lieu of part of the sponsorship fee

• Set success indicators from the start, such as the number of interactions at the booth or the number of merchandise distributed

Real Examples of Merchandise in Sponsorship Packages

So that the checklist above is not just theory, here are several examples of sponsorship packages that Goenakan Indonesia has worked on for clients at various types of events. (I'll give you all the photos later)

1. For Pilates on Yacht in Batavia Marina organized by PUPANDFLOW, Goenakan Indonesia provided PUPANDFLOW x Goenakan Indonesia co-branding custom tumblers as part of participants' goodie bags, relevant items for hydration needs during pilates sessions on board.

2. For Golf At Ease event from @temu.socialclub, Goenakan Indonesia is one of the official sponsors alongside Skinvest, N°CO, and Prodia, with custom branded tumblers that are suitable for two activities in one event: golf and arm balance sessions.

3. Meanwhile for 2023 Katadata IDE Conference, Goenakan Indonesia produces 2 in 1 bamboo stylus pen and flash disk souvenirs, providing two functions at once in one eco-friendly item for large-scale business conference participants national.

Goenakan Indonesia, Merchandise Partner for Memorable Sponsorship Packages

Preparing the right merchandise for sponsorship packages is often the part that takes up the most time for the marketing team, starting from product research, vendor negotiations, to ensuring quality and production time according to the event schedule. Goenakan Indonesia is present as a custom souvenir and merchandise vendor that can be relied on for this need, with a choice of eco-friendly products that are increasingly relevant to today's audience's preferences for brands that care about the environment. If you are putting together a sponsorship package for an upcoming event and need a partner with whom you can discuss things from the concept stage to the finished product, Goenakan Indonesia is ready to help create merchandise that is not only shared, but also remembered and used by the audience for a long time.