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If you're researching event sponsorship options, or are currently involved in one you're unhappy with, please pay close attention to the following statement:
Signage is NOT a sponsorship program.
Regardless of what the seller is telling you, a signage-only sponsorship package is simply a waste of your marketing dollars, regardless of how many "impressions" you may get. If you doubt this statement, answer this - who's sign is behind home plate at your favorite baseball teams stadium? Who has spent a great deal of money to place a sign on the nearest concert venue's marquee? What about next to the stage at the last festival you attended? If you have trouble recalling (as a marketer!), should you expect the audience to?
Signage cannot demand attention, it can only be noticed. Signage cannot draw your customers in, or speak to them in in their language. Signage cannot make a sale for you. So if it's unable to perform the tasks that a sponsorship is designed to do, why should you base your program around it?
Signage can be considered as an ELEMENT of a sponsorship package. View them as a perk, or as a means of integrating your larger program. But I would rarely advise spending a significant percentage of your financial resources on them. Unless your goal is simply to add color to the fences and boost the sellers commission.
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