By Shumirai Chimombe
Business conferences have long established themselves as essential platforms for networking, and for companies to showcase their products and services. And one way to elevate your brand further is to come on board as a sponsor. A popular trend at these events, organisations use sponsorships as a marketing tool designed to gain a competitive advantage, especially over their direct competitors who may not be present.
Although opting to take a conference sponsorship requires making a financial commitment, the return on investment (ROI) far outweighs the initial expense, making it a strategic move for your business growth.
Is sponsoring a conference worth the cost?
Conference sponsorship costs vary depending on the level of participation. Packages can range from exhibitor showcase counters, to speaker slots, to the premium sponsorship tiers which entail making significant financial investments that range from hundreds of thousands to over a million Rands.
Ultimately, the bottom line is that the cost of sponsoring a conference can be weighed against the potential return on your investment. According to Global Conference Alliance and Indeed.com some of the key benefits of sponsorship include:
- Enhanced brand visibility: Sponsorship gives your company high-impact exposure by allowing you to reach and connect with a targeted quality audience of industry professionals.
- Networking opportunities: As a sponsor you have enhanced access to valuable connections such as potential clients, partners, and industry leaders, giving you opportunities for collaboration in the future.
- Lead generation: One of the primary benefits of conference sponsorship is the opportunity to generate leads. By engaging with delegates at your booth, hosting presentations and workshops, or participating in panel discussions, you can capture prospects and follow up with them after the event to nurture relationships.
- Brand association: Being associated with a reputable conference enhances your credibility and reputation, with delegates perceiving your brand more positively.
- Establishing thought leadership: Sponsoring keynotes, panel discussions, or fire-side chats can position your brand as a credible authority within your industry
Boost your brand’s authority by becoming a conference sponsor
Topco Media has a suite of prestigious and well-established flagship conferences that have attracted countless sponsors over the years. With themes such as sustainability, technology, transformation, human resources, public sector leadership, and women’s empowerment, our events offer the opportunity to place your company and brand at the centre of key platforms where strategic discussions take place, and connections are made among some of the country’s most influential leaders and decision makers.
A glimpse of some of the deliverables offered by our range of sponsorship packages
Platinum – Headline Sponsor
A central feature of this package is that it includes exclusive conference naming rights for the sponsor, and the CEO is invited to deliver a keynote address at the event. The package includes two 40-minute panel discussions on a branded stage, as well as the opportunity to put forward two speakers to two separate panel discussion sessions of their choice. Other benefits include a showcase counter, networking and lead generation with introductions facilitated by Topco, and opportunities for sponsor interviews including with the media.
Head of Strategic Partnership at Topco Media, Justin Daniels explains: “At Topco Media we host our conference and awards together. So on Day 1 it’s normally the conference followed by the awards ceremony in the evening. Because they go together, the platinum sponsor gets sponsorship of one category award with fully branded award collateral including the trophy and certificate.”
A significant benefit for the naming rights is that the brand Corporate Identity (CI) of the conference will be incorporated within the sponsor’s organisational branding.
Our current platinum sponsors include:
Standard Bank: Standard Bank Top Women Conference (CI: blue)
SALGA: SALGA Future of HR Summit (CI: orange and yellow)
Gold
For the Gold sponsorship, the CEO gets invited to deliver a guest keynote address at the conference. The package includes one 40-minute branded main stage session and the opportunity to put forward one speaker for an additional panel discussion, a showcase counter, and extensive networking facilitated by Topco, and a sponsorship of one awards category.
Silver
A major aspect of the Silver package is that the sponsor will be promoted as a session sponsor. This means that they will host their own panel discussion on the main stage with the session named after their brand. It also includes a showcase counter and extensive networking and lead generation.
Bronze
This is a speaking slot as a part of a panel discussion, giving a representative of the company the opportunity to demonstrate themself as a thought leader to an engaged target audience.
Showcase counter
The perfect opportunity for networking and lead generation, this package includes an interactive branded showcase counter for the full duration of the conference.
Other options
It is important to note that Topco doesn’t just offer sponsorships for established events, but we are also able to create a bespoke package depending on the client’s specific requirements.
Additional benefits of sponsorships
In addition to the substantial visibility the sponsorships bring during a conference, there is extensive marketing before and after the event to amplify their brand. This includes social media exposure ranging from welcome posts, partnership announcements, speaker and panel announcements. The sponsor gets mentioned in mailer campaigns and press releases, and their logo on Topco’s website which links to their company website.
“The biggest ROI is the networking,” says Justin. “Topco Media has been operating for over 20 years so our networking is vast because of our databases that we have built over the years. And that’s one of the things that clients tend to align us with. Because thanks to our networking and collaborations, our clients can have access to important contacts such as a company’s CEO and other decision makers. Our average conference attendance is between 300 and 600 delegates, and if an organisation manages to conclude two or more deals as a result of their sponsorship, they will have covered their original investment.
“That is why we have recurring clients each year. They have seen the value and continue to book with us. People will not continue to book if they don’t see the value or ROI – and that is what we try to pride ourselves on.”
Here’s what some of our clients had to say about us
“You are a very open and collaborative partner. You are agile in your approach and accommodating of change to suit and build the plan to align with our commercial intent. Your platform/brand has equity and is trusted in the industry. You have access to a network and
conversation credibility on women issues.” – Standard Bank (Standard Bank Top Women Conference)
“Topco has given us a platform to say Sentech is here to provide services to you, for you and with you. Topco is a very capable partner to connect people to have discussions on business, careers, technology and markets in general.” – Sentech (Sentech Africa Tech Week)
“I wholeheartedly endorse Topco Media for their exceptional service and professionalism. From the outset, they demonstrated a profound understanding of our unique requirements, ensuring that every aspect of our collaboration was tailored to our preferences. The team consistently provided prompt and thorough assistance with all our inquiries, making the entire experience seamless and efficient. Their commitment to meeting our needs has truly set them apart, and I cannot emphasise enough how satisfied we are with the results” – Miskyah Toth, CEO BDCS (BDCS Future of HR conference 2024)
For further information on sponsorship opportunities contact:
Twaambo Judy Chileshe – Head of Brand: Standard Bank Top Women | Future of Sustainability – twaambo.chileshe@topco.co.za
Justin Daniels: Head of Strategic Partnership – justin.daniels@topco.co.za
