event marketing matchmaker

Digital love: How Sponsorfied perfectly matches well-funded brands with sponsor-seeking tastemakers

Digital love: How Sponsorfied perfectly matches well-funded brands with sponsor-seeking tastemakers

Austin Photo Set: News_Lauren Carlson_sponsorfied_feb 2012_caravan
The Austin Caravan SXSW 2012 is one of the sponsorship packages the Sponsorfied is working on. Courtesy of Sponsorfied

Baldwin Cunningham used to be the marketing director for a large company that works with major alcohol and clothing brands. He was sent to Austin with a single directive: Find events and sponsor them. Cunningham’s job was to seek out events that targeted his market — fun-loving 20-somethings with cash in their pocket and a craving for the latest trends — and basically sponsor said events in exchange for being able to plaster his company brands and logos all over the place.

Sounds simple, but the task ended up being quite arduous. It required a lot of networking, tons of guess work and good ol’ blind faith that all parties involved would hold up their end of the bargain.
 
After doing this for a couple of years, Cunningham decided there had to be a better way to go about event marketing matchmaking. Fortunately, he was in a city that is crawling with techies, creatives and entrepreneurial enthusiasts, all looking for a problem to solve or a great idea to support. He partnered with an entrepreneur, a developer and a designer to create a solution: Sponsorfied.
 
Sponsorfied is designed to serve as a marketplace for sponsorships. The goal of the organization is to simplify the sponsorship process by making it completely transparent.
 
Brands create profiles on Sponsorfied and identify their needs based upon desired demographics, available budget, target market, etc. Similarly, event coordinators can post their events, listing important information on their end such as budget and expected attendance.
 
From there, Sponsorfied takes over, reviewing the submissions, sorting out the riffraff and, finally, matching up the best brands with the right events.
 
However, we all know the best part of the party is the after-party, and this is where Sponsorfied really shines. Once an event is over, Sponsorfied can provide metrics on that event to help quantify the investment. 
 
“Currently, sponsors have no real metrics to measure performance or the return on their investment,” says co-founder David Matthews. “We have built that into our back-end system to make it less of a guessing game.”
 
Sponsorfied launched at the beginning of 2012, and they couldn’t have come to the marketplace at a better time. With SXSW just around the corner, there are still tons of events looking for brand sponsorship, as well as companies wanting to put their name on a showcase or two.
 
If you fall into either of these two categories, head over to the Sponsorfied website and submit your brand/event. It’s completely free to do so, and don't worry, there’s no RSVP or wristband required.