Anna had been running a high-end yoga studio for the past few years, offering specialised classes that catered to both beginners and experienced practitioners. With a turnover of £2.5 million, her business was thriving, yet she felt there was more potential to attract new clients. Instead of relying on traditional advertising, Anna decided to focus on local sponsorships as a way to build awareness and draw more people into her studio.
Here’s how Anna used local sponsorships to attract new clients, and how you can do the same for your small business.
Identifying the Right Sponsorship Opportunities
Anna’s first step was finding sponsorship opportunities that aligned with her brand’s values. She knew that her clients cared about health, wellness, and the local community, so she looked for events and organisations that reflected those priorities. After some research, she discovered a local wellness fair that attracted people interested in fitness, mindfulness, and healthy living.
Sponsoring the event was a perfect fit for her yoga studio. It allowed Anna to reach a target audience that was already aligned with her business’s mission. In return for her sponsorship, she was given a prime spot at the fair to set up a booth, where she could interact with attendees and offer exclusive discounts for first-time classes.
Engaging with the Community
During the wellness fair, Anna didn’t just promote her yoga studio—she focused on connecting with people. Her team offered free mini yoga sessions, gave away branded yoga mats, and shared information about the benefits of yoga for physical and mental well-being. It wasn’t a hard sell; it was about building relationships with potential clients and showcasing the welcoming, community-focused nature of her studio.
Many attendees appreciated the personal interaction, and several signed up for classes on the spot. By being present at an event that mattered to her local community, Anna was able to introduce her studio to new people in a natural, engaging way.
Strengthening Brand Awareness
Beyond the immediate benefit of signing up new clients, sponsoring local events helped Anna’s studio strengthen its brand awareness in the community. People who attended the wellness fair left with a positive impression of the studio, even if they didn’t sign up right away. Over the following months, Anna noticed that some attendees who had taken her branded materials or experienced the mini yoga sessions eventually came to her studio, remembering their experience at the event.
By consistently sponsoring local events that aligned with her brand, Anna’s studio became more visible and recognised within the community. People began associating her yoga studio with health, mindfulness, and quality, which made it easier to attract new clients over time.
Expanding Through Local Partnerships
Anna didn’t stop with events—she also formed partnerships with other local businesses that shared her client base. She approached a nearby health food café and a wellness spa, offering to sponsor some of their events in exchange for cross-promotion. The café featured her studio in their promotional materials, while the spa offered her clients special discounts on their services.
These partnerships helped Anna reach an even wider audience and introduced her studio to people who might not have heard of it otherwise. By working together, the businesses were able to support each other’s growth while enhancing the experience for their shared clients.
The Results: More Clients, Deeper Connections
Within a year of focusing on local sponsorships, Anna saw a noticeable increase in new clients. Many of these clients mentioned discovering her studio through an event or local partnership, demonstrating the effectiveness of her approach. Moreover, the clients who came in through these sponsorships were more likely to become regulars, as they had already connected with the studio’s values before even stepping through the door.
Sponsoring local events and partnering with businesses not only attracted new clients but also strengthened Anna’s studio’s reputation as a community-oriented, high-quality yoga destination. The local partnerships created a network of businesses that supported one another, building a sense of trust and loyalty that resonated with her clients.
Ready to Use Sponsorships to Grow Your Business?
If you’re looking to attract new clients and build your brand in the community, consider using local sponsorships as part of your strategy. It’s not just about getting your name out there—it’s about connecting with the people who matter and showing them what makes your business special.
If you’re ready to develop a local sponsorship strategy that works for your business, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you find the right opportunities and create a tailored plan to grow your client base through meaningful community engagement.
