Jim Andrews, Senior Vice President, IEG writes:

” Sponsorships derive their value from three major sources: (1) Reach, (2) Passion, and (3) Engagement.
Many rightsholders attempt to raise the value of their sponsorship packages by building reach-adding signs, tweeting about their sponsors, etc. This is a mistake! Although reach is a significant component of the value equation, it also is an element that many other marketing vehicles can deliver-particularly traditional advertising. Sponsorship’s real value lies in passion and engagement.” Jim Andrews, Senior Vice President, IEG

Seems like good advice to keep in mind when planning features for your fair, festival or special event.