What do I mean by a sponsorship? It is any way to combine recognition with providing access to desirable prospects and customers for someone who, or an organization that, makes a payment or otherwise subsidizes an activity. Sponsorships are more important than ever because they help marketers avoid being lost in advertising clutter by providing higher visibility and prestige to the sponsor. When a sponsor pays 網上宣傳公司 you, that’s income to offset costs you cannot otherwise reduce. The effect is similar to simply reducing costs.
As the primary benefit, sponsors are usually looking for access to attractive prospects for their offerings. In many cases, your prospects and customers are also highly appealing for other companies and nonprofit organizations, making them interested in sponsoring your activities.
You may have observed some of the ways such access is provided while attending a sponsored conference or seminar. Typically, the sponsors have a chance to speak briefly to the assembled group and to have lots of marketing people present for mingling during meals and breaks. There may also be banners on the walls and notices in the printed program carrying sponsors’ names and logos. On the event invitations, there are probably mentions of the sponsors. Publicity for the activity probably includes listing sponsors by name, as well.
Under such circumstances, it’s not unusual for the sponsors’ fees to cover more than the total costs of the conference or seminar so that all attendance fees contribute profits for the conference or seminar organizer.
You may not be holding conferences or seminars. How, then, can sponsorships cover some or all of your costs? Well, you can provide online services or material that can be downloaded for little or no cost from the Internet. Such an online site can also have sponsors whose identities are prominently displayed.
You can also develop offerings that sponsors purchase. As an example, a sponsor might provide your offering as a gift to those who buy their products or services. During times of high gasoline prices, for instance, some dealers in the United States have offered hundreds of gallons of free gas for people who bought new vehicles that didn’t get very good mileage.
A sponsor might also provide marketing access for other organizations. In our community, some charities play this role by selling inexpensive books of discount coupons. The charities keep the proceeds from the book sales, after obtaining the books for free from the publishers. The companies providing the coupons pay the publisher to appear in the book. Those who buy the books save lots of money by using the discount coupons. Through the coupons, coupon providers introduce new prospects to their offerings and bring some customers back more often.
In other cases, almost all offerings will be sold to sponsors who, in turn, directly provide the offerings to their prospects and customers. For instance, golf tournaments are often staged to provide funds for charity. Sponsors are given access to special venues at the tournaments and provided with most of the tickets for the events to distribute to customers and prospects. Sponsors also receive lots of visibility in the event’s promotions. The prestige of sponsorship is increased over the company conducting such an event just for itself by improving the quality of the competing golfers, the amount of media coverage, and the number of attendees.