Sponsorship - Marketing+
Sponsorship – Marketing+ a collection of papers from PlannedSites for SME's
"A business that makes nothing but money is a poor business." - Henry Ford
By which we mean active, commercial sponsorship that can be measured and tested. This is very different from donor sponsorship which is no more than lending your name to something like a printed programme for a local fair in return for a donation to the printing costs.
Barclays, in sponsoring football’s premier league, enter deals of carefully-calculated sums that they know the publicity is worth to them. And then they measure the value they get. Experience tells them how much a mention in a headline is worth and how much a mention on Match of the Day.
We know of a firm of accountants who offer a scholarship to a place at a local business school. Let’s examine how that might work.
First of all, there is an expense to an active sponsorship above the headline amount. In our example let’s say the sponsorship (which, after all, is what the scholarship is) is for £2,000. To exploit it to the full it seems reasonable to assume you need spend up to a further £2,000.
Here’s how this example might be exploited:
• Attach your firm’s name to it
• Ensure the local media – television, radio and papers – know about it and
publicise it. Use a URL that is a separate landing page for the scheme
• On your website, emphasise how you’re putting something back into the
community with the scholarship
• Post the rules on the site and only the site – forcing visitors to it via your
dedicated landing page, of course
• Use an online application form – again, the only way to apply
• Publicise it in local schools who obviously won’t charge for it – notice-boards,
school magazines and leaflets in mailings
Value?
• Every year a different set of people will be visiting your site
• These will be the local movers and shakers and their children – the future
movers and shakers.
• Make everyone connected with the business school aware of your largesse in
the same way as the local school
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