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“If you support the community, they will support you.” ~~Jerry Greenfield

Promotion is a key component in expanding a company’s or organization’s reach.  Sponsorship of local events is an accessible method to consider.

Let’s look at the bigger model.  If you look at any NASCAR vehicle (or driver’s uniform, for that matter,) you can see that every inch sports a sponsor’s logo.  An attorney I know started his business by sponsoring a local race team.  Certainly, his objectives were to have the car go around the track and never get a dent.  The driver was more interested in winning the race anyway possible.  The lawyer knew, though, that some of these people would get speeding tickets on the way home and wanted them to call him immediately.

In fact, the sports world exemplifies big business sponsorship to the point that Super Bowl ads have become more important in many circles than the game itself.

This applies well at the local level, too.  There are a number of benefits to consider in sponsoring events:

  • Promotion of your brand.  This is enhanced when you line up your business with the proper demographic.
  • An opportunity to showcase your products and services.
  • A chance to meet and greet potential prospects and strategic alliances.
  • An occasion to deepen an alliance partner relationship.
  • A way to make a difference in your community.

On the other hand you must evaluate each sponsorship situation carefully.  There are more opportunities than you could possibly support and more are being created all the time.  Not every one of them is a fit.  Here are some questions to consider first:

  • What is the target market for this event?
  • Do I get direct access to this audience?
  • How does this align with my networking goals?
  • What kind of exposure do I get for my investment?
  • Does it make sense to be there?
  • Can I get this exposure without this type of investment?
  • How does this enhance my credibility with the person I am helping?
  • Are there any competitors as other sponsors?
  • Are there any other alliance partners as sponsors?
  • Why should I do it?
  • Why should I not do this?

Action for this week is to consider those in your network that are holding events—a conference, an open house, a fund-raiser—that can use your support.  In order to strengthen your relationship offer as much help as your business can provide and realize it may not all be financial.

© 2011 by Stephen Hand of Triangle BNI.
All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Stephen Hand of Triangle BNI.

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Written by bniguy

July 3, 2011 at 1:07 am

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