This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.
CONTENTS:
1. The Hidden Value of Sponsorships
2. Smaller Agencies Can Tackle Giant Accounts
THE HIDDEN VALUE OF SPONSORSHIPS
Can sponsorships be evaluated on the same basis as more traditional advertising expenditures like media? The short (and probably obvious) answer is “no.” But there are ways to evaluate the potential R.O.I. on a sponsorship that goes beyond simple reach and frequency. Here are a few things to keep in mind:
1) Make sure the sponsorship is “on strategy” with your message against your target audience(s). Will the event, team, exhibition, etc. make sense or look like an exercise in corporate vanity?
2) Is the sponsorship worth noting by the public or does it just make you feel good? Some
sponsorships are philanthropic while others are inventive ways to extend your marketing essage. If you’re trying to get more bang for your marketing buck, you have to make sure your sponsorship partner is newsworthy.
3) Make sure you know how the sponsorship will play “inside” your own organization. Nothing ruins the value of a sponsorship faster than employees complaining about how their company wastes money. Customers pick up on that in a hurry.
4) Carefully evaluate opportunities to leverage the sponsorship against existing client relationships. Many sponsorship opportunities can be extended to include a more “intimate” setting with a select handful of clients, guests and employees. This is relationship building on a very high level.
5) Look at every sponsorship opportunity with an eye toward expanding the “business opportunities” surrounding the sponsorship. Failing to plan in this area will lead to ultimate failure of the sponsorship.
A PERFECT EXAMPLE of leveraging a sponsorship opportunity is a little project we’ve been working on with Brand Central Station and The Hamilton Group (both out of New York City). Agencyfinder presented both firms with the chance to work with Anne Abernathy, a recently-fifty
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