Agency Newsletters

Flash Report - December 08, 2003

This BUSINESS DEVELOPMENT information is for agencyfinder.com Certified Agencies, Agency New Business Executives and agency subscribers. We communicate with registered member-agencies using e-mail.

CONTENTS: 

1. The Hidden Value of Sponsorships
2. Smaller Agencies Tackle Giant Accounts
3. New Spam Legislation - Mutual Compliance
4. Your Alternate New Business Contact
5. Client Search Criteria - A Definition
6. Recent RefNet Assignments
7. Other New Business Activity

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

2) Is the sponsorship worth noting by the public or does it just make your client feel good? Some sponsorships are philanthropic while others are inventive ways to extend the marketing message. If you’re trying to get more bang for the marketing buck, you have to make sure your sponsorship partner is newsworthy.

3) Make sure you know how the sponsorship will play “inside” your client's 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.