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14.Sponsorship
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I am sure we can all think of companies who have used
sponsorship to generate exposure for itself and its products. A certain
insurance company has become a household name in the UK as a result of
sponsoring cricket over many many years - even before sports sponsorship became
so popular. |
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"Fine" I hear you saying "but we do not have a budget
of many millions of pounds." I agree, but are there no similar but smaller
scale examples in your area? Also sponsorship does not necessarily mean that
you have to provide money, you could be simply providing the product you
normally sell but for free or at a radically reduced price. The key is to
provide something of high perceived value to an organisation that is of
much lower cost to yourself.
I give you an example of a company who
had a very basic printing machine and which was largely unused in its basement.
I struck a deal with a national charity that desperately needed printed
promotional material as part of its fund-generating process. By agreeing to
print their literature for them at very very little cost my company was given
the credit on the bottom of all printed material. |
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The Result. My company received national visibility
and achieved "independent" endorsement by an influential charity - for almost
no budget at all. |
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