14. Sponsorship

1. overview 2. planning 3. swot 4. marketing plan 5. marketing mix 6. product
7. price 8. promotion 9. place 10. literature 11. public relations 12. promos
13. advertising 14. sponsorship 15. sales
Sponsorship 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.

"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.

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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Testimonials


The following are a number of testimonials from satisfied clients. We are really pleased to receive these testimonials, and proudly list them here.

Thanks for the website Ian.
As you stated, I have had a steady stream of enquiries since setting me up on the internet.
Simon
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Morning Ian, just a short note to say 'thankyou' for the work on my website. Not only am I pleased with the way it looks, but I could not believe it when I got my first enquiry from it only a few days after its completion. All you said would happen has indeed happened.
Regards
Glenda
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Thank you very much for your kind help. It is really a good advice for my marketing plan.

Thanks and best regards,
Thi
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Hi Ian Just a short note to tell you we have had a very good season, an excellent sales increase so we should be ok now the autumn is here and going very soon into Winter.. . . . . . . . .
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Thanks Ian. The website has certainly increased our Bookings and we look forward to next year.
Best Wishes
Sue
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I am not really interested in getting back in to PPC as it cost a lot of money last time for not a lot of return. We have been without it for over a year and what you are doing is still increasing visits and turnover on the site.
Regards
AJ
Director
Sports Outlets
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Just a quick note to say I’m very interested in maintaining the website you have completed a marvellous job of so far. We are already noticing a complete change and receiving a lot higher internet inquires.
Thanks Ian
Marie
Director
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Hello Ian, came across your website via a Google search and wanted to say how impressed I am! The marketing plan template arrived within seconds of my request - it is clear, tremendously helpful and has provided me with the structure I desperately lacked as I prepare to kick off my new business on 1st September! A really super service, am sure I will be in touch again over the coming weeks to discuss other elements of your offer.

Thanks and regards
Sarah
Director
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....... I have also noticed the success of extra clicks! Business is also up by at least 15 percent from last year. Regards
Simon
Owner (Dry Cleaners)

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I would just like to bring a ray of sunshine to your day (well it did for me).
Since we started to work with Ian Smith, our Adwords guru, our results have improved impressively. These figures are the average across the board, ..
Our Click through rate has gone from 1% to a very credible 4.5%
Our average cost per click has dropped from 87p to 63p (just remember some clicks are still £2+).
Our average position has gone from 5.4 to 4.6
So all in all a very good result and with further input we hope to do even better.
Chris
Interior Design Retailer
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