Does sponsorship work?

Does sponsorship work?

03/09/2012 14:17:32
Share     
Global mega brands such as Coca Cola and McDonald’s have made a huge investment in sponsorship of the Olympics and recent research has shown that they are already benefiting from ‘substantially stronger brand image and purchase intent’.

But if you don’t have mega bucks and you’re not an established brand, how do you make sponsorship work for you?

Here is our five-step process to help you decide what to sponsor and how to get the most from your investment:
 

  1. Define the sponsorship objectives: e.g. raise awareness of the brand; build an image; promote a new product; demonstrate your corporate social responsibility.

  2. Agree the strategy: how does the sponsorship fit in with any other marketing activity and your business objectives?

  3. Define the target audience and the best way to reach them.

  4. Develop the tactics: agree the details of what to sponsor – sport, arts, education, business event – agree a budget and make sure the timescales work for you.

  5. Consider what resources are needed to make the sponsorship a success including additional PR and marketing, impact on staff time and corporate hospitality opportunities.

So whether you sponsor the local roundabout or community football team, leading trade event or national TV show, follow our process and you too will reap the rewards.

Need more advice? Read our latest blogs

A week of PR work experience with Partners PR

Read Jess' thoughts on a week working at Partners PR, exploring the possibility of a career in public relations. 
Find out more

When clients stop making you tea

Arriving at a client’s office for a meeting, we were greeted with: “Help yourself to a cuppa, you know where the kitchen is."
Find out more

Partners PR wins volunteering award

York Cares has awarded our team with a Golden Moments Award for sharing the employee-volunteering charity’s good news stories through in-kind PR support for almost 20 years.
 
Find out more

How can PR support talent retention and talent recruitment?

The job market is fiercely competitive but using PR to support your talent recruitment and talent retention strategies can give you an edge. Here’s how…
Find out more

How do you sell your business with help from PR?

If you’re selling your business then you’ll be looking for the best price for all your hard work and company potential, so you need the right PR strategy, here’s why…
Find out more

Could your business use £5,000 worth of support to help build a communications strategy?

Partners PR Directors Karen Tinkler and Monica Green have been appointed as coaches to the Good Growth Programme, providing strategic PR and communications support to help drive business growth in the region.
Find out more
View all