Marketing Advisor Update

Sales and marketing tips, insights and advice for service businesses amd companies selling complex or technical products.

Saturday, February 18, 2006

Thinking of sponsorship? Read this...

"They'll look at a brand and ask 'Why are you here?' And if it doesn't make sense you'll get listed as a 'try-hard', and that can be very damaging for your brand."

This article from the recent Big Day Out concert in New Zealand gives some helpful insights into how NOT to go about participating as a sponsor - especially at youth-oriented events.

The message is that you need to carefully plan your involvement in sponsored events to make sure that you are "integrated" into the event, rather than just being seen as an irrelevant add-on.


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