PR and sponsorship are needed to create a good corporate image


Sponsorship is a main plank in PR. Sponsoring events and organizations generates some good publicity, shows that the business cares, and frequently puts the business name in front of precisely the correct publics.

In most cases, businesses satisfy themselves with handing more than money to worthy causes in exchange for a mention in the program or on the website. This might be termed first-level sponsorship: it's, in fact, little more than advertising by an additional name.

Other companies move to the second level, exactly where they will sponsor something in exchange for something else. For instance, a company may sponsor a sporting event in exchange for a box in the event, or for a reception where the participants will be available to meet corporate sponsors. The company can then provide something to its customers or even its staff. This is why the Wimbledon tennis tournament always has empty seats in the stands: they've been blocked out for corporate backers of the tournament.

The third level would be to find a sponsorship partner, someone who will benefit in kind as well as in money from the sponsorship. At this level, it could be hard to distinguish between the sponsor and the sponsored.

During the 1990s, Ford discovered that sales of its Lincoln brand had been tapering off as individuals switched to BMW and Lexus. The Lincoln's traditional marketplace had been executives and professionals looking to purchase a prestigious luxury car-but Lincoln had acquired an oldfashioned image. What was worse was that the average age of a Lincoln driver was somewhere in the late fifties, so Ford estimated that most of those drivers would be retiring soon and either would be unlikely to purchase another Lincoln, or would continue to drive the same car indefinitely. Following all, Lincolns are built to last-for a driver in his late sixties or seventies, the likelihood is that the current automobile will be the last he will drive.

Attracting a younger audience was important to the plan. Ford identified a potential partner organization, a firm that was aiming at the same young, affluent, professional audience. It was a littleknown Canadian circus group called Cirque du Soleil (Circus of the Sun). Cirque du Soleil is really a extremely unusual circus, using light and dance to enhance the performances, and they were looking to enter the American marketplace but lacked the resources to complete so.

Ford set up a mini-tour of major American cities for part of the circus, as a taster for their main tour. Ford dealers in the numerous cities sent out invitations to possible clients in the target group, and (of course) Lincolns had been on display at the circus venue. No tough sell ever took place-the vehicles had been there, the tour was sponsored, and the mailing list was retained.

When Cirque du Soleil went on their main tour, having enjoyed the advance publicity created by the Ford sponsorship, they reciprocated by acknowledging Lincoln on their publicity. The result was (a) Cirque du Soleil is now well known throughout America and beyond, and (b) the Lincoln factory in California had to go onto 24-hour shifts to meet the demand for the vehicles.

Find a partner who's aiming for exactly the same target group as you, but having a totally various product. Find a partner with a need either for an exciting, profile-raising partner or one that is itself exciting and profile raising but lacks the essential resources to leverage their position. Work out a scheme that both of you will benefit from, and try to create a medium- to long-term partnership.

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This article was sent to us by: Elaine Rothfield at 01242011

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