Sponsoring something in B2B may boost your PR campaign


Most sponsorship is aimed at encouraging business-to-consumer relationships, but there is really nothing to quit business-to-business companies sponsoring suitable events. Typically, business-to-business markets are characterized by having relatively couple of clients, so those you've are worth impressing.

We have a tendency to think that business buyers are not affected by emotional considerations, so a business buyer who supports Manchester United will not increase his buy of left-handed sproggletackets just because their manufacturer sponsors the team. This is far from being the case-industrial buyers are still human beings, and are as affected by emotional considerations as are the rest of us.

Of course, they need to justify their decisions-after all, if we as customers decide to purchase something, we do not need to justify it towards the boss!

Inmarsat is a business that provides cellphone communications services to ships, aircraft, and workers in remote parts of the world. In effect, the company provides cellphone services exactly where everybody else is out of signal, simply because its systems function direct to satellites with out the need for a network of ground stations.

Clearly, this service comes at a cost, so Inmarsat offers mainly with corporations like shipping lines, oil exploration businesses, mining companies, and airlines.

Inmarsat sponsored the World Rally Championship for several years. The rally emphasizes driving in remote and inhospitable parts of the world-precisely the locations where Inmarsat can provide service-and so it matches precisely using the company's image of reliability and tenacity in the face of challenging environments.

In exchange for the sponsorship, Inmarsat got TV exposure in more than 200 nations. Each of the 14 stages of the rally provides an opportunity for corporate hospitality, and Inmarsat technologies is used to relay information to the TV stations that give updates on the progress of the rally.

Without this technical input, TV stations could be very limited in their capability to report progress on the rally, so needless to say they're happy to acknowledge the source of the information. This in itself provides a dramatic demonstration of the company's technical capabilities.

Participative sponsorship, in which the relationship goes beyond a mere exchange of money for publicity, is really a growing area. Inmarsat has certainly produced an impact with its innovative method.

Find something that demonstrates your capabilities. Look for the spinoffs: the corporate hospitality possibilities, the TV link-ups, the news value. Ensure that your B2B customers know what you are doing.

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

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