I recently heard an ad on the radio that reminded me how sophisticated companies are becoming at connecting with their audiences in meaningful ways. The ad I heard was from an Ottawa-based Funeral Home that was offering support services (during the Christmas period) for those who might need some moral support during what can be a very difficult time of year, especially for those who have recently lost someone and are feeling particularly lonely. What really struck me about the ad was that here was a relatively conservative business was reaching out to their audience in an innovative way that demonstrated their sensitivity to the market in a way that went significantly beyond the traditional funeral service offerings. This company clearly made a decision that it was important for them to demonstrate the added value they bring to the marketplace. In my view, this is very good marketing.
The lesson for anyone in the business of recruiting sponsors is this – companies (no matter what size, background, service offering) are looking for unique ways to connect with their audience. The better we can be at understanding a company’s objectives and provide tangible opportunities for them to demonstrate their value in a market that goes beyond their core service offerings, the more effective we will be at recruiting these companies as sponsors. Sponsorships are no longer about logos and signs; they’re about helping companies make meaningful connections with their audience; so remember that the next time, before you send out that generic, “cookie-cutter” sponsorship package.