Special events and sponsorships continue to be dramatic tactics for ‘making a splash’ in the marketplace.
They can be newsworthy and ideal for acquiring and retaining customers. They also are effective for separating a company from the competitive pack.
They range from hospitality events at trade shows to major stand alone sport and entertainment sponsorships.
Success requires that the event or sponsorship be relevant to the company and its products or services, and supported properly with a range of other marketing communications activities before, during and after the event.
Companies ought to consider them a long-term investment, rather than one-time affair.
