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Getting hip to sponsorship
March 1, 1999

Once upon a time, the word "sponsorship" meant sports or entertainment ventures with Olympic-sized price tags. Today, sponsorships can be an innovative and cost-effective way to align your business with an event, group or cause that appeals to your target audience. Offering one-on-one exposure, publicity, on-site sampling and other promotional opportunities, event sponsorship is a power-packed medium filled with marketing possibilities.

Because events often attract attendees with very specific profiles or interests, savvy marketers can reach key audiences with laser-like precision. According to Todd Jameson, executive vice president of Indianapolis-based HSI Show Productions, a producer of trade and consumer shows, sponsorship marketing can be the ultimate win-win situation. "What other medium does all the outreach for you so you can spend time meeting your prospects face-to-face?" Jameson asks.

Sponsorships are an important part of your marketing mix, so here are some steps to take to protect your investment:

Gwen Moran is president of Moran Marketing Associates, a public relations and marketing communications agency based in Ocean, New Jersey. E-mail her at

Next Step

International Events Group (IEG) in Chicago offers a wide variety of books, newsletters and information on effectively buying and selling sponsorships. Contact them at (800) 834-4850 or

Contact Source

HIS Show Productions, (317) 576-9933, fax: (317) 576-9955