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Word on the Street

Make outdoor events your ticket to getting noticed this spring.

This story appears in the May 2008 issue of Entrepreneur. Subscribe »

Each spring, fair weather brings a new crop of outdoor events to compete for your company's marketing dollars. Community fairs, street festivals, parades, outdoor concerts, races and other sporting events all present enticing opportunities for sponsorships that can shine a spotlight on your business--if you know how to avoid getting lost in the crowd. Follow these four rules for choosing the most productive sponsorships.

Reach your target audience in sufficient numbers

Your first step in evaluating a potential sponsorship is to look at the projected attendees. Go beyond the attendance numbers and request a demographic breakdown, even if it's only an informal one. If just a small percentage of attendees fit the profile of your customers, you may be wasting your marketing dollars.

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