Marketing Buzz 04/04

Sponsored weddings and boosting customer interaction
Magazine Contributor
Writer and Author, Specializing in Business and Finance
2 min read

This story appears in the April 2004 issue of Entrepreneur. Subscribe »

With This Ad

With the average wedding costing $22,360, Tom Anderson, founder of and author of the forthcoming book Sponsored Weddings, says sponsored weddings are catching on. Anderson, who rounded up nearly $35,000 in sponsorships for his own nuptials, says more couples are willing to exchange a bit of promotion along with their vows, for free or discounted goods and services. Says Anderson, "We provided a sponsor list, tasteful signage and a verbal thank you at the reception, and a newspaper ad thanking sponsors."

Virtually any business can benefit by providing goods and services partygoers need, says Anderson. And the sponsorship concept works for other large events, like retirement parties. Look for hosts who aren't afraid to save a tidy sum on their event by spreading the sponsor's word to a happily captive audience.

When Diane Niebuhr, 43, co-owner of Hope's Bridal Boutique in Atkins, Iowa, was approached to sponsor a wedding, she donated six tuxedos. "We were covered on our local TV station because of [it]," she says. "It would have cost us four times [the cost of sponsorship] to buy the time."

To locate events to sponsor, Anderson advises contacting banquet halls and other event venues or visiting his Web site.


Could your customer interaction use a makeover? These two services might help:

  • Emma (
  • For a $250 setup fee and as little as $30 per month, Emma's e-marketers create an HTML template and hand you all the tools you need to create your own e-mail campaign (newsletters, press releases, product updates, promotions, etc.),with no technical knowledge required. Emma also offers snafu-free distribution to your list.
  • High Probability Selling (
  • : This site will supercharge your sales force into a prospect magnet, based on principles developed from studying more than 300 top sales performers. Based on the bestselling book High Probability Selling (Abba Publishing) by Jacques Werth and Nicholas E. Ruben, the services offered include a 12-week tele-class ($745 per person) and on-site training (ranging from $950 to $1,500 per person).

Next to spam, about
of e-mail marketers cite inbox clutter as the largest e-mail marketing challenge.
SOURCE: Responsys

of national advertisers plan to boost spending in 2004.
SOURCE: Merrill Lynch

Gwen Moran is a consultant and writer specializing in marketing. Reach her at

More from Entrepreneur

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.