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Marketing Buzz 04/04

Sponsored weddings and boosting customer interaction

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

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With the average 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 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 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.

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