This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Brought To You By ... Getting hip to sponsorship

By Gwen Moran

Opinions expressed by Entrepreneur contributors are their own.

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

Because events often attract attendees with very specificprofiles or interests, savvy marketers can reach key audiences withlaser-like precision. According to Todd Jameson, executive vicepresident of Indianapolis-based HSI Show Productions, a producer oftrade and consumer shows, sponsorship marketing can be the ultimatewin-win situation. "What other medium does all the outreachfor you so you can spend time meeting your prospectsface-to-face?" Jameson asks.

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