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Who on Earth would sponsor us?
publication date: Nov 10, 2014
author/source: Brent Barootes and Janet Gadeski
This article is excerpted from Reality Check – Straight Talk about Sponsorship Marketing by Brent Barootes with Janet Gadeski, published by Civil Sector Press.
When inexperienced sellers look for likely sponsors, they often begin by searching for large, wealthy or high-profile companies. But size, wealth and reputation tell you nothing about the potential fit between a company’s objectives and your assets.
Major financial institutions, highly visible Crown companies, oil and gas players, large retail chains, telecommunications companies engaged in cutthroat competition, or industry sector leaders – any of these may be prominent in your region, but that alone will not make them your prospects. They are already besieged by many properties [organizations seeking sponsors] that fit their needs, and many more that knock on their door purely because they are prominent.
You can save vast amounts of time and effort through one simple strategy: seek out relationships within your network.
You don’t know any likely prospects? Think again!
Brent Barootes is President and CEO of the Partnership Group – Sponsorship Specialists™, a Canadian national sponsorship consulting firm. Janet Gadeski is President of Hilborn, an independent Canadian publisher serving the social profit sector. Explore or buy Reality Check here.
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