Using Sponsorships To Connect With New Consumers
Pat Hennebry, Bell Atlantic
Event marketing and corporate sponsorships are critical tools in reaching todays new consumer efficiently and cost-effectively. The mass homogenization market is a thing of the past and the multitude of new products and constant advertising continue to clutter shelves, airwaves and consumers minds. Sponsorships are an effective way to cut through the clutter and differentiate the brand in a direct, personalized manner.
Many brands use sponsorships to accomplish a myriad of marketing objectives, including changing or reinforcing public perception about the brand, dimensionalizing the brands positioning, supporting...