Building a High Value Event and Sponsorship Program

Patrice Ingrassia

This article describes how Ernst & Young have developed an events and sponsorship strategy. It covers how they plan, use their data bases to maximise involvement, budget to win and run a successful event.

Building a High Value Event and Sponsorship Program

Focusing on events as customer relationship builders

Patrice IngrassiaErnst & Young LLP

If there's an architecture to marketing, a sponsorship event can function as the front door.

Through this door, a customer or prospect can enter our organization's halls, be they hallowed, warm, exciting – whatever attribute describes the brand relationship we want the consumer to experience. The first impression we create in the customer's mind is critical, and it must meet or exceed their expectations of our brand. At the same time, we must be able to measure our return...

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