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Luke Scicluna, Copywriter, Salefest Advertising

Do not underestimate the benefits of sponsorship.

Here at Salefest we’ve just witnessed the good-fortune that a well-planned sponsorship deal can provide to your business.

How would you like to hear your dealership not only mentioned, but thanked, in front of a national audience of over a million viewers – and straight from the mouth of your sponsored, sporting legend? It might sound too good to be true, but this dream scenario has recently taken place for a particular client, who’s already reaping the rewards of this mass exposure at Australia’s Brownlow Medal Ceremony.

The Brownlow Medal is the most prestigious award for individual players in the Australian Football League. It is also widely acknowledged as the highest individual honour in the sport and is consistently the most watched event on Australian TV when it is aired annually.

When our client’s sponsored player, who was not tipped as the favorite, won – he did not forget to mention the dealership that’s been behind him all season. Enter instant mass exposure and recognition.

This is not a one-off. With clever management, it’s more than possible for any business.

Sponsorship deals differentiate your business from your competitors. They strengthen the image of your company, attracting positive attention and help you integrate more smoothly into the community. The best sponsorship deals propel your business into the community’s view and compel them to visit your dealership.

Targeting the right sponsorship deals requires an understanding of your customers. What is your target market interested in, what will get them talking and who will endear them to your business? Relevance is the key - if you sponsor a person, club or event that does not connect with your demographic then the sponsorship will flounder.

If, however, you sponsor and manage a person, club or event that your target market cares about - then you can enjoy a potentially endless positive ripple effect.

Of course, sponsorship deals require effort. Platforms like Email marketing (eNewsletters & eBlasts), Facebook pages, blogs and Twitter should be used (and often) to keep your community up-to-date about what you’re doing with your sponsorships. These platforms provide an excellent voice for your activities and will maximize the benefits of your sponsorship deal.

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