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Integrated Sponsorship
Programs
An
Integrated Sponsorship Program has the goal of
reducing the cost of primary sponsorship by
spreading out the costs of the sponsorship among a
number of different companies who seek to gain
market share through the sponsorship. There are
several categories of this program that are
dependent on the delivery methods of the companies
that participate.
Straight
Integrated Sponsorship Program
A
Straight Integrated Sponsorship Program involves a
number of companies that either do business with
each other or are non-competitive pooling
sponsorship costs to obtain an even level of
exposure on a major race team car. This program is
sometimes called the cross-promotional program
because many of the sponsors seek the same
demographics with related or non-competitive
products. There can be some flexible options where
one company may decide to put into the deal more
sponsorship dollars and obtain primary or secondary
sponsorship while the other companies obtain
associate (smaller) level sponsorship positions on
the car. These sponsors may also cooperate in the
areas of hospitality and promotional programs.
Activation in this case can also be integrated or
the companies can perform different activation
strategies based upon how they interact with their
customers. For instance one company may participate
to take advantage of hospitality opportunities while
another partner company may seek to implement
promotional programs to reach consumers. Another
may seek a unique way to reward top-performing
employees.
Rotating
Integrated Sponsorship Program
Each participant in this program will be featured as
the primary sponsor on a rotating basis.
Determining which race will hold the primary sponsor
can be based upon target markets, distribution
geography or any other standard. Some participants
may want to contribute more money in order to get
primary position for major races where the media
exposure more intense or the spectator audience is
larger.
Retail
Supplier Integrated Sponsorship Program
If
you are a retailer, you can create your own
Integrated Sponsorship Program by enlisting your
suppliers to participate. You can offer them eye
level shelf space or “end-of-aisle” positioning and
other benefits for participation. The sponsorship
promotes your retail locations, drives traffic to
your stores and benefits participants over
non-participants. This is an excellent way to have
a sponsorship program and pay very little while at
the same time increasing sales through media gained,
hospitality and special race-related promotions.
How Can
We Help You Create a Low-Cost Integrated Sponsorship
Program?
NCMC can work with you to design, plan and execute
an Integrated Sponsorship Program. We can help you
define how you’d like the Program to work and we
will work with you and your partners to create
effective presentations and even conduct the
meetings with your prospective sponsorship partners.
We can also identify and solicit potential partners
on your behalf through our Lead Prospecting
Services. Call 1-317-881-3826 |
