CMG Worldwide works on behalf its clients in the development of various sponsorship
relationships. Sponsorship equips organizations with the ability to achieve their
marketing goals through a unique approach in an environment that is interactive
and exciting. Unlike traditional advertising, which is effective in creating
the imagery and impressions that shape a brand's identity, sponsorship makes
the brand "truly come to life." Some advantages of sponsorship include
the following:
• Sponsorship appeals to consumers on an emotional level, allowing people
to develop a relationship with a brand resulting in higher customer retention
and loyalty.
•
Sponsorship creates targeted, quality encounters with consumers while giving
companies high-profile identification and affiliation with a prestigious property.
•
Sponsorship association builds brand equity. As the audiences' relationships
with a personality develops and deepens, so do their feelings toward those
companies associated with the personality.
Sponsorship also enables a corporation to break through the "noise" of
traditional advertising. It offers a platform for companies to develop ties
where their competitors do not have a strong presence. Together with advertising,
sponsorships can give companies another dimension for a balanced, comprehensive
approach to product marketing. In this regard, sponsorship works in tandem
with the rest of the marketing mix. It gives a corporation the opportunity
to complement all of its marketing efforts and leverage its sales objectives
by creating an integrated marketing program through the use of multiple exposure
vehicles.
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