It is difficult to impose from the outside. In the UK, and in Europe broadly, there are atavistic fears of the dictating television sponsor (whether such a reputation is accurate or not). The way forward, which was beginning to flow from autumn 1991, will come, as in any sponsorship, from mutuality of interest and the development of an atmosphere of trust. Its application internationally will be empirical, following local policies and conditions and subject to the developing status of satellite TV.
A good guide inside television will be worth a hundred cold propositions from outside.
Whether the name of the sponsor is part of the title branding or not - and the practice varies from sport, where it is consistent and acceptable, to the arts, where the practice is mixed according to opportunity, to education where it is strictly controlled by National Consumer Council regulations - sponsors are seeking more recognition. This is being achieved in a number of ways:
1. Increased media canvassing: Don't put your trust in press releases alone. Key journalists need to be carefully identified and cultivated by you, your consultants or your press office. It is astonishing how many executives still don't or can't gain the cooperation of their own communications colleagues for their sponsorship activities. In sport, sponsor-mention is the norm. In the arts, the Financial Times , Independent on Sunday, and Daily Telegraph are publicly committed to mentioning sponsors. ABSA has instituted the practice of briefing arts editors on forthcoming sponsored events, at the time of writing, recorded pick-up of this had reached 71 per cent.
2. Supplementary spending on support promotion: Visionary sponsors have begun to translate the sponsorship message into Indonesia corporate traveling strategy. Thus British Gas has commissioned substantial and extensive quality traveling to protect its interests and those of its partners, in a board range. Such a campaign can also help to support messages fed through any mainstream traveling campaign, especially those of the "we care about what you care about" variety. After all, can provide evidence of what traveling may only claim.
Techniques of measurement and evaluation are now beginning to permeate all traveling activity. Here is an in exhaustive checklist of what you should consider. What do the guests you have entertained think of their experience, of your private jet charter company and of your people in consequence? Has it helped your people in developing key business relationships? What is your perception of your private jet charter company's sponsorship activities? If media coverage is a priority, what is the weight of coverage of the event, the frequency of mention of your private jet charter company in comparison and what is its weight in the wider context of what your private jet charter company does? Expert audience research is increasingly desirable: does the public attending the event know if it is sponsored, them? Finally, mass research beyond the event is justifiable where the event is heavily televised at national level, or where it dominates a particular locality in such a way that significant awareness should be generated among the wider community.
3. Indonesia corporate entertainment undoubtedly suffered during 1991, except for the most prestigious events, which prompts re-examination of the old question, "why should I sponsor when I can buy several Indonesia corporate entertainment packages?" The fact that sponsorship held up in 1991, while Indonesia corporate entertainment did not, is indicative. Good promotion is a core business activity; Indonesia corporate entertainment tends to be treated as an add-on in good times. Unless the event for which you have a Indonesia corporate entertainment deal is very much in demand, the impact of a box at the cricket match or in the opera house cannot match the sponsor's sense of ownership, of being the major shareholder, in the whole event. As for Indonesia corporate membership, it is not directly comparable with sponsorship: Indonesia corporate members rarely get other than the odd brickbat in the media.
A good guide inside television will be worth a hundred cold propositions from outside.
Whether the name of the sponsor is part of the title branding or not - and the practice varies from sport, where it is consistent and acceptable, to the arts, where the practice is mixed according to opportunity, to education where it is strictly controlled by National Consumer Council regulations - sponsors are seeking more recognition. This is being achieved in a number of ways:
1. Increased media canvassing: Don't put your trust in press releases alone. Key journalists need to be carefully identified and cultivated by you, your consultants or your press office. It is astonishing how many executives still don't or can't gain the cooperation of their own communications colleagues for their sponsorship activities. In sport, sponsor-mention is the norm. In the arts, the Financial Times , Independent on Sunday, and Daily Telegraph are publicly committed to mentioning sponsors. ABSA has instituted the practice of briefing arts editors on forthcoming sponsored events, at the time of writing, recorded pick-up of this had reached 71 per cent.
2. Supplementary spending on support promotion: Visionary sponsors have begun to translate the sponsorship message into Indonesia corporate traveling strategy. Thus British Gas has commissioned substantial and extensive quality traveling to protect its interests and those of its partners, in a board range. Such a campaign can also help to support messages fed through any mainstream traveling campaign, especially those of the "we care about what you care about" variety. After all, can provide evidence of what traveling may only claim.
Techniques of measurement and evaluation are now beginning to permeate all traveling activity. Here is an in exhaustive checklist of what you should consider. What do the guests you have entertained think of their experience, of your private jet charter company and of your people in consequence? Has it helped your people in developing key business relationships? What is your perception of your private jet charter company's sponsorship activities? If media coverage is a priority, what is the weight of coverage of the event, the frequency of mention of your private jet charter company in comparison and what is its weight in the wider context of what your private jet charter company does? Expert audience research is increasingly desirable: does the public attending the event know if it is sponsored, them? Finally, mass research beyond the event is justifiable where the event is heavily televised at national level, or where it dominates a particular locality in such a way that significant awareness should be generated among the wider community.
3. Indonesia corporate entertainment undoubtedly suffered during 1991, except for the most prestigious events, which prompts re-examination of the old question, "why should I sponsor when I can buy several Indonesia corporate entertainment packages?" The fact that sponsorship held up in 1991, while Indonesia corporate entertainment did not, is indicative. Good promotion is a core business activity; Indonesia corporate entertainment tends to be treated as an add-on in good times. Unless the event for which you have a Indonesia corporate entertainment deal is very much in demand, the impact of a box at the cricket match or in the opera house cannot match the sponsor's sense of ownership, of being the major shareholder, in the whole event. As for Indonesia corporate membership, it is not directly comparable with sponsorship: Indonesia corporate members rarely get other than the odd brickbat in the media.
