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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  November 01, 2011

Interesting Sponsorship Opportunity

Think the bumpy recovery has decreased sponsorships?  Think again.  I still see deals coming fast and furious as the big dawgs fight for customers and market share.

Latest example:  home improvement retailers, such as Home Depot and Lowe’s, use regional marketing budgets to reach the Hispanic market.  Don’t write these folks off because they spend only 20% of their budget on associations and cause marketing.  The organizations above spent a total of almost $100M last year.  Hmmm…$20M.  That’s real money.

Idea:  come in with a campaign that targets their customers or ways to get involved with a current sports campaign.  There’s enough money in the sport’s budget for everyone.

Remember, Corporate America uses sponsorships to do three things:  launch new products, support retail promotions, and reach their best customers.  Help them do that, and you’ll get a fair hearing.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.