Depending on your marketing goals, you may choose various advertising, promotional and public relations tools to pursue them. Among such tools, there are different kinds of sponsorships, such as a charity, corporate sponsorships, a participation in various community events, etc. Although all these companies' activities require significant money investments which, at the first glance, may seem to produce no returns, they are crucial for building up the brands' image and reputation. No company that is a serious brand builder can neglect using sponsorship opportunities for creating positive perceptions about its brand image. Researches show that most consumers have a very positive attitude toward brands, taking part in various sponsorships and charities and in this way such brands prove themselves to be socially responsible companies. Many times various culture and sport events represent excellent sponsorship opportunities and offer brands great actions on sponsorship. This is still true for carrying out advertising and PR campaigns online. You may receive excellent PR and promotional actions on sponsorship from other web sites and companies, including culture and sports ones.
Looking for possible actions on sponsorship, you should attend to selecting only quite relevant and compatible with your brand image and reputation ones. You may find some of the online actions on sponsorship in the Net that may be too extravagant for your company. The others may be too expressionless for creating your brand image. Carrying out sponsorship campaigns, you should keep in mind what target audiences such campaigns' reach includes. For instance, such sports product manufacturers as Nike usually are looking for sports games, teams or sites actions on sponsorship. Recently, Nike has carried out a very efficient campaign, sponsoring sports sites. Receiving actions on sponsorship and considering them as your possible PR opportunities, you should also consider what effect such sponsorships will produce on your target customer audiences. Saying it in other words, how will your target customers perceive your company and brand image and reputation after your PR campaign is out, since such actions on sponsorship should contain a certain value to your brand promotions.
Another important aspect of sponsorship advertising is a proper evaluation and pricing of received actions on sponsorship, for if you pay too much for such actions, you will only waste your money, but if you pay too little, you will not get a desired quality and quantity of performances on your sponsorship public relations campaign. The reason is that a sponsored organization or site will not have enough funds to make them a reality without adjusting them. Remember that the information about your sponsorship activities will reach a very wide range of people; thus, saving on those activities may not be a good idea. Successful sponsorship campaigns may greatly improve your corporate reputation and image, when poorly carried out ones can cause a great damage to them.