Sponsorships are not only a nice way for businesses to show their support for the community...they also provide a key opportunity for a business to help themselves build brand awareness and ultimately increase sales. In some cases, sponsorship can be more effective and less costly than an advertisement.

Many times a sponsorship allows a company to receive great visibility that otherwise would be very costly on their own. In fact, there are many benefits to sponsorships...but making sure a sponsorship works for your company is vital.

The following are a few thoughts to consider when entering into a sponsorship opportunity:

• What is the target market of the organization's program? Does the target market align with your company's target market?
• How does the sponsorship fit into your marketing plan and budget? Do the benefits outnumber the amount spent? What are the benefits?
• Do you and/or your employees support the non-profit beyond the sponsorship opportunity? Is the non-profit reputable?
• Is the sponsorship event controversial? Is there the possibility of negative PR?
• Is the organization easy to work with? How flexible are the coordinators?
• Who are the co-sponsors? How many sponsors are there going to be? Will your company be one of many? Would it be worth it for your company to be a main sponsor of one major event rather than a small sponsor in many events?
• Is this an established event or is it new and "unknown"?
• How will the event or program be promoted?
• Are there opportunities for product sampling or for you to distribute information about your business at the event?
• Can you get additional tickets for employees and/or clients to attend the event?
• What about signage? Who provides the banners? Are there hidden costs?
• What product or service can you donate in lieu of possibly all cash.
• Is there a first right of refusal in the sponsorship contract?
• How big will your logo be in printed material? (Also be specific in your logo standards when communicating with a non-profit).

Yes, there are many things to consider and this is just the beginning...but a well-matched sponsorship program is priceless and can make an impact in every company's marketing.

Exchanging business cards is an essential part of business. Whether at a trade show, dinner party or business meeting, keep it a priority to ALWAYS have business cards on hand and readily accessible. The business card is a critical basic in all marketing endeavors.

Basic information to have on the card includes:

• Business logo (large and clear)
• Name and position
• Phone
• Address
• E-mail
• Tagline

Since the business card is so popular, and EVERYONE is handing them out, the next step is to find a way that your card/business stands out, and gets noticed and remembered. The following are a few hints to increase your business card marketing power.

• Include your photo on your business card (people are attracted to photos).
• Attach a newspaper article to your business card that is of interest to the recipient. Add value to your card.
• Clip a company brochure to your business card. The brochure provides more information about your company.
• Boost attention by attaching a candy bar or small gift to your business card.
• Consider adding a magnetic backing to your business card if your card will be utilized by a market that may need to keep your telephone handy (example: pizza place, plumber, etc.)
• Add a quote or words of wisdom on the back of your business card that your customers would enjoy or remember.
• If room, list the services offered by your company on the back of the business card. List what your business can do for your potential customers.
• Consider putting your business card in every piece of mail that goes out of your office.
• Write a personal note on a business card. It will help the recipient remember who you are and create a link to you.

Most of all...give out your business cards. They do not work for you when they are sitting in the drawer of your desk. Give out your business cards and boost your marketing power.

You see it everyday in the news and in the newspaper - companies laying off employees, stores closing doors, and many businesses putting products on sale just to get people to buy. We all know that the economy and consumer confidence continue to struggle, but there is one basic way to re-evaluate your selling strategies: Look for the opportunities! It's times like these that give you the perfect opportunity to not only reinvent your business, but to take a look into markets that are staying afloat and see how you can catch the tide.

In every recession, there are certain businesses that succeed. You can improve your odds at survival and even stay way ahead of the pack by looking deeper into who your perfect customer might be...and what their needs may be. Businesses can pull through tough economic times, and even become more prosperous, and more successful than their competition. That's because some entrepreneurs "look for opportunities" and seize them before their competition can get moving.

For example, there are more than 70 million Americans over the age of 50. By 2015 that number will grow to 108 million! This huge group is more diverse than any other market segment, spanning those at the peak of their careers, to active, independent seniors, to the elderly in need of care. Think about how your business can seize the opportunity to help this segment of the population, then look at other market segments you can target.

Look for the "opportunity" in your business and you'll surely succeed.

What are the benefits of working with your business? Of using your companies' products? Were you aware that you can use these benefits as a key communication tool from your marketing and advertising toolbox to promote your business?

Many times you'll hear advertisers mention the features of their product or business. The world is filled with features. It is essential to turn these features of your product or service into benefits for your customers. Consider something as simple as your TV remote. The TV remote has many buttons and features...but until you understand how the features can benefit you they mean nothing. For example, one feature of the TV remote is a "picture within a picture."

It may help to clarify the meaning of features and benefits...

A FEATURE is part of your product or service. Many times a feature is listed as part of the offering. Example: A mute button, picture within a picture function key or timed turn-off button on a TV remote control.

A BENEFIT is a solution to your customer's problem or situation. It emphasizes how your product or service will help or benefit them.

Emphasizing benefits is the most overlooked copywriting rule. The customer wants to know...What's In It For Me? If a customer does not see the benefits of your business or service spelled out for them, the advertisement or piece of communication fails.

Keep the benefits of your company's product or services number one in your marketing communication and sales will rise...as will your customer's satisfaction.

The PR Lowdown

PUBLIC RELATIONS. . .everyone hears about it, but what is public relations (PR) really all about, and how does it fit into the business mix?

There are many theories about what PR is and what it can do for a business. In reality, PR is the planned effort to create a positive public identity through good character and responsible performance. This work is done through diligent, honest, positive communication and action. A well-prepared PR program forces businesses to think and plan ahead in order to accomplish business goals.

PR works hand in hand with marketing to communicate the abilities, positive attributes, and achievements of a company. PR most importantly creates an opportunity to share information in a variety of venues.

PR professionals are trained to conduct public relations audits and to detect opportunities to share information with the public. Rather than creating smoke and mirrors, PR builds upon the positive traits of a company and many times strengthens the business sector's community involvement.

The "face" of a company is designed by PR. A company may do many positive things for their community or employees, but only when the public learns about such positive and earnest actions can people relate better to the business and build a stronger bond. This world is made up of people and of many faces. Rather than relating to faceless, sterile businesses, communities are made better by businesses that are honest and do good deeds. It is good business to reach out and create a face for your business...a friendly face that stands out in a crowd.

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