m e l y n m e d i a
The sponsor wins
If you work with or own a company that's looking to build
its profile, look beyond pure commercials or spot ads.
Think about joining up with others to provide information
that's not just useful ... it's life-changing.
The trouble with spot ads is that it's all hard sell and
it's all for the seller's benefit. The advantage of
sponsoring a broadcast social action program is that
you're enabling the sharing of information that benefits
your customers. By being so closely associated with such
a valuable resource and with the charity, NGO, or other
organisation that champions that issue, your company
gains garlands of kudos, new customers and extra loyalty
from existing customers.
Two UK examples:
...Vauxhall wanted to create an association between its
cars and 'stress free motoring', so they sponsored a
Sunday supplement magazine - in the Sunday Times - about
how to beat stress
...Norwich Union - a savings and insurance company -
reinforced its 'caring' image by sponsoring a Press and
TV program answering the question: "What would you
do if your child swallowed white spirits?"
(Take me back to Melyn Media.)