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Well thought out sponsorship could be a potent positioning gizmo. It can demonstrate brand values, increase visibility and enhance reputation. Alternatively, poorly thought out partnerships can divide clients, demoralize staff and upset other key shareholders.

Things You Should Do

* Commence with values: What are your company values and product values?

* Look at your publics: What do your clients, staff, providers, business partners, community, stockholders and other shareholders think about you? You could need some research at this point. There are numerous oblique mental research strategies. Nonetheless there is another attempted and proved strategy - raise questions.

* Outline your aim: Are you satisfied with your present position? Do you need to buttress existing brand values or change perceptions? Which key stakeholder groups do you need to target? What are your first and secondary messages?

*Consider the options: various sorts of sponsorship say different things about you. Would you like to have world, state, regional or local impact? Sponsorship of charities demonstrates humanity and responsibility. Sponsorship of sports and the media will increase your preferred profile. Cultural sponsorship may help your niche positioning. Sponsorship of education or studies show forward thinking.

* Consistency: Is your sponsorship choice consistent with other company, patron and community communication? Mixed messages can be damaging.

* Duration: Are you sponsoring a single event or long-term program? Consider the direct and indirect costs of exit and entry. Some kinds of sponsorship might be tough to exit from without breakages to your reputation. Go for set term participation and ensure a smooth hand over to the subsequent sponsor.

* Plan, budget and exploitation: make certain you have sufficient time and satisfactory budget remaining for your PR and other promotion for each stage in the program.

* Cross media promotion: Link your sponsorship to advertising, product packing, point-of-sale materials and the like. Invite shareholders to take part. If you can, organize your own satellite events at every location. Glance at the chances for merchandising - this may be another stream of income for you or the sponsored organization.

* Bespoke sponsorship or readymade? There are several sponsorship opportunities you can buy into. You may consider making your own like annual awards, entertainment, competitions, exhibition and coaching events.

* Cross branding benefits: Guarantee you exploit each chance to associate your brand with the sponsored event and the receivers brand in your promotions.