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Monday, October 13, 2008

Sponsors Buy Into Multiple Touch Points

If you hope to sign sponsors in this climate, you must be offering a fully-integrated package. Period. Moreover, it's not about the size of the media package bundled into your offer, it's the number of facets: Website, emails, text messages, signage hospitality, point-of-purchase display, radio, and screen (tv, streaming video, etc.) round out a strong offer.

Now more than ever, sponsors feel urgency to reach customers through multiple touchpoints. Consider the recent bank deal National City Bank signed with the Detroit Pistons, inked after the U.S. Govt. bail-out. The Piston's package has push, pull and plenty of touch points for the sponsor.

Cleveland-based National City Bank will replace Rock Financial as the presenting sponsor for the Detroit Pistons this season, the team announced last week. National City is only the second presenting sponsor in Pistons’ history. This kind of extensive marketing arrangement is only used by a few teams in the National Basketball Association.

Under the deal, National City will be featured in all television, print, radio and Palace ads; on Pistons tickets, pocket schedules, staff uniforms and the team’s Web site; and on point-of-sale signage at all Locker Room stores.

The sponsorship will also provide benefits for National City’s customers. They will be able to get 20% off merchandise at official Pistons Locker Room stores and receive special offers through their National City Pistons check card and the bank’s rewards program.

As sponsors look hard at their media budgets, robust sponsorship packages that will deliver like surround-sound will have the most appeal.

source: Detroit Free Press

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