appear at a certain sponsorship level. It’s about working together with the event and venue that you are sponsoring, so that you are targeting the right demographic of your consumers, and then strategically engaging with these consumers to give them a memorable experience. This collaboration enhances your event, the brand and the consumer experience on all levels. Working with Atlantic GOLFEXPO, our team asked Steele Jaguar to come on as a sponsor of the event. Though not everyone will see the connection here, it was a perfect partnership. The demographic of the people attending the golf expo, is the same as what Steele Jaguar already attracts or is trying to reach as a potential customer for the brand. It’s a lifestyle, as many attendees of the golf expo are adventurous, sporty, and appreciate the finer things in life. Steele Jaguar immediately recognized the opportunity. Inside the event we had a full line up of bright and shiny Jaguars from sports coupes to SUVs situated all over the showroom floor. Attendees could admire and envision themselves driving these vehicles to their favorite course, leaving a lasting emotional impression with potential

buyers. But the activation didn’t stop there. It is one thing to admire it, it is another thing to experience, so we then had a fleet of Jaguars transport our exhibitors, made upof golf courseowners andGM’s, to our reception. This gave Jaguar an opportunity to have their target demographic truly experience the beauty and luxury of the vehicles. With bums in seats, we created a first-class experience that our exhibitors will not soon forget. This type of engagement marketing allows a brand to create an emotional attachment to the product or service with the potential buyers. It requires creative thinking to ensure that marketing objectives are met and unique experiences are produced. To sell the sponsorship, you must first do your homework on the brand you are approaching and have a firm understanding of their goals and what you are offering to help themachieve them. It’s imperative to present ‘what’s in it for them’ and how the sponsorship will benefit their brand. And then create something spectacular together. Marketing is more about the experience than simply placing a product for someone to see, it is about engaging the customer and making a connection between brand and potential buyer.

If you’reabusinessownerorwork foracompanywho is not utilizing this experiential marketing avenue, your brand is missing out on a valuable connection opportunity with your consumers. If done right, sponsorship will leave a lasting impression on existing and new potential consumers and create sales opportunities for your business. •

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