Last night, my boyfriend was lucky enough to be able to attend the 44th Annual Country Music Awards in Nashville. As my coworkers (and anybody who spends in excess of 5 minutes with me!) know, I am a die-hard country fan, so I had to overcome my jealousy and live vicariously through his good fortune. Due to a long-time business relationship with the owner of a local car dealership, one of my boyfriend’s friends was able to obtain not only tickets to the awards show itself, but promotional lanyards and VIP passes to an exclusive after-party, which happened to be sponsored by the dealership.
Awards shows and prestigious media events present a fantastic opportunity for large companies to get involved in the form of sponsorships- not only is this type of sponsorship great for publicity, but you can also involve current loyal customers in the festivities to help solidify your relationships with them. As illustrated by the above example and the widespread popularity of country music among truck owners, what better way for a Chevrolet dealership to appeal to its target audience than by using its business savvy to bring them into the excitement of an annual awards show honoring country’s biggest stars? The next time you are thinking about sponsoring an event or party, gear the theme towards the interests and passions of your brand’s desired end users and you may develop a following that supports your organization for years to come.