Making the most of sponsorship

Sponsorship can be a effective business strategy which helps both the sponsor and the sponsored, but too often it is an ad hoc decision. What are the key elements in getting it right?

Profitable survival

Slashing prices may not get you through the hard times. Focus your product range on what you can sell at a reasonable margin rather than what you can sell at the lowest price. Customers want solutions. Look to add value that they will pay for.

The key thing about key messages

Sticking to the simplicity of your key message will help you cut through complexity and manage rapid change.

Getting your price right

Price is the most powerful profit lever.