Marketing Tips

The Power of Social Organizations & Sponsorships


In the midst of consulting with producers about local advertising media and techniques, invariably the subject of which media to use and which to stay away from arises. First, we advise that our producers use multiple media and advertising techniques simultaneously in order to achieve a consistent and sustained level of credibility created through image branding. But which media to use and which to stay away from can only be truly determined after we take into account the unique characteristics of a local market that differentiate it from others. Second, sometimes there are non-traditional advertising opportunities that exist specifically because of some aspect of community uniqueness. A recent example of this can be found with one of our top producers in southern California. The prospective clients within the community he serves are generally very well-educated, and there is a heavy affinity toward ‘the arts.’ This producer spends part of his advertising budget on a sponsorship of a weekly symphony orchestra series. No talk of financial matters ever arises in the context of this sponsorship; the community simply enjoys both the musical and social experience, and our advisor strengthens his image in the community and is embraced as a great patron of the arts, bringing to his community a unique and rich experience that is right in line with their generally shared ideology. This producer possibly ends up with more referral and walk up business from this community-based sponsorship than the rest of his traditional advertising combined.

The moral? Take a good, hard look at your community uniqueness, and get involved in events and causes that your community embraces. If you become equated with and in fact help bring meaningful experiences to your community, you will go a long way toward endearing yourself to prospective clients and strengthening relationships with your current clients.

For more help choosing the most effective media in your
local market, contact your Business Development Director today at (888) 807-9793!

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