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Who's Your Partner?

I’m cycling the London Surrey 100 this summer in aid of the Epilepsy Society. Once you get your place you receive regular update emails from Ride London and their partners. Prudential is the main sponsor of Ride London, with Evans Cycles a partner supplying the official merchandise. Riders can purchase official kit through Evans and this is what I did this morning as I needed a new cycling bib.

So Evans is getting revenue from riders purchasing official kit to offset their sponsorship fee. However what they are really getting is a new database of keen cyclists. The lifetime value of their sponsorship with some clever marketing ought to be worth many times more than the sales of the official merchandise. 

Think who you could partner with to grow your database. As a marketing consultancy we could partner with local website companies as businesses getting new websites might be in need of some social media help. Maybe an accountant could partner with a solicitors or an IFA as their clients bases would probably need all three services.

One often sees local companies sponsoring sports clubs without really getting the full benefit out of the cost of the sponsorship. Most clubs have a great database of local people and families that they contact regularly. Make the most of this sponsorship by growing your own database. Get included on the clubs emails and promote your business with an offer or a special product. Remember it’s not really about what you sell to them it’s about getting their contact details!

PS If you would like to sponsor me and help raise money for the Epilepsy Society please visit my Just Giving page.


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