Role of Sponsorships in Your Web Marketing Campaign
Sponsorships (a form of goodwill ads — think public broadcasting) garnered less than 3 percent of online ad spending in 2010, but you should not overlook them as a means of increasing your company’s exposure on either for-profit or not-for-profit sites.
You can promote your products and services in only a subtle manner on not-for-profit sites, but you benefit from the goodwill of visitors who appreciate your support for something that matters to them, such as the environment or healthcare research.
This cost-effective advertising opportunity comes in three forms of sponsorship, generally requiring contributions at increasing levels:
Newsletter: Offered by the issue or by the month. Advertising might consist of text or graphics, or both. This type of advertising gives you access to a targeted mailing list that may not be available any other way.
Site: Usually button or text ads with different prices based on links and placement. Ethicurean is an example of a site that accepts paid sponsorships, as shown in the following illustration. Companies that sell through not-for-profit sites often contribute a portion of their profits to the organization. (See GreaterGood.com for many opportunities.)
Integrated: Combines both site and newsletter sponsorships, with added visibility for the company name and logo in other offline media. This type works especially well if you adopt a particular not-for-profit related to your business mission as your company’s focus for charitable giving.Credit: Courtesy of The Ethicurean, www.ethicurean.comEthicurean solicits sponsorships for its site.