Successful sponsorship activation
Lawrence Chia
Chairman, Pico Group

In his latest Headline Finance column, Pico’s Chairman devotes some thought to the rapidly changing nature of sponsorship.

In the past, title sponsorship was always the most expensive variety, with sponsors compelled to spend substantially on the title project. But of late, astute companies are increasingly investing in diversified promotional plans that use their sponsorship marketing budgets more effectively.

To ensure their sponsorship budget is being spent where it counts, companies first need to understand their target audience and connect with them through online and offline platforms. By finding out what their audience wants, companies can create an appropriate and unique marketing experience.

Ultimately, companies shouldn’t rush forward seeking quick results. Sponsorship programmes should be planned with clear, achievable goals in mind, squeezing the greatest possible value from every action and expenditure.

*The above is a summary of the original Chinese article.

The full insights article was first published in Headline Finance on 3 January 2019 (in Chinese only).

Headline Finance has granted Pico permission to publish the article on all online and offline communications channels operated by Pico, as well as the channels of all our subsidiaries and affiliates.

Source: Headline Finance (E-newspaper versionWebpage version), 3 January 2019