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An Idea A Day by David Thompson

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PUBLIC RELATIONS

SPONSOR SOMETHING IN B2B

Jim Blythe

MOST SPONSORSHIP IS aimed at encouraging business-to-consumer relationships, but there is really nothing to stop business-to-business companies sponsoring appropriate events. Typically, business-to-business markets are characterized by having relatively few customers, so those you have are worth impressing.

We tend to think that business buyers are not affected by emotional considerations, so a business buyer who supports Manchester United will not increase his purchase of left-handed sproggletackets just because their manufacturer sponsors the team. This is far from being the case—industrial ...

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