Why an Interview,,,

Over the years we have been able to meet and talk with some very interesting people. They have shared with us their knowledge and have provided us with a great deal of insight as to how and why festivals and events work and why they are so important to our communities and to the Province of Ontario. With this in mind, we decided that we wanted you to meet and hear from some of the wonderful people who work so hard to provide us all with such wonderful Ontario Festivals and Events! We are pleased and proud to present "THE INSIDE SCOOP"!

Saturday, September 11, 2021

Promoting Your Sponsors! (Part 1)

 Some time ago, we visited the Fall Fair in Kingston. One of their sponsors was “Kentucky Fried Chicken (KFC)”.  Almost every farm participant we saw was eating a KFC box lunch! What a great promotion! When I saw it, it started me thinking about how festivals and events do or don’t promote their sponsors! If sponsors “make or break” events, why don’t festival/event organizers go all out to promote their sponsors? Some do, but many don’t! Perhaps the best example of an organization that takes full advantage of promoting their sponsors is NASCAR.  Every time you see a driver or crew chief (or for that matter any NASCAR employee), being interviewed, they are continually promoting their sponsors! They eat, drink, wear and talk about their sponsors! You might think that this is over kill, but you are wrong. When sponsors hand over buckets of money, they want to know that those they are sponsoring are doing everything possible to promote them. They want value (over value) for money spent! It’s no wonder, that in these economic times the good NASCAR promoters are able to keep their key sponsors! This brings me back to festivals and events. Festival and event organizers should take a serious look at how NASCAR promotes its sponsors and then look to see how they can promote their own sponsors.

(To be continued in Part 2)

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