Impressions...Today I want to take a quick look at how impressions impact sponsorships. Impression can be defined as the exposure one receives to a sponsorship or media vehicle that communicates a specific brand message; anytime a consumer is affected by a targeted corporate message. Naturally if one were to look at the stadium court of the Indy pro tennis tournament you would see  a number of sponsor logos: Lilly, US Open Series, National City Private Client Group, American Airlines and many more. These logos combined with various on-site activation methods provide the sponsor with those highly coveted impressions. All of these brands have chosen to align with the top tennis tournament in the Midwest: Indianapolis Tennis Championships Presented by Lilly.
If we link this directly to sponsorship we can really begin to think of ways to capitalize on a corporate sponsorship spend or find compelling reasons to make that sponsorship spend. What is your organization doing to make a lasting impression on your target consumer?

Up next: Experiential Marketing.