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By Steven Wood Schmader

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This support can return numerous benefits to the sponsoring organization, but the bottom-line impact on the event itself can mean the difference between success and failure. Many companies are happy to provide sponsorship supportmonetary, in-kind, or bothwhen they can be shown graphically and conclusively that their participation will significantly help them meet one or more of their corporate objectives. While some sponsorship decisions are made on an emotional level, rarely will a company provide any sizable amount of support without justifiably expectingand receivinga meaningful business return of some kind on its investment.

It's just easier to continue doing things the way they've always been done. When that happens, however, it ensures a ho-hum event year after year. Lack of Creativity and Innovation There really isn't a shortage of creativity. There's a surprising amount around. But too little of it is used, especially in the special events field, which by its very nature should epitomize the highest levels of creative application. In his role as an event marketing consultant, one of the authors of this book has been approached on several occasions by city groups wanting him to help them create a hometown event.

It may not be set in type, but it's there anyway; read every line with these caveats in mind. Remember: there are almost no absolutes in event marketing. What produces a notable success in one case can paralyze another. A sizzling success in Tucson might turn out to be a frigid flop in Minneapolis. Furthermore, what works fine for one kind of event in either city can work foul for a different kind of happening in the same city. Even time changes things; the fight approach this year is possibly next year's wrong one.

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