Sponsorship Can Save The Planet, WOW!
Posted: 1/11/2010 3:50:31 PM by
Dan Kowitz | with 0 comments
Creative Recycling Systems, a Florida-based business focused on recycling electronics, has signed a multi-level sponsorship agreement with the boy band sensation WOW. The deal seems to be a good fit, and according to Lisa Pizarro-Yob, COO of Creative Recycling Systems, “WOW is a positive role model and is the perfect liaison to the tween/teen market who own electronic devices that can be recycled.”
I, and many of my IEG colleagues, have blogged often about cause marketing, CSR and having a greater purpose to sponsorships. I am sure that both Creative Recycling Systems and WOW are interested in marketing and business growth from the deal, but the core of this partnership seems to be about exactly what we mean when we say “greater purpose to sponsorship.”
CRS is in the business of trying to save the environment and WOW is a group that spends a lot of time giving back. WOW is helping to generate awareness for world hunger, autism and recently performed a concert on the USS Midway aircraft carrier for kids who have lost parents in the line of duty. That is a lot of purpose.
As sponsorship professionals, we all want to sell more products or more sponsorship. However, that is not what consumers care about. They care about what we are all doing to help their community, the environment or kids in need. When you design sponsorship around the things consumers care about, you build affinity which generally can lead to more sales. That’s sponsorship with a purpose, and that’s sponsorship that just might save the planet!
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Filed under: music, selling, entertainment