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RAB Research Archive

Be flexible



Built-in flexibility may be the key to getting all of your Sponsorship inventory sold. Creating sponsorship packages is nice, but it's better to customize the package to the client's specific needs.

Ideally, you'll have created an integrated campaign based on a careful needs analysis. In reality, though, you may be talking to a prospect about a sponsorship for the first time. If there is no flexibility (a "buy-all-or-none" approach), there's great risk of not being able to help the client meet their specific needs in a real way, and you lose the sale.

Source: Brandeis C. Hall, RAB





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