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RAB Research Archive

Bigger is not always better



Don't always try to sell sponsorships to the Big Guys in a category.

More and more, smaller companies are engaging in sponsorships as they recognize the significant value of reaching their customers at the grassroots level.

Keep in mind, too, that smaller companies are more nimble and can often move faster on a decision to participate.

Source: Brandeis C. Hall, RAB





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