Magazine article New Zealand Management

SPONSORSHIP : And the Winner Is. When Times Are Tough, Why Do Companies Choose Sponsorships over Other Forms of Marketing? We Asked Those Who Make the Decisions

Magazine article New Zealand Management

SPONSORSHIP : And the Winner Is. When Times Are Tough, Why Do Companies Choose Sponsorships over Other Forms of Marketing? We Asked Those Who Make the Decisions

Article excerpt

Byline: Brenda Ward

Awards and honours are handed out every year in every sector of business. Someone has to organise each event. And someone has to pay.

But despite the recession, instead of struggling as you might expect, many awards are getting stronger. How can that be?

There are many benefits to sponsorship, says Ian Walker, of Vero, which sponsors the Vero Excellence in Business Support Awards.

a[euro]We get the association with high-performing companies and organisations, the positioning of Vero as a champion of the SME market, the partnership with Sarah Trotman and the team at Bizzone a[euro]" and the profile that comes with events such as this, such as when the winners are announced.

a[euro]It all adds up to a great investment for us.a[euro]

Deloitte sponsors the Top 200 with NZ Management magazine and has supported it for 20 years.

Karen Torjussen, head of marketing and business development at Deloitte, says the companya[euro]s name is synonymous with the Top 200 and is one of the first things people ask about.

a[euro]Ita[euro]s been a great driver for brand association, and for reinforcing the fact that we service many of the organisations who fall into the Top 200.a[euro]

BDO sponsors two big awards, both the Vero Awards and the KEA World Class awards. Adam Davy, deputy chair of BDO New Zealand, says there are two key aspects of any sponsorship.

a[euro]Ita[euro]s about having a clear objective at the outset, which should be constantly reviewed to ensure it is being met, and secondly, getting an organisational and cultural fit in terms of vision and values.

a[euro]For BDO, that means growing excellence in business and excellence in people, through both the services we offer to New Zealanda[euro]s small to medium enterprises, and through how we develop excellence in our own organisation. …

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