Christine Pietryla Wetzler is a member of the Forbes Agency Council. From time to time she is interviewed for thought leadership articles appearing in Forbes and shared on social media. In this case, she’s was one of 13 members to offer leadership advice to business owners considering a global sponsorship.
This is especially relevant now as the Super Bowl, Oscars, Gloden Globes and other events are on the horizon and companies are planning their budgets for these in 2021.
Going global is the dream of almost every business that passes a specific size. The global market offers limitless potential in terms of bottom line and exposure to a new audience. Global sponsorship is an exciting thought, but approaching the decision lightly could cost a business more than it bargained for in the long run.
Being a large company in a national market means nothing on the international stage. When competing against other global sponsors, the stakes can become extremely high, and success is at a premium. To advise businesses that are planning on going global, 13 associates of Forbes Agency Council share the essential considerations a company should have before setting foot into the world of global sponsorship.
Christine says in Forbes, “Understand that every brand is different. Over- or underestimating the consumer perception of your brand in advance of spending money on a global sponsorship will damage your ability to achieve ROI. Further, you need a clear goal. What will this achieve? If you can’t measure your goal it’s because you don’t understand it.”